Google debuts Shoppable Image ads, video in Shopping Showcase ads
The new formats, introduced for the holiday season, are intended to help advertisers attract new customers.
This week, Google announced two new ad formats for retail and brand advertisers ahead of the holiday shopping season that deliver shopping experiences on third-party sites, in Google Image search and in Google Search.
Add video in Showcase Shopping ads
Now, Google is rolling out another space for retail and brand marketers to extend the footprint of their video assets. This time in Search with videos in Showcase Shopping ads.
Showcase ads are the multi-image Shopping format that Google rolled out last year. When users click on the ads, they go to a Google-hosted landing page that features promotions, descriptions and select products from the advertiser’s product feed. They typically display on brand and broad queries.
Videos are displayed in the featured image position. After clicking on the ad, the video plays in full at the top of the Google-hosted landing page that features a selection of products from the advertiser’s product feed.
Google touts Showcase Shopping ads as a vehicle for attracting new customers and should be thought of as top-of-funnel consideration formats. The top Showcase slot drives 3.6X higher than average CTR, and Showcase receives 20 percent more conversion credit with first-click attribution, according to Google.
The option is currently available to advertisers already running Showcase Shopping ads.