As is well known, when it comes to advertising, digital advertising platforms allow us to use more than one ad image for each campaign. Generally a campaign image is created and then the dimensions are created and the same campaign image is used in all visual areas. These areas have a strategic opportunity value for the difference of the design on the visual rather than the different size of the visuals.

Berkun Meral, founder of IQUEEM, explains the strategic use of advertising images and how many images to use as follows:

“For example, you have a campaign where you offer 10 discounts. You have created a design by combining the campaign message with your favorite photo. If you adjust it to 10 different sizes, you will have 10 ad images (banners). Actually, you still have an ad. If you like 1 image of your choice and find it attractive, click on this advertisement. While your ad will be shown to thousands of people, can we assume that thousands of people have the same aesthetic tastes or priorities as you?”

How many images need to be prepared for ads?

For advertising campaigns it is important to prepare at least 5 different designs. Although three separate ads are recommended in the Google Ads documentation, there is no upper limit to this issue. In this case, if we start from the above example; A campaign with 10 discount messages combines 5 different photos with 5 different fonts or items, resulting in 5 separate set-50 banners. After that, the easiest thing to do is upload it to the advertising platform and leave the rest to the algorithm.

Depending on traffic and advertising budget, it can be viewed and optimized for 15-30 days. If the campaign is in an auto-optimization format, the algorithm has already started showing the banners that get the most conversions for the advertiser to the right people. On the other hand, if manual optimization management is used, one of the most effective methods is to review the ad ad report and continue with the banner version with the highest click-through rate.

Berkun Meral continues his words as follows:

For example, in an EU test we conducted, we advertised the same targeting/budget, 1 design and 7 different design banners in the same time. When we compared the time periods when we started using multiple variants with only 1 design, we saw that the click-through rate increased by 56 and the conversion rate by 46.

Creating an ad image is undoubtedly a time-consuming and labor-intensive process, especially when targeting in different languages. But when we look at click-through rates and conversions, we think it’s really worth getting more traffic without increasing your ad budget.