When it comes to advertising your business, there are many different avenues to explore. Using online advertising can be a great way to boost your sales, make your brand more recognizable, and discover new customer cohorts.
Of course, businesses must ensure that they have a strategy in mind and a clear goal to work towards. This will help guide them to a particular network such as Seach Network, Display Network, or the Shopping Network.
While businesses used to rely on Display Ads to promote their business online, the newer Gallery Ads are quickly becoming a more popular choice, and this article will explain why.
The Google Search Network is extremely effective in helping businesses connect with their target audience while simultaneously allowing the ad creator to be imaginative and bold. Words are limited, so spending time considering how to make the most significant impact in just a few headings and subheadings is crucial. However, the visual impact potential is high and is what can leave a lasting impression on your audience.
While Display Ads are still useful if you are trying to create brand awareness and build a robust online presence, the limitations on text have been known to frustrate users who have a particular message to communicate. Display Ads also tend to give results after a period of time rather than immediately, which can lead to confusion when trying to unpick attribution data and understand whether any particular campaign is performing as hoped.
Because Display Ads appear on the Google Display Network rather than SERPs users, have the ability to control the websites on which their ads appear.
However, there are some problems with this. If your ads are targeted overly aggressively, they can feel intrusive, especially if they pop up on the same site more than once – this can feel pushy and put off potential customers rather than encouraging them to convert. It’s also worth considering your end goal. A Display Ad could appear for a user because they showed an interest in a related topic over a week ago – your ad could easily no longer have relevance. If the user is not online with a purpose to buy, again, the ad could do more harm than good.
Of course, Display Ads still have their uses, and their effectiveness at promoting brand awareness is not to be underestimated. However, if your goals it to try and convert customers and boost sales, Gallery Ads may be a much wiser choice.
What are Gallery Ads?
Gallery Ads are interactive ads that can be found displayed at the top of a mobile SERP. The ad image will show with a headline and display URL but also include swappable image carousels.
In the Google Search Network (GSN), the Display Ads shown are determined by auction where competitors bid on the keyword that has been searched. The advertiser who bids the highest will show at the top of a search result page but will only be charged their bid price once a user clicks on it. The second highest bidder comes next, and so on. While bidding the highest is the most reliable way to achieve the top spot, Google also takes a quality score which judges how relevant the ad is, how successful your previous ads have been, and the quality of your landing page and user experience.
Gallery Ads show if they win the first position in Google’s “auction” but are solely for mobile devices. Should a business bid too low to achieve the first position, a secondary ad will serve in its place. It’s crucial, therefore, for marketers to remember to create additional ads other than gallery ads in their campaigns to make sure there will still be an ad to show if the top position isn’t achieved.
Lots of businesses, including B2C and B2B, can benefit from Gallery Ads because of the impact that the images can have. While consumer brands may have the most to gain, any business that naturally lends itself to visual images will find giving Gallery Ads a try worthwhile. Because they can showcase different products and services or showcase the features of one particular product or service, they are incredibly versatile and useful for many businesses.
Gallery Ads are undoubtedly fantastic for giving advertisers more freedom creatively and are proving to be an excellent development, particularly for lead generation companies. They are great for brand recognition, to experiment with more effective ad copy, and allow for more diverse and varied campaign designs. Because they only show on the first position, however, businesses do have to be willing to up their budgets to make full use of these.
Gallery Ads are certainly an exciting development and should be a consideration for any business looking to advertise online.
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