Google Images is now a default placement option for users who run shopping ads in Google Ads.
Last week, an email went out that informed advertisers of this change.
Before this change, users had to manually opt-in to the Search Partner Network in order to have shopping ads displayed in Google Images.
Previously, the images section of Google search was part of the Search Partner Network. Now, it’s part of Google’s own search network.
The important thing to know for Google Ads users to know about this change is that shopping ads are going to begin appearing on Google Images.
The change is automatic, meaning advertisers won’t have to make any manual adjustments to any campaign settings.
It seems that this change is also mandatory as Google Ads users can’t opt out of this change.
Google emphasized that as being a good thing, stating in the email:
“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.”
It’s not unreasonable to assume that traffic from Google Shopping is more inclined to buy compared to traffic from Google Images.
Google Ads users with shopping campaigns should be aware that a decrease in traffic from Search Partner Network might be seen.
With Google Images moving out of the Search Partner Network, traffic from image search will now be attributable to Search Network.
So the decrease in traffic from Search Partner Network will be offset with an increase in traffic from Search Network.
Here is the full Email from Google to advertisers:
Google Images is now a part of the Search Network for Shopping ads
Hello,
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.
Sincerely,
The Google Ads Team