Good news for retail and brand advertisers this week with the announcement of shoppable image and video within Google searches. Shopping experiences from third party sites will be permitted in both Google Search and Google Image Search – meaning a better experience for online shoppers and higher conversions and click-through-rates for advertisers.
Add video in Showcase Shopping Ads
Google seems to be on an ad frenzy at the minute and with two more new tools for retail and brand marketers to sink their teeth into, it’s a great time to be in the business. The first of the two shopping modifications in the ability to add video in Search with videos in Showcase Shopping Ads (the multi-image shopping format from last year). When users engage with the ads, they’re greeted with a Google-hosted landing page. This landing page hosts a range of featured promotions, descriptions and select products all pulled from the advertiser’s product feed.
Videos are now available and will be displayed in what was the featured image position. The video featured will play in full following a click on the ad – carrying potential customers to the Google-hosted landing page – much more natural and engaging than a simple image. Top showcase slots are said to drive 3.6x the average click-through-rate while showcase is said to promote a 20% higher conversion credit (with first-click attribution). The option is now available to those already running Showcase Shopping Ads and it’s definitely worth taking the time to jump on in and get acquainted with the tools as soon as possible!
Shoppable Image Ads Pilot
Shoppable Image Ads are simply images found in Search and Image Search that will be able to suggest products curated from Google’s publishing partners. Within the images you’ll see the products labelled with prices available – often giving a much more natural look to a sale, rather than just a product image and price beneath. These units are tagged as ‘sponsored’, as is expected, and a shopping label icon that works to separate from the other results, as seen in the lower left corner.
Click on the tag in a Shoppable Image Ad and you’ll be gifted a carousel of images with product listing ads similar to that in the image. A useful tool for selecting objects and items that share characteristics. Although these aren’t seen super often, it’s expected that more and more will be seen over time with Google stating that more than a third of holiday shoppers searched images before shopping in a store in 2017.
“Over the next year, we will continue to roll out this experience to more publishers, as well as pilot new surfaces like Google Image Search, where we also know shoppers go to look for inspiration”
The innovation of Shoppable Image Ads to target those heading over to image for inspiration is no real surprise, but with new tools comes new opportunity and it’s definitely not one to turn your nose up at.