Google AdWords has announced that prices for Showcase Shopping ad impressions will be set according to a new scheme.
Starting from the middle of August, advertisers will have to pay whenever a user expands an advertisement and leaves it open for more than 10 seconds. The previously existing principle of paying for clicking the link remains unchanged.
Since the first days of existence of Showcase Shopping ads, Google has stated that pricing for the premium format could include a payment for the time spent within the expanded ad. Therefore, the news wasn’t unexpected for those that closely worked with the format. However, it can influence ad spending. It’s difficult to say how, as there is no information as to how many users leave the ad expanded for more than 10 seconds.