/Is Google Testing Video In Showcase Shopping Ads & News Feed Placements?

Is Google Testing Video In Showcase Shopping Ads & News Feed Placements?

We’ve recently sighted some exciting changes to Showcase shopping ads as well as a new potential new ad placement that displays within Google’s News feed.

For advertisers this could mean displaying video in place of the featured image for Showcase Shopping ads in the near future, as well as the opportunity to display ad inventory within Google News for the very first time.

Here’s everything that we know so far, with some input from the experts.

 

What Are Showcase Shopping Ads?

Google Showcase Shopping ads are shoppable lifestyle ads that appear across the top of a SERP on mobile devices for select keywords.

They are designed to help shoppers with broad queries discover what they want to buy and where they want to buy it.

 

showcase shopping ads

 

Showcase shopping ads were first introduced in 2016 and have since become an effective format to drive top-funnel awareness and click through for broad search terms.

 

Google Introduces Video To Showcase Shopping Ads

Rumored to be in closed beta, video ads have been sighted in place of the featured lifestyle image within Google’s Showcase Shopping ads.

In the example below, several brands showcase video of their products which expands to larger carousel of products when clicked on.

 

showcase shopping video

 

 

The addition of video placements atop the SERP is a first for Google, and could greatly expand the top-funnel impact for brands that run Showcase Shopping campaigns.

 

New Ad Placements Show Up In Google’s News Feed

In addition to sighting video in Showcase Shopping ads, we’ve also noticed a new ad format surfacing in Google News.

The new ad placement displays lifestyle imagery that expands to a story-like format once clicked on.

showcase shopping ads in the google news feed

 

 

When a user clicks on the ad, a story-like progress bar appears at the top and a “shop now” button displays.

 

showcase shopping in google news feed

 

While there has been no official announcement on this placement, it’s likely that Google is quietly testing this placement with select brands.

“Ads the in Google Feed are a fresh new source of inventory for advertisers and another example of Google further diversifying their native display capabilities.”

-Josh Brisco, Senior Manager, Retail Search Operations

 


Want to learn more about Google Shopping advertising?

Q4 Google Shopping Best Practices and Advanced Strategies

Google Shopping | How to Target Every Part of the Funnel

The 2018 Google Shopping Guide

Google Showcase Shopping Ads for Broad & Non-Branded Queries


About the AuthorGreg graduated from CSU Sacramento with a degree in International Relations. After teaching English in Istanbul, he returned to California to pursue writing about tech and digital marketing. See all posts by this author here.