A new advertising experience, called shop the look, is now available to AdWords advertisers. Shop the look makes it possible to sell clothing directly in Google search results pages. The new ad experience first began as an experiment launched during Fashion Week; this week it is rolling out to all retail advertisers.
Shop the Look is an experience designed for searchers who are ready to make a purchase, but aren’t exactly sure of the brand they want to buy. For example, if you’re in the market for new gym clothes, you can type in a generic term like “gym clothes for men”. Google will return a carousel full of clothing models wearing various brands of gym attire. If you see an outfit you like, tap on the image to bring up a page with shopping ads for each item the model is wearing. As an added bonus, Google will even recommend visually similar pieces of clothing.
According to Google, 90% of mobile shoppers don’t have a brand in mind before embarking on their shopping journey. Shop the look helps solve this problem in a way that regular shopping ads can’t. Shopping ads work best when a specific brand and item are searched for, such as “Gucci shoes”. They aren’t of much use when you’re only sure of the item but not the brand. Enter shop the look, an experience that lets you shop similar looks across a variety of brands and retailers.
At this point, if you own or work for an online clothing store, you must be wondering how to get involved with Shop the Look. Let’s all breathe a collective sigh of relief over the fact that there’s nothing new to learn.
Showcasing your products in the shop the look carousel involves:
- Create a shopping campaign.
- Optimize your bids to show on mobile.
If you’re new to shopping campaigns, you can learn all about them here in our complete beginners guide. At this time, shop the look is only available in the US on mobile devices.