Optimizing Shopping Campaigns with Google Showcase Ads

In the first week of July Google rolled out Showcase Ads – which are a variant of the Google product ads.  The main difference between a Products ad and Showcase ad is that while the former caters to a specific product, Showcase Ads cater to group of related products.

In product ads specific information about the product like Title, Price, Description and offer is made available which are pulled from the Google merchant center. In showcase ads, brands can introduce themselves with a specific selection of predetermined products.

The showcase ads appear like Facebook canvas ads – which is a list of rolling images and descriptions of related products. The Showcase ads should be seen as more like brand filtration and suggest ad which helps user to decide which brand page to visit.

Shopping ads are Different than Normal PPC Campaigns

  1. Advertiser control which product appear in the ads
  2. Showcase ads are targeted at more generic terms when users are not decided about a particular brand and are informative searches
  3. Multiple ads for each brand means users have ore option to explore products on google itself and visit the brand page after some sort of arriving at a decision

Bidding for Showcase Ads

The bidding follows maximum Cost per click model which means that you set the upper limit which you are ready to pay for an action. In showcase ads you are charged only when user expands the ads and see it for 10 seconds.

Impact on SEO

There is bound t have some impact on SEO as the results will be pushed further down. In Mobile the  SEO results will not only be pushed down but also the ads are in immersive format means it is very hard to distinguish between paid and non paid ads.

Effects on smaller brands

Some impact on smaller brands will also be seen as the ads will occupy the first PPC positions and contains many expanded products ads within.