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 Center 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're more than a text ad – they show users a photo of your product, plus a title, price, store 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
How Shopping campaigns and Shopping ads work
Shopping ads use your existing Merchant Center 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 organize and promote your Google Merchant Center product inventory within Google Ads.
You can advertise your shop and your products using three types of Shopping ads:
- Product Shopping ads. These are created based on the product data that you submit in Merchant Centre. Learn more about what makes up a Product Shopping ad
- Showcase Shopping ads. You’ll create these in Google Ads by grouping related products together. That way people can compare several of your products and click the right one. Find out more about what makes up a Showcase Shopping ad
- Local catalogue ads. These use feed data provided from local inventory ads to engage users on the Google Display Network, and help drive traffic to your local shop. Learn more about local catalog 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. Find out more about cost-per-engagement (CPE) bidding
- Local catalogue ads are charged using CPE, as measured by scrolling, tapping or clicking on the ad. Learn more about local catalog ads
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:
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.
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.