Smart Shopping campaign ad format types and where they appear

Most Smart Shopping and Local campaigns have upgraded to Performance Max, bringing you additional inventory and formats to reach new customers. Accounts in which all campaigns have been upgraded are no longer able to create new Smart Shopping campaigns. Learn more.

Hero image for Smart Shopping ad formats

Smart Shopping campaigns feature Product Shopping ads, Local Inventory ads, and Responsive Display ads (including dynamic remarketing and dynamic prospecting), which are eligible to appear on Google Search, Display, YouTube, and Gmail.

Automated ad creation and placement means that your ads will appear in the ad spaces where they're relevant and your bids will be set to maximize your conversion value.

On Google Search, people's search queries and predicted intent is used to determine which product from your feed should be shown. On Display, ads are personalized based on people's engagement with your website. For example, if someone has previously visited and shown interest in products on your site, your product feed will be used to automatically create a relevant ad.

Smart Shopping ads most commonly appear next to or above Google Search results, separately from text ads. They can also appear on the Shopping tab, the Images tab, partner websites like YouTube Search, and Gmail inboxes.

In the sections below, you can learn more about the different Smart Shopping campaign ad types and where they appear.

Google Search Network

Smart Shopping ad formats | Google Search Network

On the Google Search Network, which includes Google’s Search page, people’s search queries and predicted intent is used to determine which product from your feed should be shown.

Shopping ads include your product image, title, price, and your store or business name. They're created using the product data that you submit in Google Merchant Center. Learn more about what makes up a Product Shopping ad

On Search, Smart Shopping campaigns can use product images and details from your Google Merchant Center feed to create a carousel of product listings grouped by retailer.

Smart Shopping ad formats | Showcase Shopping ad
Google Images (images.google.com)
Smart Shopping ad formats | Google Images
Shopping tab (shopping.google.com)
Smart Shopping ad formats | Google Shopping

Google Display Network

On the Display Network, ads are personalized based on people's engagement with your website. For example, if someone has previously visited and shown interest in products on your site, your product feed will be used to automatically create a relevant ad.
Smart Shopping ad formats | Google Display Network

Responsive image and video ads use machine learning to determine the optimal combination of assets for each ad slot based on ad performance history. Your ad assets will automatically adjust in size, appearance, and format to fit the available ad space.

Display advertiser-provided and auto-generated video creation

YouTube (youtube.com)

Your ads can appear on the YouTube homepage, video pages, and search results page.
Smart Shopping ad formats | YouTube

Shopping ads include your product image, title, price, and your store or business name. They're created using the product data that you submit in Google Merchant Center. Learn more about what makes up a Product Shopping ad

Image and video ads with ad assets automatically adjust in size, appearance, and format to fit the available ad space. They're created with product descriptions that pull in product data that you submit in your Google Merchant Center feed. These personalized ads appear when and where they're relevant.

Gmail (gmail.com)

Smart Shopping ad formats | Gmail

Dynamic, interactive ads may expand like an email and appear in the Promotions and Social tabs of Gmail inboxes for people who've already visited your website. They include images, products, or embedded forms. Learn more about Gmail ads

To help you create ads for optimal performance, follow the Smart Shopping campaign asset best practices.

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