Google AdWords Specialized Search Ads

Google AdWords Product Managers are hard at work bringing new and exciting features to the AdWords User Interface. I have been blown away this week with the new look of the UI rolling out as well as some new features that I am finding in some, but not all, client accounts.

I noticed the new addition of an ad type called specialized search. Specialized Search ads allow you to target Google Images and YouTube.

In going through the process of creating one of these ads you create a new ad group in an existing campaign and then are presented with the option to create a Specialized – Search ad. Next you are asked to provide keywords.Once you have entered your keywords and proceed you are presented with a choice of Image Ad Search or YouTube True View In-Search.


Image Search Ads

These ads allow you to target the Google Images section on by creating an image ad that will appear with image search results.

Built into the AdWords UI is a very cool ad creation page that easily allows advertisers to enter their ad copy, select an image, and also edit the image by cropping or removing the image background.


These ads are then eligible to appear in image results shown in this example below.


YouTube True View In-Search Video Ads

YouTube advertising is not new to the AdWords User Interface but adding videos through this method is. Google added a very user friendly way advertise via YouTube.

Can’t wait to see what’s next.


  • June 26, 2012

    Hello Kim,

    Thanks for sharing the new specialized-search ads feature. I think it’s good move made by Google to give advertiser ads more exposure in search and display network. I’m waiting for Google Adwords public announcement for specialized-search ads

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    • June 26, 2012

      Hi Dinesh,

      Thanks for the comment. I really think it is a good move too and like the way the user interface runs the setup, it is so easy to use!

      If you happen to notice an official announcement please let me know.


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  • August 2, 2012

    I am guessing that clicks from image search are going to be worth a fair bit less than clicks from web search. But it’s nice to have the option…

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    • August 7, 2012

      Hi Jordan,

      Thanks for the comment.

      Too early for me to tell. I have enabled the ads for a couple of clients who were a good fit but the traffic is very few and far between. When I have more data to look at I will come back and share what I can.

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  • August 8, 2012

    I suspect both the CTR and conversions from ads on image search will be pretty low – a quick poll round the office says that generally someone doing an image search is not looking to buy, they are looking for a picture for some reason.

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    • August 8, 2012

      Hi Jonathan,

      Thanks for the comment!

      Yup CTR is low. I think it will be more like an expected Display Network CTR than an expected Search Network CTR for sure. Maybe a display network auto placement with no negative keywords CTR 😉

      I think there may be some value to it for certain advertisers who have a long buying cycle that includes their audience researching prior to purchase. I also think there are opportunities for brand awareness campaigns for certain advertisers. Of course just ideas right now, I have no data to backup the thoughts.

      Tell your office that I totally agree with them 🙂 most people go to images to just look at pictures, not buy.

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  • September 18, 2012

    Kim, I just came across this feature now! Where have I been. I am excited to get testing this myself as I find running display ads across the Display Network relatively ineffective when tracking sales conversions. I think this is great for product related searches, but of course the only way to tell is to run campaigns and see the results 🙂

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