Google’s “Shopping Ads” will start appearing within Google Images search results by default, as the company announced recently in an email to advertisers.
In the past, it was possible to display your shopping ads in Google Images by manually opting-in to the Search Partner Network. This is because Google Images was previously a part of the Search Partner Network.
However, that has all changed. Google Images is now a part of Google’s own search network, which makes it a default placement for shopping ads.
Notably, advertisers cannot opt-out of the placement currently, which Google says is a good thing for advertisers:
“If your campaigns are not currently opted into the Search Partner Network – your ads will start showing on Google Images and as a result there may be a 3-10% increase in traffic at lower cost-per-click and comparable conversion rates.”
Meanwhile, many advertisers question whether this is actually a change for the better. While some shoppers may frequent Google Images for a variety of reasons, it seems logical that they would be less purchase-focused than users actively searching Google’s shopping results.
You can read Google’s full email announcing the change below:
Google Images is now a part of the Search Network for Shopping ads
Google Images is a visually rich surface and a key part of millions of users’ shopping journeys every day. Users frequently turn to Google Images for idea exploration, how-to guidance, product discovery and visual imagery related to key shopping categories like fashion, home and beauty.
We are excited to announce that we will be integrating Google Images into our core Search Network in late March. This means Shopping ads, that you are already familiar with, will now automatically be eligible* to appear in Google Images results when users are searching for relevant keywords.
What this means for your Shopping campaigns:
All of your Shopping ads will be automatically eligible* to serve on Google Images. You will no longer have to opt into the Search Partner Network to show Shopping ads on Google Images.
*For Europe only: if you are unsure what surfaces your ads show on, please check with your CSS.
If your campaigns currently run on the Search Partner Network – you may see a decrease in traffic coming in from Search Partner Network and an increase in traffic coming from the Search Network. This is because Google Images was previously a part of the Search Partner Network. Note: Historical Google Images traffic will not be re-categorized from the Search Partner Network to Search Network.
If your campaigns are not currently opted into the Search Partner Network – your ads will start showing on Google Images and as a result there may be a 3-10% increase in traffic at lower cost-per-click and comparable conversion rates.
The Google Ads Team