What Happened
Google has started testing a new search ad format that aims to sell mobile shoppers on curated looks. Dubbed “shop the look,” the new ad format is designed to appear when users search for broad queries such as “wedding outfit” or “cocktail attire,” and present them with buyable looks sourced from a network of partners, including Curalate, LIKEtoKNOW.it, and Yahoo-owned Polyvore.
What Brands Need To Do
Earlier this summer, Google introduced a new Showcase Shopping ad format that surfaces shoppable items when users search for apparel keywords. As the search giant continues to improve its buyable ad products and making them more visually driven, retailers and fashion brands should seize the opportunity presented by these new ad products and leverage them to reach online shoppers.
Source: Search Engine Land
