Google is updating the format of their Showcase Shopping Ads based on feedback from advertisers and shoppers.

From this month products will appear in a carousel, grouped by retailer. Header images will no longer be required. All clicks on your ads will go directly to your website. Each click will be charged as an engagement and impressions will be counted for each product within the ad. 

Showcase Shopping Ads were made to target broad search users. People who hadn’t quite decided what they wanted to buy yet. This concept is still the same, but now it will be presented differently.