Google has introduced a new ad format to Malaysia that will increase visibility for e-commerce sites. The Google Shopping Ads replace the current text advertisement format with one that includes images to make it more enticing to click on.
Google Shopping Ads is not technically new for the internet giant. The format was introduced last year, and has been in a close beta test for the last six months in Malaysia. During this time, Google Malaysia worked closely with 11street to iron out the problems with the system. Additionally, a handful of Malaysians were opted into the beta programme and were privy to the new format.
11street Malaysia’s VP of Marketing, Peter Lee, expects the new ad format to increase traffic to the site by between 45- and 55-percent during the Raya period.
Online shopping is a big deal for Malaysians. A joint study between Google and Temasek Group in Singapore showed that there were RM4 billion in sales in 2015, with the amount expected to reach RM32 billion by 2025. It was noted that, on average, Malaysians buy nine items online; with the number possibly reaching 14 items per year in the next 10 years.
Curiously, despite the increasing amount of e-commerce numbers, Google Malaysia notes an increasing trend in searches for cost saving measures. This trend was backed by data from 11street, which also noted that sales of e-vouchers were on the rise; particularly those that offered 2-for-1 deals.
In either case, launch of the new Google ad format at this time is no accident. Analytics show that there is a massive spike in search activity as the Hari Raya celebration nears; reaching its peak only one week before the celebration itself. There’s no better time to introduce people to ads that are more likely to sell them something.