A number of fashion and celebrity gossip sites have long tinkered with “get the look” features that try to turn paparazzi pics into e-commerce gold, and now Google has introduced a “Shop the Look” program for mobile that aims to put a price tag on the clothes and furnishings you see in your search results.
Google announced the new endeavor on Tuesday, which allows smartphone users to purchase apparel and home decor products through the images that appear in response to search terms.
The program, which is currently in partnership with sites like Polyvore, Curalate, and LiketoKnow.it, pulls images and links to products from fashion blogs, retailers, publishers, and brands.
Once a user sees a photo of the product they like, they can tap on the picture, and Google will show them that item or one similar to it.
Retailers will be charged on a cost-per-click basis, Google says, and all impressions and clicks will be reported within existing Shopping campaigns.
For now, Shop the Look is being tested on mobile devices in the U.S., but could be expanded in the future.
This, of course, isn’t Google’s first venture down the mobile ad shopping road.
Last year, the company began testing Purchases on Google — with “Buy on Google” or “Checkout” buttons on ad search results — that aimed to help retailers boost engagement and sales through mobile devices.
Once the ad had been clicked on, the consumers was taken to a retailer-branded product page hosted by Google. The checkout process could then be completed with saved payment information on a Google Account.