Showcase Shopping ads allow brands to engage users earlier on in the purchase journey when they are still discovering what to buy and where to buy it from.

Until recently, brands had to manually set up and curate the product images that appear in your ad to showcase a collection of products that give shoppers a taste of your brand.

However, last week Google confirmed they will automatically serve Showcase Shopping ads across mobile and desktop.

Showcase 1
How will the CPCs be set for the automatically created Showcase ads?
CPCs will be set based on your product bids in Shopping Campaigns.

How will the automatically created Showcase ads impact my performance (ROI, ROAS), given that there is an extra click?
Google anticipate more qualified clicks through the expanded ad experience, leading to a similar performance to Shopping ads.

Where can you see traffic for the automatically created Showcase ads?
You can see impressions, clicks and conversions for the expanded ad page in your regular Shopping Campaigns.

Will there be separate reporting for automatically created Showcase ads?
You will not see reporting for the clicks on the Showcase Shopping ad unless you specifically set up curated Showcase ads.

Set Up Proccess

If you want more control over their look and the information included in reporting, you can still manually curate ads and should follow the below guide on implementation and best practice:

1. Upload your logos into Merchant Center

Ensure that the logos meet the logo requirements.

2. Create a shopping campaign for your Showcase Ads and enable Local Inventory Ads (optional)

You need to name the campaign and link to the Merchant Center account. Enabling LIAs allows your Local Storefront Link to appear in the expanded ad.

3. Set your bid and product group targeting

Set your ad group-level CPE bid. This is then applied across all your product groups. You can choose whether to target all products or a select group.

4. Create a new Showcase ad

Create an ad for your ad group. Currently only one ad serves per ad group, so you will only need to create one single ad.

Showcase 2

5. Upload Header Image to your Showcase Ad

Images must be 1080 x 566 exactly. You can choose whether to use a header image or a product image that is dynamically matched to a person’s search.

Showcase 3

6. Add a headline and description

Headline text (optional) appears at the top of the expanded ad and has a 24 character limit. Description text (optional) appears in the expanded ad and should be 80 – 120 characters.

7. Add URLs and submit for review

The final URL in your ad is the destination of a click on either your header image or the link below. The display URL is the shortened URL that shows on your ad. You can now save your ad and submit it for review which can take up to 24 hours.

At Reprise we believe it’s essential to get the most of the tools that Google provides to manage AdWords campaigns and ads. If you’re looking to get more out of Google Shopping and have any questions or concerns that you’d like to discuss please don’t hesitate to get in contact.

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Charlotte Escreet

I work for Reprise as an Advisory Manager for some of the biggest brands in Australia. I have 4 years’ experience in digital marketing, focusing on earned media, paid search and SEO.
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