From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Getting Images Right In Paid Search. PRESENTATION: Getting Images Right in Paid Search - Given by John Lee, @john_a_lee - Clix Marketing, Managing Partner. #SMX #31B

1. #SMX #31B @John_A_Lee
How to Manage Your Advertising Images and Keep Your Sanity!
Getting Images
Right in Paid
Search

2. #SMX #31B @John_A_Lee
How to Manage Your Advertising Images and Keep Your Sanity!
Getting Images
Right in Paid
Search

3. #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

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So Many Images to Manage. So Little Time.

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You Work in Digital Advertising? You Deal With Images.

6. #SMX #31B @John_A_Lee
How to Manage Your Advertising Images and Keep Your Sanity
Manage the Chaos

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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)

8. #SMX #31B @John_A_Lee
Tools for Last Minute Tweaks (or Make ‘em Yourself!)

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How to Manage Your Advertising Images and Keep Your Sanity
Yes, Image Size Matters

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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 Heck Do You Keep Track?

11. #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

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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

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Want Display Ads, But Lack Time or Resources?

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

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How to Manage Your Advertising Images and Keep Your Sanity
Images in Search

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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

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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

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SEE YOU AT THE NEXT #SMX!
Thank You!
Questions?
@john_a_lee
john@clixmarketing.com
www.clixmarketing.com