Google Shopping for the fashion industry: 9 essential CSS tips you should know

Shopping Ads on Google are a great way to find new customers for your online fashion business as they're incredibly flexible and dynamic; perfect for an industry that is known for seasonality.

Shopping Ads for fashion

Shopping Ads are visual in nature, which lends themselves to beautiful fashion designs and apparel campaigns. With a continued rise in online shopping, many fashion retailers are looking to Google Shopping to increase their market share and stand out from competitors. Plus, due to the fast-moving nature of fashion, you need a program that can react quickly to changes in consumer tastes and preferences. Furthermore, stock levels fall and rise rapidly so having dynamic Google Shopping Ads at your fingertips can be an incredible help. 

So, how can you make the most of Shopping Ads on Google for your fashion business?

Model carrying shopping bags

Tip 1: Optimise Your Product Data Feed Attributes

  • Supply the right product data to ensure that customers can effectively search for your products
  • Include attributes size_system, size_type and size itself
  • Use up to five custom label attributes per product

Tip 2: Make full use of product images

  • Your photo width should be at least 250 x 250 pixels 
  • Clothing can be modelled, but most other items should be pictured alone and fit within the frame of the image
  • Ensure that you have one high-quality image of your product for the feed

Tip 3: Use product titles intelligently

  • Only 70 characters appear in the product title, so be sure to include the most important parts in the first half (you have 150 characters in total) 
  • A simple but effective formula is to title your product as so: Brand + Product Type + Other Important Attributes 
  • To test changes use Feed Rules 

Tip 4: Group your products by type, category, and variations

  • Product type values should be as detailed as possible, e.g. Clothing & Accessories > Clothing > Outerwear > Coats & Jackets > Denim Jackets
  • You can also manage variations of a product by grouping them under an ‘item_group_id’ value
  • Related items or coordinated outfits should be sold as a bundle using ‘is_bundle’ attribute
  • Use groups in Google Ads if you want to group certain clothes into a particular campaign 

Tip 5: Use Ad Groups and Priorities to promote the right products

  • It is possible to manage individual products separately in Google Ads, but this is very time-consuming so an alternative would be to use custom label attributes and Ad Groups
  • You can also prioritise which campaign advertising is shown for products that appear across multiple groups
  • Using negative keywords is an effective way to avoid paying for unwanted clicks

Tip 6: Remarketing reaches a qualified audience

Tip 7: Use appropriate Shopping Ad Extensions

  • The Seller Rating Ad Extension – this displays a rating for your business, it is automatically included by Google and you can contact them to collect reviews if you don’t have any
  • The Location Extension – to drive footfall to physical stores by making local business information easier to find
  • Google Merchant Promotions – this allows you to promote online offers within your Shopping ads

Tip 8: Adjust your budget and bidding for seasonal changes

  • Understand the seasonal shopping trends in your industry to make the most of Shopping Ads
  • Use tools such as Google Trends and Rising Retail Categories to be flexible and adjust ads to demand

Tip 9: Location targeting

  • Geography heavily impacts demand for specific fashion items e.g. jumpers or cardigans
  • Location targeting allows you to select specific areas for your ad to be shown

Model poses in red outfit

Thanks for reading our article on how to use Shopping Ads on Google to take your online fashion business to the next level. To check out more interesting articles, visit our blog here.

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