Gallery ads, the new image-driven format introduced by Google in 2019, will be turning off. As a substitute of this visual format, Google will focus image extension – which is also a beta.
Later this week, Google start informing Gallery ad beta testers that the format will stop start of August. In reality, it’s a shame to see this format slip away – because it helped enrich paid search results with visuals and thus be more attractive.
Furthermore, Gallery ad, worked well for automotive players thanks to large-format images, performance details and links to the manufacturer’s website, nearby dealers and other information.
Despite its success in the automotive industry, Gallery Ads failed to attract other verticals and performance weren’t amazing.
Indeed, Gallery Ads suffered from its similarity to display ads. While it increases impressions volume, it was complicated to assess it’s performance.
Now it is time to move to image extension !
Image Extension Beta
Image extensions are still in closed beta. This means that if you don’t see them in your accounts, you haven’t been yet whitelisted.
How Image Extension looks like ?
The new extension let you display a thumbnail alongside search text ad. This aims to drive more performance for advertisers as visual element will enhance ad messaging.
Users will see ad headline, description, url and image.
For now, the new extension is mostly showing in mobile. But, it seems that Google is testing the new features on desktop also.
Images on the search ads are clickable. They are charged a cost-per-click similar to search text ads.
How To Manage Image Extension?
Google offer 2 ways to attach images to your search ads. You can select up to 20 images for your Image extension
- Manually upload images.
- Let Google scan images from your website and propose you some
In both cases, Google requirements in term of image format are the following:
- Landscape (1.91:1): 1200 × 628 (min required: 600 × 314, max file size: 5120KB)
- Square: 1200 × 1200 (min required: 300 × 300, max file size: 5120KB)
Note that, beside this new extension, Google is testing an automated version, called Dynamic image extensions. The purpose is that Google will add dynamically relevant images from your landing pages to your text ads.
Yet Another Try To Integrate Images In Search Ads
Google have been testing since 2013 adding images to paid search ads. Unfortunately, each time the end is the same: the beta is closed off few months after.
2103 – Google released AdWords Image Extensions
2106 – Google tested images in Sitelink extensions
Takeaway
Now that Google is stopping Gallery Ad beginning of august 2020, you should take time to set new image extension in your account. Even if this may seem to you unproductive, having a visual alongside your ads copy will improve your CTR and so overall campaign performance.