Google has introduced automated AI photo selection for local service ads in the USA and Canada.
Google said the update would positively impact advertisers’ ranking by selecting images that are most likely to increase engagement rates.
Local Services Ads update
Google announced the latest update to its Local Services Ads platform, saying it aims to increase ad engagement by automatically selecting advertisement photos based on their likelihood of conversion.
SEJ staff writer Matt G Southern first reported Google`s announcement on X, where Google’s Ads Liaison, Ginny Marvin, said the company would now choose advertizer’s display photos for ads from their LSA profiles.
Google’s Ads Liaison said:
Photo Requirements
Google laid out the photo selection requirements, saying originality and quality are essential and the update can help with local ad ranking.
- “Photos must be high quality, relevant to the advertiser’s work, and original.”
- “We recommend uploading at least 3 to 5 images to your LSA profile on the Profile and budget page.”
- “Adding photos to your Local Services Ads can help improve your ad ranking.”
- “Ads won’t always include a photo, depending on the user query and other factors.”
No inclusion guarantee
With no guarantee of photo inclusion in ads and Google choosing which to display based on user queries and internal factors, advertisers could have difficulty creating and controlling their marketing campaigns.
While Google’s statement says the update will increase ad engagement by selecting images based on their likelihood of improving user interaction with the advertisement, some users on X had questions.
With one asking:
- What does: “Photos will be selected based on their likelihood to increase engagement with your ad.” mean?
- Should we all start making click baitey LSA thumbnail images now?
Google’s Ads Liaison, Ginny Marvin, was quick in replying to the “click baitey” question, reiterating the importance of quality and relevance:
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A new challenge for advertisers!
The update gives digital and local business owners something to think about.
On the one hand, it removes the need to choose and manually upload your images. You select 5 of the best, and Google does the rest.
On the flip side, the update gives advertisers another variable to consider.
Reducing advertisers’ control over which images to display and when means they must now monitor the performance of their automated ads and adjust their visual marketing strategies based on the results.
Looking forward
Google says the automatic and variable selection of ad images could improve a site’s rankings. But the update also changes the local service advertiser/user visual relationship; time will tell if it’s for the better.
With change comes opportunity, and advertisers who embrace Google’s new AI photo selection, monitor their ad/user interaction and conversion rates, and adjust accordingly could see positive results. Matt G Southern made a valid point when he wrote, “Savvy marketers can turn this update into a win for their local ad game.”
When he is not writing content, Terry can be found on his boat in Italy or chilling in his villa in Spain.
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