Bringing the Air New Zealand brand to life within Google search

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Aug 07, 2019
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A couple of months ago, Google introduced Gallery Ads, a new ad format that combines the intent behind search with the creative appeal of display.

These Gallery ads are interactive ads that sit in position 1.0 on the mobile search results page and consist of a standard text headline, a display URL and swipe-able image carousels with accompanying taglines. In the words of Google, “by combining search intent with a more interactive visual format, gallery ads make it easier for you to communicate what your brand has to offer”.

We took the opportunity last week to trial this for our client, Air New Zealand, in light of the attractive features the format brings to mobile devices. As nearly 70% of paid search traffic comes from Mobile devices, Mobile is an important area to focus on and we’re always looking to improve its level of engagement and therefore subsequent sales - Gallery Ads promises to do exactly that.

Using Air New Zealand’s existing image library and the expertise of our copywriters, we created Gallery Ads to tell a visual story about the in-flight experience with Air New Zealand, highlighting key features like comfort and service. Five days in, we’re already seeing a 68% higher CTR than our standard text ads. 


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agenda21

We’re a modern media agency built for the constantly changing digital world. We exist to shorten the time between a client’s media investment and great stuff happening. Great stuff like driving sales, finding new customers, building market share, launching products....you get the gist. We build connected media for our clients. This means using media that is addressable, ad-servable or conditionally delivered with the purpose of liberating your creative messages and business. If we can’t validate, track and measure it, we don’t do it. When used properly this media and the data captured, creates stories that become the intelligence engine that drives what you do and means you can act now and act fast. We work best with people that don't want business as usual, who want to change how they do stuff and are trying to speed up what they do. That could mean you’re a new start-up or a business trying to secure second round funding. Or you might be a traditional business who recognises there is a need to change. And change now. If you sound like that sort of client, we'll probably work very well with you.

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