What updates have you made to this Google Shopping format, which targets more generic searches and displays more products from your catalog in Google results?
Google has rolled out 4 new features for Google Showcase Shopping ads in France and internationally in August 2020. Here’s what’s changed:
Google Shopping Showcase ads
A Google Shopping ad type
- Allows you to showcase several similar products associated with a generic query (e.g. white sneakers) in a single ad.
- Particularly suitable for targeting non-notoriety searches that are not precise and do not contain brand names
- Useful for suggesting your brand to Internet users who may not have considered your brand and products, even though they may be relevant to their needs.
Why use Google Shopping Showcase ads? What are the advantages for a merchant?
A great way to target undecided Internet users
Perfectly suited to this type of search, since they allow you to display several products corresponding to a fairly broad query
You are free to define which products are displayed in your Showcase Shopping ad.
You can choose the products you wish to highlight according to the requests of Internet users, so you have complete control over the final result and your digital communication.
Track engagement and conversions generated by your Showcase Shopping ads in real time
Check the performance of your ads using the various tools offered free of charge by Google.
In just a few clicks, you’ll be able to determine whether or not these non-promotional campaigns are profitable for you.
Format Showcase updates: the 4 new features announced by Google
1. Products will appear in a carousel, grouped by merchant
This system will allow buyers to easily explore multiple brand options in a searchable format.
2. Impressions will be counted for each product presented in the carousel.
Whereas in the past, impressions were only visible at ad group level. This evolution can increase the total number of impressions seen on your products.
3. All clicks on ads from Google search results pages will now be redirected directly to your e-commerce site.
You will no longer be billed according to the length of the commitment, but will pay per click.
4. Showcase Shopping ads no longer include header images
You will no longer be able to add or modify such items
Conclusion
Google Shopping’s Showcase format is the format for capturing more undecided buyers who perform generic searches.
For these future customers, it allows them to see a range of products on the Google results before clicking through to your e-commerce site, and therefore for you to pay only when the customer clicks on the product in the ad. And for you, it means that you only pay when the user clicks on the product in the ad.
If you’d like more information on this format and more generally on Google Ads devices and campaigns for your e-commerce and your brand, we’d be delighted to discuss it with you.
