While it is sometimes hard to predict what Google is coming out with next, what will be the update, what they will do away with, one thing is for sure: a new ad format is always on the cards. In 2018, they came up with Responsive Search Ads which was then expanded to text ads, and now in 2019, they have disclosed the arrival of Google Gallery Ads at Google Marketing Live conference.
Gallery ads are a swipeable, image-based ad unit that appears at the top of search results and is available in selected languages that include English, German, Japanese, French, Spanish, Dutch, Portuguese, Italian, Russian, Swedish, and Polish. The main Moto behind the Gallery Ad is that the businesses can now showcase their brand visually with the ability to include up to 8 images with a slideshow.
Each image for the ad can have different captions with a call to action at the end of the gallery. This is a new ad format that can be used in addition to text ads in a search campaign. There is no need to create a new and specific campaign for gallery ads.
Let’s us first focus on ‘What are gallery ads‘ before diving deep into:
1. What is the Gallery Ads moto?
2. Who can benefit from using them?
3. Why you should be excited about them?
What Are Gallery Ads?
Gallery ads are interactive ads that sit at the top of the mobile SERP. It is the large swipeable carousel of images. Users can swipe through the images or click one to expand the gallery into a vertical view that users can swipe down. Much like the ones users often see into their Facebook and Instagram feeds.
To set up a gallery ad, you can upload a minimum of 4 to a maximum of 8 images with a 70 character description and up to three headlines to test. The best part of the gallery ad is that it drives 25% more engagement (as measured by clicks and swipes) than standard text ads do.
Gallery Ads Moto or what they are designed to accomplish?
To put it simply, Google Gallery Ads are designed to communicate more effectively on the values of a business. No matter what we are looking for, may it be clothing to wear, food to eat, technologies to use on daily basis, etc. we end up asking Google to provide as a satisfying answer. Aren’t we?
With gallery ads consisting of both images and text ads, any business can provide sufficient information to add more value to their product/services.
Who can benefit from using gallery ads?
Although, our first reaction towards gallery ads was that they are designed with consumer brands in mind. However, with more research, we understand that this well helps both B2C and B2B domain. To drive high-funnel mobile traffic to your website, you could create an ad group with a couple of gallery ads and keywords along with the captions. Searchers are more likely to swipe through a Gallery ad “ particularly if the photos are eye-catching “ than they are to read and click on a text ad. Not a big surprise, right?
This will not only attract viewers but also make them understand your products and services more efficiently.
Why you should be excited about Gallery Ads?
It’s time to shift from marketing to neuroscience.
- The human brain processes image 60,000 times faster than text.
- Visuals are the most important part of shopping on mobile or desktop.
- Viewers are more likely to get attracted towards content that incorporates visual imagery.
- Humans always remember 80% of what they see and 20% what they read.
- The first impressions are formed within 50 milliseconds and process images in 13 milliseconds.
Forget about making a long-lasting impression on viewers with the help of text, you may even not be able to make any impression at all. Mix in some visuals and you have a better chance to grab the attention of the viewers.
Gallery Ads are a highly unique endeavor and are sure to see some vastly different results than text-only ads.
All in all, it is an exciting time for research. The possibilities are innumerable for advertisers, especially for e-commerce businesses. From displaying numerous aspects of a retail product to highlighting popular items of food on a restaurants menu it’s time to get in on the next big thing early.
Hope this guides you to the best of Google Gallery Ads and if you still have questions to ask, please feel free to get in touch with our Search Engine Experts at AMH Web Studio now!