Google Tests Shop the Look Mobile Ads for Apparel & Home Products in US

Featured images powering 'shop the look' experience are sourced from trusted partners such as LIKEtoKNOW.it., Polyvore and Curalate.

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Last week, Google launched Fashion Week experiment enabling people to explore the world of fashion and shop products directly from curated, inspirational images on google.com.

Today, Google is bringing another new format for mobile shopping in search results called "Shop the Look" for retail advertisers. This new format rolling out is aimed to appear on search results queries for apparel and home decor.

Additionally, Goolgle already has ads experiences, such as Showcase Shopping ads and Shopping ads on image search to help people discover brands in I-need-some ideas moments.

The shop and look mobile ads are currently under testing in the US.

Shop the look mobile adwords ad

Featured images on Shop the Look are sourced from trusted partners such as LIKEtoKNOW.it., Polyvore and Curalate—and come via brands, bloggers, retailers and publishers.

How Shop and Look works?

Let's say you search for "cocktail attire", then an image of a popular fashion blogger wearing a black cocktail dress, heels and sunglasses appear on image search results. You can then shop those, or look for visually similar by tapping through featured image and explore relevant products shown as Shopping ads.

Retailer interested in showing their products within the shop the look experience, must have their Shopping campaign optimized to show on mobile.

As with standard Shopping ads, Google notes "retailers will be charged on a cost-per-click basis," and all impressions and clicks will be reported within existing Shopping campaigns.

Advertisers pay only when a user clicks on a product listing ad.