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Best practices for advertising wireless products and services

Consumers and businesses come to Google Shopping to search for wireless products and services everyday. Take advantage of this opportunity by showcasing your products to potential customers with Shopping ads. This article explains how to submit your product data and landing pages for mobile phones with or without a contract, or prepaid SIM cards.

Benefits

  • Reach the right customers. Details in your product data and landing pages allow us to understand what you're selling, and help show your ads to people based on the type of products they're looking for.
  • Keep products approved. Submitting incorrect or inconsistent product data may cause item or account disapprovals.

Check if you’re eligible to sell in your target countries

Eligibility to advertise certain product types varies from country to country. Check the table below to see if your products and services can be sold in your desired target country.

List of eligible countries for Shopping ads
Target
Country
Mobile phones without a contract, Fixed price Mobile phones without contract, Installments Mobile phones with contract Prepaid SIM cards, 
Fixed price

 
Brazil 
Mexico
United States
 

Australia
Austria
Belgium
Canada
Czech Republic
Denmark
France
Germany
India
Ireland
Italy
Japan
Malaysia
Netherlands
New Zealand
Norway
Poland
Portugal
Russia
Singapore
South Africa
Spain
Sweden
Switzerland
Turkey
United Arab Emirates
United Kingdom

 

Submit accurate product data for your wireless products and services

Follow the standard requirements

Customers are looking for specific product information when they’re searching and considering wireless products and services. Provide the information they need to make an informed decision by submitting required product attributes. Note that your price attribute must include all activation charges as well as other fees that will be applied during checkout. Each product variant (e.g. unique colors or sizes) must also be submitted as a separate item within your product data. Review the minimum requirements for submitting your product data.

Depending on what wireless products and services you’re selling, the examples below show some additional requirements.

Example of mobile phones without a service contract, sold at a fixed price

Follow the same standard as other product types when submitting mobile phones without a service contract, sold at a fixed price. As expected, the price submitted should be the fixed price (greater than 0) of the mobile device alone.

Product Data for Google Pixel 5” 32GB Very Silver
Attribute Product Data
id _pixel_phone_silver_32gb
title Google Pixel 5” 32GB Very Silver
link https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb
image_link https://store.google.com/product/pixel_phone/silver.png
availability     In Stock
price 649.00 USD
google_product_category Electronics > Communications > Telephone > Mobile Phones
brand Google
gtin 00821793049157
mpn G-2PW4100-021-B
condition New
color Very Silver
shipping 0.00 USD
Example of mobile phones without a service contract, sold in installments

You may only advertise mobile devices with monthly installments, but not bundled with a service contract, in the United States and Brazil. Specify in your title that your wireless product comes with an installment plan of a certain duration.

In the United States, you must submit only the price of the downpayment (as low as 0 USD) for the mobile device in the price attribute.

Product Data for Google Pixel 5” 32GB Very Silver,  sold in 12 monthly payments with zero downpayments
Attribute Product Data
id _pixel_phone_silver_32gb_12month_installments
title Google Pixel 5” 32GB Very Silver (with 12 monthly payments)
link https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb
image_link https://store.google.com/product/pixel_phone/silver.png
availability     In Stock
price 0.00 USD
google_product_category Electronics > Communications > Telephone > Mobile Phones
brand Google
gtin 00821793049157
mpn G-2PW4100-021-B
condition New
color Very Silver
shipping 0.00 USD

 

In Brazil and Mexico, you must submit the total price (greater than 0 BRL/MXN) of the mobile device in the price attribute. You must also include the number of monthly installment payments and the amount (including BRL/MXN) per monthly installment in the installment attribute.

Dados do produto para Google Pixel 5” 32GB Muito Prata, vendido com 12 pagamentos mensais e não adiantamento
Attribute Product Data
id [código] _pixel_phone_silver_32gb_12month_installments
title [título] Google Pixel 5” 32GB Muito Prata (com 12 pagamentos mensais)
link https://store.google.com.br/product/pixel_phone?sku=_pixel_phone_silver_32gb
image_link [link_​da_​imagem] https://store.google.com.br/product/pixel_phone/silver.png
availability [disponibilidade] em estoque
price [preço] 2,549.04 BRL
installment [parcelas] 24:106.21 BRL
google_product_category
[categoria_google_do_produto]
Eletrônicos > Comunicações > Telefonia > Celulares
brand Google
gtin [marca] 00821793049157
mpn G-2PW4100-021-B
condition [estado] novo
color [cor] Muito Prata
shipping [frete] 0.00 BRL 
Example of mobile phones bundled with a service contract

Submit a value (as low as 0) for the downpayment in the price attribute to indicate that the price of your mobile device is subsidized when bundled with a service contract. Specify in your title that your wireless product requires a contract of a certain duration. 

Product Data for Google Pixel 5” 32GB Very Silver with 12-month contract
Attribute Product Data
id _pixel_phone_silver_32gb_12month_contract
title Google Pixel 5” 32GB Very Silver (with contract, 12 monthly payments)
link https://store.google.co.uk/product/pixel_phone?sku=_pixel_phone_silver_32gb_12month_contract&contract=yes
image_link https://store.google.com/product/pixel_phone/silver.png
availability     In Stock
price 0.00 GBP
google_product_category Electronics > Communications > Telephone > Mobile Phones
brand Google
gtin 00821793049157
mpn G-2PW4100-021-B
condition New
color Very Silver
shipping 0.00 GBP
Example of prepaid SIM cards

Similar to submitting mobile phones without a service contract, sold at a fixed price, your product data for prepaid SIM cards should follow the standard requirements of the product data specification.

Product Data for XYZ Carrier Prepaid 3-in-1 SIM Kit
Attribute Product Data
id prepaid_3in1_sim_kit
title XYZ Carrier Prepaid 3-in-1 SIM Kit
link https://www.xyzcarrier.com/product/prepaid_3in1_sim_kit.html
image_link http://www.xyzcarrier.com/simcard.jpg
availability     In Stock
price 20.00 USD
google_product_category Electronics > Communications > Telephones > Mobile Phone Accessories > Mobile Phone Pre-Paid Cards & SIM Cards
brand XYZ Carrier
gtin XYZ-12345
mpn 123456789012
condition New
color Very Silver
shipping 0.00 USD

Get your product data in Merchant Center early for new product launches

If you have a specific launch date for a new wireless product, submit your product data early to allow time for Google to crawl and validate your product data. Taking this extra step will will ensure that your product can be advertised on Google Shopping on the actual launch date. You can upload your new product data:

  • Before the launch date (recommended) so your product data and campaign setup can ramp up leading to the actual launch announcement. Set the availability to the “preorder” value, and the availability_date to the official release date of the product. This will also allow you to take orders for the product even before the product is released for sale.
  • On or after the launch date, but be aware that it can take up to 72 hours for feed processing to complete. Submit your product data as soon as possible to avoid errors and set the availability to the “in stock” value.

Especially for new product launches, make sure to submit accurate and optimized product information to set your Shopping ads for success. Obtain the correct GTINs, optimize your product title to display the important product information, and build your product_type to at least three levels to capture the most relevant search traffic.

Use text ads with price extensions to support SIM-only service contracts

Selling SIM-only service contracts without a mobile phone is currently not supported on Google Shopping. Instead, try using AdWords text ads with price extensions to get your service plans in front of potential customers. Read more about price extensions.

Optimize your landing pages for wireless products and services

When users click through to your landing page from your Shopping ad, your product information must match on the landing page to create the most seamless user experience. If activation charges or other fees will be applied at checkout, make sure this information is clearly displayed on your landing page before your customer enters your checkout flow. Excluding or showing different product information can mislead and frustrate your customers. Read more about landing page requirements.

Pre-select and mark up wireless product variants on your landing page

To ensure the most consistent experience, make sure to lead users to a landing page with the preselected mobile phone variant that corresponds to your Shopping ad. This way, when a user clicks through from your ad, they will see the same product variant that they were searching for.

One way of preselecting product variants is by appending unique URL parameters to your link attribute. Always test if your landing page passes the URL parameter back properly and behaves as expected. For example, your landing page should load a preselected radio button or drop-down selection of the respective phone variant.

In addition, you can also allow Google Shopping to pull in product information for multiple variants on the same landing page by adding structured data markup to your landing page’s source code. Structured data markup lets Google Shopping read your site and pull product data directly from your HTML source code. Read more about structured data markup.

By implementing structured data markup and enabling automatic item updates, you can maintain accurate product information automatically, like price and availability. Read more about automatic item updates.

Example: Use URL parameters and structured data markup for phone color variants

URL parameters for color options:
You can pre-select variants to distinguish different color options on the same landing page by adding URL parameters like the following:

  • Silver phone variant:
    https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb
  • Black phone variant:
    https://store.google.com/product/pixel_phone?sku=_pixel_phone_black_32gb

Structured data markup for color options:
You can annotate variants on the same landing page by embedding structured data markup into your landing page’s source code like the following:

  • Silver phone variant:
    <span itemscope itemtype="http://schema.org/Product">
       
    <meta itemprop="sku" content="_pixel_phone_silver_32gb">
        <meta itemprop="gtin14" content="00821793049157">
        <meta itemprop="mpn" content="G-2PW4100-021-B">
        <meta itemprop="name" content="Google Pixel 5” 32GB Very Silver">

        <meta itemprop="brand" content="Google">
       
    <meta itemprop="color" content="Silver">
        <span itemprop="offers" itemscope itemtype="http://schema.org/Offer">
            <meta itemprop="priceCurrency" content="USD"/>
            <meta itemprop="price" content="649.00">
            <link itemprop="itemCondition" href="http://schema.org/NewCondition"/>
            <link itemprop="availability" href="http://schema.org/InStock"/>
        </span>
    </span>
  • Black phone variant:
    <span itemscope itemtype="http://schema.org/Product">
       
    <meta itemprop="sku" content="_pixel_phone_black_32gb">
        <meta itemprop="gtin14" content="00821793049065">
        <meta itemprop="mpn" content="G-2PW4100-011-A">
        <meta itemprop="name" content="Google Pixel 5” 32GB Quite Black">

        <meta itemprop="brand" content="Google">
       
    <meta itemprop="color" content="Black">
        <span itemprop="offers" itemscope itemtype="http://schema.org/Offer">
            <meta itemprop="priceCurrency" content="USD"/>
            <meta itemprop="price" content="649.00">
            <link itemprop="itemCondition" href="http://schema.org/NewCondition"/>
            <link itemprop="availability" href="http://schema.org/InStock"/>
        </span>
    </span>
Example: Use URL parameters and structured data markup for installment options

Landing page example:

URL parameters for installment durations:

You can pre-select variants to distinguish different installment durations on the same landing page by adding URL parameters like the following:

  • Phone variant with 6-month installments:
    https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb&installments=6
  • Phone variant with 24-month installments:
    https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb&installments=24

Structured data markup for installment durations:

You can annotate variants on the same landing page by embedding structured data markup into your landing page’s source code like the following:

  • Phone variant with 6-month installments:
    <span itemscope itemtype="http://schema.org/Product">
     
      <meta itemprop="sku" content="_pixel_phone_silver_32gb_6month_installments">
        <meta itemprop="gtin14" content="00821793049157">
        <meta itemprop="mpn" content="G-2PW4100-021-B">
       
    <meta itemprop="name" content="Google Pixel 5” 32GB Very Silver (with 6 monthly payments)">
        <meta itemprop="brand" content="Google">
        <meta itemprop="color" content="Silver">
        <span itemprop="offers" itemscope itemtype="http://schema.org/Offer">
            <meta itemprop="priceCurrency" content="BRL"/>
            <meta itemprop="price" content="2549.04">
            <meta itemprop="loanPaymentFrequency" content="1">
           
    <meta itemprop="numberOfLoanPayments" content="6">
            <meta itemprop="loanPaymentAmount" content="424.83">

            <link itemprop="itemCondition" href="http://schema.org/NewCondition"/>
            <link itemprop="availability" href="http://schema.org/InStock"/>
        </span>
    </span>
  • Phone variant with 24-month installments:
    <span itemscope itemtype="http://schema.org/Product">
       
    <meta itemprop="sku" content="_pixel_phone_silver_32gb_24month_installments">
        <meta itemprop="gtin14" content="00821793049157">
        <meta itemprop="mpn" content="G-2PW4100-021-B">
       
    <meta itemprop="name" content="Google Pixel 5” 32GB Very Silver (with 24 monthly payments)">
        <meta itemprop="brand" content="Google">
        <meta itemprop="color" content="Silver">
        <span itemprop="offers" itemscope itemtype="http://schema.org/Offer">
            <meta itemprop="priceCurrency" content="BRL"/>
            <meta itemprop="price" content="2549.04">
            <meta itemprop="loanPaymentFrequency" content="1">
           
    <meta itemprop="numberOfLoanPayments" content="24">
            <meta itemprop="loanPaymentAmount" content="106.21">

            <link itemprop="itemCondition" href="http://schema.org/NewCondition"/>
            <link itemprop="availability" href="http://schema.org/InStock"/>
        </span>
    </span>
Example: Use URL parameters and structured data markup for service contract options

Landing page example:

URL parameters for service contract options:

You can pre-select variants to distinguish fixed price versus service contract pricing options on the same landing page by adding URL parameters like the following:

  • Phone variant without a service contract:
    https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb&contract=no
  • Phone variant with a service contract:
    https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb&contract=yes

Structured data markup for service contracts options:

You can annotate variants on the same landing page by embedding structured data markup into your landing page’s source code like the following:

  • Phone variant without a service contract:
    <span itemscope itemtype="http://schema.org/Product">
       
    <meta itemprop="sku" content="_pixel_phone_silver_32gb">
        <meta itemprop="gtin14" content="00821793049157">
        <meta itemprop="mpn" content="G-2PW4100-021-B">
       
    <meta itemprop="name" content="Google Pixel 5” 32GB Very Silver">
        <meta itemprop="brand" content="Google">
        <meta itemprop="color" content="Silver">
        <span itemprop="offers" itemscope itemtype="http://schema.org/Offer">
            <meta itemprop="priceCurrency" content="GBP"/>
           
    <meta itemprop="price" content="599.00">
            <link itemprop="itemCondition" href="http://schema.org/NewCondition"/>
            <link itemprop="availability" href="http://schema.org/InStock"/>
        </span>
    </span>
  • Phone variant with a service contract:
    <span itemscope itemtype="http://schema.org/Product">
       
    <meta itemprop="sku" content="_pixel_phone_silver_32gb_12_month_contract">
        <meta itemprop="gtin14" content="00821793049157">
        <meta itemprop="mpn" content="G-2PW4100-021-B">
       
    <meta itemprop="name" content="Google Pixel 5” 32GB Very Silver (with 12-month contract)">
        <meta itemprop="brand" content="Google">
        <meta itemprop="color" content="Silver">
        <span itemprop="offers" itemscope itemtype="http://schema.org/Offer">
            <meta itemprop="priceCurrency" content="GBP"/>
           
    <meta itemprop="price" content="0.00">
            <link itemprop="itemCondition" href="http://schema.org/NewCondition"/>
            <link itemprop="availability" href="http://schema.org/InStock"/>
           
    <meta itemprop="requiresSubscription" content="True">
        </span>
    </span>

Simplify the purchase flow to a single landing page

Make it easier for your customers to choose and purchase their desired wireless product and service bundle on the same landing page. Separating the purchase flow across multiple pages can cause your customers to bounce from your site before completing the purchase.

Use Feed Rules to create custom labels for campaign optimization

Feed Rules offer a simple and powerful way to transform your product data within Merchant Center. Learn more about Feed Rules.

You can use Feed Rules to apply a custom label for specific products to group your inventory. Then, you can use those custom labels to create ad or product groups in AdWords for better campaign management and optimization. Learn more about Custom Labels.

Example: Create custom labels through Feed Rules for price buckets

Let’s say you have high-priced wireless products and services that deliver a higher return than your low-priced products and services. You can use a conditional Feed Rule to apply custom labels based on price values, like the following:

Conditions:

  • Low-priced phones ($0-$200)
  • Mid-priced phones ($200-$500)
  • High-priced phones ($500+)

Feed Rule:

IF ‘price’ is in range ‘0’ AND ‘200.00’ THEN set the value for ‘custom label 0’ to ‘Low-Price’ ELSE

IF ‘price’ is in range ‘200.01’ AND ‘500.00’ THEN set the value for ‘custom label 0’ to ‘Mid-Price’ ELSE

IF ‘price’ is greater than or equal to ‘500.01’ THEN set the value for ‘custom label 0’ to ‘High-Price’

ELSE preserve any value you may have submitted for ‘custom label 0’

Conclusion

Submitting high-quality product information and landing pages is the backbone to running successful Shopping campaigns. Take steps today to incorporate these best practices for improving and optimizing your product data. The more relevant and clear information you can provide, the more sales you’ll likely drive for your wireless products and services. Once you’ve successfully submitted, check out our guide on how to promote your wireless products and services on AdWords.

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