Introducing New Gallery Ads
At the Google Marketing Live conference this year, Google announced their new mobile search ad format - Gallery Ads. Advertisers can feature up to eight images in Gallery Ads and have been designed to more effectively communicate the value of your business to potential customers. The ads have been in Beta since earlier this year and will be rolling out globally to all advertisers later in 2019. Google stated that ad groups with Gallery ads can potentially drive 25% more engagement (clicks or swipes) than ETAs do, due to being more eye catching on the SERP.
Prabhakar Raghavan, SVP of Google Ads and Commerce said at the conference; “By combining search intent with a more interactive visual format, gallery ads make it easier for you to communicate what your brand has to offer”.
So, what exactly are they? Gallery Ads are made up of a between four to eight swipe-able carousel images – similar to what users would see on Instagram or Facebook. They compete in the same auction against other ETA and RSA ads. These interactive ads sit at the top of the mobile SERP, alongside the ad Headline and Display URL, and only show when in top positions. Each image also has its own tagline (max 70 characters). Users will have the ability to add up to three unique headlines, allowing to you test different combinations.
One advertiser leveraging Gallery Ads that caught out attention, was Jaguar. You can see their Gallery Ads dominating the SERP, as Jaguar utilise Headlines, Taglines and Display URL alongside their image. When searching on mobile, it’s easy to imagine how these ads can really improve performance metrics – given the amount of real estate on the landscape.
And who should be using them? We believe that both B2C and B2B companies can benefit from using Gallery Ads. Simply put – images are always more eye catching than a text ad – people remember 20% of what they read but 80% of what they see. You’ve got a much better chance of grabbing attention if you have an image at the top of the SERP compared to an ordinary ETA. Scientists believe that the brain is able to process images approximately 60,000 times more quickly than it processes a similar amount of written information!
In the increasingly competitive market, you’ll benefit from creating gallery ads as soon as they’re available to you. By adopting Gallery Ads early you’ll be in front of the other competition on the landscape, and with the stats that Google’s given regarding increases in interactions, you would be crazy not to test them. We already know that consumers respond to ads with swipe-able image galleries, so chances are you’ll be seeing a big improvement in CTR for ad groups utilising Gallery Ads.
Gallery Ads are still under beta and are not available universally to all advertisers. We will be testing Gallery Ads for our clients and look forward sharing further insights and results. If you are interested in trialling out Gallery Ads, get in touch with one of our team on firstname.lastname@example.org