By Conor Bond
Pop quiz, y’all: Which Google Ads network enables you to build your brand with compelling visual imagery—search or display?
Trick question! Although the Display Network is generally considered the hub of visual-based advertising in the Google Ads universe—I’m conveniently disregarding Shopping for the moment—this year’s Google Marketing Live keynote included the announcement of gallery ads.
Whether you’re aiming to drive sales or generate leads, gallery ads—by combining the intent of search with the creative of display—are poised to deliver some serious returns for your business once they fully roll out later this year.
So let’s dive deeper. By the end of this blog post, you’ll know:
- What gallery ads are
- What they’re designed to accomplish
- Who can benefit from using them
- Why you should be excited about them
What are gallery ads?
Introduced by Google’s own Sissie Hsiao, VP of Product Management in the Mobile App Advertising department, gallery ads are interactive ads that sit at the top of the mobile SERP. Underneath a standard text headline and a display URL, they feature swipeable image carousels—much like the ones users often see in their Facebook and Instagram feeds.
In addition to the ad’s headline, each individual image is accompanied by a tagline. The headline (which, as always, directs people to your landing page) remains at the top of the screen as the user swipes through your carousel. You can include a minimum of four images and a maximum of eight, and each tagline caps at 70 characters. Best of all, because you’re allowed to write up to three unique headlines, you can test all kinds of combinations of different value propositions and CTAs.
As far as performance goes, early testing shows that gallery ads drive 25% more engagement (as measured by clicks and swipes) than standard text ads do.
What are gallery ads designed to accomplish?
In short: to more effectively communicate the value of your business.
People—smartphone users in particular—turn to Google for information. When we have problems or desires, we use Google to learn more about the products and services that can help us. Whether you’re a hungover college kid looking for the best breakfast sandwich in town or an overworked business owner searching for an online advertising management software, it’s more than likely that you’re consulting Google for help.
As marketers, we buy real estate on the SERP so we can be there to offer solutions to our prospects. The key to driving returns on that ad spend, of course, is communicating the value our products and services can deliver.
Alone, words are pretty good at communicating value. Paired with images, they’re even better.
Take another look at that Devour ad and imagine the image has been replaced with a description. Although it certainly wouldn’t be a bad ad, it wouldn’t be nearly as effective. Why? Because the image of cajun-style alfredo with chicken and sausage does a really good job of letting people know our products taste great and satisfy your hunger.
This applies throughout the <a target="_blank" …read more
Read more here:: B2CMarketingInsider