Using stand-alone shopping ads for your products
Product Listing Ads are a unique ad format that allows you to include rich product information like an image, title, price, promotional message, and your store or business name. Product Listing Ads appear in their own box on Google Search, separate from text ads, and on Google Shopping (in select countries).
To begin using Product Listing Ads, you’ll need both an AdWords account and a Google Merchant Center account. Then you’ll need to link the two accounts. Your Merchant Center account lets you manage your product information, while your AdWords account helps you manage your ads and campaigns. Now you can create and deliver attractive and relevant Product Listing Ads to potential customers. If you don’t have one already, create an Adwords account today.
Before you create Product Listing Ads, learn more about the following:
- The benefits of using Product Listing Ads
- How Product Listing Ads work
- What Product Listing Ads look like
- Where Product Listing Ads appear
- How much Product Listing Ads cost
- Advertising guidelines for Product Listing Ads
The following countries can be targeted with Product Listing Ads: Australia, Austria, Belgium, Brazil, Canada, the Czech Republic, Denmark, France, Germany, India, Italy, Japan, Mexico, the Netherlands, Norway, Poland, Russia, Spain, Sweden, Switzerland, Turkey, the U.K., and the U.S.
Benefits of Product Listing Ads
- More traffic and leads: Many businesses experience significantly higher clickthrough rates (CTR) with Product Listing Ads compared to text ads shown in the same location for Google Shopping searches. In some cases, advertisers have experienced double or triple standard clickthrough rates.
- Better qualified leads: As a merchant, you can increase the quality of your leads by featuring product information directly in your ads to help shoppers make informed purchase decisions. This makes shoppers more likely to complete a purchase on your site.
- Easy management: Instead of keywords, Product Listing Ads use the product attributes you defined in your Merchant Center data feed to show your ads on relevant searches.
- Broader reach: More than one of your Product Listing Ads can appear for a given customer search and, if relevant, a Product Listing Ad and a text ad can also appear at the same time. This means your reach with shoppers for a single search could double.
How Product Listing Ads work
Product Listing Ads use your existing Merchant Center product feed -- not keywords -- to decide how and where to show your ads. We'll use the information in this product feed when we show your listings that are relevant to a customer's search on Google Search and Google Shopping, so we recommend you always keep your product feed up-to-date. Learn more about Merchant Center product feeds.
We offer two ways to manage your Product Listing Ads in AdWords:
Shopping campaigns - Recommended
If you’re looking for a simple and flexible way to organize and promote your Google Merchant Center product inventory within AdWords, we recommend using Shopping campaigns to manage your Product Listing Ads. Shopping campaigns give you retail-centric tools to group and bid on the products you want and powerful reporting and benchmarking tools to monitor and optimize performance.
Learn more about how Shopping campaigns work.
Regular Product Listing Ads campaigns
You’ll manage your Product Listing Ads through your standard AdWords campaign settings. Instead of using your Merchant Center data within AdWords to organize your products, as with Shopping campaigns, you’ll set up product targets to control which products are shown with your ads for a given campaign.
Learn more about setting up a regular Product Listing Ads campaign.
What Product Listing Ads look like
Product Listing Ads show a set of relevant products for a given search. The products appear with additional information like a product image, price, and the merchant name, without the need for you to create unique ads for each product you sell. Their appearance may change as we experiment with the best display options for this format.
For example, here's what Product Listing Ad search results might look like after a Google search for "fish bowl:"
Where Product Listing Ads appear
Product Listing Ads appear in their own box on Google Search, separate from text ads, and on Google Shopping (in select countries). They may appear at the same time as text ads, so that a single Google Search results page could show both Product Listing Ads and text ads.
If you sell ballet slippers and have a text ad for ballet equipment and a Product Listing Ad for ballet shoes, a customer could see both of your ads on the same Google Search results page.
We allow a Product Listing Ad to appear at the same time as a text ad because we want to give shoppers access to the full variety of products that match their search. When a shopper searches for a commercial item online, like a pair of shoes, a video game, or a car, they're usually trying to see all the purchasing possibilities for the item they're looking for.
We want Product Listing Ads to offer all possible variations available for that item, helping shoppers find the best match before clicking through to make a purchase. This helps merchants like you close a sale for a more targeted customer search.
How much Product Listing Ads cost
We charge for clicks on your Product Listings Ads on a cost-per-click (CPC) basis. Since Product Listing Ads don't use keywords, you'll use attributes in your Merchant Center product feed to define product targets. Then you'll set maximum cost-per-click (CPC) bids for your product targets. Just like how bidding works for AdWords ad formats, you'll only pay the minimum amount necessary to beat the ad position below yours and you'll often pay less than your maximum bid.
Advertising guidelines for Product Listing Ads
The content of your ad, including text and images (served dynamically from information within your Merchant Center account) should comply with our policies.
Merchant Center policies state that product links should not have redirects. However, you can use redirects with the "adwords redirect" attribute, which we'll use when using your product information to show your Product Listing Ads. Learn more about the "adwords redirect" attribute.