What Happened
Google unveiled some updates to its search ad products on Tuesday as it aims to court more ad dollars from retailers and travel brands. For retailers, the new “Showcase Shopping” ads allow retailers to showcase a series of product images in mobile search results. The unique feature that separates this from regular carousel ads is that it is designed to respond to vague search inquiries such as “summer dress” or “living room furniture,” and allow retailers to display a variety of options. According to Google, this kind of vaguely-worded search makes up for over 40% of shopping-related queries.
For travel and hospitality brands, Google is adding Hotel Smart Filters to search results. Now when users search for hotels, they will have the option to filter the results based on price, rating, and preferences like whether a hotel is “pet-friendly.” Hotels with prices lower than normal or running a discount will also be marked with a “Deal” label in search results.
What Brands Need To Do
The Showcase Shopping ads offer retailers a valuable tool to lure online shoppers with only broad purchase ideas in mind using a variety of relevant items from their inventory. The image-heavy nature should give retailers a better chance to pique shopper interest. As for travel brands, the updated hotel search tool means there is a better chance of standing out among competitors with a discount deal. The added filters also include preferences for hotel features, which hotels will have to make sure reflect reality.
Sources: AdWeek
Header image courtesy of Google’s AdWords Blog
