Earlier in 2019, Google announced the forthcoming launch of a new ad format, Gallery ads, which are designed to make a business’s display ads pop on mobile devices. Gallery ads are not live yet. But at Investis Digital, we have already worked with brands to engage with their audiences through Gallery ads while the format is in a limited roll-out phase. With the public launch of Gallery ads imminent, we thought we’d answer some questions that clients have been asking:
What Exactly Are Gallery Ads?
Gallery ads are a new ad format designed for mobile devices. Gallery ads consist of images that appear on multiple pages on a mobile phone. You can swipe on the images to reveal more visual content, or you click on an image to turn the Gallery view into a vertical view suitable for a mobile phone. From there, users can explore more detail, such as a product feature displayed in a Gallery ad.
According to Google, “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. We’ve found that, on average, ad groups including one or more gallery ad have up to 25 percent more interactions—paid clicks or swipes—at the absolute top of the mobile Search results page.”
Why Is Google Launching Gallery Ads?
Google is keeping pace with consumer behavior. Consumer behavior is increasingly mobile and visual. As widely read analyst Mary Meeker pointed out in her Internet Trends 2019 report, consumers’ appetite for visual content delivered on mobile devices is a major catalyst for the growth of the internet:
But the problem for Google is that Instagram is the darling platform for our visual-mobile culture:
Google needs to compete effectively as Instagram rolls out new ad features tailored for its own mobile-centric platform. This is where Gallery ads come into play.
How Does an Advertiser Set up a Gallery Ad?
When they become widely available, businesses will upload up to eight images, a 70-character description, and up to three headlines to test. Advertisers need to upload a minimum of four images.
How Does Google Charge Advertisers for Gallery Ads?
Google charges advertisers on a cost-per-click basis when a user clicks on the headline to go to the advertiser’s website; or after a user swipes through three images in the gallery. Note that those costs can add up if consumers are browsing through several images to explore possible purchases, especially since Google requires businesses to use a minimum of four images in Gallery ads.
How Do Gallery Ads Benefit Me?
Based on our experience, Gallery ads will be an effective high-to-mid-funnel strategy, not a low-funnel strategy. Your ads will fill up sizable real estate on someone’s mobile screen; but the nature of Gallery ads will likely make them appeal to users who are in consideration, not purchase mode, as they browse through multiple images of your products and services.
Gallery ads should be especially useful for high-consideration brands such as luxury products, lifestyle brands, and automotive, where consumers are more likely to do extensive browsing before buying. During the holidays, Gallery ads may become especially relevant to feature holiday merchandise.
Also, food brands might want to capitalize on Gallery ads. By repurposing your visual content, you can whet users appetites!
What Should I Do If I Want to Use Gallery Ads?
They are not live as of this writing. As a Google partner, though, Investis Digital can get you whitelisted to participate. We’ve worked with a number of clients to use Gallery ads already and possess a deep understanding of how to succeed with Google Ads.
Contact Investis Digital
Through our performance marketing solution, We work closely with our clients to shape the way they communicate with their key audiences across all platforms and devices. With market-leading expertise in integrated media planning, paid search and social campaigns, programmatic and more, we craft custom, unbiased solutions that amplify your message and provide measurable results.