Google has just launched a significant update to its Shopping experience—integrating AI technology in ways that will change how Shopping looks in the pursuit of enhancing user experiences.
This new look is designed to streamline the shopping process, but it also introduces new considerations for e-commerce marketers. Here’s what’s new:
- AI-Driven Product Discovery
The revamped platform uses AI to display personalized product recommendations and more relevant search results. Ensuring your product data—such as descriptions, images, and attributes—is accurate and optimized will be key to maintaining visibility. - Augmented Reality (AR) Try-Ons
Google has added AR-based virtual try-ons for categories like fashion and beauty. These tools allow users to better visualize products, which may lead to higher engagement. However, this also means brands will need to ensure their product images are suitable for these formats. - Personalized Shopping Feeds
The platform now offers personalized shopping feeds based on user behavior. This shift underscores the importance of targeting in your campaigns, because only the most relevant products will be featured to any given consumer. - Price Comparison and Transparency
With Google’s built-in price comparison tools, maintaining competitive pricing and transparency is more important than ever. - AI-Generated Product Briefs
Consumers will be getting more information immediately, which means that those products with a high level of detail will have the advantage. This feature could potentially shape consumer decisions earlier in the process.
What to know going forward
- This new Shopping experience has been rolled out to the U.S. and will continue to expand to more users as time goes on.
- As it continues to gain momentum, there will be a need to adjust marketing strategies accordingly. It’s an opportunity for advertisers to optimize their campaigns and remain competitive in an evolving marketplace.
- Intrepid is available to assist you in navigating these changes and ensuring your product data aligns with the new standards. Read on for specific strategies we are recommending.
6 key strategies to stay competitive
Optimize Product Feeds
The accuracy and detail of your product feeds are even more crucial with AI curating personalized product recommendations. Comprehensive product descriptions, images, attributes, and pricing will directly impact your visibility. A well-optimized feed is foundational for effective Shopping Ads and Performance Max campaigns. Regular audits and refinements will help align your assets with Google’s new standards.
Leverage Product Reviews
Product reviews significantly influence purchase decisions. As Google emphasizes transparency and detailed comparisons, using strong product reviews in your Shopping campaigns can help differentiate your brand and enhance click-through rates.
Dynamic Remarketing
This update highlights the importance of staying top-of-mind with users who have engaged with your products. With dynamic remarketing, you can serve tailored ads featuring the exact products users have viewed, keeping them engaged and guiding them toward purchase.
Test Google’s Product Recommendation Ads
Google’s AI-driven product recommendations present a new opportunity to increase relevance and engagement. Testing Product Recommendation Ads within your campaigns allows you to leverage machine learning for delivering highly personalized ads, aligning your products with users’ specific preferences and behaviors.
Optimize for Price Comparison and Transparency
Price comparison features make prices move front and center. Aligning bidding strategies with competitive pricing and promotions will help attract your price-sensitive customers.
Follow Image Best Practices
To get your products have the “try-on” feature within the SERP. your images should:
- Be high-resolution, ideally 1024 pixels or higher
- Feature one garment only on a front-facing model
- Don’t cover the garment details with accessories, hand placement, etc.
Want help optimizing for this shopping experience? Contact us.
Find out more about Intrepid Digital’s E-Commerce capabilities and our Performance Marketing services.
See below an example of the “Try-on” feature using Google AI. For those product listings, a user can click on the button and choose the AI model that is closest to their size and shape to see how that item would look on them.
