Best practices for showing your products on surfaces across Google

Surfaces across Google is a Merchant Center programme that allows your products to appear in unpaid product listings on Google surfaces including Google Search, the Google Shopping tab and Google Images.

Unpaid standard listings can appear on Google Search and Google Images. Unpaid enhanced listings appear on the Google Shopping tab. Learn more about the different listings types on surfaces across Google and availability by country

Standard and enhanced listings have different data requirements. Learn more about data required for standard and enhanced listings types on surfaces across Google

Follow these best practices to help your products appear in unpaid standard and unpaid enhanced listings on surfaces across Google.

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
  • Submit your entire product inventory in your product data feed to maximise your potential for exposure in unpaid listings.
  • Submit high-resolution high-quality product images in the image_link and additional_image_link attributes.

Ensure that your feed is opted in to surfaces across Google

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

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

If you haven't opted in, to opt in, click Growth and then Manage programmes in the left navigation menu. Then, click the Surfaces across Google programme 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 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 is best to include at least one of these in your product data:

Clothing-specific data to include in more visual listings

In addition to the minimum set of data attributes required to submit products to surfaces across Google in Merchant Center, if you want your clothing and accessories products to be eligible to appear in unpaid results, also consider the following best practices.
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.
  • color [colour]: 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 shoppers often search for products by material ('leather jackets').

Submit high-quality images

  • image_link [image_link]: Submit URLs to high-resolution product images to improve your chances of capturing shopper 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 shoppers 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. We use gender [gender] in combination with your size [size] and age_group [age_group] attributes to standardise sizing and departments that are shown to users (a t-shirt with 'male' and 'kids' indicated for the gender [gender] and age_group [age_group] could show for '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 gender to help ensure users see the correct size information ('women's' for 'adult', 'female' and 'girls' for 'kids', 'female').

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:

  • Add the availability [availability] attribute: It's highly recommended that you add the availability [availability] attribute. If you don't, your products may not appear in search results on eligible surfaces across Google (this attribute is required for standard listings).
  • Add a canonical_link [canonical_link] attribute: It's recommended that you add the canonical_link [canonical_link] attribute. This ensures that your products are associated with the correct URL in Google's Search index.
  • Set up delivery configuration and delivery policy links: Adding a link to your delivery policy in surfaces across Google programme settings is required for enhanced listings and recommended for standard listings.
  • If you include specific prices in your Merchant Center feed (use the price [price] attribute) or in schema.org markup (Offers), any price drops based on the running historical average of your product's pricing may appear in your listings. Learn more about best practices for using the price attribute in your product feed

Comply with surfaces across Google programme policies

Adhering to Google's policies to show products on surfaces across Google will help ensure that your product data is eligible for the programme and covers you for standard listings. For enhanced listings, adhere to both Google's policies for submitting content to surfaces across Google and policies for Shopping ads to make your product data eligible.

Provide merchant trust and quality signals

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

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