About Shopping campaigns and Shopping ads

If you're a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local shop and find better qualified leads. To get started, you'll send us your product data with Merchant Centre and create a campaign in Google Ads. Then we'll use your campaign to create ads on Google and around the web where potential customers can see what you're selling. We call these placements Shopping ads because they appear in a different, more visual format. In contrast to a text ad, which displays text only, Shopping ads show users a photo of your product, plus a title, price, shop name and more. These ads give users a strong sense of the product that you're selling before they click the ad, which gives you more qualified leads.

In countries that are part of the European Economic Area (EEA) and in Switzerland, you participate in Shopping ads through one or several Comparison Shopping Services of your choice. Some CSSs manage your product data and your campaigns on your behalf, while others provide tools allowing you to manage your setup yourself. Learn more about advertising with Comparison Shopping Services in Europe


  • 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. For example, when Sally does a Google search for "fish bowl", she might see Shopping ads from merchants selling fish bowls. She can tell which fish bowl suits her taste just by looking at the picture. She can also quickly see whether the fish bowl fits her budget by looking at the price. This means that by the time Sally has clicked the ad, she has a good sense of the product and its cost, which puts her further down the purchasing funnel compared to the average web user.
  • Easy retail-centric campaign management: Instead of keywords, Shopping ads use the product attributes that you defined in your Merchant Centre data feed to show your ads on relevant searches. Browse your product inventory directly in Google Ads and create product groups for the items that you want to bid on.
  • Broader presence: More than one of your Shopping ads can appear for a given user search and, if relevant, a Shopping ad and a text ad can also appear at the same time. This means that your reach with shoppers for a single search could double.
  • Powerful reporting and competitive data: See how your products are performing at any level of granularity that you want. For example, you can see how many clicks a particular brand of high-heeled shoes got just by filtering your products view – no new product groups needed. Use benchmarking data to get insights into your competitive landscape. Identify growth opportunities with impression share data and the Bid Simulator tool.

How Shopping campaigns and Shopping ads work

Shopping ads use your existing Merchant Centre product data – not keywords – to decide how and where to show your ads. The product data that you submit through Merchant Centre contains details about the products that you sell. We'll use these details when we match a user's search to your ads, making sure that you show the most relevant products.

You manage your Shopping ads in Google Ads using Shopping campaigns, a simple and flexible way to organise and promote your Google Merchant Centre product inventory within Google Ads.

You can advertise your shop and your products using three types of Shopping ads:


Just like other ad formats, your Shopping ads participate in an ad auction. Exactly how you’re charged works a little differently depending on your ad type, as follows:

  • Product Shopping ads are charged using cost per click (CPC), which is just when someone clicks your ad. So you’re charged only when someone clicks an ad that leads to the landing page on your website or to the Google-hosted landing page for your local inventory. Find out more about cost-per-click (CPC) bidding.
  • Showcase Shopping ads are charged using cost-per-engagement (CPE), which is when a user expands the collapsed ad and keeps it open for 10 seconds or more, or clicks on the expanded ad before then. Learn more about cost-per-engagement (CPE) bidding

When you're creating your Shopping campaign, you'll decide how much you're willing to pay for each click or engagement.

You'll only pay the minimum amount necessary to rank higher than the advertiser immediately below you, and you'll often pay less than your maximum bid.

Where your ads appear

Here's where you might see your Shopping ads across the web:

  • The Shopping tab on Google Search (in select countries)
  • Google Search, next to search results (separate from text ads) and Google Images
  • Google Search Partner websites (if your campaign is set to include search partners)
  • The Google Display Network, which includes YouTube, Gmail and Google Discover

Your Shopping ads can appear at the same time as text ads, because we want to give shoppers access to the full variety of products that match their search. This means that shoppers can find the best match before clicking through to make a purchase, which might help you close the sale.


If you sell ballet slippers and have a text ad for ballet equipment and a Shopping ad for ballet shoes, a customer could see both of your ads on the same Google Search results page.

Availability by country

Shopping ads are currently available in over 40 countries, and in beta in many more. Learn more about available countries and currencies.

Local catalogue ads are available in all countries that support local inventory ads.

Deep linking

With app deep linking enabled, your app users will be directed to your in-app content from your Search, Display and Shopping ads. If you want to enable deep linking for these campaigns, create App Links for Android and Universal Links for iOS, and enable Google Analytics for Firebase to track app conversions. Learn more about deep linking, as well as reporting for deep links

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