Topic in question:
Google Adwords’ image search ads
Are these new?
Well yes and no. No technically, since they were originally launched at a Google Search event back in 2010, but to you – yes if you have never used them before, obviously.
What are they?
In short, they are ads that include images similar to the ones you see on the search network as part of a PPC campaign.
Where do you use them?
These can be used as part of your online advertising campaign in Google’s display network. Specifically, they will appear at the top of Google’s image search above the lines of images returned. Here is an example:
Why would you use them?
For many reasons. There is a huge untapped opportunity to be found via the images you have on your website than just through regular SEO. For instance, through the ALT-tags used in your images. These can lead people to the content on your website.
Also, often people are genuinely just looking for an image rather than actual text content – for instance when looking for new shoes, or any product they are interested in. This is a great chance to draw in prospective customers.
Hold on, don’t we already have image ads on the display network?
We sure do!
So, how are these different?
They’re completely different. Image ads are ads featured in Google’s display network. This network is different from Google’s search network. Instead, it is a large collection of websites that are in a partnership with Google that work to display graphical ads that have been built with the display ad builder.
Those ads look like this:
Will these cost me more than usual search ads?
No, you can bid on relevant keywords as you usually would. So this will only cost you as much as you choose to bid.
Any tips for effectiveness?
Google advises you create a separate campaign for these kinds of ads. This way you can gauge quality scores much more accurately and hone the campaign in a way that works best.
Things to keep in mind?
Although a useful way to advertise, it is worth noting that there are no guarantees this will be a huge success in terms of conversions, and as with text ads, it is a process of constant tweaking until you find what works.
Some users have suggested that this is something that best works with tangible products (on e-commerce sites) where someone will search to get an idea of a product they will eventually wear, use or feel (i.e furniture, clothing or decoration).
If your product doesn’t fall into this band, then the outlook for image ads search might be branding; a way to advertising the visual aspects of your services. Low Cost Holidays does a good job of this. Here, I searched the term winter holidays:
Okay where do I start?
You can explore this feature in Adwords by selecting a campaign on the left and then selecting ads from the top panel. From there, select new ad and then Specialised – Search from the drop down menu:
Follow the instructions from there. – Good luck!
April 15th, 2011.
PPC is a complex system of bidding on low cost, undiscovered but really high traffic keywords in attempt to rank as high up in Google’s SERP’s for your brand as possible.
Often underestimated, users create campaigns which run okay. Maybe they break even, perhaps their site is getting more exposure and if they are lucky, they might even get some conversions. One quick search, and the internet overflows with hints, tips and tricks on how to effectively create PPC campaigns to maximise your ROI, and everyone lives happily ever after…
Unfortunately this isn’t the reality for everyone. Sometimes campaigns can take an awful turn for the worst and instead of those fluffy guides that explain how to be a PPC mastermind, I often wonder if those company owners and PPC newbie’s who suffer have done so because they read a different, slightly darker guide that mislead them. This is how I imagine such a guide would read:
Spend wisely and try to set a reasonable budget that you will be able to pay.
Invest copious amounts of money into every campaign almost breaking the bank. It doesn’t matter if you have other bills to pay or budgets to keep to, now that you’ve read a little here and there, it’s guaranteed that this will pay off – the more money invested the better!
Avoid the main keywords for your brand, there is likely to be high competetion for these which will result in high CPC rates!
Try your very best to beat-out the competition by going head to head for the most competitive keywords for your brand. Be generic and avoid specific. For example, if you’re selling sportswear, bid on “shoe”, “trainer” and “clothing” so that when somebody searches for those terms, your ad will appear somewhere in the results as long as you followed that first rule about money!
Try to use long-tail keyword prhases that have lower search volumes but also lower CPC rates. Using a variety of broad and “phrase” match terms can help with this too.
Be extremely precise by using [exact match] for everything. Long keywords are for suckers, get to the point with one word terms, be honest who has the time to think up long-tail keywords anyway? Instead, spend the time you have saved and go shopping or catch up with an old friend!
Carry out keyword research so you can get an idea of the kinds of things people are searching for. This might also help you to think of alternate keyword variations that people might not have thought up, but will get the desired result.
Do everything as quickly as possible! You don’t have the time to hang around when people are selling the same product as you! Use your intuition and instinct, the first words that pop into your head when you think of your product are the ones you should go for. Get them in and bid ASAP!
Monitor your ads throughout the day, this will help you to discover what is getting clicks and impressions and what isn’t. If something isn’t working, change it.
Time is money. Once you have quickly set up one campaign leave it to simmer and create the next one. If you have followed this guide so far then everything should be a-okay!
Don’t worry if you aren’t getting a good enough ROI to begin with. Use whatever results you have as a learning curve and improve what you need to. Use helpful features like the opportunities tab, or the many reporting tools to make a difference.
Money is everything. If you check and your campaigns aren’t doing well, you’re doomed and should probably give up. Shame on you!
Follow this guide and be a professional failure now!