Google launches new ad format for retailers

Arvind Hickman
By Arvind Hickman | 13 July 2016

Google has introduced new visual tools to help retail marketers better showcase their goods through search results.

Its Showcase Shopping ad formats allow retailers to choose a series of images to appear in a carousel when consumers search for generic terms such as 'women's athletic clothing' or 'living room furniture'.

In a blog, Google VP of product management Jonathan Alferness says that 40% of shopping searches on the site were generic and the new format allowed retailers to showcase collections rather than individual items.

"Showcase Shopping ads help people further explore and discover what they want to buy and where they want to buy it. For example, if a shopper searches ‘summer dresses,’ ASOS, a global apparel retailer, can now showcase its collection of dresses in a visually rich experience,” Alferness says.

The feature will be available to retailers in Australia, the US and UK initially as the search giant experiments with a new premium feature.

Google premium

Google is also upgrading its TrueView for shopping feature on YouTube, which allows shoppers to get more information about products and click to purchase while watching on video ads.

Now brands can add interactive companion banners next to a video that lets viewers scroll through products. There will also be a product picker function that lets advertisers prioritise featured items. Google is also trailing a currency conversion tool to make global shopping easier.

YouTube trueview upgrade

For travel consumers, Google is increasing the range of filters consumers can use when shopping for a hotel deal, flight price, or to fine tune their requirements, such as whether a hotel is pet-friendly.

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