Mini storefronts can make a big impression when it comes to advertising. Retailers have been steadily incorporating showcase shopping ads, in which they create mini storefronts, into their marketing budgets to appear against searches on mobile devices.

In showcase shopping ads, retailers build mini storefronts against mainly top-of-funnel keywords, paying Google based on if a customer clicks a product link or stays in the digital storefront for more than ten seconds. While shopping ads encourage customers to scroll right away across products and retailers, on Showcase ads, customers must first click a retailer to scroll products, making the first position even more important. Unlike traditional shopping ads, the products included in showcase shopping ads are chosen individually by retailers, rather than by what Google deems best, giving retailers the chance to merchandise just as they would on brand-owned storefronts and site gallery pages.

Showcase shopping ads have already begun paying off for some brands.  Zappos.com’s showcase shopping ads, for example, appear against the most queries while maintaining a strong average minimum position, improving its significant transaction count. As such, Zappos.com earns the highest share of direct site traffic, but still continues to invest in showcase shopping ads to catch customers at the top of the purchase funnel.

Kohl’s drove the second-highest transaction volume out of all brands tracked in Gartner L2’s latest retail insight report and both Kohl’s and Zappos.com consistently appeared against similar terms, such as “wide running shoes” and “tennis shoes for women,”—searches where subcategory specialists Finish Line and Foot Locker did not appear with showcase shopping ads. Furthermore, Kohl’s achieved visibility and a rank comparable to Zappos.com, appearing against 73% of athletic shoe searches and ranking third on average in the Showcase Shopping ad carousel, even beating out retail leader Macy’s, which ranked sixth on average.

Showcase shopping ads are proving a worthwhile way to capture clicks for brands looking for a boost above the rest.

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