Good news for e-commerce sites, Google announced two big changes for the shopping campaigns, This is an open war against number one e-commerce ́s enemy, friction.
Purchase directly within the Shopping interface.
Google is now enabling online shoppers to buy the product directly within the Shopping interface, yes, you read it right, now the user can buy the product straight away from the ad, reducing the friction drastically.
This is going to be useful, especially for those e-commerce sites with poor user experience (UX) but leading the user straight away to the check-out is going to boost sales for all shopping advertisers.
Shopping showcase ads in more places.
Improving engagement through visual stories seems to have become a big part of the Google philosophy.
Starting in 2017, Google rolled out the “Shopping Showcase Ads” showing a catalog of products for searches with commercial intentions like “new bikes”. Unlike the traditional “Product Shopping ad”, when you click on a “Shopping Showcase Ad” this is going to expand to show you a catalog of products.
In the next few months, Google will expand showcase shopping ads to the image results, discover results, and YouTube.
Shopping showcase ads are very useful to understand the user ́s intent because when a user is performing a search without using the brand name or model, it is a clear signal that they are still looking for new products and information. It’s good practice to show more products and details.
So, that’s the good news for shopping advertisers, let me know what you think about it and if I ́m missing some relevant information regarding.