MWC

Google Launches 'Shop The Look' Fashion Ads

Alex Spencer

 

Google Shop the LookGoogle has launched a 'shop the look' search ad format for retail advertisers.

The format, available for apparel and home decor products, highlights a series of images from brands, bloggers, retailers and publishers that show models in outfits or rooms that match the user's search term.

When the user picks their chosen look, they're shown a list of items that appear in – or are similar to – the ones seen in the photos, with a link to the retailer's site.

'Shop the look' is currently being tested on mobile in the US only.

These ads are included within normal Google Shopping ad campaigns, as long as the advertiser optimises their bids to show on mobile, and all impressions and clicks will be reported alongside existing ad formats. Like standard Shopping ads, they are charged on a cost-per-click basis.