Following the launch of Shopping ads on Google Images, Google is now further building its visual inspiration for shopping, with the introduction of shoppable ads on Google Images.
Nowadays, visual search is taking on a much more important role in the shopping process. According to a recent study, Google is the first place US shoppers visit when looking to discover a new brand or product, and it’s not just the text search results they are interested in. People are increasingly turning to Google Images to find what they’re looking to buy.
That’s why Google is investing more and more in shopping solutions that incorporate other properties like Google Images. The launch of Shopping ads on Google Images provided advertisers with a new way to reach shoppers where they’re looking for more visual inspiration. Now a new ad format – shoppable ads on Google Images – helps brands to better connect with consumers. The new format allows brands to highlight multiple products available for sale within their sponsored ads within Google Images results.
Surojit Chatterjee, Vice President of Product Management for Shopping at Google explained that shoppable ads is being tested on “a small percentage of traffic with select retailers, surfacing on broad queries like ‘home office ideas’, ‘shower tile designs’, and ‘abstract art’.”
If a shopper searches for home office ideas on a mobile device or desktop, Google Images will surface ideas on how to organise the room. The shopper can then scroll through the images and hover over any ad with the price tag to see the various items that are for sale within the image with their prices, brands, etc.
Chatterjee explains that Google will continue to roll out the feature to more categories and retailers soon.
In addition to the above, Google is also bringing another feature to Google Images – Showcase Shopping ads. The feature lets advertisers promote their brand and products “through beautiful imagery, descriptions, and relevant promotions” and it’s currently being used by “thousands of retailers and brands in 17 countries.” The addition will offer shoppers a more “inspirational and rich visual experience.”
Finally, Google also recently announced the expansion of its Merchant Center “as a platform to power shopping experiences beyond advertising on surfaces across Google.” Retailers can now provide product data to Google so that it can start showing more information to potential shoppers on its platform.
Pinterest, are you listening? Google is about to become a tougher opponent.
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