NEWS: The latest in product feeds + ecommerce [Q4 2019]

What’s new this quarter in product data feeds, your favorite marketing and shopping channels, and the ecommerce universe? Read on to learn Q4’s most important industry insights, new advertising features, ad placements, and more.

Google - New ad extensions, LIA features, and cart insights

Google Shopping's big update is here, including a redesign and a personalized home page. Users can now enable "price tracking" with an easy toggle switch or filter product searches by what's available in nearby stores. Some items can now also be purchased directly on Google; these are indicated by a shopping cart icon. The new Google Shopping is currently available in the US.
Read more here.
Google is now enabling the use of user-generated images in product review feeds. Currently available only in the US with plans to expand in the coming months. Get started by using the user interest form here and the updated schema.
Read more here.
Two new location options for Smart Shopping campaigns on Google are now available. Marketers can now set a targeting radius or narrow down the Geographic Report by locations that have triggered ads
Read more here.
Google Merchant Center now includes an automatic image improvement feature that can automatically remove promotions overlays so images are more likely to be approved.
Read more here.
Two new audience targeting options will soon be available to Google advertisers. Affinity audiences allow advertisers to pair general interests with their keywords- enabling them to target people searching for their products as well as those with particular interests. In-market audiences help advertisers target people are in the research or comparison stage of the funnel.
Read more here.
Google Shopping advertisers can now gain more oversight over their ecommerce cart data. Information like orders, average cart size and order value, revenue, a gross profit, will all be available in the UI of Google Ads.
Read more here.
Google has expanded Shopping ads to over 50 new markets and added new features to accompany the growth. Multi-country feeds will help advertisers more easily target multiple countries that share the same language.
Read more here.
Lead form extensions on Google Search is officially in beta. The extension is built to help capture interest from consumers searching for your company, products, or services of Google.
Read more here. 
Google has expanded Local Inventory ad campaigns to include Promoted Pins in Maps and catalog-based ads in the Display Network. On top of that, a new beta BOPIS (Buy Online, Pickup In-Store) feature is being tested in Shopping ads. 
Read more here.
Google confirmed that it started using the AI-based neural matching process in early November in the generation of local search results. It aims to better understand the association between terms and concepts.
Read more here.

Microsoft ads - interface redesign + new carousel ad features

Microsoft Advertising follows in Google's footsteps and has also removed the accelerated delivery option for Dynamic Search ads and Shopping campaigns.
Read more here.
Microsoft Advertising is testing a new image carousel format that features the target page title and domain name. These are appearing on the main search results page.
Read more here.
In line with Google Ads, Microsoft Ads has unveiled its plan to redesign its user interface. The navigation is planned to feel similar to Google Ads to make it easier for its users to follow. If you’re interested in taking part in beta testing, fill in this form. 
Read more here.

Facebook - new ad placement, payments method

Facebook announced that the Facebook Search Results placement will now be available to all of its advertisers. Ads will appear on both general and Marketplace search pages - and will not impact the campaign's specified targeting.
Read more here.
Facebook is beginning to roll out its new payment method, Facebook Pay. The idea is to make transactions on Whatsapp, Facebook Messenger, and Instagram, easier and more secure. 
Read more here.

Whatsapp, Snapchat, Reddit, Youtube, Pinterest, and TikTok - video ads, new ad placements, and extensions

Catalogs are now available in the WhatsApp Business app. Acting as a mobile storefront, these will make it easier for small businesses to share products and services with consumers via WhatsApp. 
Read more here.
Pinterest to curate products from small businesses in its new Pinterest Shop. There are currently 17 small businesses included and they are curated by Pinterest.
Read more here.
Snapchat Dynamic ads are now in beta in the US. The ads and templates are directed at retailers, ecommerce, and DTC brands.
Read more here. 
Snapchat has extended video ads to 3 minutes, but related functionalities will not change. Users will still be able to skip ads. Additionally, viewers can now swipe up on six-second commercials to launch a web view, long-form video, or camera attachment.
Read more here.
Reddit has announced three new video ad updates. There is a new mobile landing page for more seamless video ads that will continue to play clicked ads (uninterrupted) upon redirecting. Video ads are also now available in 1:1 square and 4:5 vertical formats. Optional referral URLs for CPV campaigns are now also available, allowing advertisers to include referral URLs within campaigns.
Read more here.
Youtube’s home feed and search results are a new placement for Visual Google Shopping ads. This means advertisers can now target Youtube users with Shopping ads tailored to individual interests.
Read more here.
Google has introduced new extensions for Youtube ads that make it easier for your customers to engage. The extensions give Youtube viewers information like store location, interest forms, and further CTA options. Current call-to-action extensions will become 6-second bumper ads later this year.
Read more here.
The short-form video app, TikTok, is now allowing users to add social commerce URLs in videos and links to ecommerce shopping sites to their profile biography. With over a billion users, TikTok could very well be the next lucrative social commerce channel that businesses can leverage to boost sales.
Reach more here.

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