Sandi Main, Director of Product Marketing, Search
If you asked any retailer whether they would take advantage of the opportunity to influence consumers earlier in their shopping journey, the answer would overwhelmingly be “YES!” In response, Google created Showcase Shopping Ads. With Kenshoo’s early support for this new ad format, marketers can now capture this opportunity and ultimately get more value of our their investment in Google’s Shopping Ads.
Visual, mobile-friendly shopping ads are a proven means of driving conversions for retailers. According to Kenshoo’s data, shopping ads account for almost 63% of all impressions for retailers, and they’re a bargain at less than half the CPC of keywords.
Shopping ads work very well when shoppers know what they are looking for. But, sometimes shoppers don’t have a specific idea of what they’re looking for and want to search more broadly for ideas – high-performance running shoes, trendy summer dresses, or casual sofas. This presents an opportunity for the savvy marketer to influence the consumer’s preference earlier in their decision journey. It’s also an opportunity to complement and amplify the success they already have with shopping ads.
Showcase Shopping Ads will only be displayed on mobile for broad, upper funnel queries when shoppers don’t know exactly what they want to purchase. They allow advertisers to display a collection of ads to provide a sampling of their brand and product selection.
Showcase Shopping Ads display a collapsed ad by merchant in lieu of a specific product. Clicking on the collapsed ad opens an expanded ad with information about the brand and a collection of products that they offer. Clicking on the category URL or the header image will take the shopper to the advertiser’s website. A click on a specific product will go to the relevant product page on the website.
Showcase Shopping Ads are engagement based. Advertisers are only charged if a shopper clicks the Showcase Shopping Ad and then clicks a link on the expanded ad or meets a time threshold on the expanded ad.
Showcase Shopping Ads are useful for retail advertisers to reach shoppers earlier in their decision making process before they’ve committed to a brand or specific product. They can be used to drive awareness of a new product category, increase awareness in an existing category, or reach new prospects.
The advertiser has a choice in the products that are displayed, allowing them to optimize their product mix and giving them more control over their brand identity. They can increase engagement by showing best sellers, trending products, or seasonal items.
With this new format and all of its’ benefits, marketers will also have some new challenges that require new capabilities to manage, optimize, and measure showcase ads efficiently.
We’re thrilled to provide clients with early support of Showcase Ads. Retailers already have a big investment in Google Shopping Ads. Showcase Ads enable them to get more value out of their investment with Google and maximize the opportunity.
With Kenshoo’s first phase of support, advertisers can view Showcase Shopping Ads and engagement metrics in Kenshoo reports and in the analysis grid alongside their Shopping Ads to learn how Showcase Shopping Ads are performing, how they fit into their advertising mix, and what product groups are working the best. We’ll be rolling out further support in the coming weeks.
Our strategic partnership with Google allows us to coordinate on the opportunities that will have the biggest impact for our clients, and we’re bullish on this new ad format. In the future, Kenshoo looks forward to helping marketers scale their creative management with automation capabilities that will enable intelligent selection, application, and refresh of creative to drive the best results for their Showcase Shopping Ad campaigns.
Contact your account team or Kenshoo Sales if you’re interested in getting started with Google’s Showcase Shopping Ads.