Showcase Shopping ads allow a retailer to engage people early in the purchase journey, when they're discovering what to buy and where to buy it. Where do Showcase Shopping ads generally appear?

Showcase Shopping ads are designed to capture interest at the top of the sales funnel, when consumers are exploring options rather than searching for a specific product. Therefore, they appear for broader, more general search queries (e.g., "summer dresses" or "running shoes") where users are still deciding what to buy. This allows retailers to showcase a collection of related products. They are less effective for "any shopping queries" as that's too broad, and not specifically for "local intent queries" or "long-tail or specific queries," which are better suited for standard Product Shopping ads that display individual products when a user knows exactly what they're looking for.