Best practices for advertising apparel and accessories
Consumers are increasingly looking for ideas, finding the best products, and buying apparel and accessories on Google. Starting with our highest priority tips, test the following tactics to optimize your product data and drive results for your business. The right details can help qualify and attract the best users, and ultimately drive them to choose your product to purchase.
Quick reference of attributes
Online consumers are looking for specific product information when they’re searching and considering apparel and accessories. Give them the information they need to make an informed decision by providing the correct product data. Get a snapshot of attribute requirements for apparel and accessories.
Provide high-quality images
When people shop online, they rely heavily on images to evaluate what you’re selling and decide what they want to buy. A photo can be the deciding factor for a user to click your ad. Make the right first impression with a high-quality image.
- Use your highest resolution images. Be sure that you’re showing the best image possible whether someone is seeing your ad on a desktop, tablet, or mobile phone. It's best to use a minimum image width of 1440px. An ideal aspect ratio is 9:11 (w:h) for vertical images and 4:3 (w:h) for horizontal images. Also, make sure to remove any resizing UTM parameters (e.g. http://thumbnail.google.com/imageurl.jpg?ex=400x400).
- Show clothing on models. Showing how your product looks on a real person can help inspire people to consider it for themselves. If you’re using a full-body image, avoid cropping the model’s head or feet. If you’re selling one article of clothing, such as a top, make sure your product is the focus of the image so users understand what you’re selling.
- Show non-clothing products, such as shoes, handbags, or accessories, alone in your main images, and on a model in your additional images. Be clear about what product you’re selling in your main images while providing more context and inspiration in your additional images.
- Use a solid white or transparent background. Using these colors keeps your image looking great in a variety of formats, styles, or designs.
- Include additional images of your product. Additional images give users a better sense of your product. Multiple angles and close-ups help people decide whether or not to buy. You can also include more detailed photos, product staging, or different image backgrounds. For example, for more inspiration, you could provide an additional image of your product as part of an outfit against a scenic backdrop. Find more requirements and best practices for submitting additional images.
See an example of additional images for clothing products below.
See an example of additional images for non-clothing products below.
Enhance your product titles
By providing highly relevant product titles, you’ll be able to attract and convert potential customers.
Include the most important product details within the first 70 characters of the title. Include attributes that aren't visible in the image, such as strong brand names, size, size type, or personalization options. Make sure you highlight what makes your product most relevant to your user while staying brief and clear. Try the following
title structure for apparel and accessories:
Brand + Product Type + Other Important Attributes
Optimizing your product titles drives search relevance and creates a better user experience. Learn more about submitting the title attribute
- If applicable, add size type. Showing the size type will help you find people who are searching for a particular fit. For example, include “Plus Size”, “Petite”, or “Maternity” in your
- If you offer personalization, let your users know right away. Customization can be a key differentiator for your products. Add “Customized”, “Personalized”, or “Monogrammed” to your title attribute. Learn more about best practices for customized goods.
- Put strong brand names first. Particular brands can have a strong pull for certain users. To find out if the brand name is strong, see if people commonly search for the brand name by using Google Trends.
- Specify the gender or age group if it’s unclear in your product image. Include the gender (e.g. Women’s, Men’s, Girl’s, or Boy’s) in your
titleattribute. However, if your product is made for young children or babies, also add the age group to your product titles (e.g. Infant, Toddler, Newborn). It’s also helpful to your users to specify the age group for unisex items (e.g. Adult, Kids).
- Include color, size, material, and/or pattern. When they are shopping for apparel and accessories, these attributes help people decide if your product is right for them. Having the right color, size, and/or material can be the final reason for people to buy your product.
- You can overwrite your current
titlevalues with a combination of important attribute values. For example, you can replace your
titleattribute with [
brand+ “ “ +
title+ “ , “ +
color+ “, “ +
- Add your
size_typeattribute value to the beginning of your
- Add “Personalized” or “Customized” at the beginning of your
titleattribute by searching for those terms in your
- Add fixed terms, like “Men’s” or “Girl’s”, to your
titleattribute based on your
age groupvalues. For example, you can build a rule to add “Men’s” to the
- Add the
patternattribute value to your
Use consistent color names
Consumers often have color preferences in mind when they're searching for products. Submitting the color name in your product
color attributes will help match your products with the colors that people are looking for.
The color name you submit in your product data should match the color name used on your product landing page. You can avoid product disapprovals and potentially confusing shoppers by not showing a different color name in your Shopping ad than on your product landing page. For example, if your product’s color is “Ocean”, include “Ocean” in your
color attribute instead of changing the color name to “Blue”.
If your product is multicolored (such as jewelry), submit up to 3 colors, separated by “/”. For example, if your product is a gold necklace with turquoise stones, submit multiple color values as “gold / turquoise” in the
color attribute. Avoid using “multicolor”, “multi” or other similar values. Being more specific helps match your products with what your users are searching for. Learn more about submitting the color attribute
Build out your product type
Categorizing your products in your product data provides a good structure for your Shopping campaigns to manage and bid on your products effectively. Provide the most detailed
product_type values that you have (e.g. Apparel & Accessories > Clothing > Outerwear > Coats & Jackets > Denim Jackets), and
google_product_category values that are at least 2-3 levels deep.
You can replace your
product_type attribute based on other values in your product data using Feed Rules. For example, if your
product_type value equals
apparel, it may not be descriptive enough. So, you can replace it with a more detailed value
Pants only if the following conditions are true:
title contains pants. Learn more about Feed Rules
Provide size type and size system
When people search for apparel and accessories, they won’t purchase if the product isn't available in the right size and fit. Give a clear idea of your product’s sizing with the
size system attributes. Learn more about submitting the size attribute
size_system aren't required, they offer more valuable information for your users to determine if your product is the right fit for them. If you don't provide attributes, the system will use the default values.
If a specific garment comes in a specialty size, use the
size_type attribute to help your product show for more relevant search results. See the example below for a couple of ways you may submit
size_type. Learn more about submitting the size_type attribute
|Womens Sleeveless Cotton Dress - 4P||4P||Petite|
|Womens Sleeveless Cotton Dress - 4P||4 Petite||Petite|
size_system is useful information for your consumers to make their final purchase decision. If your apparel or accessories are produced in multiple countries and sized specifically to each country, make sure to clarify the
size_system for different items. Learn more about submitting the size_system attribute
You can manage product variants more easily by grouping them under the same
If you're selling a product in multiple variations, each color, size, material and pattern must be submitted as a unique item. Examples of product variants are:
- If a dress comes in 1 size and 5 colors, the product has 5 product variants.
- If a pair of shoes comes in 3 sizes, 4 colors, and 2 materials, the product has 24 product variants.
- If a bag comes in 2 sizes, 3 colors, and 2 patterns, the product has 12 product variants.
Don't show all of your variant options as a single value within the corresponding attribute value. In the example below, you can see that the shirt comes in one size and three colors, but they're all under the same
|8842||Broad Stripe Button-Down Shirt - L||8842||L||Blue, green, and orange|
Instead, each product variant should be submitted as a unique item in the feed. If the available attributes aren’t enough to define each of your product variants, learn more about best practices for submitting unsupported variants
|8842-lb||Broad Stripe Button-Down Shirt - L||8842||L||
|8842-lg||Broad Stripe Button-Down Shirt - L||8842||L||
|8842-lo||Broad Stripe Button-Down Shirt - L||8842||L||
For a seamless experience for your users, the submitted
image_link should match the product variant and your ad should link to a landing page with the correct variant already selected. Any submitted
additional_image_link photos should also show the same variant.
Product variants can be grouped together using the
item_group_id attribute. For example, if you sell a top in three sizes (S, M, L) and two colors, you should group these six items with the same
|72025-s-hth||Women’s Flutter-Sleeve Top - Heather||
|72025-s-blk||Women’s Flutter-Sleeve Top - Black||
|72025-m-hth||Women’s Flutter-Sleeve Top - Heather||
|72025-m-blk||Women’s Flutter-Sleeve Top - Black||
|72025-l-hth||Women’s Flutter-Sleeve Top - Heather||
|72025-l-blk||Women’s Flutter-Sleeve Top - Black||
Don't use the
item_group_id for products that aren't product variants. See below for examples:
- Groups of related items: a coordinated outfit, where each piece is sold separately (matching trouser and top), is not a product variant group.
- Different styles of a product: a short-sleeve tee, long-sleeve tee, and a sweater with the same design is not a product variant group. Each garment type is its own product variant group with a separate
item_group_idfor each type’s size and color variants.
However, these different apparel pieces can be represented as one item and sold as a bundle in a single size and color value using the
is_bundle attribute. Learn more about submitting the is_bundle attribute