Google has introduced a redesign to their Google Shopping experience which brings with it increased personalised options, tailored deals and AI generated recommendations based on the search query. The new experience helps visitors to find what they are looking for quicker and with more personalised options to enhance the shopping experience on Google.

With this being a new launch this currently has been introduced in the US, however, is useful to understand the principles and approach used as will likely in time be rolled across more countries. It is beneficial to know what could be coming to the UK in the future from Google.

Our blog post will look at what is new about the Google Shopping experience and how AI has been involved with the rollout. Looking at the benefits to visitors and how it may impact Google Shopping Ad campaigns going forward.

Google Shopping Redesign

Statistics show that more people shop across Google more than a billion times a day, highlighting the importance of a positive user experience for visitors.

With that in mind, in the US on 15th October, there was a redesign to Google Shopping which is AI powered. This is being rolled out across the US over a period of a few weeks and is currently in an experimental phase with users encouraged to provide feedback to further improve the experience.

The benefit to visitors of Google Shopping is to provide more specific recommendations and suggestions, which are provided through AI recommendations. This is along with more personalised results and specific deals for them based on their past search history and individual user preferences.

Below we take a look at each new element and the benefits of the AI powered Google Shopping experience.

AI Generated Brief

The first noticeable element of the new Google Shopping, which can be reached in the US by clicking the Google shopping logo, the Shopping tab on Google search or by visiting shopping.google.com, is the AI generated brief.

Google has utilised the 45 billion product listings in Google’s Shopping Graph to pair with Gemini models to be able to give an increased personalised experience and recommendations, through the power and intelligence of AI.

At the top of the search results will now be an AI generated brief based on the search query. It provides products, suggestions and recommendations in the search results. This gives visitors the ‘top things to consider for your search.’

This also includes showing relevant articles from across the internet which can be easily clicked through to find out more. The aim is to save time for visitors and give them the best solutions to quickly answer their queries.

Hopefully, once this is available in the UK, an example search would be ‘walking boots suitable for Lake District’. The recommendations from the AI generated brief would take in specifics about the location such as the terrain and average temperature, to give tailored suggestions of products that meet that need and more information on why it fits their requirements.

See Google’s post on the new feature here.

Personalised Shopping Experience

Another feature of the new Google Shopping is the personalised feed for visitors. Often people will research products for several days or weeks depending on the item. With the personalised feed, it offers a more organised view by categories for different types of products and dynamic filtering too.

This is all designed to help save time and simplify the research process, with the aim of having a better shopping experience. Within the filtering, this can be narrowed down by availability such as only at local stores, right down to the sizing of products. This can all be set to suit a visitor’s individual preferences.

Visitors can also come back to previous searches at any time they wish if they didn’t complete their research. This is another added benefit users find on Google Shopping, as it avoids the need to begin a search from scratch and find a product you can’t quite remember the name of.

Be Discovered

The benefit of the personalised feed is it is structured through AI and machine learning to inspire shoppers with the products being shown and provide more of a discovery experience. It highlights the importance of having the right targeting and ad structure in place to ensure being seen by the correct audience for your business.

The new Google Shopping in the US includes the virtual try on feature which is powered by generative AI and AR shopping tools for clothing and is available with certain brands. This allows shoppers to see how a product would look on a variety of real models, just from product images.

The experience of seeing how it would look in various poses for different body shapes and skin tones gives shoppers increased confidence in how an item will look before going ahead with a purchase.

Personalised Deals

Shoppers increasingly are after the best price and deal for the product looking for. With that in mind, the new Google Shopping now offers both ‘top deals for you’ and ‘latest deals’ which will run alongside the existing price comparison, insights and tracking tools.

The new deal finding tools are personalised based on the visitor’s past searches to provide them with the best deals for them. Therefore it is important to take time to research your competitors to analyse, within the marketing and sales team, the right pricing model for your products or any special deals that could help convert a visitor from your Google Shopping Ads into a purchase.

Learnings For Your Google Ads

With the advantages of AI, the newly redesigned Google Shopping offers visitors an increased personalised experience, with tailored recommendations and deals based on their search. Whilst this is currently in the US it does show the direction Google is heading both globally and with the use of integrating AI tools for more than just digital marketing.

For any Google Shopping Ads, it highlights the importance of constantly testing and optimising and taking time to conduct thorough keyword research and competitor analysis to help increase ROI from your ad spend. This can be done with highly targeted ad copy, stand out product photography and keyword targeting to name a few focus areas.

This is an exciting development leveraging the powers of AI to deliver a positive experience for users of Google Shopping, which will benefit advertisers with each campaign when done right to reach the desired target audience when looking for your product which answers their search or problem.

How Can We Help?

We hope our blog post has been useful in understanding more about the new Google Shopping experience and how Google’s AI has evolved with this latest update to further improve and provide a positive experience for your potential customers.

Although currently in the US only, hopefully, it will be rolled out in time to the UK too. The focus on the personalised experience and recommendations shows the importance of targeting through ad creatives and everything in between to be accurate to suit your target audience and the queries they may search on Google.

At PPCHQ we are a Google Partner and our team of PPC specialists have the right expertise and knowledge on all the latest updates to Google, therefore we can happily recommend any needed adjustments to ad campaigns to benefit your results and conversions.

Please feel free to contact one of our team to discuss further how we can help with your Google Ad campaigns to reach and exceed your goals.