Best practices for listing your products for free on Google

Merchant Center allows you to list your products for free on Google properties, including Google Search, the Shopping tab and Google Images.

Free product listings can appear on Google Search and Google Images. Free enhanced listings appear on the Shopping tab. Learn more about the different standard listing types and availability by country

Standard and enhanced listings have different data requirements. Learn more about data required for standard and enhanced listings

Note: Third-party tracking can't separate out standard vs enhanced traffic. Tracking parameters in the link [link] or mobile link [mobile_link] attributes will result in all unpaid product listing traffic related to these URLs being aggregated together.

Follow these best practices to help your products appear in free standard and enhanced listings.

Use a Merchant Center product feed

For best results, we recommend uploading your products in a Merchant Center product feed. Merchant Center is a free tool that allows you to upload your product data directly to Google to ensure that it's comprehensive and up to date. Learn more about creating a product feed

Ensure that your feed includes free listings as a destination

If you have existing feeds already uploaded to Merchant Center, your feeds are likely already opted in to free listings. You can confirm by checking the destination setting of the feed in the Merchant Center.

  1. Sign in to your Merchant Center account.
  2. Click Products in the main left-hand navigation menu.
  3. Click Feeds to see settings for your different feeds.
  4. In the 'Destination' column, you should see 'Free product listings'.

If you're not opted in, click Growth and then Manage programmes in the left navigation menu. Then, click the feature card and follow the instructions.

Help Google understand the products that you're selling

Google tries to match your product information with the most relevant queries. Strong product identifiers like Global Trade Item Numbers (GTINs), Manufacturer Part Numbers (MPNs) and brand names help increase Google's understanding of products in your feed. If you don't supply these attributes, it's less likely that we'll be able to match your offers to products, and your products are less likely to be shown for relevant queries.
For listings of specific products, it's best to include at least one of these in your product data:
  • Global Trade Item Numbers (GTIN)
    • Note: Submit these for all products for which GTINs exist.
  • Brand and Manufacturer Part Numbers (MPN)

Learn more about unique product identifiers

Clothing-specific data to include in more visual listings

In addition to the minimum set of data attributes required to submit products, also consider the following best practices if you want your clothing and accessories products to be eligible to appear in free listings.
Use Merchant Center product data attributes to specify common differences in different product options ('product variants')
  • Item group ID [item_group_id]: Use this attribute to group product variants together in your data. Follow the best practices for the item group ID attribute to ensure that your variants are submitted correctly.
  • Colour [color]: Submit the primary colour of your product. If your product has variants that vary by colour, use the item group ID [item_group_id] attribute to submit each of your variants by colour.
  • Size [size]: Use these attributes to specify the standardised size of your product. If your product has variants that vary by size, use the item group ID [item_group_id] attribute to submit each of your variants by size.
  • Pattern [pattern]: Use this to describe the pattern or graphic print on your product. If your product has variants that vary by pattern, use the item group ID [item_group_id] attribute to submit each of your variants by pattern.
  • Material [material]: Indicate the primary materials used in the main part of your product, as customers often search for products by material (for example, 'leather jackets').

Submit high-quality images

  • Image link [image_link]: Submit URLs to high-resolution product images to improve your chances of capturing customer attention. We recommend removing any UTM sizing parameters and submitting images that are at least 650 x 850 pixels.
  • Additional image link [additional_image_link]: Provide up to 10 additional images per product to help customers see different views of your product.

Define demographic attributes

  • Gender [gender]: Use this attribute to specify which gender your product is designed for, or submit 'unisex' if no gender is specified. Google uses gender in combination with your size [size] and age group [age_group] attributes to standardise sizing and departments that are shown to customers (for example, a t-shirt with male and kids indicated for the gender and age group could be used to display a 'boys' t-shirt').
  • Age group [age_group]: Use this attribute to indicate which demographic your product is designed for. This attribute is used in combination with the gender [gender] attribute to help customers see the correct size information (for example, submit the value women's for an adult female and the value girls’ for a female child).

Submit additional optional attributes

Provide more data attributes for better quality listings

Adding the suggested attributes below will help Google match your product data with user queries:

Provide delivery and return policy information

  • Set up delivery configuration and delivery policy links: Adding a link to your delivery policy is required for enhanced listings and recommended for standard listings. By adding a link to your policy, you give customers access to important information about delivery rates and times for the products that they may want to purchase.
  • Include your return policy information: Add your return policy information to your Merchant Center account to show information about returns in your free product listings. Knowing what your return policy is may determine whether or not a customer decides to purchase a product.

Comply with free listings policies

Adhering to Google's policies to list your products for free on Google will help ensure your product data is eligible for the feature and covers you for standard listings. For enhanced listings, adhere to both Google's policies to list your products for free on Google and policies for Shopping ads to make sure that your product data is eligible.

Provide merchant trust and quality signals

Google looks for signals that listings will be helpful and valid for customers on Google properties. Here are two additional ways in which you can make your free listings more likely to appear on Google properties (trust and safety signals are strongly recommended for enhanced listings on the Shopping tab):
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