Best practices for advertising clothing and accessories

Customers are increasingly looking for ideas, finding the best products, and buying clothing and accessories on Google. Starting with our highest-priority tips, test the following tactics to optimise your product data and drive results for your business. The right details can help qualify and attract the best customers, and ultimately drive them to choose your product to purchase.

On this page

• Basic product data requirements
• Provide high-quality images
• Enhance your product titles
• Use consistent colour names
• Build out your product type
• Provide size type and size system
• Submit product variants as unique items grouped under an item group ID

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Data requirements

Online customers usually look for specific product information while they search for a particular product, for example clothing and accessories. Providing the correct product data will help them make an informed decision. All clothing and accessories products are required to have:

Provide high-quality images

When customers shop online, they rely heavily on images to evaluate what you're selling and to decide what they want to buy. A photo can be the deciding factor for a user to click your ad or free product listing. Make the right first impression with a high-quality image.

• Image resolution should be at least 512 x 512, but ideally 1024 or higher. Make sure that you show the best image possible, whether someone is seeing your ad or free listing on a desktop, tablet or mobile phone. It's best to use a minimum image width of 1500 pixels. An ideal aspect ratio is 9:11 (width : height) for vertical images and 4:3 (width : height) for horizontal images. Also, make sure that you remove any resizing UTM parameters (for example, http://thumbnail.google.com/imageurl.jpg?ex=400x400).
• Show clothing on models. Showing how your product looks on a real person can help inspire customers 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 that your product is the focus of the image so that customers understand what you're selling. Learn more about lifestyle image link [lifestyle_image_link].

Example

• 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.

Example

• Use a solid white or transparent background. Using these colours keeps your image looking great in a variety of formats, styles or designs.

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• Include additional images of your product. Additional images give people a better sense of your product. Multiple angles and close-ups help customers 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. Learn more about additional image link [additional_image_link].

Example

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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 personalisation options. Make sure that you highlight what makes your product most relevant to your user while staying brief and clear. Try the following title [title] attribute structure for clothing and accessories:

Brand + product type + other important attributes

Optimise your product titles to drive search relevance and create a better user experience. Learn more about submitting the title [title] attribute.

• If applicable, add size type. Showing the size type will help you find customers who are searching for a particular fit. For example, include 'plus size', 'petite' or 'maternity' in your title [title] attribute.
• If you offer personalisation, let your customers know right away. Customisation can be a key differentiator for your products. Add 'customised', 'personalised' or 'monogrammed' to your title [title] attribute. Learn more about best practices for advertising customised goods.
• Put strong brand names first. Particular brands can have a strong pull for certain customers. To find out if the brand name is strong, see if customers 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 (for example, women's, men's, girl's or boy's) in your title [title] attribute. However, if your product is made for young children or babies, also add the age group [age_group] attribute to your product titles (for example, infant, toddler, newborn). It's also helpful to your customers to specify the age group for unisex products (for example, adult, children).
• Include colour, size, material and/or pattern attributes. When they are shopping for clothing and accessories, these attributes help customers decide if your product is right for them. Having the right colour, size and/or material can be the final reason for customers to buy your product.

Use feed rules to optimise and test your product titles

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Use consistent colour names

Customers often have colour preferences in mind when they're searching for products. Submitting the colour name in your product title [title], description [description] and colour [color] attributes will help match your products with the colours that people are looking for.

The colour name that you submit in your product data should match the colour name used on your product landing page. You can avoid product disapprovals and potentially confusing shoppers by not showing a different colour name in your Shopping ad from the one that you use on your product landing page. For example, if your product's colour is 'ocean', include 'ocean' in your title [title], description [description] and colour [color] attributes instead of changing the colour name to 'blue'.

If your product is multicoloured (such as jewellery), submit up to three colours, separated by a /. For example, if your product is a gold necklace with turquoise stones, submit multiple colour values as gold/turquoise in the colour [color] attribute. Avoid using multicolour, multi or other similar values. Being more specific helps match your products with what your customers are searching for. Learn more about submitting the colour [color] attribute.

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Build out your product type

Categorising products in your product data provides a good structure for your Shopping campaigns to help manage and bid on your products effectively. Provide the most detailed product type [product_type] values that you have (for example, Clothing and Accessories > Clothing > Outerwear > Coats and Jackets > Denim jackets), and Google product category [google_product_category] values that are at least 2–3 levels deep.

Use feed rules to replace your product type attribute

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Provide size type and size system

When customers search for clothing and accessories, they won't purchase a product if it isn't available in the right size and fit. Give a clear idea of your product's sizing by using the size [size], size type [size_type] and size system [size_system] attributes. Learn more about submitting the size [size] attribute.

Although the size type [size_type] and size system [size_system] attributes aren't required, they offer more valuable information to help customers determine if your product is the right fit for them. If you don't provide these attributes, the system will use the default values.

If a specific garment comes in a special size, use the size type [size_type] attribute to help your product show for more relevant search results. Check the example below for a couple of ways in which you may submit size [size] and size type [size_type] attributes. Learn more about submitting the size type [size_type] attribute.

Example

Product data for a women's size 4P sleeveless cotton dress
Title [title]	Size [size]	Size type [size_type]
Women's Sleeveless Cotton Dress – 4P	4P	Petite
Women's Sleeveless Cotton Dress – 4P	4 Petite	Petite

Similarly, using the size system [size_system] attribute provides useful information to help your customers make their final purchase decision. If your clothing or accessories are produced in multiple countries and sized specifically to each country, make sure that you clarify the size system [size_system] for different products. Learn more about submitting the size system [size_system] attribute.

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Submit product variants as unique items grouped under an item group ID

You can manage product variants more easily by grouping them under the same item group ID [item_group_id].

If you're selling a product in multiple variations, each colour, size, material and pattern must be submitted as a unique product. Examples of product variants:

• If a dress comes in 1 size and 5 colours, the product has 5 product variants.
• If a pair of shoes comes in 3 sizes, 4 colours and 2 materials, the product has 24 product variants.
• If a bag comes in 2 sizes, 3 colours 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 check that the shirt comes in one size and three colours, but that they're all under the same item group ID [item_group_id].

Example

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.

Example

To provide a seamless experience for your customers, the submitted image link [image_link] attribute should match the product variant and your ad or listing should link to a landing page with the correct variant already selected. Any photos that you submit with the additional image link [additional_image_link] attribute should also show the same variant.

Product variants can be grouped together using the item group ID [item_group_id] attribute. For example, if you sell a top in three sizes (S, M, L) and two colours, you should group these six products with the same item group ID [item_group_id].

Example

Learn more about submitting the item group ID [item_group_id] attribute.

Don't use the item group ID [item_group_id] attribute for products that aren't product variants. See below for examples:

• Groups of related products: a coordinated outfit, where each piece is sold separately (matching trousers and top), is not a product variant group.
• Different styles of a product: a short-sleeved T-shirt, long-sleeved T-shirt and a jumper with the same design is not a product variant group. Each garment type is in its own product variant group, with a separate item group ID [item_group_id] attribute for each type's size and colour variants.

However, these different clothing pieces can be represented as one item and sold as a bundle in a single size and colour value using the bundle [is_bundle] attribute. Learn more about submitting the bundle [is_bundle] attribute.