Google says image extensions are coming to desktop, having been available on mobile, and that advertisers already running them will not have to do anything to get them there. The announcement also covers dynamic image extensions and a free library to source pictures from.
What Google announced
Google announced that a new update was coming out soon and that advertisers would be able to see image extensions on desktop devices, a placement they had only had on mobile.
The update is said to apply to dynamic image extensions too. No release date was given beyond a few weeks, and the hedge is Google’s rather than ours.
- Select one suitable image from the available library
- Crop the selected visual around its useful subject
- Adapt the crop to mobile and desktop proportions
- Inspect both placements and return to the crop when needed
What advertisers have to do about it
Nothing, if image extensions are already running on mobile.
Advertisers already using image extensions on mobile will see them appear automatically on desktop devices as soon as this update rolls out. What is worth doing afterwards is checking performance, so that the decision on whether the new placement is valuable for the brand rests on the numbers rather than on the announcement.
Dynamic image extensions, in every language
The update includes dynamic image extensions available for all languages, which means the software automatically selects the ad’s most relevant image for desktop devices.
That moves one choice out of the advertiser’s hands, which is the trade in every dynamic format: reach in exchange for control over which picture runs where.
The Stock Image Library
Google created a free library of stock images where advertisers can search for and find images for their ads.
Images can be cropped before being added to an image extension so that they fit different formats, which is the difference between a library and a folder of pictures that only work in one slot.
What it changes for a campaign
An image extension that already works on mobile becomes a second placement at no extra production cost, which is the whole of the offer.
Images are an essential part of any website, and the same is true of an ad: this update lets a campaign show relevant images to people at home as well as to people checking their phones on the go. Whether that is worth having is a measurement, and it is the same discipline we apply to programmatic buying and to visual marketing generally.
Frequently asked questions
Where do Google Ads image extensions appear?
On mobile devices already, and on desktop once this update rolls out. Google announced that advertisers would be able to see image extensions on desktop devices in a few weeks; no exact date was given.
Do image extensions have to be set up again for desktop?
No. Google said that advertisers already using image extensions on mobile will see them appear automatically on desktop devices as soon as the update rolls out, without any new campaign work.
Does the update cover dynamic image extensions?
Yes. The update is said to apply to dynamic image extensions too, available for all languages, which means the software automatically selects the ad’s most relevant image for desktop devices.
What is the Google Stock Image Library?
A free library of stock images Google created, where an advertiser can search for and find images for their ads. It is a source of images rather than a new ad format.
Can stock images be cropped before use?
Yes. Stock images can be cropped before being added to an image extension so that they fit different formats, which is what makes one picture usable across more than one placement.
How do you know whether desktop image extensions are worth keeping?
By checking performance after the rollout. Google’s own framing is that advertisers should check performance and then decide whether the update is valuable for their brand, rather than assume a second placement is a gain.
Global Wizards keeps an eye on changes like this so our clients can decide what to do about them. If you want a view on what this one is doing to your campaigns, contact us.
