Requirements for Shopping ads

There are a few requirements you'll need to meet to be able to set up a Performance Max campaign with a Merchant Center feed, or to set up a Shopping campaign and create Shopping ads.

Note: In countries that are part of the European Economic Area (EEA) and in Switzerland, you participate in Shopping ads through one or several Shopping Comparison 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

Google accounts

You'll need to set up accounts with Google Merchant Center and Google Ads, and link them together.


Your content for Shopping campaigns and Shopping ads needs to comply with the Shopping ads policies, which are different from the Google Ads policies. You'll need to make sure that your type of business, products, promotions, and website meet the requirements for Shopping ads before you begin advertising.

Product data

You'll need to be able to send us up-to-date product data at least every 30 days. This data needs to meet our standards for data quality. These standards are in place to help provide users with the best shopping experience, and we enforce the standards to help your ads perform better.

The standards for submitting your product data are in the product data specification. You'll use Merchant Center to submit your product data regularly.

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