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Google to revamp Google Shopping and display more ads on mobile apps

By Marjorie van Elven

May 15, 2019

Google has announced three new ad types to be displayed across its mobile apps, including the eponymous search engine, the news app Discover, YouTube and Gmail. The new ad formats will be available globally for all advertisers later this year.

The first new ad type is called Discovery and aims to introduce consumers to new brands and services in the moments they are most likely to be open for new discoveries, Google explained in a press release. The decision to introduce these new ads was based on an Ipsos study commissioned by the tech giant, which revealed 76 percent of consumers enjoy making unexpected discoveries while shopping. Those ads will be displayed on YouTube’s home feed, Gmail’s Promotions and Social tabs, and Discover’s home feed.

The company also announced Gallery ads, a new format which brings more visual content to the search results page. It resembles Instagram’s option to post several pictures at once, allowing the user to swipe left to see more images. “We’ve found that, on average, ad groups including one or more gallery ad have up to 25 percent more interactions -- paid clicks or swipes -- at the absolute top the mobile search results page”, said Google.

Companies already advertising on Google Shopping will have access to a third new ad type titled Showcase Shopping ads. Google describes it as “a highly visual ad format that incorporates rich lifestyle imagery into your Shopping ads”. These will be displayed not only in the Google Shopping tab, but also in other places where users looking for inspiration and ideas are likely to be, such as Google Images, the feed on Discover and soon on Youtube.

Speaking of Google Shopping, the tech giant promised a complete redesign to the price comparison feature, to be released later this year. Once they decide on a purchase, shoppers will be able to choose whether to buy the product online, directly on Google or in a physical store nearby. They will also have a personalized homepage where they can select preferences, read reviews and watch videos about products.

"If you’re a Shopping Actions merchant, your products will automatically be part of this new easy purchase experience on Google Shopping, Google.com and the Google Assistant. Later this year, we’ll expand Shopping Actions to other Google surfaces including YouTube and Google Images”, explained Google in the statement.