Google rolling out Showcase Shopping Ads – PLAs for broad product queries – and other Shopping updates

This month, Google is rolling out a brand-new look for product listing on broad, non-brand queries like “summer dresses.” The search giant says some 40 percent of product searches are for broad terms. Instead of featuring a selection of individual product listing ads, new Showcase Shopping ads will start appearing in the search results for generic product queries in the US, the UK and Australia in the coming weeks.

The new format marks a big change for advertisers running non-brand Shopping campaigns. Showcase Shopping ads feature three product images — a main image and two smaller side images — and either a promotional message or the retailer’s distance from the user for Local Inventory Ads at the bottom of the ad. When a users clicks on a Showcase Shopping ad, they are taken to a catalog-style landing page hosted by Google that features a retailer’s promotional copy and related products pulled from the product feed just like regular PLAs.

Advertisers are charged if a user clicks through on one of the products featured on the landing page to the retailer’s site.

A premium version that gives merchants more control over the branding is being tested. Shopping campaign advertisers in the the US, the UK and Australia will automatically be eligible for Showcase Shopping Ads.

For more on Showcase Shopping ads and the other changes Google announced for Shopping campaigns, including TrueView for Shopping, on Tuesday, see our full coverage on Search Engine Land.

About The Author

Ginny Marvin

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.