Image Assets (formerly known as Image Extensions) add rich, relevant visuals next to your search ads, helping them stand out on the Google Search Results Page (SERP). Using high-quality, relevant images can significantly increase your Click-Through Rate (CTR).

Here is the step-by-step process for uploading them and the essential specifications for UK advertisers.

Step 1: Check Account Eligibility

Before you begin, your Google Ads account must meet certain requirements to be eligible to use image assets:

• Policy Compliance: A good history of adhering to Google Ads policies.

• Account Age: The account must have been open for more than 60 days.

• Activity: Must have active Search campaigns with active text ads for the last 28 days.

• Vertical: Must be in an eligible business vertical (sensitive verticals like gambling or healthcare are excluded).

Step 2: Prepare Your Images (Specifications)

To ensure your images are approved and perform well, they must adhere to specific technical and quality guidelines.It is highly recommended to upload a minimum of four unique images with both aspect ratios.

• File Format: PNG or JPG (Static GIF files are supported, but animated GIFs are not).

• Max File Size: 5120 KB.

• Content: Must be high-quality, clear, and relevant to the ad group’s keywords.Must not include text overlays, logos, or excessive white space.

Step 3: Upload the Image Assets in Google Ads

You can add image assets at the Campaign or Ad Group level. Ad Group level is generally preferred for maximum relevance.

1. Log In to your Google Ads account.

2. In the left-hand navigation panel, click Tools.

3. Select the Asset Studio tab.

4. Click the Upload and select Image.

5. This will upload the image to the Asset library.

Step 4: Add the Image Asset to the campaign

This is the process you must follow to make the images eligible to serve as Image Assets:

1. Navigate to the specific Campaign or Ad Group where you want the images to show.

2. Choose the Campaign or Ad Group, Click Edit Asset.

3. Click the image selector opens, you will see a few tabs:

• Upload: (For uploading images directly that will also be saved to the Asset Library).

• Asset Library: This is where you choose the images you pre-uploaded in Step 1.

• Scan Website: (If Google can automatically find images on your URL).

4. Select the images you want from the Asset Library tab and click Save.

The images will then go through an automated review process to ensure they meet all policies and specifications.Once approved, they are eligible to show alongside your text ads.

Example Scenario

Company: UTDS Optimal Choice (utds.io) – selling ERP software.

Ad Group: AG – Cloud Systems

By uploading these three unique, high-quality images, UTDS Optimal Choice enhances the visual appeal of their text ad, increasing the chances of capturing the searcher’s attention on the SERP.