Out of the hundreds of channels available, which ones are the best for fashion and apparel clients?
Google Shopping
Google Shopping is very useful for branded fashion searches as well as specific types of clothing that may be unique to a retailer. Since the results are visual, the CTR and conversion rate should be higher. Just don’t expect to get good results for a very generic keyword like “Dresses” though.
Read more about Google Shopping management.
Facebook Product Ads
This is an excellent channel that is still relatively new (announced March 2015). Using Facebook Product Ads, you can target shopping cart abandoners or even people who just visited a product page or did a search on the site. Setup for Facebook product ads is relatively easy with a system like Feedonomics as it’s all shopping feed based.
Read more about Facebook Product Ads management.
Polyvore
A relatively newcomer to the social shopping landscape, but has just been acquired by none other than Yahoo. While the site hasn’t been dismantled, if anything it will be enhanced and will grow faster as Yahoo plans to devote substantial resources to Polyvore. The key metric is that Polyvore has an average order size of $385! This is perfect for high end fashion merchants.
Read more about Polyvore Feed management.
Wish
Wish started on the mobile front with iOS and Android apps before expanding to desktop as well. Seen by millions of shoppers daily, this can be a great way to expand. There aren’t any fees until you actually sell an item as Wish charges by the referral.
Amazon Product Ads
Amazon product ads allow you to attract visitors who are already in a shopping state of mind on Amazon.com. Customers looking for a t shirt will be given recommendations that can include yours products, and then sent to your website where they can convert into a customer. You pay on a CPC basis.
Brian Roizen is the Cofounder and Chief Architect of Feedonomics, a full-service feed optimization platform that optimizes product data for hundreds of channels. He has been featured on numerous podcasts and eCommerce webinars, and regularly contributes to Search Engine Land and other industry-leading blogs. Brian graduated summa cum laude from UCLA with both a Bachelor’s and Master’s degree in Mechanical Engineering.
