Google debuts image extensions for search ads

Google will approve images before they go up, and they will only appear on relevant searches

Advertising on the Internet is a very delicate balancing act between getting people to see them the ads, while at the same time not making them too distracting or obtrusive. Whereas, in the days before the existence of the DVR, we begrudgingly put up with them on our televisions, we have very, very little patience for them intruding on our Web browsing experience. I don't know why this is, but it's simply the reality.

So Google has to tread carefully with its new image extensions for search ads, which the company revealed in a blog post Wednesday. By allowing businesses to put pictures into ads that appear alongside search results, Google may come awfully close really getting in the way of its core product, and alienating its userbase.

Here is an example of what the new ads will look like:

Previous extensions included links to a website, store address, or phone number, but this is the first time search ads will come with a visual representation as well.

"Advertisers understand that sometimes it's easier to 'show' rather than 'tell' when promoting a business. As search ads continue to evolve, we want to make it easier for you to do both," Awaneesh Verma, Product Manager of Ad Formats, wrote. "Image extensions enable you to more accurately convey the body style of a car, the cut of a pair of jeans, or a particular shade of eyeshadow, making your ads richer and more informative so they stand out in a crowded marketplace."

As Google points out, one in six searches done on the site already come with visual content already, and they will only show up for more relevant searches. 

For example, a search for "luxury car designs" is more likely to come with a picture than a search for "locations of nearby car dealerships."

Advertisers choose their own images, but must send them to Google for review, and they have to own the rights to the images.

"We encourage you to submit your images as we continue to experiment with and improve our visual ad formats," said Verma.

Image extensions are currently running only on English searches. 

Google ads controversy

In addition to search ads, Google also provides display ads, and has recently gotten in trouble for potentially violating anti-trust laws with those advertisements.

Last week, the Federal Trade Commission reportedly began looking into potentially opening an inquiry into whether or not Google is using its dominant position in the online display-advertising market to curb competition, it was first reported by Reuters late Thursday.

The issue at hand is in regards to Google's 2007 purchase of display ad company DoubleClick, and whether or not Google has been using its own display ads to to push other companies, and websites, into using DoubleClick products, including Ad Exchange.

Other companies, which also specialize in helping Web publishers sell ads to put on their websites, have been complaining to the FTC about what Google has been doing, sources said.

If Google did in fact use its own display ad business to try to push companies to use more of its other services, that could be illegal under antitrust laws.

The inquiry is in the preliminary stages right now, and may not actually lead to a larger investigation, depending on what the FTC finds. 

(Image source: https://www.uh.edu)