Implementing Image Extensions: London Encaustic & Bison Security Posts
Innovative Advertising Success
Implementing Image Extensions with London Encaustic and Bison Security Posts
Google’s latest ad extension caught the attention of the Trafiki team. Working at the cutting edge of advertising development, we decided to incorporate Google’s innovative new feature, Image Extensions, into our client’s advertising strategies with the aim of increasing CTR and standing out from competitors.
What are Image Extensions?
The increasingly competitive auction landscape demands innovation. Google’s latest ad extension development, Image Extensions, aims to revolutionise search engine results pages (SERPs) and help advertisers stand out amongst their competitors. By including a small image next to text ads, Image Extensions complement text ads by offering a visual aid, most often depicting a shoppable product.
A recent addition to their repertoire of ad extensions, Google’s Image Extensions demonstrates an attempt to modernise SERPS by increasing visual prompts. As internet users have become accustomed to comprehending text and visuals together, Image Extensions represent a long anticipated shift in SERP advertising that should engage potential leads and boost ad performance.
Is manual optimisation possible, or is the beta fully automated?
Despite Google’s automation and machine-learning drive, advertisers will still be able to exert some control over how the New Customer Acquisition beta performs. By increasing or decreasing the new customer value, advertisers can inform Google Ads of how much priority they wish to place on new customer focus. Assigning a lower value to new customers will result in SSCs optimising towards online sales over new customers.
Overall increase in CTR
Analysing results pre and post Image Extension implementation, we saw a phenomenal overall improvement on mobile advertisements. Bison Security Posts, a leading supplier in drive-way, car park and commercial security posts, saw a dramatic increase in CTR. Since their implementation, CTR has risen 9.28% across mobile devices. Whilst they previously achieved 8.94% CTR with Google ads, Image Extensions produced an uplift to 18% CTR. London Encaustic, premium artisanal tile and bath retailer, similarly saw an 35% overall increase in CTR since adopting Google’s latest ad extension from 6.37% to 12.5%.
It is worth noting that, because Image Extensions do not appear on every search, the CTR noted above also includes ads without images. After analysing the difference between ads with images and ads without, we found that ads with images achieved a far higher CTR than those without. For Bison Security Posts, Image Extensions appeared for 30% of all mobile impressions but accounted for 50% of all Clicks generated.
Would your company like to trial this new form of advertising?
Although Google has tried to make their new beta as easy as possible to implement, there are areas of setup and management that many advertisers may struggle with. Trafiki Ecommerce Marketing can advise on all areas of the new Google ads and Image extensions.
Analysing results pre and post-Image Extension implementation, we saw a phenomenal overall improvement on mobile advertisements. Bison Security Posts, a leading supplier in driveway, car park and commercial security posts, saw a dramatic increase in CTR. Since their implementation, CTR has risen 9.28% across mobile devices. Whilst they previously achieved 8.94% CTR with Google ads, Image Extensions produced an uplift to 18% CTR. London Encaustic, a premium artisanal tile and bath retailer, similarly saw a 35% overall increase in CTR since adopting Google’s latest ad extension from 6.37% to 12.5%.