Beginning in a couple weeks, you’ll no longer be able to add Target Search Page Location or Target Outranking Share as automated bidding strategies.

In the coming months, if you still have campaigns using these strategies, Google Ads will automatically migrate them to Target Impression Share instead.

So, why is Google sunsetting two automated strategies in favor of Target Impression Share? Whereas Target Search Page Location and Target Outranking Share give you the option of manually setting bids—and letting Google Ads adjust them as need be—Target Impression Share is almost completely automated.

Once you select your desired part of the SERP and an impression share goal, you hand over the reins. There are no manual bids. This decision is likely due to Google’s increasing emphasis on machine learning and auction-time bidding.

New inventory for Showcase Shopping ads

Showcase Shopping ads were first introduced for search in 2016 and are intended to offer retailers the opportunity “showcase” a curated list products responsive to non-branded searches such as “summer dresses” or “outdoor furniture.”

Google previously said that up to 40% of queries are for these broad product-category searches.

The announcement extends Showcase Shopping ads to Google Images, the Discover feed, and YouTube feed. The latter will roll out in the near future.

A recent study shows that Google is the first place US shoppers go to discover or find a new brand or product,” Google said in its announcement.

But shoppers aren’t just doing their searches on Google.com. 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.

App deep linking and reporting for Google Ads

Google is also implementing app deep linking from Google Ads, together with improved reporting. If a user has the marketer’s app installed they’ll be taken into that app from Search, Shopping or Display campaigns.

That enables a personalized and expedited shopping and checkout process. That compares with the friction that could be involved with an anonymous mobile web experience requiring a customer log in or entering payment credentials again.

Short conclusion

This is yet another step in Google’s march to expand the range of tasks its users can complete directly on the SERP. Will it have an adverse effect on your site traffic? Maybe.

But if it boosts the conversion rate of your Google My Business listing—and saves potential customers the headache of figuring out your website—we’d call that a worthwhile trade-off.