On May 15 and 16, in California, the 2020 Google Marketing Live took place. Placed under the sign of innovation, this show is the ideal place to be inspired by the latest trends, novelties, and best practices of visionaries of the digital sphere.

It was during this event that Google presented its latest innovations in terms of advertising tools and formats. Among them, Gallery Ads.

What are Gallery Ads? 

Gallery Ads is a new format for interactive advertising. 

The Gallery Ads format allows you to offer a carousel of images ranging from 4 to 8 photos maximum. Each image is accompanied by a slogan of up to 70 characters. The title appears above the images and remains there despite the visitor scrolling through the images. 

This will help attract consumers in the pre-purchase research phase. Google will show these ads at the top of the results mobile search Tests have shown that Gallery Ads allows more than 25% more interactions compared to traditional ad formats. 

What are the advantages of Gallery Ads? 

The use of Gallery Ads allows a distinction between different products and services, campaigns, and more effective communication of your business value.

The Gallery Ads format can be a huge asset for BtoB and BtoC businesses. 

For example, a BtoC company – therefore which turns to private customers – which attaches great importance to the visual, must try this advertising format.

If your business is a restaurant, a hotel, a car dealership… you have to sell your image well. A series of photos of your products displayed directly on the search results of visitors’ mobile, can make you very convincing. Not only is the first impression often the right one, but the human brain processes images 60,000 times faster than texts.

This ad format will therefore capture the attention of your visitors better and they will remember your products more than with simple text.

Take the example of a father looking for the best family restaurant to take his children to dinner. By doing his Google searches, he will see the carousel of the best photos of delicious food from your restaurant. This will make a very good first impression by whetting her appetite. Another example: you work for a travel agency and you want to advertise a hotel in the Caribbean.

A couple who are looking for their next destination for the summer and who type “tropical vacation” on Google, will not be able to resist the series of photos showing the magnificent hotel next to the paradisiacal beaches. 

also check: Free Google Ads

In the case of a BtoB company, which therefore carries out professional relationships between companies, Gallery Ads is less essential but just as useful. It’s a great way to show the positive consequences that your business generates, through photos or infographics.

For example, consider a business that helps others create landing pages for their advertising campaigns.

It can offer a carousel of images of illustrated representations of the various advantages it offers: positive results, high conversion rates, etc. It can help to publicize the business well while providing a friendly touch.

 

Most people turn to Google for information. Gallery Ads make it easier and more enjoyable for customers to search with these illustrations that appear at the top of their mobile search results. 

This system is already working very well on the social networks Facebook and Instagram. Users see ads appear in their News Feeds, and they can scroll right-to-left images like any other post.

City Beach, the company you see in the image below, has managed to increase its ROAS (return on advertising spend) by 52% and decrease its acquisition cost by 50%, thanks to its carousel advertising images. 

 

The Gallery Ads format is already being tested with a few beta advertisers and will be available for all markets in 2021.