You must have heard about Google's Carousel launch in last week of June 2013. Its a very significant feature launch from Google before moving to Enhanced Campaigns. We have seen gradual evolution of search ad with Sitelinks addition, call extensions, location extensions, Product listing ads and now Caraousel. So far all the other formats have been very successful from User experience POV and also from advertisers POV. The reason Carousel launch is significant is because it further simplifies the ease of searching in Google and gives more pictorial searches which always have performed much better than texts.
From the image above, one can clearly see that for search "mexican restaurant in NYC", searches are in the top is Carousel and it has images with little details which is enough rouse User's interest to click on it. The studies have shown that clicks on Carousel is 48% higher than normal text ads. Also with Carousel, there is a map beside the organic results. So, if you are running your paid search campaigns and if your restaurant address is on Google then you will get maximum exposure with Carousel. it will have carousel, Address on the map towards the right and text ads below Carousel.
One shouldn't forget that Carousel is a Beta at the moment and it is being tested after a failed launch of Universal ads from Google. Will talk about Universal Ads failure in other posts.
So, couple of things can be expected from Carousel launch :
1) Increase in CTR and also Conversion rate?
2) Increase in Overall Spends
3) Increase in impressions as more and more people would be searching due to higher recall
4) Higher brand recall and also good for brand awareness kind of activity.
The interesting to note would be how Google will take this success to mobile. So watch out!
From the image above, one can clearly see that for search "mexican restaurant in NYC", searches are in the top is Carousel and it has images with little details which is enough rouse User's interest to click on it. The studies have shown that clicks on Carousel is 48% higher than normal text ads. Also with Carousel, there is a map beside the organic results. So, if you are running your paid search campaigns and if your restaurant address is on Google then you will get maximum exposure with Carousel. it will have carousel, Address on the map towards the right and text ads below Carousel.
One shouldn't forget that Carousel is a Beta at the moment and it is being tested after a failed launch of Universal ads from Google. Will talk about Universal Ads failure in other posts.
So, couple of things can be expected from Carousel launch :
1) Increase in CTR and also Conversion rate?
2) Increase in Overall Spends
3) Increase in impressions as more and more people would be searching due to higher recall
4) Higher brand recall and also good for brand awareness kind of activity.
The interesting to note would be how Google will take this success to mobile. So watch out!
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