Google Image Search PPC

For services and products that have strong visual components, it might be worth considering using Google image search PPC ads as an accompaniment to the text-based ads of Google’s default search. The process of creating an image ad isn’t different from that of text ads, as they also use keywords to determine relevance, so it will require little effort for those familiar with internet marketing.

One of the plus points of using image ads is that, like text-based keyword ads, image search queries are generally indicative of a want or need. With the help of an appropriate and relevant image, potential customers are given a preview of the product or service that they are interested in. The relevance of the product itself and the appeal of the image used may lead to a higher CTR.

It may be wise for those in online marketing to use an image that is not at odds with the majority of images on the SERP, which will more often than not mean an image of the product alone without text. This will ensure that your ad is perceived as ‘natural’ and non-intrusive. Although the search is indicative of a need, if the user’s search is broad, then it might mean that they are in the initial stages of their product research and are focussing on the visual properties of prospective purchases. As the image ads aren’t particularly intrusive and function like the rest of the images on the page, they will have the added benefit of text descriptions. The image itself may be very appropriate for a want or need, but is the product for sale?

In terms of targeting image ads, the advertiser can make the keywords as specific or as broad as they think is appropriate. The image search is less utilised than Google’s default searches, so broad image searches may be easier to tap into than broad text-based searches. However, the advertiser must bear in mind that the use of image ads is ranked by similar markers of relevance to text search ads, which means that the more relevant your image is to the search query and the search query to the landing page, the higher your rank is likely to be, so be sure to feature the same image used in the ad.