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Shop the Look with Google

Posted on 9.11.2016

Google has slowly been introducing innovative ad-centric ways for consumers to find product and brands including Showcase Shopping ads and Shopping ads on image search. 

These offerings have been well received by advertisers and consumers alike but Google is taking it a step further, and its approach could prove somewhat disruptive to platforms like Pinterest.

A few weeks ago, for example, Google launched a Fashion Week experiment that enables consumers to shop product directly from curated images on, and last week rolled out a new apparel and home decor experience for its retailer advertisers called "Shop the Look."

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Here how Google explains the experience:

Let’s say you’re looking for a new outfit to wear to a wedding. If you search for “cocktail attire”, you could see an image of a popular fashion blogger wearing a black cocktail dress, heels and sunglasses. You can shop those exact (or visually similar) products featured in the image by tapping through and exploring the relevant products shown in the form of Shopping ads

Retailers will be changed on a cost-per-click basis (just as they are with standard Shopping ads) and all impressions and clicks are reported within existing Shopping campaigns.

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