Google has rolled out an update to its Local Services Ads (LSA) platform, introducing an automated photo selection feature.
Ginny Marvin, Google’s Ads Liaison, announced that the platform will now automatically select photos from advertisers’ LSA profiles to display in their ads.
The aim of this update is to boost ad engagement by selecting images based on their potential to enhance user interaction with the ad.
Key Points of the Update:
- Photo inclusion may impact ad ranking.
- Google recommends uploading 3-5 high-quality, relevant, and original images to LSA profiles.
- Not all ads will consistently feature photos.
Impact On Advertisers
This update introduces a new factor for Local Services advertisers to consider.
Although Google suggests that adding photos could enhance ad rankings, the actual impact is yet to be determined.
Advertisers might need to reevaluate their visual content strategies in response to this change.
Photo Requirements & Recommendations
Google states that photos must be high-quality, relevant to the advertiser’s work, and original.
The company clearly prohibits copied or stolen images. Advertisers can manage their photos via the Profile and Budget page in their LSA dashboard.
Variable Photo Display
It’s important to note that photo inclusion in ads is not guaranteed. Google indicates that ad appearance will vary based on user queries and other unspecified factors.
This variability may pose challenges for advertisers aiming to maintain consistent ad presentation.
As this feature is implemented, local service providers using Google’s advertising platform must monitor its impact on their ad performance and adjust their strategies accordingly.
How This Can Help You
This LSA update is significant for digital marketers and local businesses.
It alters how visuals impact local service ads, potentially affecting ad performance and user engagement.
What it means for LSA advertisers:
- Better visibility: Quality photos could improve your ad placement.
- More clicks: Attractive visuals might increase your CTR.
- Competitive edge: Early adopters could gain an advantage.
- Time-saver: Eliminates the need for manual image selection.
What it means for marketers and agencies:
- New optimization opportunities: Innovative ways to refine LSA campaigns.
- Added value for clients: Offer guidance on optimizing LSA imagery.
- Data insights: Monitor the impact on performance metrics.
Keep a close watch on your LSA performance and be prepared to adjust. Savvy marketers can leverage this update to enhance their local ad strategies.
Original news from SearchEngineJournal