Google Gallery Ads lets creativity prevail
When it comes to gallery-ads, Facebook and Instagram have set the tone until recently. But count on Google to find a way to change that! From now on, search results in search on mobile may just as well show dynamic photo galleries. A warmly welcomed new tool within Google's advertising power. We already did the test.
Suppose you have a choice:
- you can write an attractive text with a nice photo - also an option, of course :-)
- you show a picture-rich story with a strong supportive baseline.
Besides, you know:
- that you only have a few milliseconds to charm the searching soul, and
- that the mind attaches itself 60,000 times (!) faster to image than to language.
Right: your preference soon goes to the second option. Until a few months ago, Google lacked the possibility of adding swipe-friendly image galleries, but that's definitely a thing of the past. Since a few weeks, Google Gallery Ads is available in beta via SEA, and we at Grava are fans!
Grava has been using Gallery ads since the Google release
Gallery Ads was already announced on Google Marketing Live in May, since August we were able to put it to the test for some customers. And we won't deny it: we are enthusiastic about the impact and possibilities.
How to create a Gallery ad for search?
Take four to eight images. Choose landscape, because that's what suits you best. Use your creativity, because images create possibilities. Do you want kinky, sexy, nerdy or just straight forward? Anything goes. Image speaks all languages and styles, no atmosphere is out of the question. What's more, you can add a tagline under each image. This way, for example, your brand remains recognizable while your image tells a recruiting story. Check it out!
Use Google's gallery ads for different target groups
Do you think B2C? Understandable, because that's most obvious. You work on storytelling , and your image wants to entice, and arouse interest. That's fine! But B2B is also possible. Demonstrate the process that supports your customer to bring in happy customers. Because that's what we do in both cases: use our advertising power to help searching consumers find the right product. The right fit. No more, no less.
How do I use Gallery ads strategically?
The cost? As an advertiser you pay per click on the ad or from 3 swipes in the gallery. This is slightly different from the standard search ads, where you only pay for a click on the ad or ad extension. Worth it? Yes it is. As always, complementarity is very important. The basic question remains: How are we going to use the different tools and what do we want to achieve with them? And then you determine the most appropriate strategy, in which Google Gallery Ads will become a fixed value from now on. Would you like to tell a visual story? No doubt: give it a chance. Let us look together at the best possible approach for your ambition. Let us hear from you, we are ready for you!