Patrick Hutchison — October 31, 2017 — October 31, 2017
What They Are
Showcase Shopping Ads allow online merchants to engage users earlier in the purchase journey, when those users are discovering what to buy and where to buy it. They also let you curate richer user experiences by letting you match broad search terms to the most relevant products—and choose exactly what images appear. With full control of image selection, you can showcase a group of products to give shoppers a flavor of your brand.
Why They’re Important
Shopping ads have traditionally focused on specific products, which works well when users are searching for specific products (for example, ‘nike running shoes’ or ‘teal velvet sofa’). However, users earlier in their purchase journey might be looking for more information to help them decide what to buy and from whom to buy it. Traditional shopping ads don’t meet this need.
Additionally, according to a Google/Ipsos study, a majority of smartphone users say they aren’t sure of the brand they want when they start shopping,[1] and 86% of them turn to Google for ideas.[2]
Showcase Shopping Ads satisfy shopper preferences. They help users discover and explore your brand as they’re starting this journey, potentially placing your brand front and center in the first steps.
Another noteworthy change with Showcase Shopping Ads is that consumer interactions—such as swipes—can be treated (and billed) the same as a click. You’re only charged in one of two scenarios:
- A user clicks the ad, and then clicks a link on the expanded ad
- The user spends 10 seconds on the expanded ad
Showcase Shopping Ads are a big win for retail advertisers looking to expand brand or product awareness, reach new users, and gently nudge shoppers towards a purchase.
[1] Google/Ipsos, Consumers in the Micro-Moment, Wave 3, US, August 2015.
[2] Google Internal Data, searches that include “back-to-school,” 2015 and 2016, US.
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