From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Getting Images Right In Paid Search. PRESENTATION: Creating Image Ads in Google and Facebook - Given by Laura Thieme, @bizwatchlaura - Bizwatch, CEO. #SMX #31B

1. #SMX #31B @BizwatchLaura
With or without a Designer
Creating Image
Ads in Google &
Facebook

2. #SMX #31B @BizwatchLaura
Text Ads Are Still Important

3. #SMX #31B @BizwatchLaura

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Easy Ways to Create Image Ads in Google

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• Image
Gallery
Ad
• Image
&
videos
(or
only
videos)
• Image
Gallery
Ad
• Up
to
10
images
per
ad
• Add
Captions
(3
lines)
for
each
image
• Landing
page
for
each
image
• Super
easy
to
retrieve
images
• Upload
your
own
images
Take Advantage of Lightbox Image Ads

6. #SMX #31B @BizwatchLaura
Choose multiple images

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• Certify
you
have
the
right
to
utilize
images
commercially
• Choose
the
image
you
want
Insert Site URL With Image

8. #SMX #31B @BizwatchLaura
Pull Image from Client’s Site URL

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OR, create custom image 1024x1050, 200 ppi, <1.25mb

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GOOD

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BETTER

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A

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B

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• Prefer
red
button
with
text
(Order
Now)
• Need
ability
to
make
that
gray
button
POP
with
color
(red,
green
or
blue)
Lightbox Image Ads Still Need Two Major Improvements

15. #SMX #31B @BizwatchLaura
• Lightbox
image
ads
take
longer
to
create
• Lightbox
ads
enable
non-­‐graphic
designer
to
create
professional
visually
stunning
ads
that
convert
• If
you
don’t
enjoy
making
image
ads
• Hire
someone
who
does
• You
might
need
to
re-­‐shoot
the
product
images
• Tell
photographer
&
designers
your
specs
and
what
you
envision
Warning:

16. #SMX #31B @BizwatchLaura
Lightbox Image Ad Sizes
Lightbox
Ready
AD
SIZES
IDEAL
ORIGINAL
IMAGE
SPECS
160x600
1024
x
1050
250x250
300x250
File
Size
<200KB
OR
1.25MB
300x600
320x50
Pixels:
200
ppi
468x60
728x90

17. #SMX #31B @BizwatchLaura
Don’t forget to preview your image ads in all sizes

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• Canva.com
–
create
your
custom
header
image
• Buttonoptimizer.com
–
create
your
green
button
Nearly free online tools to create custom images
Lightbox
Custom
Header
Image
Specs
350x75
900x125
1200x150

19. #SMX #31B @BizwatchLaura
If
you
ever
use
Google
images
…
you
might
get
a
demand
for
$2,500
a
year
later
...
Negotiate
a
settlement
for
$750
...
• And
then
make
sure
you
always
create
your
own
images
or
use
a
licensed
image
• And
then
make
sure
it
includes
your
own
footprint
so
someone
can’t
claim
its
their
image
years
later
Copyrighted images

20. #SMX #31B @BizwatchLaura
Facebook
Image
Ads
Boosted
Posts
News
feed
image
size
1200
x
900
Text
in
Image
<20%
of
image
Right
column
image
size
254
x
133
pixels
Use
images
from
your
URL
Easy
Custom
images
Upload
same
images
you
made
for
Google
adWords
Lightbox
ads
Boost
your
post
For
as
little
as
$5
Facebook Images

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22. #SMX #31B @BizwatchLaura
Preview and/or Remove Ad/Image Sizes You Don’t Like

23. #SMX #31B @BizwatchLaura
Some disadvantages with Facebook Ads Manager
• Not
as
easy
as
FB
to
manage
multiple
accounts
• Have
yet
to
be
assigned
to
a
really
strong
ad
rep
• It
would
be
nice
if
you
could
draft
an
image
ad,
without
placing
the
order,
simply
saving
the
ad
for
later
use.

24. #SMX #31B @BizwatchLaura
KPIs Ultimate Test of Text vs Image Ads
Google
AdWords
CTR
Conversions
CVR
View-­‐Through
Conversions
Display
Ad
.35
399
6.9%
3,393
Text
.43
94
4.7%
0

25. #SMX #31B @BizwatchLaura
Reach
me
on
Twitter
–
or
in
my
office
on
Monday
Laura
Thieme
Need Help with Increasing Paid Search Conversion
Rates?

26. #SMX #31B @BizwatchLaura
SEE YOU AT THE NEXT #SMX!
THANK YOU!