Google Research shows that users who interact at least once a week are four times more likely to make an online purchase. So how can you reach this type of audience and pay only for ad interaction? The answer lies in the interactive Lightbox format available in Google AdWords.The Lightbox format was created to expand the possibilities offered by the broad reach of the Google Display Network and is an extension of the display advertising concept. The primary goal is to reach engaged users who consciously want to interact with the ad. Additionally, advertisers have the option of choosing a payment model based on engagement. Lightbox ads are displayed on the Display Network using exactly the same principles as image and text ads. The difference is that this format serves a different purpose. It is not a click based on a cost-per-click (CPC) model, nor a viewable impression based on a cost-per-hour (CPM) model. This format is designed to engage users by hovering over the ad and interacting with it. This type of action is the basis for payment under the CPE (cost-per-engagement) model. Therefore, the ad must include a call to action in the form of a clear invitation to the desired action. VCPM billing is also available.
The banner above is an opening banner from a campaign for the clothing brand Kate Spade. The campaign had an average interaction time of 35 seconds. The average interaction time on mobile devices is a staggering 20 seconds. What does the user receive as part of their engagement? It depends on the type of content the advertiser wants to deliver. The gallery of ready-made templates offers the following solutions:
- Lightbox with multiple videos
- Lightbox with image gallery
- Lightbox with product gallery
- Lightbox with video and image gallery
- Lightbox with video and product gallery
- Lightbox with image gallery and product gallery
- Lightbox with video, product gallery and maps
After clicking, hovering, or tapping on an ad on a mobile device, a two-second message appears informing the user that the action has started. This eliminates the possibility of the ad accidentally expanding and incurring interaction fees. The user is then presented with a fully expanded ad with the advertiser-provided resources.
The Lightbox format ensures 100% user engagement after the ad expands. Engagement reports available in AdWords provide information such as the number of Lightbox ad expansions and average CPE. Creating a creative using a gallery of ready-made templates is not difficult, and this basic tool offers a wealth of possibilities. You can see for yourself by visiting the website.
https://lightbox-builder.appspot.com/ including the Lightbox ad creator.
Summary
The above article covers the following topics:
- Lightbox ad format available in Google AdWords
