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Google Launches Shop the Look to Optimize Advertising for Retailers

Advertising to consumers is now a more seamless experience thanks to Google.

Last week, the search engine debuted “Shop the “Look,” a new apparel and home décor experience for its retail advertisers, allowing them to reach more consumers while helping brands increase visitor traffic and boost digital sales.

As more consumers browse and purchase items on their smartphones, it is crucial for retailers to create mobile-friendly brand strategies. According to a recent Google study, 90 percent of mobile users said they aren’t absolutely sure of the specific brands they want to purchase items from when they start shopping.

To help consumers discover products instantly, Google is building on ad experiences, including Showcase Shopping ads and Shopping ads on image search. Both options allow consumers to browse items, compare prices and purchase products without typical digital complications. The new version allows people to explore the world of fashion and shop products directly from curated, inspirational images on google.com.

First, consumers can type a particular wardrobe item, like a little black dress, into Google search. Once they hit enter, a picture of a popular fashion blogger wearing a little black dress, heels and a cross-body bag may pop up on their page. Consumers may then shop for exact or similar products found in the image with a few taps.

Shop the Look images are curated by fashion partners, including Polyvore, that feature content from brands, bloggers, publishers and retailers. Similar to standard shopping ad guidelines on Google, retail advertisers will be charged on a cost-per-click basis. Retailer advertisers interested in shop the look may register with Google Shopping Campaigns.

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