Shopping Ads on Google Images
Shopping on the Internet has just become easier!
Google has this week has announced a new product discovery option which will enable brands to reach consumers who are searching via Google Images.
The new “shoppable ads on Google Images” will enable businesses to highlight multiple products available for sale within their sponsored ad. Users will be able to tap on the shopping bag icon in the bottom right of the image to see the detail on any buyable items.
Google says that it’s currently testing the option with a small subset of queries related to searches like “home office ideas”, “shower tile designs”, and “abstract art”.
“Let’s say a shopper is searching for home office ideas on her mobile device or desktop and goes to Google Images to explore ideas around how to organize her room. She can scroll through the images, hover over any sponsored ad with the price tag, and see the items for sale in the image — along with prices, the brand, and more. We’ll continue to roll this out to more categories across more retailers over the next few months.”
Pinterest rolled out almost the exact same thing three years ago, via its own product identification and shopping tags.
Pinterest has continued to refine and update it’s visual discovery offerings. Most recently through the automation of its ‘Shop the Look’ Pins – and that visual search capacity has become key to the platform’s evolving tools, helping users find and purchase relevant items, based purely on visual cues and similarities.
Instagram, too, has been rolling out the same, with its own variation of shopping tags – which, more recently, it also added to Instagram Stories.
Google’s version is more advertiser specific than Pinterest’s, which makes it more like Instagram’s variation, but the idea is essentially the same. With more people searching for items via Google Images, brands will now have a way to reach them, which will no doubt appeal to a lot of businesses, particularly those within the categories listed in Google’s test.
Furthering this, Google also notes that an increasing number of advertisers are now using the platform’s “Showcase Shopping ads”, which enable brands to promote their products via highlighted feeds. Given the rising interest in the option for other formats, Google is now also bringing its Showcase Shopping tool to relevant Google Image queries as well, which will enable brands to add ‘social-like’ feeds that occupy prime real estate near the top of the screen.
Google’s also offering new ways for brands to upload more of their product information, which will enable Google to further showcase relevant product matches and details within relevant search queries.
Brand Managers and Account Managers it is indeed a good start to March!
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