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YouTube masthead – COMING SOON TO YOUR SmartTV?

YouTube masthead

Back in 2015, masthead was a type of YouTube advertising available to only one advertiser per day, and the cost of this form of promotion was counted in hundreds of thousands of dollars. A lot has changed since then. The platform has moved to CPM model, which has significantly lowered the entry threshold, and recently the work on introducing masthead ads on TVs has been completed. Will masthead soon be a permanent feature of watching YT on TV?

YouTube is the undisputed hegemon of the Internet video industry. It is the second most popular search engine in the world (the first place has been occupied by Google constantly for years), used by over 2 billion unique users every month. The popularity of this platform had long since gone beyond computers and laptops. Currently, about 40% of all mobile traffic takes place on YouTube.

It was a matter of time when the world’s largest video platform would also be available on TVs, especially since YT is available via smartTV or consoles such as PlayStation or Xbox. The time of watching video on YT on TV has already exceeded 250 million hours per day (as of March 2019). This is a very dynamic increase of 39% in less than a year. It is impressive, especially as these data do not take into account the statistics of YouTube TV, Google’s online paid TV service.

YouTube masthead

Masthead on computers and mobile devices…

YouTube Masthead is the largest advertisement on the platform. It is always displayed in the browser at the very top of the service home page. In ads of the masthead type displayed on a computer or smartphone screen, the promoted video is initially automatically played without sound for a fixed period of time (maximum 30 seconds, not necessarily counted from the beginning of the material). Auto-play is activated only within a few seconds after the website is launched.

The platform offers two configurations of video size: panoramic or 16:9 ratio. The user can turn on the sound in the auto-playing advertisement (it is disabled by default). Clicking on a video or thumbnail during autoplay will take you to the video page on YouTube. Here, the video starts up again with the sound on.

Originally, the masthead was only available to one specific advertiser per day, who paid a flat-rate fee for the entire display day. According to data available on the web, in 2015 you had to pay as much as $400,000 for one day of displaying an ad! Currently, YouTube policy in this area has changed. Mastheads are now displayed in seven-day blocks where advertisers can bid for space based on displays (CPM – Cost Per Mile).

…and soon on TVs as well

The dynamically growing time of watching YouTube on TVs has not escaped the attention of the platform’s owners. In September 2019, beta tests of masthead advertising on TV screens began. Initially, YT has been conducting a test campaign in selected markets. On November 21, 2019, Anish Kattukaran, Product Manager of YouTube Ads announced on the official Google blog that the mastheads “have just been made available globally to all advertisers in the CPM price model“. From now on, advertisers can choose on which devices the masthead advertisement will be displayed (you can choose the TVs only, excluding computers or mobile devices).

Masthead on TVs will have an autoplay function and will be muted by default, just like on computers. If no action is taken by the service user, after a few seconds the advertisement will automatically extend to the full screen.

Masthead is a format that is being increasingly used by advertisers. Until recently, however, it was only available to customers in a form targeted at computer and smartphone screens. The ability to advertise on “television” YT has been available for a relatively short time, which means that it will take some time before it is standard on YouTube. You also have to wait to see how these types of ads will take on specific markets. At present, negative voices are often heard, indicating the urgency of this form of promotion.

How to include masthead into your advertising activities?

Having advertisers in mind, YouTube has provided a special section on its website where you can see how a masthead ad will look like on your computer, smartphone or TV screen. The tool is free and available at the address.

A company that will want to use this solution has a relatively simple process ahead of itself. Of course, the video material must be provided first. Google recommends an image aspect ratio of 16:9. You also need the header text and (optionally) CTA content, which is a call to action. If a profile uses a video wall, it is recommended to provide a playlist ID. These resources should be sent to your account manager or YouTube Technical Specialist at least two working days before the campaign begins. Detailed technical specifications are available at this address.

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Gallery ads – Overview of the possibilities

gallery ads

The Google Marketing Live 2019 conference, held in May last year, brought a lot of news to the giant from Mountain View offer. One of the innovations, which started in the beta phase at the end of last year, are Gallery Ads. This is a big shift, as until now Google has allowed visual ads practically exclusively through Google Display Network.

On August 5th of last year, Google published information that Gallery Ads is now available in beta version in eleven languages, including Polish. Other languages include English, German, Japanese, French and Spanish[1]. However, not all users of Google Ads can take advantage of this solution immediately, as Google is enabling this option on individual advertising accounts progressively. Therefore, it is a good idea to sign in to the client panel and check if Gallery Ads is already available.

Gallery Ads – key facts

What do we know about the new type of advertising? Some important facts have already emerged during the conference:

·         They are directed to mobile devices and will be displayed at the top of the SERP.

·         The advertiser can place from 4 to 8 graphics on one advertisement.

·         The text for each graphic can have a maximum of 70 characters.

·        Notably, Google allows you to add three different headers, which may include CTA[2]. However, these headers will not change when moving the graphics[3].

·       Ads will be charged in the CPC model, but only after the user clicks on the ad or scrolls to at least the third graphic[4].

Similarly to Discovery ads, Gallery Ads will be published in the form of a carousel to enable consumers to view graphic creations smoothly. It is estimated that such an advertising format may increase the number of interactions even by 25%[5]! For now, Gallery Ads do not assume the possibility of using video creations, you can only rely on graphics.

Gallery Ads – for who?

The range of companies that can use this advertising format is extremely wide, we are talking about both B2B and B2C entities. Basically, companies using visual content in their promotional activities will benefit from it. In the case of B2B companies, Gallery Ads can be used to present their results, interesting digital products and promising numbers that will impress the potential customer.

B2C companies, on the other hand, have a much greater scope for showing off their products (eCommerce, restaurants, car manufacturers, dealers, travel agencies) and provided services (hotels, workshops, SPAs, gyms, hairdressers, medical clinics, auto detailing companies) in a very attractive way. Another advantage of Gallery Ads is at stake here. By being able to present several products, services or experiences (or several aspects of one product/service) in one advertisement, you can achieve a truly convincing effect.

Gallery Ads – Facebook track? 

A similar advertising format has been running for some time on Facebook and Instagram and has proven its worth on both platforms. The companies that use such ads have often noted a significant improvement in ROAS and a decrease in CPA costs. No wonder that Google also wants to offer a similar product. There is one more important aspect of why Gallery Ads are eagerly clicked.

People consume visual content much faster and more willingly. Since the human brain processes images 60,000 times faster than text[6], it is natural for Google and other Internet platforms to move from text to visual advertising. No wonder, that Google, especially on smartphones, where we need information immediately, is putting its trust in this direction. The wide range of usage of the new ads makes it possible for the great majority of Google Ads users to use them.

How to launch Gallery Ads?

It’ s time for the most important information for advertisers. As we mentioned earlier in the text, these ads will not necessarily be available in your account. To check this, log in to the Google Ads customer panel, go to the “Ads and Extensions” section, and then look for “Advertising from the ad gallery”.

If the gallery ads are already available in your account, when you select this option, an editor will appear in which you will add all the components of this ad, and these are:

·         Final URL address

·         Display path

·         Three headers (maximum of 30 characters each)

·         Carousel of images

After completing all the fields you can move on to the approval of the advertisement.

Gallery Ads are a natural complement to GDN. Clearly, Google prepares users and advertisers to use visual content. Who knows, maybe in a couple (dozen or so) years, text ads will be gone? Young people are already more willing to search for the information they need on YouTube, so we can conclude that the future is much more promising for visual advertising. Time will tell, in the meantime, it is certainly worthwhile to familiarize ourselves more closely with this advertising format and – at least for testing purposes – include it in promotional activities on Google.

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How to select key performance indicators in performance marketing?


Brandon Sanderson once said that it’s not the goal that matters, but the way you get to it. This may be true at some level of generality, but if you want to measure the effectiveness of your actions, you need an indicator that will tell you if the actions you take are delivering the desired result. A requirement for a reliable assessment is the selection of appropriate performance indicators (KPIs). Simply collecting data without interpreting it later is worth nothing at all.

At the very beginning it is worth pointing out that marketing goals are not always the same as sales or business goals. A strong brand supports sales, but when you conduct branding activities, you will not measure their effectiveness by the number of products sold or leads generated. Of course you can try, but you will quickly come to the conclusion that your campaigns are ineffective, especially if you look at the last interaction in the customer’s purchasing path.

You can choose the goals depending on the stage in the marketing funnel where your customers are, or the micromoments, which are their intentions. Let’s discuss both models below.

Marketing funnel – stages in the customer’s purchasing path


The sales funnel is a visualization of the user’s path from the first interaction with the brand to the purchasing stage and beyond.

  • The first element on the path in most models is brand awareness and reach, meaning the moment when the customer acquires knowledge about the company, realizing its existence.
  • The second element is the interest, where the customer is considering a possible purchase of a product or service.
  • The third stage is the desire, which is the state before the transaction is finalised, a critical moment for most businesses. In some types of campaigns we can talk about a warmer lead.
  • The penultimate stage is the purchase. Contrary to what many marketers think, this is not the last stage.
  • The last stage is the loyalty, meaning the customer’s willingness to recommend the company to acquaintances and to buy again.

The marketing goals for each stage will be different. Measuring the effectiveness of all activities with the same measure may result in drawing wrong conclusions and giving up forms of promotion that are actually effective.

Brand awareness and reach

According to the Google CEE and IPSOS report published in September 2018, the e-commerce client is characterized by being spontaneous and enjoys direct contact. On the other hand, before he or she starts looking for specific products online, has brands offering the solutions he or she needs in the back of his or her head. This means that brand awareness and reach have a strong influence on purchasing decisions.

A strong brand has a significant impact on the company’s sales results. Big brandy is aware of that and that’s why they spend huge amounts of money on advertising in the press and television year after year.

If your budget is limited, you can take advantage of alternative forms of promotion that the Internet provides. Video advertising on YouTube and Facebook, programmatic, content marketing… these are much cheaper channels than TV advertising and have the same goal – to reach the largest possible audience with the broadcast message.

You can of course give up branding and focus on prospecting actions from the very beginning. Just remember that prospecting campaigns do not sell by themselves, they only increase your online exposure. By creating a Google Ads search network campaign or Facebook Lead Ads, you only make it easier for the user to reach you. Whether they will take advantage of your offer is a completely different matter.

The indicators you should pay attention to when running reach campaigns are: reach, engagement and frequency. These are data available in most advertising panels. Reach will tell you how many people have seen your creation. Engagement will tell you if users are paying attention to your creation. Frequency will tell you how often you reach a unique user with your message, that is, how many times one person has seen your advertisement.

Google Ads also allows you to measure conversions when they are displayed. This works in such a way that if a user sees an advertisement at any stage of his path, the system will consider that it has positively influenced his decision and will assign the merit of the graphic advertisement for causing the sale. The precision of this type of data may vary, but it can be treated as an auxiliary tool to assess the effectiveness of advertising activities. To access the conversion after display, you need to create a target via the conversion tag from Google Ads. Targets imported from Google Analytics do not have this functionality.

Another, although more expensive, solution is Brand Lift campaigns. These are special campaigns on YouTube enriched with questionnaires with previously prepared questions. After the end of the campaign, the system selects two groups of recipients: users who have seen the advertisement and those who have not seen it. Then both groups display the same set of questions. This may be a question of the following type: Where would you buy a smartphone in the first place? In Company A, Company B, Company C or Company D? This allows you to check whether people who have seen the advertisement are more responsive to the mention of your brand than people who haven’t seen it. At present, a weekly budget of $5,000 is required to launch a Brand Lift campaign. The campaign must last at least seven days.


The easiest way to keep track of the increase in interest is to follow the number of subscribers to the mailing database, the growth of the Facebook community, YouTube channel subscribers or blog readers. It is also worth knowing whether your advertisement makes customers more willing to engage in the content available on the site.

The easiest indicator to measure interest in the offer will be the number of sessions in Google Analytics. The session is a unique visit and lasts 30 minutes by default. In the settings you can extend the maximum duration of the session to 4 hours, which will be sufficient for most portals. Nevertheless, you should have in the back of your head that each session is limited.

Many people working on improving engagement focus on bounce rate and average session duration. These are not the best indicators. First of all, a high bounce rate doesn’t always mean something bad. A high rate of single-page visits is very often in the case of e-commerce stores, because customers after becoming familiar with the product description and its price do not feel the need to further explore the site.

The average session duration is also imprecise because it does not count the time spent by the user on the last page. Analytics is not able to collect data from a pageview that was not followed by another interaction. If someone spent 5 minutes on three tabs on your site and left the page, in GA you will see the session duration of 10 minutes (i.e. time without data from the last subpage). This is a big problem, considering the fact that we spend the most time statistically on the last page, because there is the information we were looking for.

The solution to the problem may be choosing other KPIs. If you want to collect more real bounce rate data, you can use the Countdown Timer rule in GTM. It will cause that after a specified time the system will automatically send a signal to the GA server.

Another way to measure engagement is to measure the scrolling depth. Tracking scrolling in Google Tag Manager is very easy to set up and requires only selecting the appropriate variable types (selecting all three from the Scroll category) and a specific rule (Scroll depth). It is worth noting that GTM allows you to track both vertical and horizontal scrolling. When you manage to set scrolling as an event, you can go a step further and define it as a goal in Google Analytics, where the conversion will be scrolling e.g. 80% of the page.

Another KPI can be subscription to a newsletter, download an e-book, telephone contact with customer service, visiting a stationary store, generating a discount code, downloading and registering in a mobile application, etc. These are all interactions that indicate that the customer is interested in the offer, but has not yet decided to make a purchase. All interactions should be set as events in Google Analytics, Firebase or another tool that you use to study user behavior to help you draw conclusions.


Desire is the stage where the customer is determined to make a purchase. In e-commerce stores, the measure of effectiveness is the number of baskets abandoned. In the service sector, companies examine the quantity and quality of leads provided by marketing.

By monitoring the quality of traffic from different promotion channels, you will be able to determine which actions cause an influx of converting users and which only burn the budget. Of course, the problem may be on the shop, sales process or offer side and you have to check it before you change your campaign settings.

Remember also that in the model based on a sales funnel, interactions related to the shopping cart or contact form take place only after the customer gets acquainted with the brand (awareness stage) and after the interest phase.

If you decide to base your strategy specifically on this model, know that each step requires a different form of advertising and different performance indicators. If you record an ad spot on YouTube, do not measure its effectiveness by the number of abandoned baskets. If you write an educational article, do not measure its effectiveness by the number of leads generated. Their long-term goal is to make you sell more, but in the future (closer or further). Other types of campaigns are used to generate sales.


Favorite stage of every entrepreneur, marketer and salesman. The final goal of advertising activities and the basic efficiency indicator – purchase. Here the choice of KPIs is simple and comes down to measuring the quantity of products or services sold.

If you handle all previous stages with appropriate forms of advertising and optimize their performance based on appropriate performance indicators, the number of incoming customers should systematically increase.


Often forgotten or ignored stage in the marketing funnel. It indicates the customer’s readiness to recommend the company and make new purchases. One of the ways to measure loyalty is to measure the number of purchases made by the same users and to monitor the company’s mentions in social media and opinions on services such as Google My Company.

Of course, this is only a theoretical model that illustrates the complete path of the customer. In practice, the user does not always pass all stages of the path. Otherwise, no new business would generate sales from the very beginning without investing large volumes of money in brand recognition and educational materials. We know this does not happen in real life.

When we make purchases in a random neighborhood store, it is very unlikely that we have ever heard of it. We do not always educate ourselves before buying a specific thing or service. Sometimes the purchase is spontaneous, dictated by the need of the moment. For this reason, it created an alternative way of modeling purchasing intentions, named micro-moments. 


micro moments

Micro-moments are the motivations of users who are currently looking for information on the web. These motivations are temporary and situational, and largely determined by external factors. According to Google, every customer’s interaction with a brand is unique, but most of them can be attributed to one of four micro-moments:

I want to do – they are people looking for educational materials to do something themselves. How to bake a sponge cake? How to replace the battery in the phone? How to fix the door lock? When it comes to behavior, this moment resembles a stage in the marketing funnel called interest and can be measured by the same performance indicators. The consumer is looking for information to be able to do something without your help. At this point it is not ready to buy, but if you give him a value, next time you will have more confidence and more likely to benefit from the offer.

I want to know – a micro-moment similar to the previous one, with the difference that it is focused on obtaining information. It can be a query about the weather, news from the country or the world, cinema repertoire, bus schedule etc. A person seeking information is not a customer who wants to buy something. Perhaps the customer came to the site to look around, check prices, delivery methods, read reviews, view photos. This entry is valuable because it can result in sales in the future. The micro-moment also resembles a stage in the marketing funnel called interest and can be assessed using the same performance indicators.

I want to buy – this is a person entering the site with the intention of making a transaction. As you can see, this is just one of four reasons why a customer can visit a site. To measure effectiveness, you can use the same indicators as for the stages of purchase and desire in the marketing funnel.

I want to go – these are usually local searches when a consumer searches for something in his location. Pizzeria, hospital, hairdresser, neighborhood shop, the nearest gas station. According to Google data, nearly 25% of queries of this type end with interaction with Google My Business. If you have a local point of sales, it would be good to set up a business card on Google Maps. There you will find statistics on how customers find your business card and what they do when they find it. If you link your Google My Business profile to Google Ads (by adding a location extension), additional data about visits to the stationery store will appear in the Google Analytics account integrated with the advertising panel.

Micro-moments are easier to understand and quicker to master than a strategy based on a marketing funnel. They also require less sophisticated advertising campaigns. If you run a local business or are just starting your promotion on the web, you can start by optimizing your campaigns for them. The most important thing is to know what is the goal of your activities and how to measure their effectiveness in the most objective way. The rest is a consequence.  

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Discovery Ads – Overview of the possibilities

Discovery Ads

Google is not slowing down when it comes to expanding its advertising offer. Recently, the advertising portfolio of the giant from Mountain View has expanded with Discovery Ads. It is an advertising format whose effectiveness will be supervised by, among others, artificial intelligence algorithms. What are Discovery Ads and why you should be interested in them? Read more! 

In late 2016, Google launched a new service called Feed. It was basically an update of the application, which focused on combining bookmarks in one place to make it easier to keep up to date with news on various topics, such as sports, news, entertainment, etc. In July 2018, the feature that allowed users to follow topics of interest to them was significantly improved. In September 2018, another change took place. Google Feed became Google Discover. The goal of Google Discover is to guide users through the information and content they are looking for, even without having to enter a specific search query.

How does it work? Google Discover shows users a summary of the content chosen based on their interaction with Google services and the content they have chosen to follow. However, this is not a typical news feed. Discover can display older information if the algorithm finds it interesting for the recipient.

As you can read on the platform page, “In Discover you can receive the latest news on topics of interest to you, such as your favourite sports team or news site, without having to search for it. You can choose the types of information you want to see on the Discover tabs in the Google application or while browsing the internet on your phone“.

The application was appreciated by users. At the end of 2018, Discover boasted over 800 million users. Such a large audience could not go unnoticed by the Google advertising staff. As a result, a new advertising format was created – Discovery Ads.

Discovery Ads – what do you need to know?

First, Discovery Ads were created to allow the search engine to monetize the traffic that takes place within Google Discover. It should be mentioned, however, that Discovery Ads will not be limited only to the space occupied by Discover. They can also be displayed in Gmail (in advertising tabs, where they look the same as regular ads) and YouTube (in the home feed, where they look like native ads in a channel with large images displayed). However, they will not be visible in SERP (pages with search results).

Since Discovery Ads are not available in the traditional search network, an advertiser should not focus on specific queries and keywords, because they simply will not be. Who our ad will be displayed to depend on your interests, activity on Google Discover and YouTube, as well as downloaded applications from Google Play. In our opinion, Discovery ads are ideal for building brand awareness and I would recommend this strategy to advertisers who want to use this format in their campaigns. 

Discovery Ads simultaneously limit the possibility of action and, on the other hand, create completely new opportunities. Since they will not respond to specific inquiries, advertisers wishing to use this format will have to devise a completely new advertising strategy, built around creating brand awareness, communicating the company’s activities (they can work perfectly well in CSR activities) and inspiring customers (for example, by showing them possible applications of the product or color combinations).

Discovery Ads format

When you run the Discovery ads setup panel, you have the possibility to add:

·         one URL address of the target page,

·         at least one painting,

·         logo,

·         and a maximum of five headers and five descriptions.

Google will then use its artificial intelligence algorithms, namely machine learning, to display the best combinations of headers, descriptions and graphics to potential customers. Advertisements shall appear in places with the highest efficiency and in an optimal combination of the above mentioned elements. On this occasion, it is worth mentioning that users who use Discovery ads will be able to present one static image or decide on the form of a carousel, which allows moving multiple graphics within one advertising creation.

How to run Discovery Ads?

A new ordering system was designed for the new format. You can run Discovery Ads through the Discovery campaign panel in Google Ads. After logging in to Google Ads you go to tab Campaigns. In the next step you choose the goal of the advertisement and go to the panel of campaign type selection. Select the “Discovery” option, which should be visible at the very bottom.

In the next steps, you choose the locations where the advertisement shall be displayed, the language and goal of the campaign, on the basis of which the billing shall take place. At this point it is worth noting that Discovery Ads are charged in the CPC model. After completing the next steps (daily budget, types of target groups – based on their geolocation and interests, etc.), you can go to the creation panel of a new Discovery Ad. You provide the URL of the target site, send at least one horizontal image and one logo.

Technical requirements

The platform also sets a series of requirements for the advertised content. The graphics accompanying the advertisement may not include Call-to-action. The advertisement should be legible and specific – it cannot mislead the recipient. Similarly, the so-called clickbaits are prohibited. Finally, image quality is also important – the graphics must be sharp and meet Google Ads standards. What is more, Google looks very unfavorably at graphics imitating a clickable button (e.g. with a cursor indicating where to click).

You can upload up to 15 images for one creation. The minimum resolution of the horizontal image is 600 × 314 and 300 × 300 for square images. For ads displayed on YouTube, the recommended resolution is 1200 × 628. You can also upload square images, measuring 1200 × 1200. In addition, files should not exceed 5 MB. For logos, a square image in the above-mentioned resolution of 1200 × 1200 shall be the best choice.

Up to five different headers (up to 40 characters) and up to five descriptions (each up to 90 characters) can be placed for testing purposes. The preview shows what the target advertisement will look like. Underneath the advertisement there is a button with CTA, it is the only place where you can invite the recipient to undertake a specific action. However, here too, you have limited possibilities, because Google only allows you to select a specific button from a list that includes eleven proposals.

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Showcase shopping ads – Overview of the possibilities

showcase shopping ads

Google is not slowing down. New advertising formats are appearing (we have already written about Discovery Ads and Gallery Ads), and existing solutions are undergoing major modifications (recent update of eCPC optimization). Another change in the Google checklist is the appearance of Showcase Shopping Ads. If you have an online store, then read on!

The idea of Showcase Shopping Ads is to present several products from a particular category to the customer. A secondary goal is the possibility of building awareness of your brand in a potential customer. Unlike other Google Shopping ads, clicking the Showcase Shopping ads does not redirect the customer to the target page, but instead, a larger ad will develop which will present a catalogue of relevant products.

Imagine a hypothetical situation when a client enters “snowboards” in the search engine. He is not looking for any particular model, he does not know what shops offer this type of equipment, but he wants to understand the market and compare different models and offers. In such a situation Google SSA will be perfect. They allow the customer to present several products from the same category.

Another important feature of Google Showcase Shopping Ads is the ability to customize the presented content. For example, you can set your ad to present only the best-selling products or products that are of exceptional interest in a given month/season.

As with other ads for e-commerce, Google’s algorithms are based on the data entered the Merchant Center when they decide when to display your ad and to whom. At this point it is worth mentioning that there are currently three types of ads available for online store owners:

·         Product Shopping Ads

·         Local Catalog Ads 

·        Showcase Shopping Ads, which we are covering in this text 

Google Showcase Shopping Ads in practice

As mentioned earlier, this advertisement may appear when someone searches for a wider term, such as “backpacks”. Then Showcase Shopping ads show products that match the search term, but also graphics and photos that show the lifestyle with which you want to identify your brand.

When someone clicks on a Showcase ad, it develops and reveals your products that are best suited to a particular request. The advertiser can choose up to several dozen products or an entire product category to present in Google SSA.

Google recommends starting by advertising large groups of products, from which it can then form smaller subgroups. It is crucial to understand how the new advertisement works and only then start optimizing it. And what can you do to make your ads appear as often as possible? Google has a short and simple answer – create as many as possible!

Payment model

When you decide on Google Showcase Shopping Ads, you have three options to pay for your campaigns:

·     Maximum CPE (cost per engagement): you set the maximum price you are willing to pay for a given interaction. The fee is charged when someone directly clicks on a link in an advertisement, extends it or takes 10 seconds to familiarize themselves with its content.

·        Maximizing clicks: this model is built to get the most interactions in Showcase product ads within your budget.

·      ROAS (return on ad spend): the point here is to obtain the highest possible conversion value or revenue with a target return on established advertising expenditure.

How to create a Showcase Shopping ad?

To be able to run this type of advertising, a number of requirements must be met. To start, you need to create a Google Ads and Google Merchant Center account. After logging in to Google Ads you go to the Campaigns tab. You choose a shopping campaign and create groups of advertisements. One of the available group types is Showcase Shopping.

In the next steps, you choose the method of payment and groups of products to advertise. In the next steps, you adjust your advertisements: you create a header image (Google recommends 1200 × 628) and text:

·         Heading (optional, up to 24 characters)

·         Description (optional, up to 120 characters)

·         Destination and display URL

Detailed instructions on how to prepare Showcase Shopping Ads can be found here. Currently, Google Showcase Shopping Ads are available in selected markets including Canada, Australia, Brazil and the United States, and in Europe in Germany, France, the United Kingdom, Ireland, the Netherlands and Sweden. Content provided for ads must meet Google Shopping’s policy and the advertised product data should be updated at least once a month.