When you know exactly what you’re looking for, shopping online is easy. But what happens when you know what you want – kind of – but you have no idea where to find it? For most people, this conundrum forces them into what is known as a broad product query (search).
According to Google, 40% of shopping-related searches are made using broad search terms like “women’s athletic clothing” or “living room furniture”. Unfortunately, this type of search frequently delivers poor results for the searcher. After all, if a shopper doesn’t know what they want, how can Google or advertisers direct them in the right direction?
Fortunately, Google recently announced a brand new AdWords feature that’s designed to solve this problem by helping shoppers carrying out broad product searches discover and explore what they want to buy and where they want to buy it. The feature? Showcase Shopping ads. The benefits? Let’s take a closer look…
Introducing Showcase Shopping ads
The purpose of Showcase Shopping ads is pretty self-explanatory. They are intended to showcase and promote a variety of products to a shopper who has entered a broad search query.
Once Showcase Shopping is rolled out, when you enter a broad product query the new ads will appear across the top of the search results page. Each individual company’s ad will feature three individual images, (one large and two small) each of a different product or item. The ads essentially become a virtual shopfront for retailers, allowing a browser to quickly assess the suitability of each company’s products for their needs.
If a browser clicks on any of the images featured in the ad, they will be taken through to a landing page to see more of that particular store’s inventory.
What are the benefits?
Showcase Shopping ads promise to benefit both retailers and shoppers in equal measure.
- 9 billion Google searches are carried out every day. Showcase Shopping ads will help those people carrying out shopping-related mobile searches find want they want faster.
- Mobile travel and shopping searches are up 30% this year. Showcase Shopping ads will make mobile shopping even more tempting still.
- Showcase Shopping ads should dramatically improve user experience by reducing the time shoppers have to spend searching for the best items and retailers for their needs. Instead, they can see almost instantly whether a store is right for them by glancing at the pictures feature in the ad.
- Advertisers are only charged when a shopper clicks on the products on the landing page – not when they click on the storefront – so exploratory clicks won’t cost the earth.
Showcase your business with Bing Digital
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