After beating merchants into submission in requiring product photos to have white backgrounds only, Google is now offering up a new kind of ad that is more Pinterest-style than catalog.
The company explained the new ad format, writing, “This week we are rolling out a new apparel and home decor experience for our retail advertisers called shop the look.”
It’s a bit of a twist: Google serves up photos not only from brands and retailers, but from bloggers and publishers as well. For instance, if a shopper searches for “cocktail attire” (and who doesn’t need to refresh their wardrobe for this week’s cocktail party circuit), Google will display engaging photos rather than serving up straight product photos.
A shopper interested in a product featured in a particular photo will then be shown related product photos. (Note that Google has not changed its policy about requiring products to feature white backgrounds.)
How do sellers interested in participating get started with Shop the Look? Here’s Google’s advice, though we wonder if micro sellers will have a shot at having their products featured at this early stage:
“We’re currently testing the shop the look experience in the US on mobile devices. If you’re a retailer and interested in showing your products within the shop the look experience, create a Shopping campaign and ensure you optimize your bids to show on mobile.”