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

By Tinuiti Team

Aug 09 2016

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:

The In Store filter helps consumers avoid the hassle of heading out to stores just to find out a particular product(s) is unavailable. They won’t need to simultaneously search through a bunch of store websites to find out where their physical locations are, to purchase from local inventory. Also, it helps them easily decide which store is the most convenient to travel to. Overall, this makes the shopping experience more eco-friendly by reducing the harmful effects of gas emission
The Top Rated filter helps consumers locate the best products based on real user ratings. This allows them to purchase products that users have deemed as the most effective and valuable. As a result, consumers can avoid wasting their money on things that truly won’t benefit them. Also, they are less likely to dispose of materials and contribute to pollution.
The Price Range filter gives consumers the option to only view products within that limited price range, from retail food to fashion. They can afford to feel less tempted to purchase products exceeding the maximum dollar amount and keep more money in their wallets. This is a great way to control splurging problems.
The Size/Color filter provides consumers with an easy way to narrow down apparel products to their specific needs, making it easier for them to make a purchasing decision. They won’t waste their time clicking through to a product page only to discover it’s out of stock in their size.
The Special Offers filter allows consumers to find the merchants with the best deal on a certain product. Whether it be through free shipping, no tax, or a merchants’ promotion, users can easily save money with the click of a button.

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%.