Google Adds Increased Visual Options for Shoppers and Brands

Smart Shopping, display ads, and image extensions are all getting a sprinkling of new features to enrich shopping in the Covid era.

As online shopping continues to be the norm during Covid (and perhaps after it), Google has.

Google announced last week the latest additions for this push: Image Extensions, enhancements to their Smart Shopping campaigns, and some upgrades to visuals in display ads.

While on the surface, this might seem like routine housekeeping and updates for a platform, they’re interesting indicators of how Google is moving relative to other platforms.

One of the often-cited reasons advertisers turn to alternate platforms like Facebook is that it’s strong for finding top of funnel users (ie, new prospects who may not be searching yet for something), and the rich visual options it provides.

By contrast, Google has relied heavily on bottom of funnel in the past (remarketing), or users further in the purchase journey because they are already searching for something. They also felt clunkier and more labor-intense for shopping and comparing, an area that Amazon has dominated for many years.
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