getting images right in paid search by john lee

#SMX #31B @John_A_LeeHow to Manage Your Advertising Images and Keep Your Sanity!

Getting Images Right in Paid

Search

#SMX #31B @John_A_Lee

Who Is This Guy?Managing Partner – Clix MarketingDigital Advertising Geek Emphasis on “Geek”Prior Sentences Served: Hanapin Marketing WordstreamWriter: Search Engine Watch, ClickZ, Clix

Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero

Speaker: SMX, SMX Social, SES / ClickZ Live,

HeroConf, State of Search, Acquisio User Summit, Bing Ads Connect

#SMX #31B @John_A_LeeSo Many Images to Manage. So Little Time.


DisplaySocial

…and yes, Search

You Work in Digital Advertising? You Deal With Images.

#SMX #31B @John_A_LeeHow to Manage Your Advertising Images and Keep Your Sanity

Manage the Chaos


Make Files Easy to Share Make Files Easy to FindHave an in-house server? Great! Working with multiple vendors? Than cloud storage is the way to go!- Easy long term storage.- Easy to share via secure links

(don’t worry about file size caps in email).

- Anyone can access via the web.

Mo’ Images + Mo’ People = Mo’ Problems

File names matter, folks.Pick a nomenclature that you, your team, your vendors and anyone else understands.What to include?- Dimensions (e.g. 1200x628)- Channel (e.g. Facebook, Display,

etc.)- Theme / Ad Flight (e.g. Holiday

Ad Set 1)

#SMX #31B @John_A_LeeTools for Last Minute Tweaks (or Make ‘em Yourself!)

…or just keep a designer in your back pocket!


Yes, Image Size Matters


Facebook has 5+ sizes.Twitter 2+.Bing (yes, that Bing) 4.Display is at like, what, 20?!?!?

I got tired of looking things up. So I made a list!http://bit.ly/common-image-sizes

So. Many. Sizes. How the Heck Do You Keep Track?


Huddle up with your design team and discuss efficiencies.- 1200x628 = Facebook,

Yahoo, Bing- Squares! 1080x1080 begat

600x600 begat 300x300 = Facebook, Instagram, Yahoo, Bing, display

- Keep a square logo handy, often 50x50 or 144x144

Work Smarter, Not Harder

Iimage source: entrepreneur.com


Yes, you can repurpose sizes for multiple channels or placements.1st, make sure they are appropriate in context to placement and device.- Facebook Newsfeed vs. Right

Placement- Resizing a large rectangle to

fit LinkedIn’s 180x110 size. - Anything sized for mobile

display.

One Size Fits Most; Optical Delusions


Want Display Ads, But Lack Time or Resources?

Create the 3 Most Popular Sizes


Lack Time and Resources, But Still Want ALL THE ADS?Get All The Ad Sizes AND MORE With the AdWords Ad Gallery!

HTML 5 Ads.Responsive Design For All

Ad Sizes.Customize Colors, Images,

Copy.


Images in Search


800x800: Suggested minimum size.At least 75% product. #nofluffInvest in high quality, high resolution photos.- Why? In addition to Shopping Ads, your product feed pushes images to larger format Display/Facebook Dynamic Product Ads.

Images in Shopping Ads


Serve an image with text ads in the Bing search results.4 possible sizes.- Instructions say to upload

1200x628 image and crop down.

- Bing reps say create custom image for each size.

Image Extension also serves as basis for Bing’s Native Ads.

Bing Ads Image Extension


Now The Future

Bing Ads Image Extensions Open a World of Possibility

#SMX #31B @John_A_LeeSEE YOU AT THE NEXT #SMX!

Thank You!

Questions?@john_a_lee

[email protected]

mailto:[email protected]