gallery ad (Source: Google Marketing Live 2019)[/caption]
One to three headings (up to 30 characters each)
Two optional parts for the display path and a final URL
Four to eight pictures
Each image has a description text (up to 70 characters)
How do they work?
Gallery ads are available only for mobile devices and are located in the first position. Clicking on an image opens a vertical gallery. The headline takes users to the advertiser's website.
How are these ads billed?
Billing is not based on the number of clicks, but on interactions. Viewing the third image or visiting the website counts as an interaction. However, you are only billed once.
When are the gallery ads available?
Some accounts have a banner in the Ads and Extensions rcs data uae section pointing to this ad format. At the moment, the new format seems very exclusive, but that will probably change quickly.
According to Martin Röttgerding, there are three factors for the success of this advertising format:
Good images are a must, but they alone will not be enough. Emotional appeal is particularly important here. In general, there should be an idea as to why these images in this order should appeal to someone.
Being limited to the number 1 spot on mobile significantly limits the potential of gallery ads, especially when competitors are also targeting them.
First place is rarely cheap and Google will probably charge a lot for the placement of clearly advertising content. On the other hand, the interaction rates should be better than the click rates of text ads in the same position. From this point of view, an interaction could be cheaper than a text ad click.
The question of measurability is still open. An interaction is billed after just three images. It is still unclear to what extent Google will break this down further. This article was summarized by Mandy Reckert. The content comes from the last online seminar "The Google Ads Knowledge Update 2019" by Martin Röttgerding (Head of SEA, Bloofusion).
Would you like to know what relevant innovations Google introduced in the second half of the year?
Then watch the online seminar from the comfort of your home or office: The Google Ads Knowledge Update (2nd half of 2019)
When: 28.11.2019 - no fixed date, as video recording + seminar materials included with ticket purchase
Where: Online
Duration: approx. 4 hours
Cost: 99.00 € (net), 15% cheaper with the discount code seoportal-15