With the rising popularity of online videos helping shoppers with ideas for the next purchase and in discovering new products and brands via YouTube, Google has updated its Showcase Shopping ads to include video functionality.
Until now, none of Google’s retail search ads offered the ability to add video, as Google says, Showcase Shopping ads are a first retail search ad unit to feature video as well as Google Ads in general.
“This is our first retail search ad unit to feature video,” stated Google Ads.
Today also marks the first update to Showcase Shopping ads units since they were rolled out last year. Google says, “Video in Showcase Shopping ads is the next addition to the Showcase Shopping ads we launched last year.”
As Google emphasizes, video in Showcase Shopping ads helps shoppers more deeply engage with products. Advertisers will be able to provide a more immersive, contextual experience for shoppers using them.
Here is a look at the Showcase Shopping ads with video:
Showcase Shopping ads, let advertisers upload multiple images, (and now a video) to a single ad.
Along with the beautiful imagery and video, advertisers can also add descriptions, products, and relevant promotions to their Showcase Shopping ads unit.
Google highlights that the ad in the top Showcase slot has proven to be driving 3.6X higher CTR than an average CTR.
Also, since launch, it’s has been noted that Showcase Shopping ads receive 20% more conversion credit with the first-click attribution.
Retailers’ feedbacks also reporting success with these ad units, particularly with acquiring new customers.
“[…]68% of purchases from shoppers who engage with Venus Fashion Showcase ads are new,” said Google.
Video in Showcase Shopping ads unit is now available to all advertisers running this ad format.