how to manage your advertising images & keep your sanity

#SMX #31B @John_A_Lee

How to Manage Your Advertising Images and Keep Your Sanity!

Getting Images Right in Paid

Search


Who Is This Guy?

Managing Partner – Clix Marketing

Digital Advertising Geek

Emphasis on “Geek”

Prior Sentences Served:

Hanapin Marketing

Wordstream

Writer:

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


So Many Images to Manage. So Little Time.


You Work in Digital Advertising? You Deal With Images.


How to Manage Your Advertising Images and Keep Your Sanity

Manage the Chaos


Make Files Easy to Share Make Files Easy to Find

Have 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)


Tools for Last Minute Tweaks (or Make ‘em Yourself!)



Apparently, 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!

So. Many. Sizes. How the $#%@ 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?


Lack Time and Resources, But Still Want ALL THE ADS?



Images in Search


800x800: Suggested minimum size.

At least 75% product. #nofluff

Invest 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


Thank You!

Questions?@john_a_lee

[email protected]

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