With Black Friday just a few short weeks away, it’s fair to say the holiday shopping season is well and truly upon us. With that in mind, Google has launched two brand new Google Ads formats which it says it created specifically for retailers to help them sell more in the seasonal sales period.
The two new Ads formats are Video in Showcase Shopping Ads and Shoppable Image Ads – which is a pilot for now but is expected to roll out fully over the next several months into 2019.
Video in Showcase Shopping Ads
We all know that a picture speaks a thousand words but when it comes to shopping and tempting online consumers, that’s truer than ever. Add video to the mix – which is consistently named as the most shared content format and the one that drives the most engagement – and you have a recipe for success.
Google’s new Video in Showcase Shopping Ads gives retailers another outlet for their video content. Showcase Ads are a multi-image Shopping format which when clicked on, take the user to a landing page with images, products and product descriptions. The new addition sees Videos taking pride of place – the video is displayed in the featured image position and then, once clicked on, will play in full at the top of the landing page.
Advertisers that have Showcase Shopping Ads already running can use this new format option right away.
Shoppable Image Ads
Consumers will often search for pictures online, using Google, before they make an actual real world purchase – this happens in around a third of cases, says the search engine. Shoppable Image Ads give retailers a chance to make a connection with the consumer when they perform that image search, not just on Google but on selected third party publisher sites too.
When used on a third party site, such as a blog, a Shoppable Image Ad will trigger a carousel of products once clicked which are all similar to what is displayed in the image. A food blogger for example could post a picture of a tablescape and a user clicking on the Shoppable Image Ad would then see a list of similar crockery or cutlery available to buy.
When viewed in Google search, the Ad is a large unit with the products contained within the image bearing a price tag. This format is undergoing pilot testing but Google says it will ramp up significantly in the coming years.