Smart Shopping campaign ad types and formats

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

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

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

Ad logos & images

You’ll want to use high-quality logo and image assets to create the most effective ads. (Your logo should already be set in your Merchant Center account). Along with text, these assets will be used to create responsive remarketing ads, which will show on the Display Network, YouTube, and Gmail to users who have visited your website, but who haven’t expressed interest in a specific product yet. When a user indicates interest in a specific product (or Google can detect user interest in a specific product based on their interaction with your website), Google will use the relevant product information provided in your feed.


If your logo has already been uploaded to Merchant Center, no additional action is needed. Square logos need to have an aspect ratio of exactly 1:1. Rectangular logos need to be wider than 1:1, but must not be wider than 2:1. For all logos, a transparent background is best, but only if the logo is centered. Providing a square and rectangular logo will allow us to utilize them when they fit best. Learn more about uploading and editing logos.


Upload a marketing image that represents your business. Choose a landscape image with a ratio of 1.91:1 that is also greater than 600 x 314 pixels. The recommended size is 1200 x 628 pixels. The file size limit is 1MB. Text may cover no more than 20% of the image.

To fit in some ad spaces, your image may be cropped horizontally—up to 5% on each side.

Custom HTML5 display ads

If your Smart Shopping display ads must strictly align with brand guidelines, you can use custom HTML5 ads (view the video guide on creating HTML5 ads), which can require developer support. These uploaded dynamic ads can more strictly adhere to branding while dynamically displaying different products to different audiences. (Learn about dynamic remarketing and creating ads for dynamic remarketing).

Note: Using HTML5 ads with custom assets may limit your reach on the Google Display Network because they can't be used in native ad slots.

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