Best practices for advertising wireless products and services

Wireless products and services often have more complex pricing and contract models than other products that you may advertise in your Shopping ads.

This article explains how to submit your product data and landing pages for mobile phones or tablets with or without a contract, or prepaid SIM cards.

Illustration of a Nexus phone product ad with rating, description, buy button and carousel of additional product views.

Benefits

  • Reach the right customers. Details in your product data and landing pages allow Google to understand what you're selling, and then to show your ads to people based on the type of products that they're looking for.
  • Keep products approved. Submitting incorrect or inconsistent product data may lead to item disapprovals or account enforcement, so make sure that your product data is always up to date.

Submit accurate product data for your wireless products and services

Follow the standard requirements

People are looking for specific product information when they're searching for wireless products and services. Ensure that they get the information that they need by submitting all required product attributes. Note that your price [price] attribute must include all activation charges, as well as other fees that will be applied during checkout. Each product variant (for example, color [colour] or size [size]) must also be submitted as a separate item within your product data.

Learn more about the minimum requirements for submitting your product data

Mobile phones, tablets or prepaid SIM cards for a fixed price

Mobile phones, tablets or prepaid SIM cards can be advertised in any country when paid in full up front and not combined with additional monthly device instalment payments or a wireless subscription plan. You can use the price [price] attribute (not 0) to provide the full price.

Mobile phones or tablets with subscription plan and/or instalments

Eligibility to advertise certain types of products varies from country to country. Check to see if your products and services can be sold in your desired target country of sale.

United States

You can provide the option to purchase your mobile phone or tablet with an up-front payment and additional monthly instalment payments

  • Price is required and represents the full up-front payment for your product, including any activation fees and device down payment.
  • Instalments are optional and provide an alternative way of paying for your product in monthly payments, or an additional payment along with the price.
  • The price for your product can be 0 when you provide instalment payment options

Note: The subscription_cost [subscription_cost] attribute is not available in this country.

Price

Use the price [price] attribute to submit a one-off payment to start a subscription plan as well as a single down payment required to purchase the product. Merchants and service providers will often require a substantial deposit for high-cost items, or a fee for a new SIM card that the customer is required to accept with a new phone. Submit the price [price] attribute as the sum of the activation fee and the down payment. If the customer is paying for the device in full, the price [price] attribute will include the full cost of the device in addition to any other fees.

Instalment

Use the installment [instalment] attribute to submit a series of payments over time to pay back the cost of the product. Wireless products typically follow an instalment payment model in order to make it easier for customers to buy an expensive device.

The currency amount that you submit in the installment [instalment] attribute is the amount of a single monthly repayment, not the total of all the monthly repayments. This figure specifically does not include any money used to pay for the telecom services. To simplify the customer experience, it is recommended that you use the same number of months for both your instalment payments and your subscription plan agreements.

Bear in mind that if you submit both an instalment and a price value greater than 0, only one will be shown, so it's recommended that you only use one.

Note: The installment [instalment] attribute can only be used for mobile phones or tablets.

Title

Use the title [title] attribute to specify that the product that you are selling is sold with instalment payments, e.g. Google Pixel 5" 32 GB Very Silver (with 12 monthly instalment payments).

 

Example of mobile phones without a subscription plan, sold at a fixed price

Follow the same standard as other product types when submitting mobile phones without a subscription plan, 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" 32 GB Very Silver
Attribute Product Data
id [id] _pixel_phone_silver_32gb
title [title] Google Pixel 5" 32 GB Very Silver
link [link] https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb
image_link [image_link] https://store.google.com/product/pixel_phone/silver.png
availability [availability] In Stock
price [price] 649.00 USD
installment [instalment] (must be empty)
subscription_cost [subscription_cost] (must be empty)
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile phones
brand [brand] Google
gtin [gtin] 00821793049157
mpn [mpn] G-2PW4100-021-B
condition [condition] New
color [colour] Very Silver
shipping [delivery] 0.00 USD
Example of mobile phones without a service contract, sold in instalments

You may advertise mobile devices with monthly instalments, but you may not bundle them with a service contract. Specify in your title that your wireless product comes with an instalment plan of a certain duration.

You must submit the price of the down payment (as low as 0 USD) for the mobile device in the price [price] attribute.

Bear in mind that the installment [instalment] attribute is only available for mobile phones or tablets.

Product data for Google Pixel 5" 32 GB Very Silver, sold in 12 monthly payments of 60 USD each with zero down payment
Attribute Product Data
id [id] _pixel_phone_silver_32gb_12month_instalments
title [title] Google Pixel 5" 32 GB Very Silver (with 12 monthly payments)
link [link] https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb
image_link [image_link] https://store.google.com/product/pixel_phone/silver.png
availability [availability] In Stock
price [price] 0.00 USD
installment [instalment] 12:60.00 USD
subscription_cost [subscription_cost] (must be empty)
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile phones
brand [brand] Google
gtin [gtin] 00821793049157
mpn [mpn] G-2PW4100-021-B
condition [condition] New
color [colour] Very Silver
shipping [delivery] 0.00 USD
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 Operator Prepaid 3-in-1 SIM Kit, no service contract included
Attribute Product Data
id [id] prepaid_3in1_sim_kit
title [title] XYZ Network Prepaid 3-in-1 SIM Kit
link [link] https://www.xyzcarrier.com/product/prepaid_3in1_sim_kit.html
image_link [image_link] http://www.xyzcarrier.com/simcard.jpg
availability [availability] In Stock
price [price] 20.00 USD
installment [instalment] (must be empty)
subscription_cost [subscription_cost] (must be empty)
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile Phone Accessories > Mobile Phone Pre-Paid Cards & SIM Cards
brand [brand] XYZ Network
gtin [gtin] XYZ-12345
mpn [mpn] 123456789012
condition [condition] New
color [colour] Very Silver
shipping [delivery] 0.00 USD
 

Argentina, Brazil, Colombia, Chile, Mexico

You can only provide the option to purchase your mobile phone or tablet in monthly instalment payments.

  • Price is required and represents the full price (never 0) when your product is paid in full up front.
  • Instalments are optional and provide an alternative way of paying for your product in monthly payments.

Note: The subscription_cost [subscription_cost] attribute is not available in these countries.

Price

Use the price [price] attribute to submit the full up-front cost of the device.

Instalment

Use the installment [instalment] attribute to show the alternative device cost, broken down in monthly instalments

Title

Use the title [title] attribute to specify that the product that you are selling is sold in instalments, e.g. Google Pixel 5" 32 GB Very Silver (with 12 monthly payments).

Example of mobile phones without a subscription plan, sold at a fixed price

Follow the same standard as other product types when submitting mobile phones without a subscription plan, 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" 32 GB Very Silver
Attribute Product Data
id [id] _pixel_phone_silver_32gb
title [title] Google Pixel 5" 32 GB Very Silver
link [link] https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb
image_link [image_link] https://store.google.com/product/pixel_phone/silver.png
availability [availability] In Stock
price [price] 649.00 BRL
installment [instalment] (must be empty)
subscription_cost [subscription_cost] (must be empty)
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile phones
brand [brand] Google
gtin [gtin] 00821793049157
mpn [mpn] G-2PW4100-021-B
condition [condition] New
color [colour] Very Silver
shipping [delivery] 0.00 BRL

Example of mobile phones without a subscription plan, sold in instalments

You may advertise mobile devices with monthly instalments, but you may not bundle them with a service contract. Specify in your title that your wireless product comes with an instalment plan of a certain duration.

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

Bear in mind that the installment [instalment] attribute is only available for mobile phones and tablets.

Product data for Google Pixel 5" 32 GB Very Silver, sold in 12 monthly payments of 60 BRL each with zero down payment
Attribute Product Data
id [id] _pixel_phone_silver_32gb_12month_instalments
title [title] Google Pixel 5" 32 GB Very Silver (with 12 monthly payments)
link [link] https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb
image_link [image_link] https://store.google.com/product/pixel_phone/silver.png
availability [availability] In Stock
price [price] 700.00 BRL
installment [instalment] 12:60.00 BRL
subscription_cost [subscription_cost] (must be empty)
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile phones
brand [brand] Google
gtin [gtin] 00821793049157
mpn [mpn] G-2PW4100-021-B
condition [condition] New
color [colour] Very Silver
shipping [delivery] 0.00 BRL

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 Operator Prepaid 3-in-1 SIM Kit, no service contract included
Attribute Product Data
id [id] prepaid_3in1_sim_kit
title [title] XYZ Network Prepaid 3-in-1 SIM Kit
link [link] https://www.xyzcarrier.com/product/prepaid_3in1_sim_kit.html
image_link [image_link] http://www.xyzcarrier.com/simcard.jpg
availability [availability] In Stock
price [price] 20.00 BRL
installment [instalment] (must be empty)
subscription_cost [subscription_cost] (must be empty)
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile Phone Accessories > Mobile Phone Pre-Paid Cards & SIM Cards
brand [brand] XYZ Network
gtin [gtin] XYZ-12345
mpn [mpn] 123456789012
condition [condition] New
color [colour] Very Silver
shipping [delivery] 0.00 BRL
 
 

Australia, Austria, Belgium, Canada, Czechia, Denmark, France, Germany, Hong Kong, India, Ireland, Israel, Italy, Japan, Malaysia, New Zealand, Norway, Poland, Portugal, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates, United Kingdom

You can provide the option to purchase a mobile phone or tablet with an up-front payment and an additional monthly device instalment payment and/or a wireless subscription plan.

  • Price is required and represents the full up-front payment for your product, including any activation fees and device down payment.

    • Activation fees occur for wireless service subscription plans or offers with wireless subscription plans. Fees can include the cost of mandatory, prepaid SIM cards and service down payment.

  • Instalments are optional and provide a way to show additional monthly instalment payments for your device.

  • Subscription cost is optional and provides the additional monthly cost for a wireless subscription plan.

  • You can provide instalments, subscription cost or both.

  • Your price can be 0 when you provide instalments, subscription cost or both.

Subscription cost

Use the subscription_cost [subscription_cost] attribute to submit a series of payments made over a period of time for the telecom services that are bundled with a wireless product offer. Payments are usually made for 6, 12 or 24 months. The currency amount submitted in the feed is a single monthly charge, rather than the total of all the monthly service charges. The subscription plan cost does not include any money used to repay the initial cost of the phone.

Note: When displaying the subscription plan cost, Google may round up to the nearest whole unit of local currency to save space. If the installment [instalment] attribute is also provided, the value of the first instalment payment will be added to the value of the subscription plan cost before rounding up. The provided value must still exactly match the amount as shown on your site.

You should not submit the subscription_cost [subscription_cost] attribute for prepaid SIM cards since the full price is paid in advance.

Price

Use the price [price] attribute to submit a single down payment required to purchase the product. Merchants and service providers will often require a substantial deposit for high-cost items.This may just be the cost of a new SIM card that the customer is required to accept with a new phone. Submit the price [price] attribute as the sum of the activation fee and the down payment.

When there is no down payment required for an offer, the customer may still be required to make the first of the instalment payments when they purchase the product, but this is not considered as a down payment in the feed. Submit the correct values for the installment [instalment] attribute, and submit 0 for the price [price] attribute.

If a product offer has no subscription cost or instalment, the down payment is the normal purchase price, and a value for a down payment is submitted in the same attribute as a normal price.

All costs associated with a wireless product or service must be submitted in a single currency.

Instalments

Use the installment [instalment] attribute to submit a series of payments over time to pay back the cost of the product. Wireless products typically follow an instalment payment model in order to make it easier for customers to buy an expensive device.

The currency amount that you submit in the installment [instalment] attribute is the amount of a single monthly repayment, not the total of all the monthly repayments. This figure does not include any money used to pay for the telecom services. To simplify the customer experience, it is recommended that you use the same number of months for both your instalment payments and subscription plan agreements. If you use a different number of months for these two agreements – for example, 12 months for the subscription plan and 6 months for the instalment payments – then the highest monthly payment will be shown.

Title

Use the title [title] attribute to specify that the product that you are selling is sold in instalments and/or bundled with a subscription plan, e.g. Google Pixel 5" 32 GB Very Silver (with contract, 12 monthly instalment payments)

   Example of mobile phones without a subscription plan, sold at a fixed price

Follow the same standard as other product types when submitting mobile phones without a subscription plan, 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" 32 GB Very Silver
Attribute Product Data
id [id] _pixel_phone_silver_32gb
title [title] Google Pixel 5" 32 GB Very Silver
link [link] https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb
image_link [image_link] https://store.google.com/product/pixel_phone/silver.png
availability [availability] In Stock
price [price] 649.00 EUR
installment [instalment] (must be empty)
subscription_cost [subscription_cost] (must be empty)
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile phones
brand [brand] Google
gtin [gtin] 00821793049157
mpn [mpn] G-2PW4100-021-B
condition [condition] New
color [colour] Very Silver
shipping [delivery] 0.00 EUR
   Example of mobile phones without a subscription plan sold in instalments

You may include text in your product title that says that this wireless product is sold with instalment payments of a certain duration.

Product data for Google Pixel 5" 32 GB Very Silver, sold in 12 monthly payments of 60 EUR each with zero down payment
Attribute Product Data
id [id] _pixel_phone_silver_32gb_12month_instalments
title [title] Google Pixel 5" 32 GB Very Silver (with 12 monthly payments)
link [link] https://store.google.com/product/pixel_phone?sku=_pixel_phone_silver_32gb
image_link [image_link] https://store.google.com/product/pixel_phone/silver.png
availability [availability] In Stock
price [price] 0.00 EUR
installment [instalment] 12:60.00 EUR
subscription_cost [subscription_cost] (must be empty)
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile phones
brand [brand] Google
gtin [gtin] 00821793049157
mpn [mpn] G-2PW4100-021-B
condition [condition] New
color [colour] Very Silver
shipping [delivery] 0.00 EUR
   Example of mobile phones bundled with a subscription plan sold in instalments

Submit a value (as low as 0) for the down payment in the price [price] attribute, and include any activation fees or one-off charges (for example, a new SIM card) that are required for the subscription plan. You may include text in your product title that says that this wireless product is sold with a subscription plan of a certain duration.

Product data for Google Pixel 5" 32 GB Very Silver with 12-month subscription plan and paid in 12 instalments
Attribute Product Data
id [id] _pixel_phone_silver_32gb_12month_contract
title [title] Google Pixel 5" 32 GB Very Silver (with contract, 12 monthly payments)
link [link] https://store.google.co.uk/product/pixel_phone?sku=_pixel_phone_silver_32gb_12month_contract&contract=yes
image_link [image_link] https://store.google.com/product/pixel_phone/silver.png
availability [availability] In Stock
price [price] 0.00 EUR
installment [instalment] 12:30.00 EUR
subscription_cost [subscription_cost] month:12:35.00 EUR
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile phones
brand [brand] Google
gtin [gtin] 00821793049157
mpn [mpn] G-2PW4100-021-B
condition [condition] New
color [colour] Very Silver
shipping [delivery] 0.00 EUR
   Example of mobile phones bundled with a subscription, plan sold in instalments with a down payment

Submit the total of the down payment and activation fees in the price attribute. You may include text in your product title that says that this wireless product is sold with a subscription plan of a certain duration and that it is bundled with a new SIM card.

Product data for Google Pixel 5" 32 GB Very Silver with 12-month subscription plan and paid in 12 instalments

with a down payment (100 EUR)

Attribute Product Data
id [id] _pixel_phone_silver_32gb_12month_contract
title [title] Google Pixel 5" 32 GB Very Silver (with contract, 12 monthly payments)
link [link] https://store.google.co.uk/product/pixel_phone?sku=_pixel_phone_silver_32gb_12month_contract&contract=yes
image_link [image_link] https://store.google.com/product/pixel_phone/silver.png
availability [availability] In Stock
price [price] 220.00 EUR (120 EUR activation fees + 100 EUR down payment)
installment [instalment] 12:20.00 EUR (less because of the down payment)
subscription_cost [subscription_cost] month:12:25.00 EUR (less because of the activation fees)
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile phones
brand [brand] Google
gtin [gtin] 00821793049157
mpn [mpn] G-2PW4100-021-B
condition [condition] New
color [colour] Very Silver
shipping [delivery] 0.00 EUR
   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 Operator Prepaid 3-in-1 SIM Kit, no service contract included
Attribute Product Data
id [id] prepaid_3in1_sim_kit
title [title] XYZ Network Prepaid 3-in-1 SIM Kit
link [link] https://www.xyzcarrier.com/product/prepaid_3in1_sim_kit.html
image_link [image_link] http://www.xyzcarrier.com/simcard.jpg
availability [availability] In Stock
price [price] 20.00 EUR
installment [instalment] (must be empty)
subscription_cost [subscription_cost] (must be empty)
google_product_category [google_product_category] Electronics > Communications > Telephony > Mobile Phone Accessories > Mobile Phone Pre-Paid Cards & SIM Cards
brand [brand] XYZ Network
gtin [gtin] XYZ-12345
mpn [mpn] 123456789012
condition [condition] New
color [colour] Very Silver
shipping [delivery] 0.00 EUR

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 ensure that your product can be advertised on the actual launch date. You can upload your new product data:

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

Especially for new product launches, make sure that you submit accurate and optimised product information to set your Shopping ads for success. Obtain the correct GTINs, optimise your product title [title] to display the important product information, and build your values for the product_type [product_type] attribute 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 in Shopping ads. Instead, try using Google Ads text ads with price extensions to get your service plans in front of potential customers. Learn more about price extensions

Optimise 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 that 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 customer experience, make sure that you lead people to a landing page with the pre-selected mobile phone variant that corresponds to your Shopping ad. This way, when someone clicks through from your ad, they will see the same product variant that they were searching for.

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

Additionally, you can allow Google 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 read your site and pull product data directly from your HTML source code. Learn more about structured data markup

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

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

URL parameters for colour options:
You can pre-select variants to distinguish different colour options on the same landing page by adding URL parameters, such as 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 colour options:
You can annotate variants on the same landing page by embedding structured data markup into your landing page's source code, such as 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">
    prop="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 instalment options

Landing page example:

URL parameters for instalment durations:

You can pre-select variants to distinguish different instalment durations on the same landing page by adding URL parameters, such as the following:

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

Structured data markup for instalment durations:

You can annotate variants on the same landing page by embedding structured data markup into your landing page's source code, such as the following:

  • Phone variant with 6 month instalments:
    <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="USD"/>
    <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 instalments:
    <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="USD"/>
    <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, such as 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, such as 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" 32 GB 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="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="USD"/>

    <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 optimisation

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 Google Ads for better campaign management and optimisation. Learn more about custom labels

Example: Create custom labels through Feed Rules for price buckets

Let's say that 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, such as 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 that you may have submitted for 'custom label 0'


Submitting high-quality product information and landing pages is the backbone of running successful Shopping campaigns. Take steps today to incorporate these best practices for improving and optimising your product data. The more relevant and clear the information that you can provide, the more sales you'll be likely to drive for your wireless products and services.

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