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About landing page requirements for Shopping ads

A “landing page” is where the user is sent  after clicking your Shopping ad. When a landing page doesn’t match your ad, people are more likely to leave your site without buying anything. 

This article explains the definition, requirements, and best practices for landing pages linked from your Shopping ads. Following these guidelines can help you find more customers — and provide a positive user experience on your website.

Keep in mind

The success of Shopping ads and our retail partners is based on providing a high quality experience that allows people to confidently conduct their research. They trust  that when they follow a link to a retailer, they'll see a product that matches the ad.

How to submit your landing page

The landing pages linked from your ads are defined by the URLs that you submit with these attributes:

  • Use link to send users to the default landing page for your product. 

  • Use mobile_link to send users to a mobile-optimized version of your landing page. This version will be shown to users on mobile devices, like phones or tablets. 
  • Use adwords_redirect to include tracking parameters, which can help you better understand traffic to your landing page.

Minimum requirements

To show ads for your product, all landing pages that you submit need to follow the minimum requirements. Landing pages that don't follow these requirements will cause your products or account to be disapproved. You'll see alerts for any issues in the Diagnostics page of your Merchant Center account. 

Show your product clearly

  • Submit a landing page that shows all key elements of your product, and ensure those details match what you submitted in your product data. These elements include title, description, image, price, currency, availability and a buy button. Title, description, and images don’t always need to be identical to the content in your product data, but they still should refer to the same product.



 

  • Each product in your product data should be the most prominent product on its linked landing page. If your landing page has multiple products on it, such as variants or similar items, the product in your product data must be the single most prominent.  For example, category pages or search pages are not allowed.


 

 


 

 
  • Clearly show the product price on the landing page. The price should be easy to see, and should  match your product data. If your landing page has multiple prices, the price of the advertised product must be the most prominent. Learn more about the price attribute
  • Avoid layouts that hide key elements of the page. For example, a pop-up or download banner should not cover important information for your customers.  
  • Use legally-required redirects. For certain products, local laws may require that your users land on a separate page before your landing page. For example, you may need to verify a user's age before they can access your site. After users get past this page, make sure your landing page meets all the same guidelines described here.

    Tip

    If you show a pop-up on your landing pages, such as for newsletter signups or language preferences, make sure the boxes are closable and don’t block product details.



 

 

 

Provide a consistent user experience

  • Make sure your landing pages always match your products. Show a product on your landing page that is essentially identical to the product in your product data, regardless of the user’s device, browser, location, cookies, your ad targeting choices, or any other consideration.

  • Keep content on your landing page consistent for all locations. If you typically change your website content based on user IP location or other factors, learn more about how to set up stable landing pages for Shopping ads
    • Note: Stable landing page requirements apply only to users coming to your website from Shopping ads, and not from other traffic sources such as organic search results or text ads.

Example

Say you’re a furniture retailer based in the United States. You target the US in your ad campaign, and submit prices in US dollars and use English in your product data.

You’re advertising a couch. If your landing page is visited from Germany, the page must show the same couch, including all key elements of the product.

Specifically, the landing page must:

  • Display a picture of the couch
  • Contain a buy button
  • Use the same availability, and price
  • Use English language
  • Use US Dollars

 

  • Show the same language as your product data. Even if multiple languages are supported in your target country, display the product on your website in the language that matches what you submitted in your product data. For example, if you’re targeting Canada, you can’t submit your product data in English and show your landing page in French.  Use the right language for your country
  • Show the price in the currency of the product data. Always show the currency that matches your product data on your landing page. If you don’t support a specific currency on your landing page but want to advertise in a country that only accepts this currency,  you may be able to use currency conversion. This allows Google to do an automatic conversion, and shows the price in your ads in both the currency from your product data, and the target country currency.  Learn more about currency conversion
  • Show the same price in your target country regardless of region. Shopping ads can't support regional pricing models.
  • Make sure availability matches your product data. For example, if a product is out of stock on your landing page, then update the availability attribute in your product data to match. That way, users won't try to purchase a product that you don't have in stock.
  • Make sure product condition matches your product data. For example, if a product is shown as used on your landing page, then submit used in the condition attribute.
  • Comply with local regulations for all pricing and other information you submit and display.

Make sure your pages are working correctly

  • Make sure your landing page is live, and that it isn’t under construction or displaying an error, like a 404. If you're planning to work on your landing page while your Shopping ads are running, follow the best practices for landing page maintenance or a planned site outage
  • Use a landing page, not a file or email. Avoid linking to an image, an audio file, a video, document, or PDF.
  • Use a mobile landing page for mobile devices and tablets. Don’t include design elements that may not work properly for all mobile devices, like Flash, Silverlight, or ActiveX.
  • Let people use the back button to return to your ad. Make sure users can click the browser back button to return to the previous page where they clicked your ad.
  • Only link to the domain from your Merchant Center account. Don’t redirect people to another website outside of the domain you claimed in your Merchant Center account.

Best practices

  • Pre-select the correct product variant in your landing page URL. If a product has variants (like color, size, pattern, material or other customizations), make sure the variant that matches product data is the one that appears on your landing page by default.
  • Use schema.org structured data to indicate price, availability, and unique product identifiers such as GTIN, brand, and MPN.  Structured data markup helps our system collect up-to-date information directly from your website. If your website uses structured data, the requirements about price, availability, currency and condition apply to your site as well. Learn more about structured data markup
    • Set up automatic item updates to help reduce price and availability mismatches. With structured data, automatic item updates help you provide accurate content in your Shopping ads, and can help your products stay approved. Learn more about automatic item updates
  • Use the mobile_link in addition to the link attribute to use separate landing pages for mobile devices. Learn more about the mobile_link attribute.
  • Track traffic from your Shopping ads with the  adwords_redirect attribute and AdWords tracking templates
  • Use as few redirects as possible. Redirects increase the time between a user clicking your ad and loading your landing page. Long loading times may be inconvenient for your users, and could prevent Google from getting information from your website.

Additional guidelines

For the product types below, review each section and follow the guidelines to make sure your landing pages can provide the best purchase experience for your users. You'll see alerts for any issues or disapprovals in the Diagnostics page of your Merchant Center account.

 

Products sold in bulk

  • List either the total price for the minimum number of items sold or the price per unit and the minimum quantity on your landing page. The minimum quantity multiplied by the unit price must match the price you submit in your product data. 

Software subscriptions

  • Show each subscription variant on a separate landing page. For example, if your software has three versions (basic, premium, and enterprise), then make sure each version has its own landing page. 
  • Highlight and pre-select the price for the full length of the software subscription, with a minimum of 1 year.
  • Clearly explain the following information in your terms of renewal and cancellation: 
    • Whether the product is for a fixed term or automatically renewed
    • The cancellation options
    • The conditions for auto-renewal at end of the prepaid period.

Learn more about requirements and best practices for advertising software subscriptions

Mobile phones or tablets

  • Pre-select phone variants using URL parameters. When multiple phone variants can be selected on the same landing page, you can set your URLs up to show the right one to your users. For example, variants might include color options, storage, pricing models. Note: URL parameters aren't required, but they're extremely helpful in getting users to the right page. 
  • Use the correct structured data when showing variants. Structured data for variants can help make sure your landing page is crawled correctly. Note: Structured data isn't required, but it makes it easier for your to keep your product data fresh. 
  • Learn more about requirements and best practices for advertising mobile phones

Related links

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