Purchases on Google testing continues, product listing ads are getting access to more inventory, and brick and mortar retailers running local inventory ads see some new features. These are among the announcements from Google at Shoptalk in Las Vegas on Monday.
Product Listing Ads In Image Search
Ads in Google image search first started appearing in the fourth quarter of last year. First noticed by Merkle, the ads are officially launching Monday. On mobile, they display in a carousel format above the organic images. Image search is considered part of the Google Search Network. If your Shopping campaign is opted in to Search partners, product listing ads (PLA), will automatically be eligible to show in image search results.
Store Pickup Promotion in Local Inventory Ads
Retailers using local inventory ads (LIA) can now include a “store pickup” link for shoppers who want to buy online and pick up their orders in store. The option appears on the local product landing page hosted by Google after a user clicks on an LIA.
Inventory Search From Local Knowledge Panel
Also new for advertisers running local inventory ads, users will be able to click a “Search items at this store” link in the retailer’s local Knowledge Panel to see whether particular items are in stock at their local stores.
Update on Purchases on Google
There isn’t any news here other than to say the pilot is still alive. Google launched the test for Purhcases on Google, the “buy button” feature that allows users to buy products right from a product listing ad on their phones through a commerce experience hosted by Google, last July. Google said on Monday that Ralph Lauren, Ugg, Staples and others are continuing to test Purchases on Google
Faisal Masud, EVP of Global E-Commerce at Staples, says 95 percent of Staples products are now included in Purchases on Google.
John Kalinich, Senior Vice President, Global Digital Commerce at Deckers Brands told Google that UGG is seeing a nearly 50 percent increase in conversion rates with Purchases on Google and a 25 lower cost per conversion compared to mobile PLAs.
(Some images used under license from Shutterstock.com.)