We had already detailed the Bulgaria Email List of Google SERPs with the arrival in organic results of augmented reality, allowing the real-life situation of objects modeled in 3D. Obviously, the Mountain View firm continues to bet on this technology by announcing the arrival in the United States, in the Shopping section of its mobile application , results enriched with an augmented reality feature. This development, currently dedicated to cosmetic products, will allow users to test the rendering of makeup, lipstick or foundation on their face. As you can see above, these new Google listings provide examples of how your skin will look based on the different shades and colors offered by the selected product.

Users can then press the “Try it on” button to apply that same shade to their own face. Google explains that this feature was built with Modi Face and Perfect Corp providing all the color and shade data to help you better visualize thousands of lipstick and eye shadow shades from famous brands like L ‘Oréal, MAC Cosmetics, Black Opal and Charlotte Tilbury. Now when you search for a lipstick or eye shadow, like “L’Oreal’s Infallible Paints Metallic Eyeshadow” (in the example above), you can see what it looks like on a range of skin tones and compare shades and textures to help you find the right products.

A partnership forged with two players

YouTube , which is owned by Google, already offers similar advertising options, so it’s no surprise to see the same thing on Google itself. This offers makeup brands an unprecedented opportunity to improve the user experience before purchase. Google has also stated that now when you browse (still in the Google app) Google Shopping with your smartphone or scroll through your Google Discover feed, recommendations from experts / bloggers will be displayed. The obvious objective for the Mountain View firm is to give Internet users confidence by emphasizing the words of experts who will promote the purchase. Recommendations like this can help reassure shoppers about their purchases


and while recommendations from friends are often more influential in this regard, they will provide Google Shopping users with another way to gain better product overview. After a year 2020 which has favored the explosion of online shopping, tools like this one are called to become more and more present. Once again, with the increase in the presence of augmented reality, you can expect to see many more options like this to help provide buyers with an even closer shopping experience to that of a store. The good news is, you don’t have to be Google to start applying smart keyword-based segmentation. Here are some ideas for you:

Product recommendations in Google Shopping

Keywords can say a lot about a user’s buying journey. Consider tailoring your landing pages based on where your visitors are in the conversion funnel. First, if your visitor uses a broad keyword , they’re usually still in the early stages of the buying journey, like discovery and interest. Take the example of the buyer’s journey for an email marketing tool. Someone who uses a general term “email marketing” probably doesn’t know exactly what they want yet and is either looking to send commercial emails or improve the campaigns they already have. For this type of visitor, you can test some of the following approaches:

Start by highlighting your overall offer. It may be too early to go into details. You must therefore begin by explaining how you are going to be able to meet his needs. At the start of their journey, users are less inclined to make larger commitments, for this reason, try offering them “leaner” conversions, such as signing up for free trials (without requesting a credit card) or receive high quality content. When converting these users, try to ask them for information that will be useful in better segmenting these visitors for your future communication with them (i.e. remarketing, email, notifications, etc.).

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