Google Testing Filter Buttons for Shopping Ads: What's It Mean for You?

By Tinuiti Team

Google has been exploring ways to improve shopping ads for advertisers and consumers lately. The team overseeing this project is in the process of increasing lead generation. These buttons are placed with product listing ads of Google search results. Merkle RKG says these buttons are displayed in results when qualifying adjectives are not used in queries, such as “best” or “top” to describe products.

Filter buttons have been designed to narrow down products by: In Store Availability, Top Rated, Price Range, Size/Color, Special Offers, and more. Once a filter button is clicked, a shopping page appears with products listed that meet the filter requirements. As for the “In Store” filter, it personalizes the shopping experience more for users. This option allows consumers to determine the availability of products within their local regions.

Can the Filter Buttons Improve the Shopping Experience?

The filter buttons definitely have the potential to elevate the shopping experience to new heights for users, and could provide merchants a better opportunity to be found. The categorization capabilities they have make it easier for consumers to locate desired products with less effort and time. Let’s take a deeper look at the features:

Marketers can use these buttons to improve conversion rate optimization of Google Shopping Ads.

What Does This Mean for Marketers?

Marketers can afford to learn a lot more about the interests of their target populations with these filters. As a result, they can improve their conversion rate optimization techniques. For example, they can further study the similarities or differences between online and in-store purchases made. They can become more mindful of which products consumers love the most and focus advertising procedures on the best-performing ones. In addition, they can gain more insight about the spending budgets consumers adhere to.

This categorization tool increases the chance of people visiting Google Shopping pages, giving advertisers more visibility. Merkle RKG witnessed the rise of mobile conversions for ads with in-store pickup chosen since May. One advertiser noticed that in-store pickup orders tripled earlier this year, in less than two months.

In conclusion, Google’s new filter buttons will provide a more customizable and convenient shopping experience for consumers. Also, they will help marketers display advertising with a better ecommerce strategy and increased perceptibility. For more information about growth-related marketing or digital topics, read our case study: Gilt City Increases PPC Clicks by 16% While Reducing CPA by 20%.

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