Google is introducing video feature to the Showcase Shopping ads so that advertisers can earn better revenue from these ads. Before we dig into the details of what this means for the digital marketing industry, or specifically the online advertising world, let’s look at why advertisers are so excited about this video feature boost!
According to data revealed by Google, ads appearing in the top bracket of Showcase Shopping get a boost of 3.6x in the CTR figures. Additionally, these ads also receive 20% more conversion credit when it comes to first-click attribution. Moreover, it was also let out by Google that these ads were particularly useful to grab new customers and bring them into the fold.
Now we know why the video feature is such great news for the digital marketing industry!
Previously, you could upload only images in the Showcase Shopping ads. Now, you can use videos, images, product descriptions and text to entice your audience. All of these can be uploaded into a single ad, so that the ad has several layers that appeal to the targeted consumer base. It also means that the ads look visually appealing for people to click on them.
Here is what Google has to say about the role of videos in driving online marketing:
“When it comes to finding new products and narrowing down their choices, nearly two-thirds of shoppers say online video has given them ideas for their next purchases, and over 90 percent of these folks say that they’ve discovered new products and brands via YouTube.”
It explains why Google wanted to add videos to Showcase Shopping ads!