Google Tests Shoppable Ads With Images

Google is expanding its advertising reach, bringing shoppable ads to Google Images search results.

According to a report in Adweek, the shoppable ads will enable retailers to tag product images, and when users hover over them, they will find information including the brand name and the price for the product. Dubbed “showcase shopping adds,” the format uses imagery designed to garner attention. It’s aimed at helping retailers better connect with consumers, explained Daniel Alegre, president of retail shopping and payments at Google, during Shoptalk, a retail conference covered by Adweek. “We realized that no two journeys are alike, and we think a lot about funnel,” said Alegre. “The reality is it’s really not like a funnel. No journey is exactly alike. With so many choices and awareness, awareness is about being there when the consumer is looking for you.” The executive noted that 50 percent of Internet shoppers have mulled buying a product after viewing images. He said Google is well aware that people use images to shop.

Shoppable ads are being tested with select retailers, noted the report. Alegre said this year isn’t about understanding the future of retail, but understanding how all these new innovations such as 5G, augmented reality and virtual reality fit together to create experiences in which the brands are the focus.

Google isn’t the only tech company focused on shoppable ads. This week Pinterest announced it was expanding the ability to shop on its social media platform, announcing new features that include more spaces to shop, personalized recommendations for style and home decor boards, browsable sections, in-stock products from brands and shopping search. Pinterest also said it is rolling out updates to its Catalogs and Shopping Ads that enable brands to put products in new shopping spaces. The aim is to expand its efforts over the last year to bring more shopping to Pinterest.