Google ads in image search
Google has launched a new ad format on image search named shoppable ads. It is a test right now where Google will highlight multiple products available for sale within your sponsored ad among Google Images results.
The format features multiple headlines followed by a large carousel of images and a description below. Users can swipe through the set of images in the ad.
Clicking on any of the images brings up a Google-hosted page of all the images and their captions. A card with a link to the advertiser’s site is at the bottom of that page. Just like any other text ad, clicking on the headline takes you to the advertiser’s site.
Why this can be good for advertisers
Google has tried images in search ads in several variations — visual sitelinks being the latest. This bigger, splashier format is high impact and demands little effort from advertisers, particularly in verticals likely to already have a diverse selection of high-quality product imagery.
Whether this is rolled out will depend on performance, of course. Bigger ads (RSAs anyone?) typically lead to higher engagement rates. And Google knows from Shopping ads that images can drive high engagement.
Info from Google:
Connecting you to visual shoppers with new ad formats on Google Images
We’ve seen that 50 percent of online shoppers said images of the product inspired them to purchase, and increasingly, they’re turning to Google Images.
That’s why we’re investing in shopping solutions across more of our properties, like Google Images. When we launched Shopping ads on Google Images, we wanted to provide advertisers with a new way to reach shoppers where they’re looking for more visual inspiration.
Now, we’re introducing shoppable ads on Google Images as another way we’re helping you connect with consumers. This new format enables you to highlight multiple products available for sale within your sponsored ad among Google Images results.
We’re currently testing this on a small percentage of traffic with select retailers, surfacing on broad queries like “home office ideas”, “shower tile designs”, and “abstract art”.