shipping [delivery]: Definition

 

The shipping [delivery] attribute lets you provide the delivery cost for a product. Use this attribute when you need to override the delivery settings that you set up in Merchant Center such as for bulky or fragile products.

Delivery covers the cost charged by a delivery carrier or other cost directly related to delivery. A charge is considered to be a delivery cost if it’s described by the words 'handling', 'delivery', 'shipping', 'logistics' or 'carrier'. Delivery can include cross-border charges if the cost is included under a delivery term on your website. Delivery should also include insurance costs related to any of the five terms above. 

Delivery cost is the most common reason for users abandoning their shopping choices, so showing accurate information in your ads can improve the performance of your ads.

When to use

Required for Shopping ads. Not available for Shopping Actions.

Required when you need to override the delivery settings that you set up in Merchant Center for any of the following countries:

  • Australia
  • Austria
  • Belgium
  • Canada
  • Czechia
  • France
  • Germany
  • Ireland
  • Israel
  • Italy
  • The Netherlands
  • Poland
  • South Korea
  • Spain
  • Switzerland
  • United Kingdom 
  • United States

If you need to modify delivery costs for specific items, use the shipping [shipping] attribute, which will always override account delivery settings. Keep in mind that instead of submitting this attribute, we recommend that you set up delivery costs through Merchant Center settings. Learn more about delivery settings.

This shipping [shipping] attribute uses 4 sub-attributes:

  • country [country] (optional)
    The country that an item can be delivered to. Your country of sale is used by default. Submit an ISO 3166-1 country code (e.g. CH). 
  • To specify a delivery area, submit only one of the four available options for the delivery attribute:
    • region [region]
      Submit a state, territory or prefecture. This is supported for the United States, Australia and Japan. Submit an ISO 3166-1 country code without country prefix (e.g. CA, NSW, 03).
    • postal_code [postcode]
      Submit a postcode range. This is supported for the United States and Australia. Submit any of the following styles:
      • A ZIP or postcode (e.g. 94043)
      • A range of postcodes (e.g. 94002–95460)
      • A range of postcodes using a prefix with a wildcard (*) (e.g. 94*)
      • A range of postcodes using 2 prefixes with wildcards (*) (e.g. 94*–95*)
    • location_id [location_id]
      Submit a numeric criteria ID of your location defined by Google Ads API (AdWords API)  (e.g. for California, use 21137). This is supported for the United States (state), Australia (state) and Japan (prefecture).
    • location_group_name [location_group_name]

      Submit a location group that you set up and name through your Merchant Center settings. Use those group names here (e.g. West Coast, Outback). This is supported for the United States and Australia. Learn more about setting up location groups.

  • service [service] (optional)
    Submit a service class or delivery speed. 
  • price [price] (required)
    Submit a fixed delivery cost, and use a full stop [.] as the decimal separator (Example: 3.00 GBP). Avoid commas [,] to ensure that the price is interpreted correctly.

Format

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

Type

Unicode characters (Recommended: ASCII only)

Supported values


For AUD, CAD, CHF, EUR, GBP, NZD, SGD, USD: 
0–1000

For AED, BRL, CNY, DKK, HKD, ILS, MYR, NOK, PLN, SAR, SEK, TRY:
0–5000

For ARS, CZK, MXN, THB, TWD, UAH, ZAR: 
0–20000

For INR, JPY, PHP, RUB: 
0–100000

For KRW:
0–1000000

For CLP: 
0–500000

For COP: 
0–2000000

For IDR: 
0–10000000

For VND:
0–20000000

Repeated field

(What is this?)

Submit shipping [shipping] up to 100 times per product
 
File format Example entry
Text feeds

Format the name by including which sub-attributes you're submitting. Include shipping [shipping] and then, in parentheses, add the names of the sub-attributes that you want to submit, separated by a colon (:).

For example, to submit country, postcode and price:

Name    shipping(country:postal_code:price)

If you don't include sub-attributes in the name, we'll assume that your attribute values include all four sub-attributes in this order: 

  1. country [country]
  2. region [region]
  3. service [service]
  4. price [price]

Format the value by submitting the value of each sub-attribute listed in the same order as in the name and separated with a colon ( : ). Don't use quotation marks. For example:

Name        shipping(country:postal_code:price)
Possible value    GB:80302:6.49 GBP

To submit multiple locations, submit the attribute (with the same name) multiple times. For example:

Name        shipping(country:postal_code:price)
Possible value    GB:94002-95460:0 GBP

Name        shipping(country:postal_code:price)
Possible value    GB:900*-901*:15.99 GBP

If you don't want to provide an optional sub-attribute (like service) for a particular product, then still add a colon ( : ), but leave the text blank. For example:

Name        shipping
Possible value    GB:::6.49 GBP

Name        shipping(country:region:price)
Possible value    GB::6.49 GBP

XML feeds

Include the optional sub-attributes if you need them. To specify a delivery cost for different delivery locations, submit multiple shipping [shipping] attributes including the relevant sub-attributes.

<g:shipping>

  <g:country>GB</g:country>

  <g:region>London</g:region>

  <g:service>Ground</g:service>

  <g:price>6.49 GBP</g:price>

</g:shipping>

<g:shipping>

  <g:country>GB</g:country>

  <g:region>London</g:region>

  <g:service>Express</g:service>

  <g:price>15.99 GBP</g:price>

</g:shipping>


For format API information, please see Content API for Shopping.

Guidelines

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

Minimum requirements

These are the requirements that 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 on the Diagnostics page of your Merchant Center account. 

  • Submit complete and correct delivery information and costs. Delivery cost is the most common reason for users abandoning their shopping choices, so providing an accurate cost can make your ads more effective.
    • Include handling and insurance fees. Include all charges for a purchase that include the words 'shipping', 'delivery', 'handling', 'logistics' or 'carrier'.
    • Overestimate if you can’t provide an accurate delivery cost. Match or overestimate the cost users would pay. 
  • Use the rate for delivery directly to an individual. Don’t use other rates such as the rate for delivery to a shop or a rate that requires a membership to be applicable.
  • Display product details on your landing page to all users. Make sure that a user who clicks your ad can see details about your product, even if you don’t deliver to the user’s location. 
  • Comply with local laws when submitting delivery information

Best practices

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

  • Use account delivery settings in Merchant Center. With these settings you can create simple flat rates or complex, custom models. Use the shipping [shipping] attribute as a last resort to override the settings you create in Merchant Center.
  • Submit a shipping price that can be represented in your country of sale's currency (according to ISO 4217). For example, instead of 1.0012 GBP, submit 1.01 GBP. If your price can't be represented in your country of sale's currency, then we'll round it to a value that can. 
  • Don't submit conflicting information if you submit the attribute multiple times. For example, don't submit two different prices for the same region or the same service class.
  • Submit delivery promotions through the Merchant Promotions feed. For example, if you are offering free delivery for a two-week summer sale, upload a delivery promotion in the merchant promotion feed and enter the dates that it is valid for. Using the code will give consumers free delivery when they check out on the website. Learn more about Merchant Promotions.
  • Prominently state all additional charges that are not related to delivery but that are relevant for the purchase during checkout. For example, list import duties, recycling fees, credit card fees and service charges. Don't submit this information as part of the tax or price attributes.
  • Submit delivery costs for any region that you deliver to. If you don't submit a delivery cost for a region that you deliver to, either in your product data or through your account delivery settings, your product or account could be disapproved. 
  • Align your Shopping campaigns in AdWords with your delivery settings and the availability [availability] of your product. Learn how to personalise ads for geographic locations.

Additional guidelines

Review each section closely to determine whether 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.

Sweden or Norway
  • Submit the delivery cost for either a user's address or for a collection point. For Sweden and Norway, if you submit delivery, you can submit the delivery cost to a collection point for the following carriers: PostNord, DHL, Bring and Schenker. Make sure that users understand that you support one of these carriers on your website. 
Exclude delivery destinations
  • Match availability on your landing page with the delivery settings in your product data. If you don't deliver your products across the entire country of sale, only submit delivery cost for the regions that you deliver to.
Delivery from outside the country of sale
  • Prominently state on your landing page that additional customs-related fees may apply. For example, add a disclaimer during checkout so that users are aware of these fees before they place the order. Don't submit import or export-related information as part of the tax or price attributes. Learn more about export requirements
Software subscriptions and downloads
  • Submit delivery cost as 0 (if delivery cost is required for your country of sale) when advertising an intangible product such as a software subscription, digital content or downloadable software. You can submit delivery cost through the shipping [delivery] attribute or through your account delivery settings.

Examples

Text formatting

To format the name, include shipping [delivery], and then in parentheses add the names of the sub-attributes that you're submitting separated by a colon ( : ).tar

For example, to submit country, postcode and price:

Name [name] shipping(country:postal_code:price) [shipping(country:postcode:price)]

Format the value by submitting the value of each sub-attribute listed in the same order as in the name and separated with a colon (:). For example:

Name        shipping(country:postal_code:price) [shipping(country:postcode:price)]
Possible value    US:80302:6.49 GBP
Possible value    US:30*:12.75 GBP

You can also just submit the price. For example:

Name        shipping(price) [shipping(price)]
Possible value    6.49 GBP

If you don't include sub-attributes in the name, still submit values for all 4 sub-attributes in this order: country, region, service, price. For example:

Name        shipping [delivery]
Possible value    US:CA:Express:6.49 GBP

If you don't want to provide an optional sub-attribute (like service) for a particular product, then still add a colon (:), but leave the text blank. For example:

Name        shipping [delivery]
Possible value    US:::6.49 GBP

Name        shipping(country:region:price) [shipping(country:region:price)]
Possible value    US::6.49 GBP

Repeated fields (regional delivery example)

Text

You can submit up to 100 delivery values per item to indicate different costs for individual locations. To submit multiple locations, submit the attribute (with the same name) multiple times. For example:

Product Orthopaedic dog bed
title [title] XXL Orthopaedic Dog Bed
shipping [delivery] US:94002-95460:0 USD
shipping [delivery] US:900*-901*:0 USD
shipping [delivery] US:902*-930*:15.99 USD

    

XML

To submit multiple delivery groups for an XML feed, include a separate attribute for each delivery group. You can submit up to 100 shipping [delivery] attributes for each product.

<g:shipping>
   <g:country>US</g:country>
   <g:region>CA</g:region>
   <g:service>Express</g:service>
   <g:price>0 USD</g:price>
</g:shipping>
<g:shipping>
   <g:country>US</g:country>
   <g:region>OR</g:region>
   <g:service>Ground</g:service>
   <g:price>4.99 USD</g:price>
</g:shipping>
<g:shipping>
   <g:country>US</g:country>
   <g:region>WA</g:region>
   <g:service>Ground</g:service>
   <g:price>6.49 USD</g:price>
</g:shipping>

Postcodes

For United States and Australia, you can submit ZIP or postcodes through the postal_code [postcode] sub-attribute. There are several different ways you can submit these values.

Submit single ZIP or postcode

Include the entire code. For example:

postal_code[postcode]    94043

Submit a range of codes

Include 2 full codes separated by a hyphen (-). For example:

postal_code [postcode]    94002-95460

Submit a range of codes using a wildcard

Include any number of digits followed by an asterisk (*). This example would include all codes starting in 94. For example:

postal_code [postcode]     94*

Submit a range of codes using 2 prefixes with wildcards

Use 2 prefixes with asterisks (*) and a hyphen (-) to create a more narrow range. Use the same number of digits for both prefixes. For example:

postal_code [postcode]    94*-95*

Free delivery, software subscriptions and downloads

Include free delivery by setting the price [price] sub-attribute to 0 in the currency of your country of sale. If your product is intangible, such as with a one-off download or a software subscription, you would also set the delivery to 0. For example:

Product Google Security Software Basic Edition (1-year subscription)
title [title] Google Security Software Basic Edition (1-year subscription)
price [price] 29.90 USD
google_product_category [google_product_category] Software > Computer Software > Antivirus & Security Software
brand [brand] Google
shipping [delivery] US:::0 USD
image_link [image_link] http://www.example.com/image1.jpg
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