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price: Definition

 

Use the price attribute to tell users how much you’re charging for your product. This information is shown to users in your ads.

How price might appear in your ad

When to use

Required for each product

If the cost per unit is important to your price information, also consider submitting unit_pricing_measure and unit_pricing_base_measure. If your product can be purchased in installments, you might be able to use the installment attribute (Brazil only).

Format

Follow these formatting guidelines to make sure we understand the data you're submitting. 

Type Number plus currency (use ISO 4217)
Repeated field No
Schema.org property
(What's this?)
Offer.priceSpecification, Type: Text
(for tax) valueAddedTaxIncluded, Type: Boolean
 
File format Example entry
Text feeds 15.00 USD
XML feeds <g:price>15.00 USD</g:price>
Content API v2 (JSON) "price": {
   "value": "15.00",
   "currency": "USD"
}
Content API v2 (XML) <price currency="USD">15.00</price>

Guidelines

Follow these guidelines to make sure you submit high-quality data for your products and get the best performance from your ads.

Minimum requirements

These are the requirements you'll need to meet to show ads for your product. If you don't follow these requirements, we'll disapprove your product and let you know in the Diagnostics page of your Merchant Center account. 

  • Make sure that the price on your product data meets the landing page requirements. Learn more about requirements for Google Shopping landing pages.
    • Submit an amount and currency that matches the price on your landing page. Learn more currency requirements for your target country.
    • Include the price in the currency of your target country prominently on your landing page. 
    • Don’t change the price of your product on your landing page based on a user’s location. Ensure that users can purchase the product online for the price that you submit, regardless of their location. 
    • Display variants and prices in a straightforward way on your landing page. 
    • Display the submitted product and price prominently on your landing page. If you have multiple variants on your landing page, make sure the submitted product and corresponding price are the most prominent.
    • Charge the submitted price to all users in the target country. Make sure that any user in the target country can buy the product for the submitted price without paying for a membership. We do not support regional pricing or membership prices.
    • Include any minimum order value in your shipping settings. Learn more about how to add a minimum order value
  • Don’t submit products with a price that constantly changes such as auctions and prices based on a live currency exchange. Products that you submit must be sold at a fixed price.
  • Don’t include shipping cost in your price. Instead, use the shipping attribute.
  • Don’t include any import or export-related costs in your price. Instead, clearly indicate relevant charges on your website. Learn more about export charges
  • Submit a price that’s greater than 0.
  • Comply with local laws when submitting price information. 

Best practices

These are best practices that can help you go beyond the basic requirements to optimize your product data for performance. 

  • Submit a price that can be represented in your target country’s currency (according to ISO 4217). For example, instead of 1.0012 USD, submit 1.01 USD. If your price can’t be represented in your target country’s currency, then we’ll round it to a value that can. 
  • Enable automatic item updates for price. Automatic item updates use the Schema.org microdata on your landing page to help keep your data fresh. Keep in mind these updates only happen when Google crawls your landing page, and you still need to resubmit your product data regularly. Learn more about enabling automatic item updates.
  • Use currency conversion as an easy way to target a country that uses a different currency than the one on your landing page and in your product data. If you use currency conversion, the price on your landing page and in your product data must still match. We'll display the converted price in your ad, but the converted price doesn't need to appear on your landing page. Learn more about currency conversion.

Additional guidelines

Review each section closely to determine if the requirements apply to your country or product. If you don't follow requirements that apply to you, we'll disapprove your product and let you know in the Diagnostics page of your Merchant Center account.

Business-to-business (B2B) focused retailers

  • Submit a price that includes value-added tax (VAT) if required for your target country. While B2B retailers can participate in Google Shopping, if you’re required to submit VAT in the price, then make sure that same price including VAT is visible on your landing page. Learn more about B2B advertising. 

Minimum order value

  • Specify any minimum order value that you require in your shipping settings. For example, if your product costs 10 USD, and you require that users spend at least 50 USD to place an order, then that would be a minimum order value. Specify a minimum order value of 50 USD for the affected shipping service. Learn more about how to add a minimum order value

Merchant-defined bundles and multipacks 

  • Submit the total price for your entire bundle or multipack. Learn more about the is_bundle and multipack attributes.

Products sold in bulk

  • Submit the price for the minimum number of products that you require a user to purchase. Don't submit the price for just 1 product if a user can't purchase only 1 product. For example, if you sell pens, and users must purchase at least 50 pens to place an order, then submit the price for 50 pens.

Products with minimum advertised pricing agreements

  • Submit the minimum advertised pricing (MAP) value as the ‘price’ in your product data if you sell the product for less than the price allowed by third party agreements.
  • Show the MAP price on your product landing page. You can show that you charge a lower price at checkout by adding clarifying text to your product pages. For example, you could display a note such as “Add to cart for final price” and show the MAP value crossed out or greyed out. The MAP price in your product data must show on the landing page. Learn more about requirements for landing pages.
  • If you use microdata annotations on your website, include the MAP as the price there as well. 

Mobile phone or tablet with a contract

  • Submit a price as low as 0 to indicate that the price of your mobile phone or tablet is subsidized when bundled with a service contract.

Mobile phone or tablet with installment plan: United States only

  • Submit the price of the down payment for a phone or tablet with an installment plan. Submit a price as low as 0 if there is no down payment for a phone or tablet with an installment plan. Don't use the installment attribute in the United States.

Tax: Canada and United States

Tax: Australia, Argentina, Austria, Belgium, Brazil, Chile, Colombia, Czechia, Denmark, France, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Malaysia, Mexico, New Zealand, Netherlands, Norway, the Philippines, Poland, Portugal, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Turkey, United Arab Emirates, United Kingdom 

Tax: Japan

  • Don’t use the tax attribute.
  • Include only value-added tax (VAT) by adding it to the price.
  • Display tax on your landing page in 1 of 3 ways:
    • Display the total price including any VAT.
    • Display the net price without VAT, and explain that taxes are excluded from the displayed price.
    • Display the net price without VAT and list VAT separately.

Learn more about landing page requirements.

Software subscriptions

  • Submit the price for the full length of the software subscription, with a minimum of 1 year. If the prepaid 12-month subscription comes with any subsidized or free periods, then include those in the total price. If your subscription costs more (or less) for the 1st year than for the following years, submit the prepaid price for the 1st year. If you like, you can instead submit the prepaid price for multiple years. Learn more about submitting software subscriptions.

Export and cross-border trade

  • Prominently state on your website if import-related charges apply. For example, add information on your landing page or during checkout so users are aware of these costs before they place the order. Don’t submit import or export-related cost as part of the tax or price attributes. Learn more about what to do when you ship across borders
  • Understand for which country you need to meet price and tax requirements. If you choose to advertise in a currency that is not the currency of the target country, you must follow the price and tax requirements for the country that your currency is native to.

 

Examples

Variants

If your product comes in multiple colors or sizes, you might also have different prices for each of these variants. For example:

An example of ads without placeholder images

Product Google T-shirt
title Google T-Shirt - Green - Small
price 10.99 USD
color green
size s
id 9876-S-GRN
item_group_id 9876

 

Product Google T-shirt
title Google T-Shirt - Blue - Small
price 8.99 USD
color blue
size s
id 9876-S-BLU
item_group_id 9876

 

Product Google T-shirt
title Google T-Shirt - Yellow - Small
price 10.50 USD
color yellow
size s
id 9876-S-YELLOW
item_group_id 9876

Phone or tablet with a contract

An illustration with 3 different colors of one mobile phone

Product Google Nexus 6
title Google Nexus 6 - 32 GB - Midnight Blue - With contract
price 0.00 USD
google_product_category Electronics > Communications > Telephony > Mobile Phones
is_bundle yes

 

Merchant-defined multipacks and bundles

Product 3 Google T-shirts
title Google T-Shirt - 3-Pack - Green - Small
price 41.50 USD
brand Google
gtin 121314151617
multipack 3

 

An illustration of a bundle that includes a camera body, lens, and bag
Product Google 25.3 MP Digital SLR Camera and accessories
title Google 25.3 MP Digital SLR Camera Body + 35mm Lense + blue camera bag
price 432.50 USD
brand Google
gtin 123456789011
is_bundle yes

Products with a minimum order value requirement

If you require a minimum order value, set it in your shipping settings. For example, if you require that customers order products for at least 30 EUR on your website, add a corresponding minimum order value to your shipping settings. Learn more about how to add a minimum order value
An illustration of a jug of milk with GTIN visible
Product Organic Whole Milk
title 1L Organic Whole Milk
price 3.50 EUR
google_product_category Food, Beverages & Tobacco > Beverages
Shipping settings Minimum order value: 30.00 EUR

 

Products sold in bulk

An illustration of a screw
Product Flat Head Screws
title Flat Head Sheet Metal Screws (Pkg. 1000)
price 7.50 USD

Unit pricing

How unit_pricing_measure might display in your ad
Product Eau de Parfum
title Eau de Parfum - 30 ml
price 43.95  USD
unit_pricing_measure 30ml
unit_pricing_base_measure 100ml

Software subscription

Product Google Security Software Basic Edition (1-year subscription)
title Google Security Software Basic Edition (1-year subscription)
price 29.90 USD
google_product_category Software > Computer Software > Antivirus & Security Software
brand Google
mpn 123GOOGLE432
gtin 1234567890123
shipping 0.00 USD 
image_link http://www.example.com/image1.jpg
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