Net Conversion Leads 3 Travel Destination Clients with Search Image Extension Beta to an Average 60% CTR

Pebble Beach Resort Golf Course.

Net Conversion’s Premier Partner Access Leveraging Success 


Net Conversion and travel destination clients celebrate an average 60% CTR using Search Image Extension Beta. 


Situation


One of our main pillars as an agency focuses on our drive to constantly test innovative strategies, platforms and partners to reach our clients’ goals. As a Google Premier Partner, Net Conversion has the opportunity to leverage early access to Beta knowledge provided by our assigned Google representatives. 

Across multiple clients, we’ve begun taking advantage of an available Google Beta, improving CTR for search campaigns – Search Image Extensions. Search Image Extensions essentially allows advertisers to serve rich clickable, relevant images to compliment their existing search text ads. Their goal is to drive higher performance for advertisers by allowing compelling visuals to aid the decision making process of consumers while enhancing the usual text ad format.

As we explored the benefits, early results have shown up to a 5% increase in CTR when utilizing Image Extensions. Around 3 images are implemented at the ad group level and serve with active search ads within the campaign, currently mobile only.

Objective


  • Take advantage of available Google Beta
  •  Improve CTR

Implementation


Once deciding this test would impact our clients in a positive way, we scheduled a meeting with our partners and gave an overview on the Beta, including benefits & items needed. Once approved, the client sent over available assets to utilize, and we began to follow the implementation guide provided by Google for the Beta.

For these particular tests, we partnered with three travel destinations clients. We utilized creative with specific specs per the Beta, with no ad copy, used across core efforts, spa, and wedding campaigns.  Our goal across all clients, and efforts was to increase CTR without increasing budget, which we found to be successful.

Results


Search Image Extension beta proved successful with an overall average of 60% CTR across all three clients. For one client in particular we saw CPC’s also decreased to $0.29 (vs. $0.39) for other campaign core efforts. 

The Extension beta continues to be live for all three clients, and does not have a foreseeable end date due to the added value of a lower click through rate.



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