Google’s giant image ad format has been tested with other types of brands. These are giant ads a carousel of images that take up a lot of real estate. Will they be rolled out, and what impact will this have?
These giant search ads were rolled out in the US for automotive manufacturers, like Ford or Toyota. They allow the brands to run ads based on different models.
This creates a large, interactive ad that a user can swipe through for more information. Using high-quality images and a large format, they return a 30% average increase in engagement rate.
Glenn Gabe tweeted screenshots of the same ad type being served for a “best running sneakers” search.
Saw this crazy-immersive ad yesterday from Nike. 6 images that I could swipe through with the ability to launch a full page with those images. Not sure I’ve seen that before. @GinnyMarvin Have you seen this? pic.twitter.com/Aa9P8ZLZHA— Glenn Gabe (@glenngabe) February 22, 2019
Search Engine Land reached out to Google for a comment, with a spokesperson saying:
“We’re always testing new ways to improve our experience for our advertisers and users, but don’t have anything specific to announce right now.”
Classic Google answer.
These striking ads take up a lot of screen space but are by no means any more effort to create than others. It’s also made easier for larger brands that already have a backlog of high-quality images just waiting to be used.
This ad format was first introduced in 2016, so Google definitely has enough performance-data.
Dealer.com enjoyed a 30% higher CTR and 40% more visitors from intent-based dealer searches. Toyota saw a 45% increase in conversions and 30% lower CPAs than text ads.
Only time will tell. This ad type will be extremely powerful, so get ready for something new in Paid Media. It’s only available in the US too.
What do you think – will they be rolled out soon? When will it be available in the UK? Tweet us your thoughts @iThinkMediaUK or drop a comment below!