images in paid search: experiments in image extensions by joshua graham
TRANSCRIPT
#SMX #32B @joshuagraham12
Experiments in Image Extensions
Images in Paid Search
Josh Graham Hilton Worldwide
#SMX #32B @joshuagraham12
GoogleImageExtensions
RolledoutinJuneof2013,USonly
“ShowandTell”withsearchads
3Imagesabovethetextad
Nevercameoutofbeta,lasted1year
Limitedexposure,lowbookings
Image Extensions History Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
BingImageExtensions
RolledoutNov2015
Advertiserscanuploaduptosiximagestoanadgrouporcampaign.
EachimagecanbesetwithitsownlandingpageURL.
Additionally,otherextensionscanappearwithimageextensions.
#SMX #32B @joshuagraham12
• Testedwith5differentbrands• 80CoreBrandKeywordCampaigns• Lotsofeyesontheads,butnotsomuchonimages…• Contrarytopopularbelief
Performancenotquiteasexpected….
Image Extensions in Paid Search Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
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WhenImageswerelive5.3MMimpressions1MMclicksImagePerformanceCTRwas,onaverage,almost5ptshigherCPCswere4%higher
Imagesonlyservedjustonly6%ofthetimeLowserverate=lowimpact
Image Extensions - Performance Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32B @joshuagraham12
Difficulttogetsolidinsightswhenthecampaignsareonlyserved6%ofthetime…BemoretacticalWorththeeffort?2.0Comingsoon?
Image Extensions - Takeaways Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
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Hero Images: Putting Your Best Foot Picture Forward
#SMX #32B @joshuagraham12
Default vs. Custom Images Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
EmbassySuites–SanDiegoLaJolla-4%ConversionRate
DoubletreeSanDiegoDowntown-10%ConversionRate
#SMX #32B @joshuagraham12
Default vs. Custom Images Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
HiltonManhattanEast–1%ConversionRate
HiltonTimesSquare–3%ConversionRate
#SMX #32B @joshuagraham12
Default vs. Custom Images Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
EmbassySuitesNorthShoreDeerfield
5%ConversionRate
EmbassySuitesChicagoSchaumburgWoodfield
23%ConversionRate
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Default vs. Custom Images
HomewoodSuitesNewBraunfels
4%ConversionRate
HamptonInnDowntownAustinConventionCenter
16%ConversionRate
#SMX #32B @joshuagraham12
• Alwaysputyourbestfootpictureforward• Eyeballtest,putyourselfinthemindofthe
shortattentionspanconsumer• Considermitigatingfactors:• Newlyrenovated?Newpool?
• A/BTestifyou’renotsure• Don’tbeafraidofshorttestingwindows
(“getinandgetout”)• LookatConversionRate
Best Practices Text Slide with Solid Blue Banner:
ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.
#SMX #32B @joshuagraham12
SEE YOU AT THE NEXT #SMX!
THANK YOU!