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5 Golden Aspects For Top Quality Image Ads

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Follower ✭ ✭ ✭
# 1
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Hi Google Adwords Community,

 

I joined the community on Monday along with a couple of my colleagues (shout out to @Liam_Bendelow) and I must say I was pleasantly suprised. Everybody in the community not only has a comprehensive knowledge of Google Adwords but you're all welcoming, friendly & accomodating so thank you for that. In this post I would like to discuss best practice when it comes to designing image ads. This topic causes a lot of debate and discussion because of the varying opinions out there so please feel free to jump in with your own opinion and experiences at any time.

 

Firstly I feel I should give a little background as to why I am writing about this topic. As we specialise in eCommerce the overwhelming majority of our clients are ROI driven and therefore some of my colleagues make the arguement that the image ads used should be very direct (and I can see where they're coming from). However, I disagree because the Google Display Network has such brand building potential and I believe being too direct could be detrimental to the brand building goal and the brand building would pay dividends in the long run and improve ROI. Below are my 5 golden aspects that I think make up top quality image ads.

 

Golden aspect 1 - Company logo

 

Including the company logo is a must! The Google Display Network is the largest advertising network in the world and is estimated reach is expected to be over 80% of internet users. As a whole the network serves over 6 billion ad impressions everyday on hundreds of thousands of websites. For this reason the Google Display Network has incredible brand building potential and this potential is wasted if a company logo is not included.

 

Golden aspect 2 - Call-to-action

 

A call-to-action lets users know what to expect if they choose to click on the ad. I personally choose to use direct call-to-actions for remarketing image ads such as “Buy Now” because I believe the audience is much closer to the buying phase. When I am using other Google Display Network targeting methods I tend to use more indirect call-to-action such as "Browse Our Collection" because I use these methods as more of a brand awareness exercise and I believe the audience is much further away from being ready to purchase. This opinion of mine strikes up quite a debate with my colleagues.

 

Golden aspect 3 - Pricing, Products & Promotion (Technically this is 3, but they're all interlinked)

 

Including prices and promotion may negatively affect CTR however it will ensure the relevancy of the traffic generated is a lot higher because it will discourage timewasters that are interested in cheaper products.

Golden aspect 4 - Sense of urgency

 

A sense of urgency is typically used for special offers with phrases such as “Offer ends Sunday”. However, if you aren't running any offers or promotions then you may find it harder to come up with a good sense of urgancy. I use phrases such as “Be the first to get your hands on the latest fashion” and believe phrases like these can have a similar influence.

 

Golden aspect 5 - Fantastic design


Without a design you can follow all the best practices in the world and get nowhere; all aspects of the image ad should be nicely balanced so that attention is drawn to the ad without it having too much going on. This is harder to achieve then it sounds. For those of you that struggle when it comes to designing image ads you may want to take a look at Googles Display Ad Builder tool.This tool has been made to help advertisers create professional-looking display ads with ease.

 

I hope you have found this post interesting and informative. If any of you have other suggestions for "Golden Aspects" then I am happy to expand my unofficial rules. As a community by the end of this post hopefully we will have 20 aspects to make PERFECT image ads.

 

Cheers,

Luke


 

 

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Accepted by topic author Luke_Raper
September 2015

Re: 5 Golden Aspects For Top Quality Image Ads

Top Contributor
# 14
Top Contributor
Oh yes you can jack up the CTR pretty good on a managed placement if you tailor the ads just right. It requires some extra work to segment the placement out to make the ads for it but if you get enough traffic from the placement and it converts then it is usually worth the effort.


Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
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Re: 5 Golden Aspects For Top Quality Image Ads

Zee Community Manager
Community Manager
# 2
Zee Community Manager
Community Manager

Hi Luke,

 

Welcome to the AdWords Community. Thanks for starting a proactive best practice thread and sharing your 5 golden aspects for image ads.

 

 

Zee
G+

Re: 5 Golden Aspects For Top Quality Image Ads

Explorer ✭ ☆ ☆
# 3
Explorer ✭ ☆ ☆

Hi Luke,

 

I would firstly like to thank you for posting this for everyone to use and contribute to!

 

Secondly, I've got your back on this one! These are fantastic qualities which are very important for a quality image ad. I will also add, not so much in relation to quality that the sizing guides put forward should be considered when creating the image ads.

 

Here is where you will find a list of the sizes that Google suggest you use;

 

http://support.google.com/adwords/bin/answer.py?hl=en&answer=97526

 

Hope this helped!

 

Thanks,

Liam

 

Re: 5 Golden Aspects For Top Quality Image Ads

Top Contributor
# 4
Top Contributor
LOL Liam - isn't Luke sitting in the room next to you?


Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
Did you find any helpful responses or answers to your query? If yes, please mark it as the 'Best Answer.'

Re: 5 Golden Aspects For Top Quality Image Ads

Explorer ✭ ☆ ☆
# 5
Explorer ✭ ☆ ☆

Hi Kim,

 

Not at the time of posting ha!

 

Thanks,

Liam

Re: 5 Golden Aspects For Top Quality Image Ads

[ Edited ]
Top Contributor
# 6
Top Contributor

@Liam ;

When reading the intro, it seems that you, both, were posting together, while having coffee in the cafeteria.:.  Smiley Wink


@Liam_Bendelow wrote:

Hi Kim,

 

Not at the time of posting ha!

 

Thanks,

Liam


 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: 5 Golden Aspects For Top Quality Image Ads

Explorer ✭ ☆ ☆
# 7
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I know I wondered what on earth he was putting when he told me to read it haha!

 

Never expected the shoutout to be the main talking point of this topic like?

 

Thanks,

Liam

Re: 5 Golden Aspects For Top Quality Image Ads

Top Contributor
# 8
Top Contributor
LOL. well we like to have some fun here too Smiley Wink The topic is great and definitely the most interesting part of this thread.

Take Care and have a great weekend.


Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
Did you find any helpful responses or answers to your query? If yes, please mark it as the 'Best Answer.'

Re: 5 Golden Aspects For Top Quality Image Ads

[ Edited ]
Top Contributor
# 9
Top Contributor

@Liam;

The intro and some other posts (if I recal correctly) of you, guys, do look very much business oriented / "biz promoting" - a practice this Community is notoriously known of avoiding in discussion threads.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: 5 Golden Aspects For Top Quality Image Ads

Explorer ✭ ☆ ☆
# 10
Explorer ✭ ☆ ☆

Hi Moshe,

 

We by no means want to advertise our company I just feel by applying problems as if they were in our business tends to help with solving the problem. Sorry if we seem to be coming across in this way it's not how we are intending. We simply are here to both learn and to help or even teach in some cases. We are not looking for business otherwise we would just say join us heheh :-). We have joined the community in order to have fun and share our experience

 

Hope this has cleared up some confusion.

 

Thanks,

Liam