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Google makes visual content shoppable with “Shop the Look”

Google finds a way to monetize visual content with the debut of a new feature that lets smartphone users purchase apparel and home decor products seen in search result images.

Instead of trolling various online stores and digital catalogs to find that perfect dress seen in a picture of a favorite celebrity, consumers can now click right into the picture and check out the featured (or similar) clothing thanks to Googles newly introduced “Shop the Look”. Announced Tuesday, Shop the Look pulls images and links to products from fashion blogs, retailers, publishers, and brands into search results.

Get that dress
So the next time a user searches Google for a “cocktail dress”, the search engine will pull images from social influencers that match the outfit description. Once a user sees the image of a product they like, they can tap on the image, and Google will pull up a gallery with each item of clothing featured in the picture, as well as a link to purchase it.

Shop the images you search
The feature sources images and links to purchasing featured looks from a network of partners which currently include Curalate, LIKEtoKNOW.it, and Yahoo owned Polyvore.

Google has integrated Shop the Look with its Shopping campaign ad product to let e-tail advertisers create ads for products that could appear in Shop the Look results. But it would require e-tailer Shopping campaigns be optimized for mobile.

Advertisers would pay only when a user clicks on a product listing ad, and all impressions and clicks will be reported within existing Shopping campaigns.

For now, Shop the Look is only being tested on mobile devices in the U.S., but could be expanded in the future.

More buy opportunities
This, of course, isn’t Google’s first venture down the mobile ad shopping road. Last summer, the search engine introduced a “Purchase on Google” feature — with “Buy on Google” or “Checkout” buttons on ad search results — that aimed to help e-tailers boost engagement and sales through mobile devices.

Tags: Google, Technology, Marketing

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