All About Google Shopping Showcase Ads

google showcase ads

Showcase Ads are a variety of Google Shopping Ads. They are elaborate, and they have collected information on similar products.

Google shows showcase ads when users search for generic terms rather than particular products.

Showcase ads are best to promote brands or new businesses and collection of products.

showcase ads
showcase ads

How do Showcase Ads work?

Showcase ads appear on Google Search, Shopping and Search partners networks when users search for generic terms. Showcase ads show different products that are related to user’s search clubbed together.

When users click on showcase ads, the ads expand, and users will see the set of similar products.

Advertisers can have many products clubbed together according to the product groups or categories within showcase ads. Advertisers can also use different product and brand images.

Note: Each ad group can have only one showcase ad.

What are the advantages of Showcase Ads?

Showcase ads help users find the right store to buy products. As most of the searches are generic on Google, user intent is still not clear. Showing them a collection of all your products helps them discover your store.

Advertisers control which products appear in their ads. They select and customize their showcase ads.

Advertisers can track real-time conversions and user interaction to evaluate the performance of their ads.

Did you know that Showcase Ads are one of the top contributors that lead Google Shopping Ads to trend in 2018?

showcase ads

How to bid for Showcase Ads?

Showcase ads practice maximum CPE (cost-per-engagement) bidding. Advertisers set the maximum cost they are ready to pay for engagement. Learn about engagement in Google Ads.

Google charges advertisers only when users expand showcase ads and spend ten seconds on the ad or when they click on a product link.

Bid for engagements on showcase ads is controlled at ad group level.


How to create Showcase Ads?

Creating showcase ads is easy. Follow the steps below.

You have to create a showcase ad group first.

  • Sign in to your Google Ads account.
  • Click Ad groups in the page menu to reach the ad group page.
  • Hit the plus button.
  • Click Select a campaign, and then select the Shopping campaign that you’d like to add the ad group.
  • Once you have selected a campaign, click Create ad group.
  • Next, choose your settings for the ad group:
    • Ad group type: Click Showcase Shopping.
    • Ad group name: Enter a name for the ad group.
    • Bid: Enter the bid for the ad group. This is the cost-per-engagement bid that will be applied to your Showcase Shopping ad.
  • Choose which products to appear in your ads by choosing product groups. Here are some essential tools you can use to help target your products to your ad for the best result.
    • Subdivide your product groups: You can divide the first product group, “All products,” to create a better-targeted set of products.
    • Exclude product groups comprising products that you don’t want to display your ad.
  • Save & continue.
Now that the ad group is ready, you can create your first showcase ad on Google Ads.

Showcase Ads consist of images, links and ad text. But because AdWord doesn’t support ad rotation for showcase ads, we recommend sticking to one ad per ad group.

Once you select the product groups, you are ready to create an ad. There are different components of showcase ads.

  • Header image: Upload an image which describes your product category, your brand or business. Header images need to fulfill the following requirements:
    • Dimensions: 1080 × 566 px
    • Leave 82px from the top and bottom edge and include the content in the rest of the image (ideally within the inner 768 × 402 px) to ensure the image looks best in various situations. Content outside that inner safe area might get omitted.
    • Format: JPG or PNG
    • Max file size: 10 MB
    • Use high definition images with at least one product
    • Google doesn’t approve images with promotional text, watermarks, labels, borders, comparisons etc.
Decide if you want to use a product image or the cropped header image when the ad collapses.
  • Header image: To use a cropped header, select how to crop the image. You can see the preview of the cropped picture on the side. You can use this option when you are advertising a set of related products.
  • Product image: Google automatically chooses the best match image for a search term. Product image is best when you are promoting different products together.

Recommendations for choosing lifestyle images

  • Pick a header that outlines all the products you want to target with your ad.  It would be the first point of contact with users, and it will affect the click-through rate.
  • If you don’t have a header for a category of products,  you can choose a product image to show instead of the header.

Adding Ad Text:

Showcase ads also consist of headlines, descriptions, final URLs and Display URLs like other text ads.

  • Headline (optional): The headline is a short text. It helps people notice your ad. You can include up to 24 characters.
  • Description (optional): The description appears in an expanded form of your ad. It adds further details about the products you’re showcasing. You can include 70 to 120 characters.
  • Final URL: The final URL is your Landing Page URL. A landing page is where you redirect people after they click on ads.  The landing pages need to be relevant to your ad copy and the products you are advertising.
  • Display URL: The display URL is the address that appears in your ad. Google shows only 25 URL characters on mobile and 35 URL characters on the desktop.
  • You can preview your ads on the right. And click save once done.

Note: Google reviews all the images and ad texts. You can expect approvals within 72 working hours.

Learn how to write killer product descriptions for shopping campaigns.



Showcase ads take shopping campaign performance a step further. They aren’t just attractive and informative to capture user attention, they also help advertisers showcase all their products efficiently avoiding missing some or many products.

You can also learn more about Google Ads Shopping and Search campaigns on our Google Ads and PPC blog. And if are interested in improving your ROIs of Google Ads campaigns, sign up for a free trial with us!

About the author

Mantha Sai Praveen

Content marketer by day, a poet by night.

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