Google Ads Rolls Out Video In Showcase Shopping Ads For Advertisers

Google Ads has updated its Video in Showcase Shopping ads feature.  Earlier; Showcase Shopping ads could only include images. In fact, until now, none of Google’s retail search ads offered the ability to add video.

So this is a first for Showcase Shopping ads and Google Ads in general. As Google emphasizes, video can be a highly persuasive form of content in terms of influencing purchase decisions.

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Just in time for the holiday shopping season, Google is rolling out two image-focused ad formats that retailers can use to reach consumers at the initial stages of deciding what to buy.

One of the new ads is a video in Showcase Shopping ads, which is the search giant’s multi-image Google Shopping ad format. The other, called Shoppable Images, enables advertisers to attach shopping ads to published content created by a selected group of Google’s publisher partners.

The Vide in Showcase Shopping ads can be integrated in your YouTube videos into retail paid search ads for the first time and allow advertisers to create ads attached to pictures in the content of certain Google publishing partners. Google plans to roll out the new video ads with 500 advertisers this month in the U.S., U.K., France and Germany.

Video in Showcase Shopping Ads Highlights

• Google’s Showcase Shopping advertisements let advertisers upload many pictures, and video, to one publication.
• Google states the very best ad from the Showcase slot was shown to induce 3.6X higher CTR than ordinary.
• Showcase Shopping advertisements also have a 20 % greater conversion charge with the first-click attribution.
• Advertisers inform Google of these advertising units is uniquely capable of obtaining new clients.
• Adding video is designed to make ads more immersive and experience-driven, since nearly two-thirds of shoppers say online video gave them ideas for future purchases, and 90% said they found new products and brands on YouTube, according to Google.
• Video in Showcase Shopping advertisements ads is accessible to advertisers currently running this advertisement kind.
• Shoppable images let marketers showcase ads on curated, published content from publishing partners. The tool allows publishers to give consumers the opportunity to purchase easily.

Google said it will continue rolling out this feature to more publishers and is testing the feature in Google Image Search. According to the tech giant, more than one-third of holiday shoppers search for images before visiting a store to shop.

When visitors hover over photos published on the blog, they see a message that says, “Shop This Style.” Clicking on the message leads to a shoppable search related to the image. The ads allow shoppers to move directly from admiring the fashion cues shown in a photo to shopping for items like the apparel they are looking at.

It’s about getting to the point of assistance. It helps the retailers to know as much as possible about customers, including “remembering” the last purchase a customer made and providing relevant recommendations that consider consumers’ sizes and tastes, as well as using technologies like artificial intelligence and machine learning.

Wrapping Up On New Google’s Update

Holiday shoppers are also increasingly relying on multiple platforms to find the products they need. Seventy-six percent of adult holiday shoppers use three or more channels, including mobile, retailers’ websites and in-store visits. Mobile plays a big part in holiday shopping. With 71.6% of consumers doing their holiday shopping via mobile at home or while traveling, and 60.1% using smartphones in stores.

Do Google’s Shopping campaigns the new version of Ads work? The answer 100 out of 100 times would be yes. The results speak for themselves, The results will vary account to account, industry to industry.

For me the biggest asset with Shopping ads is clarity. You can now see everything you need to manage a PLA campaign almost as if it were a regular search campaign. The marketer can see which specific products are accumulating the most spend, you can see which products are converting and for how much. You have the power to manage PLAs like you do keywords minus match types.

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