how to manage your advertising images & keep your sanity
TRANSCRIPT
#SMX #31B @John_A_Lee
How 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 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
#SMX #31B @John_A_Lee
So Many Images to Manage. So Little Time.
#SMX #31B @John_A_Lee
You Work in Digital Advertising? You Deal With Images.
#SMX #31B @John_A_Lee
How to Manage Your Advertising Images and Keep Your Sanity
Manage the Chaos
#SMX #31B @John_A_Lee
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)
#SMX #31B @John_A_Lee
Tools for Last Minute Tweaks (or Make ‘em Yourself!)
#SMX #31B @John_A_Lee
How to Manage Your Advertising Images and Keep Your Sanity
Apparently, Size Matters
#SMX #31B @John_A_Lee
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?
#SMX #31B @John_A_Lee
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
#SMX #31B @John_A_Lee
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
#SMX #31B @John_A_Lee
Want Display Ads, But Lack Time or Resources?
#SMX #31B @John_A_Lee
Lack Time and Resources, But Still Want ALL THE ADS?
#SMX #31B @John_A_Lee
How to Manage Your Advertising Images and Keep Your Sanity
Images in Search
#SMX #31B @John_A_Lee
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
#SMX #31B @John_A_Lee
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
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Now The Future
Bing Ads Image Extensions Open a World of Possibility