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Getting Images Right in Paid Search By John Lee

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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

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Getting Images Right in Paid Search By John Lee

  1. 1. #SMX #31B @John_A_Lee How to Manage Your Advertising Images and Keep Your Sanity! Getting Images Right in Paid Search
  2. 2. #SMX #31B @John_A_Lee How to Manage Your Advertising Images and Keep Your Sanity! Getting Images Right in Paid Search
  3. 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
  4. 4. #SMX #31B @John_A_Lee So Many Images to Manage. So Little Time.
  5. 5. #SMX #31B @John_A_Lee You Work in Digital Advertising? You Deal With Images.
  6. 6. #SMX #31B @John_A_Lee How to Manage Your Advertising Images and Keep Your Sanity Manage the Chaos
  7. 7. #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)
  8. 8. #SMX #31B @John_A_Lee Tools for Last Minute Tweaks (or Make ‘em Yourself!)
  9. 9. #SMX #31B @John_A_Lee How to Manage Your Advertising Images and Keep Your Sanity Yes, Image Size Matters
  10. 10. #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 Heck Do You Keep Track?
  11. 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
  12. 12. #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
  13. 13. #SMX #31B @John_A_Lee Want Display Ads, But Lack Time or Resources?
  14. 14. #SMX #31B @John_A_Lee Lack Time and Resources, But Still Want ALL THE ADS?
  15. 15. #SMX #31B @John_A_Lee How to Manage Your Advertising Images and Keep Your Sanity Images in Search
  16. 16. #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
  17. 17. #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
  18. 18. #SMX #31B @John_A_Lee Now The Future Bing Ads Image Extensions Open a World of Possibility
  19. 19. #SMX #31B @John_A_Lee SEE YOU AT THE NEXT #SMX! Thank You! Questions? @john_a_lee john@clixmarketing.com www.clixmarketing.com

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