The new ad format will allow brands to reach the people behind broad product search queries with a range of products that match the category, instead of a single product ad that might not match what the user had in mind. Where in the past Google has often either not shown any product listing ads on broad queries or shown individual products (“patio furniture”, for example, might yield a mix of individual dining and lounge sets), going forward Google will show what it’s calling Showcase Shopping Ads.
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“We have some really exciting new updates about the overall shopping experience on Google”, he said. Google found 44% of consumers use images to “find ideas” while shopping online, while mobile searches related to finding the “best” product are up more than 50% over a year ago, Ad Week reports. Consumers who opt in will receive price updates when fares are lower.
Hotel tips – The “tips” feature is already available for searching for flight information, but now travelers can use it to search for hotels. You got it. In addition to the filtering options Google will display labels indicating deals or offering money-saving tips for your destination.
Search results will also highlight deals on hotels that are cheaper than the normal rate.
As of 2016, 34% of USA online retail purchases happen on mobile, Google’s Alferness said at the Shoptalk 2016 retail conference in May.
“We are announcing Showcase Shopping Ads, a different shopping ad format for shopping that will put the retailer first and really help people explore and discover what they want to buy and where to buy it”, Mr. Alferness said. Now, more than ever before, consumers are researching, comparing and buying products and services online.
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Google is also rolling out more branding opportunities for merchants running TrueView for shopping ads – the product ads that can appear alongside your in-stream TrueView video ads on YouTube. The new feature, called a companion banner, sits underneath the video and lets viewers scroll through a series of products that the retailer is selling. For example, a search for “summer dresses” will allow a company such as ASOS to create a collection based on that term.
