Some marketers still find it challenging to create ads people stop and read. So Jen serves up advice on integrating an image ad into a paid search campaign.
She explains that while the bidding structure for image ads is the same as text, either CPC or CPM, prices are higher. Set the budget accordingly, she writes. Also keep in mind placement-target campaigns using a CPM bid tend to cost more because you want to target a specific position.
If you decide image ads are worth testing, Jen provides several steps to get started in Google.