Google expands a mobile-first advertising initiative to the desktop

Google expands a mobile-first advertising initiative to the desktop

When consumers search for products on a desktop computer, they’ll see results available in stores near them. The service was first offered on mobile devices.

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Google Inc. is expanding a mobile-first advertising initiative to desktop devices. When a consumer searches for a product on the company’s search engine using a mobile device, the consumer sees products that are available at bricks-and-mortar stores near them. Now that will happen when a consumer searches using a desktop device.

The localized ads are part of Google Shopping. Google Shopping is Google’s comparison shopping service, where marketers pay for Product Listing Ads that include detailed product images and price information. The Product Listing Ads appear prominently on the Google search results page.

The ability to advertise in-store only items on mobile devices has been available since last fall. The search engine allowed retailers to advertise items that were available locally on desktop devices—as long as the item was also available online.

For example, a consumer searching for a fragrance might see an ad letting her know it’s available at a nearby store. After clicking the ad, she’ll see product and availability information for that fragrance. Now, that will happen if she conducts the search on her desktop computer, too.

The new program launches amid an increase in search spending. Total search spending rose 21% in the second quarter of 2014 over the same period last year, according to an analysis by search marketing agency Covario Inc. And spending on smartphones and tablets shot up 98%. Digital marketing agency RKG found spending on products ads increased 72% in the second quarter of 2014, compared to Q2 2013.

Article Credit: Abby Callard

Image Credit: Google

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