Google Showcase Ads are a great branding tool for marketers and can be set up within Google Shopping. These Ads show up for broad generic keywords with commercial intent (like “training shoes” or “camping gear”) and will appear at the top of the search results, just like the product shopping ads.
With Traditional Product Shopping Ads, there is very little an advertiser can do to differentiate themselves from the competitor products shown in adjacent Ads. However, with rich Ad formats like the Showcase Shopping Ads, Advertisers can control exactly what they want their audience to see, in terms of the Ad copy, images and offers. This gives them a good opportunity to highlight their bestsellers or seasonal favourites.
How Does It Work?
When a user searches for a related term, they can see your showcase Ad with the featured product and price. However, on clicking on the Ad, they will not be taken to a landing page (like in the product shopping Ad). Instead, the showcase Ad will expand to show a catalogue of your relevant product. The first click on a showcase shopping Ad is free. You’ll only pay if someone clicks on a product on the expanded catalogue and arrives at your landing page.
With Showcase Ads, it is all about the engagement. If your audience spends 10 seconds or more on the Ad or clicks on your expanded Ad to reach your landing page, this is counted as an engagement. The bidding is based on Cost Per Engagement (CPE)
According to Google, Showcase Shopping Ads are available in Australia, Canada, Germany, France, Ireland, India, New Zealand, Singapore, South Africa, the UK, and the US.