AdWords Showcase Shopping Ads – What is it and how to use it?

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Good news for all Google Shopping advertisers! You now have a new ad weapon in your Google Shopping Arsenal: Showcase Ads.Showcase Shopping ads are like a shop window, introducing your brand to the customer and showing the types of products that you have available.

They appear in the same high-profile position as Product Ads, and in addition they are visually very impressive, but this is not the real power of Showcase Ads. Recently, Showcase Shopping Ads became available in several countries, which will also help sellers generate more sales.

What are Showcase Shopping Ads?

Showcase Shopping Ads are a new type of advertisement. Google defines them as follows:

“Showcase Shopping ads lets you group related products and present them together to introduce your brand or company.”

This is what they look like on a Google search results page.

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They appear in the Google Shopping section of the results page. If the user clicks or presses the ad, it folds out to show information about your brand or company.

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The user also sees the products you offer and can scroll through them. They can then click through to your website if they find something they like.

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In other words: Showcase shopping ads appeal to the user’s intention. Users who use commercial, but not proprietary or non-specific keywords are looking for information, inspiration and details regarding the possibilities. When they look at your Showcase Shopping ad, they get it all and can extend their research by clicking on your website.

Product Listing Ads vs. Showcase Shopping Ads?

Showcase Shopping ads are not a substitute for your product ads. Do not drop your product ads to do Showcase ads.

PLA vs Showcase Shopping Ads

PLA: Compare and buy, specific and long tail keywords, CPC, product images

Showcase: Research and awareness, broad and generic keywords, CPE (Cost per Engagement), lifestyle images

The two types of ads look different, but – important – both target a different group of users. Showcase ads are for people who do not yet know what they want, where product ads are used when the user limits his search.

In other words: Showcase ads are there to teach customers something about your brand, the products you sell and the options that are available within their broad search.

Showcase ads also allow you to target broad match keywords and also improve your conversion rate for these keywords.

This certainly makes it worth trying.

Showcase ads are for people who do not really know what they want.

Why should you use Showcase Shopping Ads?

1. Ideal for broad-based keywords  Showcase shopping ads are the best ad type that Google offers sellers to target broad and general keywords.

Showcase ads are effective due to the type of search terms they target. Finally, not all commercial searches are suitable for product advertisements. A search for ‘blue jeans’ is a good example. This search term does not give any indication about the type of jeans that the user expects to find, or mark or that they are for a man or a woman, or size or whatever.

In the example of the blue jeans mentioned above, a showcase does not have to show a specific product. Instead, it can show all jeans and other clothing that the retailer sells.This encourages the customer to limit their search on your website and to make a purchase with you.

2. You have the control  this because you select which products are shown in your Showcase Shopping ads.

3. Improves brand awareness – Showcase Shopping ads are a great way to introduce your brand and company to potential customers. They show the customer the range of products that you have available, along with other information about your brand.

4. You get tools to improve performance – Showcase ads have complete analytics that allow you to analyze performance, perform tests and optimize your campaigns.

Showcase Shopping Ads Requirements?

There are three important requirements for Showcase Shopping ads that you should be aware of:

  • You need the new AdWords experience;
  • You have to focus on a country where Showcase ads are available;
  • You must meet Google’s requirements for setting up Shopping campaigns.

Let’s take a closer look at each of the above.

First: Google rolls out the new AdWords experience in phases. If you do not have it yet, you have to wait until it is available. You can see that you have the new experience if the tool icon in the top right corner has become a wrench. As long as it is a gear, you still use the old experience.

When talking about locations, Showcase ads are currently available in the following countries : Australia, Canada, Germany, France, Ireland, India, New Zealand, Singapore, South Africa, the United Kingdom and the United States.

To meet the requirements to set up Shopping campaigns, you must ensure that your ads comply with Google Shopping practices .

How to create Showcase Ads?

Once you’ve arranged all of the above, you’ll need to create a new Shopping campaign and then a Showcase ad group. These are the steps you need to take:

1. Create a new Shopping campaign and select “Ad groups” in Adwords. Click to create a new ad group:

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2. Add products to the ad group:

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It is best to add all your products to the ad group and then limit it when you create Showcase ads. You can also subdivide and / or create sets of products in your ad group.

3. Now you can make your first Showcase ad:

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  • Add a header image;
  • Select an image for the non-expanded version of the ad – this is what the user sees before they click or press to expand it;
  • Enter an item header and description;
  • Enter the URL of your landing page and a display URL;
  • View the ad and save it.

What should you be aware of when making Showcase Ads?

The first thing to look out for is how you are invoiced and how bidding works. Your offer for Showcase ads is ‘per engagement’, ie you pay for every time there is interaction with your advertisement. This is also known as CPE costs per engagement.

Google counts an engagement when a user clicks or presses the Showcase Shopping ad and then does one of the following:

  • Take 10 seconds to look at it;
  • Click on a link to a product.

In other words: the first click of the user (to expand your Showcase ad and show your list of products) is free. You only pay if the user does enough to meet one of the two above.

You also have to think carefully about how important the images are in Showcase ads. Of course, images are also important in product ads, but they may be of even more importance in Showcase ads. Remember that the people who see your showcase ads are in the first stages of their search. You have to catch their attention and then encourage them to click.

From a technical point of view, you must be sure that your image meets the following criteria:

  • The dimensions must be 1080px x 566px;
  • There should be no text on the images.

In addition, you should not let your image go over a specific product, because the user may not be looking for that product.

So: what is a good image for Showcase Ads?

  • Make sure it is of high quality;
  • It should meet the requirements above;
  • Use a lifestyle image, an image of your product while it is being used.

You can find more information at

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