Introducing Shopping campaigns: a better way to promote your products on Google

Everyday, people search on Google for the best products from retailers large and small. With Product Listing Ads (PLA) on Google Shopping, people can browse a wide selection of products, finding high-quality imagery and relevant product information like brand and price.

To make it easier for you to connect with these consumers and promote your products on Google, we’re introducing Shopping campaigns, a new campaign type for PLAs. Shopping campaigns streamline how you manage and bid on your products, report on your performance, and find opportunities to grow your traffic from Google.
Key benefits

1. Retail-centric way to manage your products

Shopping campaigns allow you to browse your product inventory directly in AdWords and create product groups for the items you want to bid on. For example, if you’re a fashion retailer, you’ll see what types of shoes are in your data feed and how many boots you can promote. You use the product attributes derived from your data feed such as Google product category, product type, brand, condition, item id and custom labels to organize your inventory into product groups. Custom labels are a new, structured way to tag your products in your data feed with attributes that matter to you, such as ‘margin’ to separate your high- and low-margin products. To see all the items you can bid on, the Products tab will show you a full list of your approved products and their product attributes.
2. Advanced reporting to measure product performance

Regardless of how you choose to structure your product groups, Shopping campaigns offer the unprecedented ability to view your performance data by product or product attribute. Since performance metrics are associated with the item and not the product group, you can filter and segment data by your product attributes. This includes Google product category, product type, brand, condition, item id and custom labels. For example, you’ll see which Apparel & Accessories categories drive the most clicks, without having to break out your clothing category into a separate product group.
3. Competitive data to size your opportunity

To help you optimize and scale your PLAs, Shopping campaigns provide insights into your competitive landscape. In the Product Groups tab, you can add benchmark columns to see the estimated average CTR and Max CPC for other advertisers with similar products. The competitive performance data you see is aggregated and averaged, so all performance data is anonymous. Coming soon, you’ll have impression share columns to help you understand the opportunity lost due to insufficient bids and budgets, and a bid simulator will help you estimate the amount of impressions you’ll receive as you adjust your bids.
How to get started

Shopping campaigns are currently available to a limited number of advertisers. It will be rolling out gradually in the US, with full global availability by early next year. API support will come in 2014 as well.

You can learn more about Shopping campaigns at some upcoming events. Join us at our Learn With Google webinar for Shopping campaigns on November 20, 2013, and find us at Search Engine Strategies in Chicago on November 6, 2013.

We've built Shopping campaigns with retailers in mind, and if you'd like to be an early adopter to share your feedback, you can express your interest here. We'd love to hear from you!

Posted by Sameer Samat, Vice President of Product Management, Google Shopping

Mobile Product Listing Ads Improvements and Success Stories

People are increasingly turning to their mobile devices as shopping assistants at home, in stores, and on the go, and constant connectivity is helping shoppers find the products they want, whenever they want. Google Shopping connects people looking for products with the best places to buy both online and in local stores, and there are big opportunities for retailers to connect with mobile shoppers using mobile Product Listing Ads (PLA), particularly as we head into the holiday retail season.

Expanded Google Shopping results on mobile devices
As part of our efforts to help retailers promote their products to people across devices, we’re updating the look of the mobile PLA unit on to help shoppers more easily browse and discover products on their mobile device. Users can now swipe to quickly see more products in the mobile PLA unit without having to leave the search results page. The unit will also feature larger product images and product titles. This update gives more retailers the opportunity to appear on the mobile PLA unit, and early tests show that it drives more traffic to retailers.

Retailer success stories with mobile PLAs
Many advertisers have already positioned themselves for success by leveraging mobile PLAs ahead of the holidays. Below are just a couple of examples.

  • understands that their customers are very mobile-savvy, so they increased their focus on optimizing their mobile PLA campaign. Within a few months, they grew their mobile PLA campaign clicks by 371%, their conversions climbed 537%, and their mobile return on ad spend (ROAS) increased by 77%. Learn more.

  • implemented mobile PLAs for their entire product line after seeing major lifts in their online advertising efforts via desktop PLA campaigns. Mobile PLAs are now a major driver of their overall mobile growth, delivering a 31% lift in overall mobile conversions. In addition, they focused heavily on converting new mobile traffic by redesigning their mobile site to increase the speed and overall usability of product pages and navigation. Learn more.

Show your Product Listing Ads to smartphone shoppers
If your PLA campaigns aren’t already opted into mobile, there’s still time to apply mobile bid adjustments to help you capture valuable real estate on mobile shopping search results with over a month left before Thanksgiving.

If you need help getting started, please join our webinar on Wednesday, October 23 at 10 am Pacific Time to hear tips and best practices for creating and optimizing a mobile PLA campaign.

Posted by Jennifer Liu, Group Product Manager, Google Shopping

Get more out of Google Shopping with Channel Intelligence

With the holidays right around the corner and shoppers already beginning their holiday shopping research online, advertisers are getting poised to reach those customers. Research from Think With Google shows that online sales during Black Friday increased by 26% last year.* By optimizing your Product Listing Ads you can not only increase your overall sales but also aid you in preparing early for a head start on this year’s holiday rush. To help you get ready, we want to share a few holiday optimization tips and insights from Channel Intelligence and also invite you to a webinar on October 15th at 11am PT.

Channel Intelligence is a feed management service acquired by Google in February. Channel Intelligence works with many merchants to deliver high quality product feeds across all major shopping engine services, including Product Listing Ads. Channel Intelligence manages feeds, optimizes bidding and provides data quality monitoring for clients. These services can help with increasing Return on Ad Spend while improving the performance of individual products on shopping engines.

Here are some best practices Channel Intelligence uses to help merchants prepare for a successful holiday with Product Listing Ads:

  • Make sure your data quality is accurate. A good data feed is important. Confirm that all of your products are correctly submitted to Google and approved. Review policies for such things as non-family safe items.
  • Get ready for traffic across devices. Shoppers will be on-the-go throughout the holidays. Reach where shoppers are by opting into mobile bidding as part of your overall holiday strategy.
  • Prepare for Cyber Monday. Shoppers are going to be looking for the best deals on products. If you are planning to have holiday promotions for your products, there’s a separate attribute for promotional text. More details can be found in the feed specifications at the Merchant Center Help Center.

Join Channel Intelligence for a webinar on October 15th at 11am PT

The team at Channel Intelligence will share knowledge and experience with Product Listing Ads to help you prepare for the holidays. The team is giving insight on how merchants can get more from their product campaigns this season. Topics will cover where multichannel retail is heading, how you can improve your ad content, and how to apply best practices to your campaigns.

If you are interested in the webinar, register here.

To learn more about Channel Intelligence services, visit If you are new to Product Listing Ads and would like step-by-step instructions on how you can get started, check out our Get Started Guide.

Posted by TT Ramgopal, Head of Channel Intelligence

*Comscore, Inc., 2012 Holiday Season To Date vs. Corresponding Days in 2011, NonTravel (Retail) Spending, November 2012

Prepare your data feeds for the holidays with Google Shopping Office Hours

With less than three months to Black Friday, the holiday shopping season is quickly approaching. We know that advertisers with Product Listing Ads campaigns are in search of new ways to optimize their product data and drive more traffic to their stores.

Last week, we hosted Google Shopping Office Hours via Hangouts on Air to share general advice on data feeds and unique product identifiers. We saw great engagement and will be broadcasting additional sessions, deep-diving into topics that will help prepare your data feeds for the holidays.

Below is a calendar of Google Shopping Office Hours for the upcoming months. We encourage you to attend sessions of interest. We’ll discuss the topic for the first 20 minutes then open up the forum to live Q&A. If you already know what you’d like to ask or want to request a topic, feel free to submit your responses here. Questions on the event pages below will also answered in the Q&A.

Pricing, Taxes & Shipping
Tuesday, September 10, 2013 @ 10:00 AM PT
How do I include the right price into my data feed?
How does tax & shipping work?
What if I have a sale or promotion for free shipping?
Registration Link

Troubleshooting Disapprovals
Tuesday, September 24, 2013 @ 10:00 AM PT
What do I do if my feed is disapproved?
What are the common data feed and data quality pitfalls?
How do I ensure all my products are approved?
Registration Link

Scaling Inventory Updates
Tuesday, October 8, 2013 @ 10:00 AM PT
What are the best practices for updating and editing my feed?
What are the various data feed upload methods?
What are the pros and cons of each method?
Registration Link

Optimizing Product Attributes
Tuesday, October 22, 2013 @ 10:00 AM PT
How do I improve my data quality?
What should I optimize?
Registration Link

Posted by Chris Azalde, Product Specialist, Google Shopping

Connect, Click and Convert Around the World with Google Shopping

On June 11th, Google Shopping will complete the transition to a commercial model in the United Kingdom, Germany, France, Japan, Italy, Spain, the Netherlands, Brazil, Australia, Switzerland and the Czech Republic. When the transition is complete, free product listings will no longer appear on Google Shopping. We believe this new model, built on Product Listing Ads, will help retailers of all sizes connect the right products with customers around the world, increase clicks to their sites, and convert more shoppers into buyers.

Onward and upward
We've been pleased with the rapid adoption of Google Shopping by the global retail community. Over 1 billion products are now being promoted globally on Google Shopping, largely driven by a 300% year-on-year growth in participating sellers (including many aggregators and marketplaces). And we’ve seen 20% growth in traffic to retailers over the past year.

Global merchant success stories
We’ve heard from a variety of retailers around the world who have embraced Google Shopping and are seeing great results. Check out the highlights below:

eSearchVision helped Vertbaudet, a retailer specializing in children’s apparel and decor, launch a Product Listing Ads campaign that accounted for 7% of sales from their website in the Autumn-Winter 2012 season.
JapanEnigmo runs a social shopping site offering domestic customers brand items from sellers outside of Japan. After they optimized their data on Google Shopping and created a Product Listing Ads campaign, Enigmo succeeded in increasing the number of new customer sign-ups. is a family-owned business that exports flower bulbs, seeds and plants across Europe and the US. They promoted their products on Google Shopping for their top export markets and saw their conversion rates increase by 20%.
United Kingdom
Forward3D helped New Look, a leading fashion retailer for men, women and teens in the UK, experiment with Product Listing Ads to increase reach and improve engagement beyond standard text ads. They used Merchant Center labels to categorize the catalogue by price bracket, balancing CPAs and ROI more effectively. As a result, New Look saw a 24% increase in revenue week over week, 68% overall revenue growth and 40% improved ROI. 

Equimedia helped, a retailer of books, stationery, and more, promote their products on Google Shopping. Product Listing Ads represent 6% of total PPC spend but generate 10% of the revenue, producing a total ROI that is 59% better than standard text ads. helped bonprix, a leading fashion retailer, complement standard text ads with Product Listing Ads, achieving a 50% higher click-through-rate and 30% higher conversion rate at the same cost-per-click.

Make the most of Google Shopping
Whether you’re just getting started with Product Listing Ads or are looking for more advanced optimization strategies, we’ve compiled our top recommendations to succeed with Google Shopping below. Read on for these quick tips and sign up for one of our upcoming Hangouts on Air in your country to learn how you can prepare for the global commercial transition.

If you’re new to Product Listing Ads
If  you’re already using Product Listing Ads
For agencies
  • Join Google Engage to get the latest agency news, trainings and support from the Google Shopping team
Need additional assistance? We’re happy to help. Feel free to visit our Help Center or call one of our Shopping specialists in your country below:
  • Australia - 1800 087 124
  • Brazil - 0800 727 8947
  • Czech Republic - 800 500 353
  • France - 805 540 727
  • Germany - 0800 5894933
  • Italy - 800930819
  • Japan - 0120-984-684
  • Netherlands - 0800 2500026
  • Spain - 900 814 539
  • Switzerland - 0800 002539
  • United Kingdom - 0800 169 0711
Posted by: Sameer Samat, Vice President of Product Management, Google Shopping

4 days left for Google Shopping promotional credit

In December, we announced a promotional credit for all eligible merchants in Australia, Japan, Brazil, Czech Republic, Spain, Italy, France, Netherlands, U.K., Germany and Switzerland who create a Product Listing Ad campaign promoting all the products in their Merchant Center account before April 12, 2013. This credit is designed to help international merchants transition to Google Shopping's new commercial model, built on Product Listing Ads. This transition will be complete in June 2013.

With only 4 days left until the April 12th deadline, we encourage merchants in the countries below to learn more about the promotional credit and apply before it’s too late!

$100 AUD
1000 Kč
€ 75
€ 75
€ 75
7,500 JPY
€ 75
€ 75
100 CHF

In addition to the promotional credit above, eligible merchants with a Product Listing Ad campaign promoting all products will receive a monthly credit for 10% of their total Product Listing Ad spend up to to June 30, 2013.

To get help setting up your Product Listing Ads, please visit this quick guide, email us through this form or call one of our specialists at your country’s number below.

Google Shopping global phone support:
Australia - 1800 087 124
Brazil - 0800 727 8947
Czech Republic - 800 500 353
France - 805 540 727
Germany - 0800 5894933
Italy - 800930819
Netherlands - 0800 2500026
Spain - 900 814 539
Switzerland - 0800 002539
United Kingdom - 0800 169 0711

You can also join  Google Engage for Agencies on April 10, 9:00AM PST/12:00PM EST to learn how you can help your clients use this beautifully simple experience to better promote their products and attract more customers.

We'll share an overview of Google Shopping, insights into new features, and optimization tips and best practices.

RSVP for the Hangout on Air here.

Posted by Erica Sievert, Product Marketing Manager, Google Shopping

Reach smartphone users around the world with Google Shopping

People today are constantly connected, presenting a tremendous opportunity for retailers to deliver the right products to them across devices anytime, anywhere. We recently announced the release of enhanced campaigns to  help advertisers reach customers in a multi-screen world.  Today we’re pleased to announce that Product Listing Ads are now eligible to appear on smartphones globally, extending the shopping experience already available on desktops and tablets. When a user enters a shopping-related search, a commercial format that displays products in a single unit may appear above organic search results. This ad unit is labeled as ‘Sponsored’ and displays rich product images, prices, retailers and more. This mobile shopping experience will be available in all markets currently serving Product Listing Ads.

Below are a couple of examples of what a shopper might see when searching for a product from their phone.

In the image on the left, a user searching for a plaid tie may see an ad unit displaying three options. He can click any of them to learn more and buy, or click ‘Shop on Google’ to continue browsing on Google Shopping, as shown in the image on the right. From there, the user can look at an even wider variety of options from different retailers. He can review and compare images, prices, reviews, shipping options and other information. Perhaps he’ll narrow his search down to plaid ties over $45, or filter to see just the selections available nearby. Finally, once the user has honed in on the perfect choice, he can easily complete his purchase on the retailer’s site.

Ensure your products are eligible to display in this new unit for smartphones

If you’ve already upgraded your Product Listing Ads to enhanced campaigns and made appropriate bid adjustments, your products will automatically be eligible to display in the new unit for smartphones.
If you haven’t yet upgraded your Product Listing Ads to enhanced campaigns, we recommend you upgrade to increase coverage of your products and easily manage bids across devices, locations, and time of day - all from a single campaign.

Learn more in our upcoming mobile shopping webinar
March 14, 2013 at 10 a.m PT (1 p.m. ET)

During this webinar, attendees will learn about how Google Shopping and Product Listing Ads work in concert with features that are part of enhanced campaigns. We will also discuss the latest Google Shopping user experience on smartphones and cover new multi-screen opportunities for retail advertisers.

Posted by Erica Sievert, Product Marketing Manager, Google Shopping

Google Shopping global transition is underway

On February 13, Google Shopping results in the United Kingdom, Germany, France, Japan, Italy, Spain, Netherlands, Brazil, Australia, Switzerland and the Czech Republic began to transition to a new commercial experience built on Product Listing Ads. If you’re a merchant in one of these countries and you’re currently promoting your products on Google Shopping for free, you’ll need to create a Product Listing Ad campaign to maintain your traffic and presence. You can learn more about this transition in our recent announcement.

To ensure that your products remain eligible for promotion on Google Shopping, we’ve built an easy way for you to create Product Listing Ads.

You can complete the following three simple steps in Merchant Center:
  1. Set up a basic Product Listing Ad campaign
    You’ll be able to create a new AdWords account in Merchant Center if you don’t already have one.
  2. Customize your campaign
    Set a daily budget and one single maximum cost-per-click bid. You can modify these settings any time after you create your campaign.
  3. Provide your billing information
    You’ll be taken to your AdWords account to provide or confirm your billing information.
For a detailed step-by-step guide to getting started with Product Listing Ads and to apply for a promotional credit (available for a limited time only), please visit this page.

With the recent launch of AdWords enhanced campaigns, it’s now easier than ever to promote your products across devices. This is crucial in a world where people are constantly connected and moving from one device to another. We encourage you to upgrade existing product listing ad campaigns to an enhanced campaign with appropriate bid adjustments.

If you need help getting started with Google Shopping, please visit the Google Shopping website or email us through this form.

Posted by: Sameer Samat, Vice President of Product Management, Google Shopping

Google Shopping: Promotional Credit and Update to Feed Spec for International Merchants

Last month we announced the international rollout of the new Google Shopping model built on Product Listing Ads. Starting in February 2013, Google Shopping in ten more countries will be transitioning to a new experience built on Product Listing Ads. We believe these changes, and the improved user experience, will create new opportunities for merchants and help retailers of all sizes attract more customers to their stores. The new model will be rolled out completely by the end of Q2 2013.

To encourage merchants in Australia, Japan, Brazil, Spain, Italy, France, Netherlands, U.K., Germany and Switzerland to make this transition on Google Shopping, we are offering promotional credit. Merchants who apply and create a Product Listing Ad campaign promoting all of their products in Merchant Center by 12 April 2013 could qualify for this credit. They could also qualify for a monthly credit for 10% of their total Product Listing Ad spend.

To learn more and apply for promotional credit, please visit this page.

Feed Specification Updates

In an effort to improve the data quality on Google Shopping, we have updated our international feed specifications. These changes will take effect in March 2013. They will align our global product feeds more closely and enable us to surface better results to users. Advertisers who are using the reduced Product Ads feed spec will need to bring their feeds into compliance with these new requirements. For more information on the upcoming changes, please visit the Help Center.

In addition to this update, we will also be releasing a new set of Google Shopping program policies. The detailed policies will be announced in January next year.

Posted by Sameer Samat, Vice President of Product Management, Google Shopping.

Google Shopping goes global

On May 31, we announced a new initiative to improve our shopping experience over time. We designed this initiative to help shoppers better research purchases, compare different products and their features and prices, and then connect with merchants to make their purchase.

As part of this new initiative, called Google Shopping, we transitioned Google Product Search in the U.S. to a commercial model built on Product Listing Ads. We made this transition because we believe that having a commercial relationship with merchants will lead to better, more up to date product data -- which will mean better shopping results for users and in turn, higher quality traffic for merchants.

We completed the transition in the U.S. on October 17 and have seen a great deal of success so far.

Google Shopping – international rollout
With that success in mind, we are pleased to announce that we are rolling out this commercial model for Google Shopping, built on Product Listing Ads, in the United Kingdom, Germany, France, Japan, Italy, Spain, Netherlands, Brazil, Australia and Switzerland. We think this will bring the same high-quality shopping experience to people -- and positive results to merchants – around the world.

In order to give merchants time to make this transition and optimize their campaigns, we’re rolling out the new model gradually, via several steps. The first major change will take place on February 13, 2013, when visually cleaner results for shopping queries, including some new commercial formats on that will display products in a single unit, will replace current search results. These new commercial formats will be labeled as "Sponsored" and appear in the space currently occupied by AdWords ads.

These visually cleaner results for shopping queries will enable shoppers to refine a search by brand or price, and feature larger product images to provide a better sense of a product’s attributes. Starting today, we’ll begin testing this new format for a small percentage of searches.

The transition to the commercial model will be complete by the end of Q2 2013. We’ll also be offering some incentives; details will follow, on this blog and via email, in the coming weeks.

To learn more and get started merchants can visit:

Ranking in Google Shopping, when the full transition is complete in the countries listed above, will be based on a combination of relevance and bid price.

A better shopping experience
These changes will create a better shopping experience that will benefit both shoppers and merchants. Shoppers will find products in one convenient place and quickly be able to compare features, find the best prices, read reviews, and identify great merchants -- while advertisers will be given more granular control over product listings and traffic.

We look forward to continuing to evolve the experience with the help of our merchant partners, to help people find what they’re looking for at lightning speed -- and to help businesses of all sizes reach people at the moment of interest, with helpful information.

Posted by Sameer Samat, Vice President of Product Management, Google Shopping