Google is continuing its march toward a more perfect union between advertising and user experience. As the media giant promised at Google Marketing Live, two more ad products have rolled out in beta form, Gallery Ads and Bumper Machine. Here’s what you need to know about the new tools at your disposal.
These ads combine compelling visual images with limited text for a highly interactive experience. Swipe-able images in a carousel format sit right below a traditional text ad in the mobile search engine results page (SERP). Google’s testing just the mobile format for now, although opportunities may come up for desktops and other formats.
Similar to Google’s responsive style ads, Gallery Ads allow up to three headlines with a 30-character limit, between four and eight photos of products your target demo would find compelling and a unique tagline for each image in the carousel with a 70-character limit.
It’s not news that images drive ad engagement, but Gallery Ads drive the point home. On average, Google says ad groups with one or more Gallery Ad have up to 25% more engagement — measured by paid clicks or swipes — at the very top of mobile SERPs.
As beta access to Gallery Ads continues into early 2020, the format is already available in multiple languages besides English, including German, Japanese, French, Spanish, Dutch, Portuguese, Italian, Russian, Swedish and Polish.
Staying with the visual creative theme, Bumper Machine is an ad tool that uses machine learning to create 6-second bumper ad spots from existing video ads of 90 seconds or less. Google launched the tool in gated beta this week (meaning you may or may not have access yet).
The brevity of bumper ads seems to make them memorable, as the numbers bear out. When Google examined 122 bumper campaign across the country from 2016, they found that 70% drove a significant lift in brand awareness, with the average lift at 9%. The ads performed even better in ad recall, with over 9 in 10 driving ad recall globally and an average lift of over 30%.
If you have videos that aren’t quite ideal for advertisements, this tool could help you maximize on it anyway. If you already have great instream ads, this tool can take you to the next level.
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