MM events

Google is revamping its online shopping experience for advertisers and consumers

Alyssa Clementi

During Google’s Live Marketing 2019 event this week, the company revealed a new collection of digital ad options for brands who want to expand their audience and ROI. For starters, Google will be rolling out Discovery ads, which will be available to advertisers later on this year. With Discovery ads, consumers will be exposed to ads throughout all Google properties, on their Discover feeds, and through the Google Promotions tab in Gmail.

“Discovery has created a great opportunity for us to easily drive growth at scale for our brands beyond what we thought was possible with Google," says Daniel Pahl, VP of media and acquisition at TechStyle. "It's definitely outperformed my expectations in driving high-value leads and signups. We're now able to inspire a completely new audience to action.”

Google will also be releasing Showcase Shopping ads, a “highly visual ad format that incorporates rich lifestyle imagery into your Shopping ads”, which will be available via Google Images, Discover feed, and YouTube.

Additionally, Google Shopping has been revamped to offer new features, such as a personalized homepage, in-depth product filters, and more reviews/videos. Google also added a blue shopping cart on certain products to symbolize that product comes with a Google guarantee and easy return options.

Over the next few weeks, Google will also be adding app deep linking from Google Ads, so that customers will be taken from Search, Display and Shopping ads to the mobile app, as long as they already have the app installed. During trial tests for this feature, advertisers found deep linked ad experiences drove two times the conversion rates.

“We've seen how rich formats are winning traction throughout the online world in recent years. Publishers have been feeling the pressure to compete. However, brands should only be investing where they have a clear idea of the ROI they are happy with. This hinges on a good grasp of how the new formats should be measured - what counts as a view is quite challenging when it comes to gallery ads for example,” commented Abi Jacks, senior director, Marketing, Europe, Rakuten Marketing.

“The other key consideration is efficiency. As ad formats and platforms proliferate, marketers need to ask harder and harder questions about whether budget is working hard enough. Google is a great 'catch-all' approach but marketers by now ought to have access to data that gives them a clear idea of the audiences they want to target. Thinking about the publishers that might be better placed to put the brand in front of that audience should be a consideration before diversify spend,” said Jacks.