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Navigating Showcase Shopping Ads This Holiday Season

Steve Costanza

When Google announced Showcase Shopping ads in 2016, two objectives were mission critical: to help shoppers discover what they wanted to buy and where they wanted to buy it.

Today, the ad format is still an important method to capture shoppers using broad terms on Google. But the tech giant is doing more than just catering to upper funnel shoppers this holiday season. Recent updates have made Showcase ads appear for more specific queries while the addition of video is giving retailers a new, visual way to promote their brand.

Recent updates have made Showcase ads appear for more specific queries while the addition of video is giving retailers a new, visual way to promote their brand.

A lot is happening in the world of Showcase ads ahead of the year-end retail rush. Let’s talk about Google’s latest updates, results we’re seeing, and what retailers can do to get the most out of Showcase ads during the holidays.

Still a discovery-driven format? Look to the data

We took a look at Showcase ad performance over a 16-week period between July and October 2018. The data, based on a sample of over 50 U.S. retailers, shows that impressions and engagements increased significantly while conversions stayed relatively flat over that time.

Both impressions and engagements began to tick up in mid-September, with each reaching peak values in mid-October. Conversions, on the other hand, remained static over the 16-week trial, never seeing more than a 20 percent week-over-week increase.

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