The results were distorted by several external factors, in particular

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a product with a solid background (so-called product photos),
lifestyle image (showing the product, for example, in everyday use).
We also took into account the CTR of individual campaigns in which image extensions were active. The feature can only be implemented at the campaign level, not the entire account. Therefore, when evaluating, we always based our evaluation on the campaign that received the highest number of impressions (views) in these extensions.

We always compared the period of the last 30 days (mid-July - mid-August 2021) with image extension with at least a 10-day previous period (i.e. without image extension).

favoring static images over bulk sms russia dynamic ones (making it more difficult to measure their performance "against each other"),
seasonal sales for some clients, when users clicked on the campaign more during the period when we had already deployed the image extension.
Google allows advertisers to upload both square and rectangular image formats, so we were also interested in which of these formats performed better in terms of CTR metrics.

And the results? The square format always beat the rectangular one . When we used both formats for our ads, Google favored the square image, sometimes to the point of completely ignoring the rectangular one and not running it at all.

Therefore, in the future, we recommend uploading only square image formats, with the recommended dimensions of 1,200 × 1,200 pixels . If you only have a rectangle available, no problem. Google allows you to crop the image when uploading it to a square format.