What are Shoppable Ads on Google Images?
Google Shoppable Image Ads are a new ad format that gives brands the opportunity to tag multiple products in a single, lifestyle image. These ads appear in Google Images, and give users the ability to hover over any sponsored ad for more information, including the items for sale, prices and the brand.
This new ad format is best defined by a visual, so here’s an example:
In the example above, which is pulled from Google’s blog post, it’s not just about the desk for your home office, but delivering better understanding of how that desk might look styled in your home with the right chair, lamp, and accessories.
It’s this concept of inspiration that gives people the confidence to buy the products they’re not only searching for, but also they products they discover.
Why do Shoppable Ads on Google Images matter?
One of Google’s most widely-used shopping ads products is the Google Product Listing Ad (PLA). These ads display a single product on a white or other neutral background. Google Shoppable Ads, on the other hand, have at their core lifestyle content with clickable product tags providing information on all of the products in the image. If Google PLAs are like a coat on the rack at a store, then Shoppable Ads within Google Images are like the mannequin: They help people envision a complete look. This holds the promise of making search results more gratifying and relevant for consumers, while enabling brands to elevate their aesthetic on Google.
I’m not familiar with Curalate, or how my team uses the platform. What is shoppable content and how are we using it today?
Curalate works with over 1,100 brands and retailers (including you!) to help them use sell more effectively online using lifestyle content. At our core, we make visual content shoppable. We then make it easy to push this shoppable content to major customer acquisition channels. The result? You inspire your customers with shoppable lifestyle images wherever they engage with you to increase conversion rates, order values, and time spent browsing your products. In short, we’re bringing inspiration to eCommerce.
Anatomy of a Shoppable Ad
A Shoppable Ad has 4 key components:
- Lifestyle Image
- Product Tags (product information and the location of each product in the image)
- Headline (title for your ads)
- Landing Page URL (click-through destination for any image or headline click)
There are 2 click-through destinations from a Shoppable Ad:
- Product Page: by clicking on a product, you will be directed to a relevant product page on the advertiser’s website.
- Landing Page: by clicking on the image, headline, or URL, you’ll be driven to a single, predetermined landing page. In addition to the content we’ll be syndicating on your behalf, we’ll also be powering Dynamic Landing Pages on your website to ensure that every click to your site is optimized.
What are Curalate’s Dynamic Landing Pages and why should I use them?
Curalate’s Dynamic Landing Pages optimize image, headline and URL clicks by rendering a dynamic shoppable experience on your website. These landing pages automatically display the same shoppable, lifestyle image that each user engaged with on Google, along with additional shoppable content to encourage users to continue browsing and discover more products.
We know that bounce rates to home pages or category pages from acquisition channels can be extremely high, and since we’ll be syndicating a ton of content on your behalf, it’s not scalable to build a unique landing page for each individual image. Curalate’s Dynamic Landing Pages reduce bounce rates by over 50%, ensuring that each click from Google’s Shoppable Ads is optimized to drive value for your brand.
Here’s an example:
We require a minimum of 100 lifestyle images. Curalate will build your feed with content that adheres to the following guidelines:
- Each image showcases products in a real world scene (i.e. no single products against white backgrounds)
- Compliant with Shopping Ads Policies
- Min 600 pixels (height / width), max 64 megapixels, max file size of 16MB.
- Images do not contain promotional elements or other text (i.e. overlay, watermarks, calls to action, borders)
- Merchant has the rights to the image such that it can be used for advertising purposes
For additional details and requirements, review the Asset Collections Feed specifications document.
Queries that triggered your ad
Once the campaign is live, you will be able to see the queries that triggered your ad was shown using Google’s Search Terms Report
Seeing your ad live
To understand how users are seeing your ad, start by scanning the Search Terms Report for queries that triggered your ad. Zero down on a search term and head over to google.com/images to replicate that query and look for your ad. Since traffic is still ramping up, your ad may not always trigger with this method.
Billing and charges
The Shoppable Ads campaign utilizes Manual CPC bidding and you will be charged each time a user clicks on a product, image, headline, or URL.
Optimizing your campaign
After the campaign is live, Google asks that you let it run uninterrupted and without any changes, for at least 4 weeks, to start picking up performance. After this, please reach out to your Google contact to discuss optimization opportunities.
Making Campaign Edits
Like every other campaign, you are in control to make changes. Editing bids, budget, campaign status (pausing /enabling) can be done at your end. However, Google strongly recommends not editing the ad itself, product groups etc. since they rely on the feed from Curalate.