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What makes up a Showcase Shopping ad

You can help people discover and explore your brand and products with Showcase Shopping ads. Showcase Shopping ads let you group together a selection of related products and present them together to introduce your brand or business. These ads help the user decide where to buy when they search for more general terms like “backpacks” or “furniture”. 

Showcase Shopping ads are available in the new AdWords experience and the AdWords API. If you want to advertise individual products, check out Product Shopping ads

This article explains the details that make up a Showcase Shopping ad.

Benefits

  • Show ads that help people decide where to buy. Many searches on Google Shopping use broader search terms that don’t include a specific brand or product - for example, women's athletic clothing or living room furniture. Terms like these are broad and usually mean that a person hasn't decided what product to buy or from where to buy it. Use Showcase Shopping ads to reach these potential customers and get them thinking about your brand and products while they're still trying to make a decision.
  • Control which products appear in your ad. You pick the products that appear in a Showcase Shopping ad. For example, you might highlight your best sellers or seasonal picks.
  • Track engagements and conversions that result from your Showcase Shopping ads in real time. You can use comprehensive reporting tools to track the performance of your ads.

How it works

A Showcase Shopping ad appears on Google when someone searches with a more general term, such as “backpacks”. Then, Showcase Shopping ads show relevant products together with lifestyle images that you choose to represent your brand or business.

When someone clicks a Showcase Shopping ad, it expands revealing your products that are most relevant to the search terms they’ve used, which you connect to the ad using product groups. You can advertise a few dozen products or a whole category of your inventory with your Showcase Shopping ad.

We recommend that you start with a larger set of products (hundreds) first, and then create smaller groups as you see what works. To see how many products are targeted in a Showcase ad group, use the Products active column on the Product groups page.

Create ads to meet your business goals. The more ads your create, the better the chances are for your ads to appear on many different types of queries. Keep in mind that only one Showcase Shopping ad can serve per ad group.

Bidding

Showcase Shopping ads use maximum CPE bidding, which means that you set the highest amount that you're willing to pay for an engagement. Specifically, you're charged when someone expands your Showcase Shopping ad, and spends 10 seconds within the ad or clicks a product or link in the expanded ad before then.

Unlike Product Shopping ads where you set your bids on product groups, you'll set a bid for an engagement with your Showcase Shopping ad on the ad group that contains your ad. 

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