We’ve recently sighted some exciting changes to Showcase shopping ads as well as a new “Discover Ads” that display within Google’s News feed.
For advertisers this could mean displaying video in place of the featured image for Showcase Shopping ads in the near future, as well as the opportunity to display ad inventory within Google News for the very first time.
Here’s everything that we know so far, with some input from the experts.
Google Introduces Video To Showcase Shopping Ads
Rumored to be in closed beta, video ads have been sighted in place of the featured lifestyle image within Google’s Showcase Shopping ads.
In the example below, several brands showcase video of their products which expands to larger carousel of products when clicked on.
The addition of video placements atop the SERP is a first for Google, and could greatly expand the top-funnel impact for brands that run Showcase Shopping campaigns.
New “Discover Ads” Show Up In Google’s News Feed
In addition to sighting video in Showcase Shopping ads, we’ve also noticed a new native ad format surfacing in Google News: Discover Ads.
The new ad placement displays lifestyle imagery that expands to a story-like format once clicked on.
When a user clicks on the ad, a story-like progress bar appears at the top and a “shop now” button displays.
While there has been no official announcement on this placement, it’s likely that Google is quietly testing this placement with select brands.
“Ads the in Google Feed are a fresh new source of inventory for advertisers and another example of Google further diversifying their native display capabilities.”
-Josh Brisco, Senior Manager, Retail Search Operations
What Are Showcase Shopping Ads?
Google Showcase Shopping ads are shoppable lifestyle ads that appear across the top of a SERP on mobile devices for select keywords.
They are designed to help shoppers with broad queries discover what they want to buy and where they want to buy it.
Showcase shopping ads were first introduced in 2016 and have since become an effective format to drive top-funnel awareness and click through for broad search terms.
Want to learn more about Google Shopping advertising?
Q4 Google Shopping Best Practices and Advanced Strategies
Google Shopping | How to Target Every Part of the Funnel
The 2018 Google Shopping Guide
Google Showcase Shopping Ads for Broad & Non-Branded Queries