Showcase Shopping Ads from Google Focus on Non-Brand Product Searches
Believe it or not, there are only 135 days (just over two months) until Black Friday 2016.
Most Internet retailers are now working feverishly to prepare for the upcoming holiday shopping season but so are the platforms these sellers will use to promote their goods and wares.
Google, for example, just announced a new advertising format (dubbed Showcase Shopping Ads) designed for broad, non-brand product searches (such as "patio furniture" or "women's dresses").Google indicated that upwards of 40 percent of product queries are for these types of broad terms. In the past when these queries were used in a search, Google simply opted not to show any product listing ads at all or would show a mix of related products.
The new Showcase Shopping Ads however should help advertisers capitalize on these less specific queries and drive more traffic (if not conversions). The ads will appear with one main image and two smaller side images related to the product search. At the bottom of the ad is space for a promotional message or distance to the location for Local Inventory advertisers. When clicked, users are taken to a special google-hosted landing page of the seller’s related products. Only when a user clicks on one of the products on the landing page and is redirected to the retail site will the advertiser be charged.
The release of Showcase Shopping Ads will impact those advertising running Shopping Campaigns in the US, UK and Australia, and will be the standard format on board queries starting some time this month.
Google also announced the introduction of additional branding opportunities for merchants running TrueView for shopping ads (those product ads that appear in-stream on TrueView video ads at YouTube, as well as an automatic currency conversion tool for international sellers that shows the price of a product in the currency of the users' location and where the merchant is based.