Google’s 2019 Marketing Live keynote included a big announcement of new features on the Google Ads platform – Gallery Ads.
Gallery Ads are designed to combine the intent of search queries with the creative prowess of display and imagery. This new ad type is sure to help businesses drive sales and generate leads with impeccable ROI.
What Exactly are Gallery Ads?
As described by Google’s VP of Product Management in the Mobile App Advertising, Sissie Hsiao, Gallery Ads are interactive ads that are found at the top of the Google search results page. They combine the intent of search with an interactive visual ad format. Gallery Ads feature swipe-able image carousels (similar to the ones users frequently see on their Facebook and Instagram feeds) with a standard text headline and URL.
The ad headline appears at the top of the screen followed by 4 to 8 high quality images for the user to engage with. Each image can feature a tagline (or description) of up to 70 characters beneath the image. Additionally, each Gallery Ad is equipped with the ability to write 3 unique headlines, providing an opportunity to A/B test different offers and CTAs.
Why Gallery Ads?
75% of smartphone users expect to be able to find immediate answers to their search queries. Gallery Ads provide a visual result with headlines and images that encourage engagement and conversions – giving users information faster and more detailed. Early performance testing shows campaigns that have Gallery Ads provide up to 25% more interactions. More paid clicks and/or swipes at the absolute top of the search results page when compared to standard text ads.
This new ad type provides business owners and brands with an opportunity to showcase the value of their product or services. As the old adage says, an image is worth a thousand words.
According to researchers:
- The human brain can process an image or picture in just 13 milliseconds
- 90% of the information processed by the human brain is visual
- Consumers are most likely to recall ad content that incorporates imagery
- More than 50% of millennials say that visuals are the most important part of their mobile shopping experience.
Get Started Now!
As the marketing world continues to evolve, so has Google. Gallery Ads offer B2B and B2C industries a more memorable experience for brands to showcase and engage with users. Carousel ads have proven themselves effective on Facebook and Instagram platforms, so why not incorporate them into the Google SERPs?
We encourage your business to take advantage of Gallery Ads as soon as they are available to you! The digital marketing space is growing increasingly competitive. Let’s get your business to the top of search with high quality imagery that engages users with your brand and leaves a lasting impression.