In this episode of Actionable Marketing In Minutes we talk about the recent change in mobile ads and how product listing ads are displaying on image searches.
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Problem:
Would you be surprised if I told you that more and more people are shopping using their mobile devices? Probably not. Data published in April shows that 34% of US ecommerce sales took place from a mobile device. If shopping has increased it’s only natural that mobile searches on Google have also increased but until recently retailers were extremely limited in available options to ensure they would be in front of consumers at the right time with the information needed that would help consumers make a purchasing decision. In other words, it was not easy for retailers to add value to their customers during mobile moments.
While it’s no surprise that more consumers are shopping on their mobile devices, what may surprise you is that a high percentage of them begin their research using Google Images. Until recently, when they found something they liked, consumers were forced to click through to the website in order to gain more detailed information on the product such as whether the product is for sale or how much it costs. This situation resulted in going from website to website in order to hgather the information needed to make a purchase. It was extremely frustrating for the mobile user and costly for the advertiser.
Solution:
Today, thanks to advances in Google’s advertising program, companies have the option to place shopping ads on image searches. In alignment with Google’s consistent and ultimate goal of improving user experience, product searches on images are designed to improve image search functionality. Allowing ads to be placed directly on the image provides shoppers with all the necessary information directly alongside the image; eliminating the need to jump from website to website. This is especially useful on mobile devices, where moving from site to site can be particularly challenging.
Extending the Search Network to image search is also a great way for Google to compete with Amazon where more and more consumers are now starting their product searches. In fact, one Business Insider study found that “44% of searchers head to Amazon first, while only 34% turn to search engines”. For the many advertisers who can’t afford the high cost of advertising on Amazon, Google’s new offering could be the game-changer they need to stay competitive.
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