What are Showcase Shopping Ads and how can they Help You

What Are Showcase Shopping Ads?

These ads help potential customers decide where to buy when they search for more general top of the funnel search terms like “Women’s Athletic Clothing” or “Kitchen Furniture” whilst exploring brand and products. Showcase Shopping Ads are a different format from the traditional Product ads (Shopping Ads) that allow you to feature product images and group together a selection of related products and present them together to introduce your brand or business.

Consumers can take many different paths to conversion with the digital environment ever-growing and changing. This makes reinforcing and reminding customers of your brand and/or product range increasing important.

Unique for shopping these ads have optional headlines (up to 24 characters) and descriptions (between 70 and 120 characters) in order to allow you to persuade the users to your brand or products. It can also be useful to help demonstrate your USP’s over your competitors as well as creating a call to action for indecisive shoppers.


When a user clicks a Showcase Shopping ad, it expands; revealing your brand and products that are most relevant to the search query. They use a maximum CPE (cost per engagement) bidding rather than CPC (cost per click) which means that you would set the highest amount that you are willing to pay for an engagement with your ad. To be more precise you are charged when someone expands your Showcase Shopping ad and spends 10 seconds or more within the ad, clicks a product or click the link to the site before then.


How it Could Help You?

Showcase ads help users discover where to buy and make decisions at an early stage in the buying cycle. An abundance of daily searches on Google Shopping use broad/generic search terms that don’t include specific brands or products. This often means the user hasn’t decided what product to buy or from where to buy it. Showcase Shopping ads can help to intervene and target these potential customers. This then engages them getting them thinking about your product range, USP’s and brand while they’re still on the path to conversion. They can also be used in conjunction with other ad formats to reinforce and remind customers of you later in the funnel.

You have complete control and ability to target customer with images and ad text within a unique format and you can pick the products that appear in a Showcase Shopping ad. For example; you might choose your best sellers, seasonal picks or a product type with the highest margin.

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