Google has added shopping ads within its image search results, showing related products next to Google Images.
The product listing ads will direct searchers to the retailer’s website, and will apply to both desktop and mobile searches.
About 34% of online retail purchases in the US now happen on mobile while mobile shopping searches on Google have increased by 30% in the last year, the company said in the post.
Google added that searches with local intent, or ones that include a place name, “near me” or zip code, have doubled in the past year.
Brands like Swarovski have already used the new visual format in a test phase with Google (see sample below).
According to Yelena Aschberger, Vice President of Digital Communication, PR & Events at Swarovski CGB, “Swarovski is an emotional brand and we are always looking for new ways to bring our products into a visually inspiring context. We’re thrilled to be able to leverage Google’s newest formats, particularly Shopping ads on image search which will allow us to engage shoppers and inspire them to desire our brand as they’re browsing and discovering products in our categories.”
Google is also boosting the ways buyers can know which products are in stock at local stores. To capitalise on local search intent, retailers will now be able let users select “buy online pickup in store”.
The company said Kohl’s saw a 40% to 50% increase in clicks from its Google local storefront with the “pickup at store” feature.
Google will now also let advertisers using local inventory ads make their inventory searchable through Google Search.