Similar to the Instagram and Pinterest advertising units, Google presented shopping ads on Google Images at the Shoptalk conference as ‘Google Shoppable Ads.‘ The sponsored images highlight products that, by hovering your mouse over it, show the brand, the price, and other details.
But Google is not stealing the idea from others. Google debuted with the Shoppable AdWords formats in 2015, through YouTube. Last year, the company tested an earlier version of Shoppable Ads for third-party sites and on Google search (including image search).
Capture the best buyers of the funnel
Google says it is currently testing these new “select retailers” shopping ads for broad and timely inquiries such as “home office ideas” and “shower tile designs.”
The platform tries to allow retailers to reach buyers in the “inspiration phase” of transactions. Google also explained that in the coming months it will expand the display of these shoppable ads though more categories.
The company reported that the purchase advertisements would arrive at Google Images, which would allow a richer presentation of the products for the brands’ professional promotions.
Finally, the company said that the sources and content of the Mercantile Center will be available “beyond advertising,” explaining that “retailers can provide product data to Google, free of charge, so we can start showing more information about your products to potential buyers”.
Why should you care?
Through shopping ads, Google is helping brands and product sellers reach consumers in more ways during discovery, rather than just search queries on lower channels. This is what Instagram and Pinterest do particularly well.
It is also trying to make the search engine itself a visually richer shopping destination and avoid the desertion of users to competing sites that offer more “inspiration” and product discovery experience.
Do not forget to combine shopping ads in Google Images with the trends you need to know for your PPC strategies to create a successful digital marketing campaign!
How to create shopping ads in Google Images?
Shopping ads in Google Images are only available in the new Google Ads interface.
Keep in mind that Shopping ads are currently available in the following countries: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, Czechia, Denmark, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, Malaysia, Mexico, New Zealand, Norway, the Philippines, Poland, Portugal, the Netherlands, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates, Ukraine, the UK, the US, and Vietnam.
You have to create a new ad group for your campaign and select the ad format. Shopping ads in shopping campaigns can work as product or store ads.
Select which products you want to include in the ad. You can create shopping ads for different product groups, organize them by brands, product types or custom categories. You can create multiple shopping ads for different purposes.
Shopping ads should include some details such as image, header, description, destination URL and presentation URL.
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