Google has been exploring image extensions for a while, and they attempted to roll these out previously in 2013 and 2016, using Sitelink extensions. Trying gallery ads for a time, Google eventually ended these to focus more on image extensions. In 2019, Google began more image extension testing and now in 2021, they are available for all advertising businesses. Google image extensions can allow your law firm to be more creative with ads, enhance your ads, and go beyond text to create a more compelling ad campaign. Learn more about using the new Google Ads image extension for your law firm. 

What Are Google Ad Image Extensions?

New Google Ads image extensions are a new feature, and there is not a lot of tested data on how effective they are yet. However, images attract user attention, and visuals make any ad pop out and get noticed on search results. People expect image extensions to boost the effectiveness of ad campaigns and bring more traffic to a website. The new image extensions are Google’s response to the way consumers interact with text and visually connected elements. 

How To Use Google Ad Image Extensions

If you have images to use for Google Ads, first you need to make sure they follow certain guidelines and requirements, such as: 

• You must have a Google Ads account that is eligible for vertical or sub-vertical images.
• Your law firm must have a Google Ad account that has been in existence for 90 days or more.
• Your company must have a history of Google Ad policy compliance.

If you meet these qualifications, you can start using image extensions. Google allows users to upload twenty high-quality images that are relevant to their keywords, and they must display an aspect ratio of 1 x 1 square or a landscape size of 1.91 x 1. Be sure to know and follow the rules before designing image extensions. Avoid the following items which are disallowed by the new Google Ads image extension guidelines:

• Any photoshopped images
• Moving gifs or images
• Logo overlays on the image
• Text overlays on an image
• Collages
• Images that are repeating on the same ad

Another choice exists besides uploading images for ads: Google offers dynamic image extensions that are an automated extension. This opt-in feature gathers relevant images and visuals from the website landing page that connects with your Google Ad. 

Best Practices for Google Ad Image Extensions

To maximize the potential of your image extension, Google offers recommendations to make your ad more effective. Your images should be of high quality and help visitors by conveying information. Your law firm can try different ads and images to see which ones perform best. Consider the following tips for using the new Google Ad image extension:

• Use both image extensions as well as dynamic image extensions
• Design the proper image extension based on your ad account structure
• Include three unique images to the extension. This creates a good balance and better performance.
• Insert both landscape and square images to bring variety to ads, and more unique opportunities for display.
• Add images that will be relevant to a Google search query, in the same way that text does.
• Make your image useful and convey unique selling points.
• Zero in on quality and use simple backgrounds. 
• Experiment to find out what works best for your business.

How to Create A New Image Extension

If you want to try the new Google Ad Image Extensions, here’s a step-by-step:

1. Sign in to your law firm’s Google Ads account.
2. Click on “Ads and Extensions” in the page menu.
3. Click the “plus” button and select “image extension.”
4. From the drop-down menu, select an ad campaign for your image extension.
5. Click the plus button next to “images”. 
6. Select an image source from the dialog box. You can choose:
   • Create new — to add images, choose to scan your website, upload, or select “recently used.”
   • Use existing — choose existing image extensions from any ad group or campaign in your account.
7. Follow the instructions to upload your images.
8. Images may need to be cropped to adhere to the measurement requirements.
9. Choose up to twenty images; then click “save.”
10. Preview your draft on the right side of your screen, and click the pencil/edit icon if you need to make changes. 

To delete an image extension:

1. Login to your Google Ads account.
2. Click Ads and extensions from the page menu.
3. Choose the image extension to delete.
4. Click the box next to the desired image.
5. Click the drop-down edit that appears; click remove.
6. Choose “remove” again to delete your image extension.

How to Find the Best Images

Whether using images for Google Ads image extensions or in other places on your website, there are some principles to remember about utilizing visuals in marketing. Remembering a few key tips can make a big difference when selecting the right images for your marketing goals: 

1. Address the Viewer’s Desires. Your image should provide instant appeal, catch the eye, and draw in your visitors.
2. Use images that link up with your brand. Always keep brand awareness in mind — with text, visuals, color and design. Consider the keywords that define your law firm and use visuals that tie in. 
3. Identify your tone. Once you choose a tone that personifies your law firm, select photos that deliver your tone through the visual message.
4. Use color strategically. Most people have heard of the psychology of color, but you may not yet have identified certain colors that mesh with your brand. Color needs to fit your brand and tone. Warmer colors fit a friendly, fun brand, and cool colors connect with a formal, serious brand. Purple says “sophistication” and red triggers excitement. 
5. Be unique. Your brand needs to be original, and so do its images. We are bombarded with images online and everywhere else, so make sure your images stand out as much as possible. Explore what other law firms are doing, and avoid using images that are too much like the competition. 

Digital Marketing Next Steps

Your law firm marketing plan now has one more avenue for marketing success: the new Google Ads image extension. Take time to select the right images that attract visitors, follow the Google Ads guidelines, and get ready to present the best display of your law firm’s brand. Remember to try a variety of different images to see which ones work the best, checking the metrics and performance to maximize your advertising efforts. 

Annette Choti graduated from law school 20 years ago, and is now the CEO & Owner of Law Quill, a legal digital marketing agency focused on small and solo law firms. Law Quill is the only legal digital marketing agency that provides unique, SEO-optimized content, pre-packaged content, and courses for lawyers to learn SEO themselves through Law Quill Academy. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at annette@lawquill.com