It is day one of Google Marketing Live and we have heard about some exciting new things coming to Google Ads.
Google’s New Bumper Machine
First, a bit about bumper ads. A bumper ad is a six-second video format ideal for driving brand reach and frequency. And Google reports that while they are super short, they have a large impact. With over 300 bumper ads tested they found that 9 out of 10 drove significant lift in ad recall.
Bumper ads use target CPM (cost-per-thousand impressions) bidding. Your pay each time your ad is shown 1,000 times. They work well with TrueView ads. They are really effective on mobile with people watching video on the go.
By utilizing machine learning, the new Bumper Machine can take existing video ads of 90 seconds or less and create a six-second bumper ad. This was announced at Google Marketing Live on Tuesday, May 14th. The machine learning analysis the longer video and identify well-structured moments and convert those moments into the shorter bumper ads.
This is great news for advertisers with limited creative or in-house video resources. Depending on the longer video, the Bumper Machine can produce multiple bumper ads.
Actually, think Facebook Carousel Ads – swipe-able carousel of images. Users will be able to swipe right/left through the images or click on one to expand the gallery into a vertical view that can be scrolled up/down. A call to action to got to the advertiser’s site appears at the end of the gallery ad. In addition, you have a 70 character description and up to three headlines that you can test.
The gallery ads are perfect for anyone with highly visual products and want to drive more engagement. Google has found that images drive engagement and wanted to test this in advertising. While in beta, it will be rolled out later this year. They indicated that on average, ad groups with one more more gallery ad had up to 25% more interactions (clicks or swipes).
Just a note, you may not see direct conversions from the gallery ads, but you will see non-click conversions or assist conversions in the customer journey.