Show users that you offer free and fast shipping

Free and fast shipping annotations allow you to showcase your products that you can ship quickly and with reliable fulfillment experiences for customers. To participate, you'll need to provide shipping that is:

  • Free: A product can be shipped free of charge to the customer (or free if product price meets minimum basket).
  • Fast: A product can be delivered to a customer in 3 business days or sooner, including both transit time and handling time.

Requirements

Retailers can enable free and fast shipping annotations in their Shopping ads, Buy on Google listings, and free product listings. Before doing so, retailers need to have:

yes, confirmed An active Merchant Center account with products opted into Shopping ads or free listings in the United States

yes, confirmed Active web conversion tracking in your Google Ads account

yes, confirmed Active products in your Merchant Center account which you can identify as free and fast

yes, confirmed Shipping settings configured for free and fast

  • This can be done at the account level, or through shipping attributes in your product feed.

yes, confirmed Product feed attributes shipping label [shipping_label] and transit time label [transit_time_label] (only if a subset of your products is eligible and you set it up at the account level)

yes, confirmed Product landing or detail pages and checkout pages to message free and fast shipping

Note: If your ads and free listings, or shipping, are managed by a third party, you'll want to contact them for setup assistance.

List of partners who have enabled free and fast shipping

Ads management partners:

  • Logical Position
  • Sales & Orders

Logistics providers:

  • Deliverr
  • ShipBob
  • Flexe

If you're a third-party channel, data feed, or logistics partner and want to set up integrations to provide free and fast shipping information on behalf of your partner retailers, fill out this interest form indicating that you're a third-party partner.

Instructions

Step 1: Set up web conversion tracking

Conversion tracking can help you see how effectively your ad clicks lead to valuable customer activity on your website, such as purchases, sign-ups, and form submissions. For detailed instructions, see how to set up conversion tracking for your website in your Google Ads account.
  1. Sign in to your Google Ads account.
  2. In the upper right corner, click the tools icon Tools and setting menu icon [Gear], and under "Measurement" click Conversions.
  3. Click the plus button plus.
  4. Click Website.
  5. Next to “Conversion name”, enter a name for the conversion you'd like to track, such as “free and fast shipping”. This will help you recognize this conversion action later in conversion reports.
  6. Next to “Category”, select a description for your conversion action. To be eligible for free and fast shipping annotations, you must have an action category of “Purchase”.

In order to be eligible for the free and fast shipping annotation, you must have a conversion action of type “purchase” which is actively recording conversions.

Step 2: Determine your delivery coverage

You can choose to opt in your entire product inventory or a subset of products. You may also choose between nationwide coverage or a subset of zip codes.

In order to be eligible for free and fast shipping annotations, you must provide shipping information for those products either via account-level shipping settings in your Merchant Center account or via item-level shipping [shipping] attribute in the feed. Learn more about setting up shipping settings and shipping [shipping] attribute.

Keep in mind that you can't combine “price in feed and delivery speed in account settings" or "delivery speed in feed and account level price settings" for the same product. Once you submit the price via attribute, the account shipping service settings, including delivery times, will be ignored for the matching location for that product. You must also submit a value for price in feed in order for delivery speed in feed to be considered valid.

Follow the instructions 3-A to set up shipping in your Merchant Center account. You may also make shipping setting changes using the Content API. Follow the instructions 3-B to set up shipping via your feed.

Step 3-A: Configure your account-level shipping settings

Create a new or edit an existing shipping service

  1. From the navigation menu, click Tools and then Shipping and returns.
    • Add or edit an existing shipping service for items eligible for free and fast shipping annotations.
  2. Enter your shipping service information:
    • Provide a name for the shipping service.
    • Select ”United States” as the service area.
    • Select either “All scenarios except Buy on Google” or “All scenarios”.
Note: Choosing only "Buy on Google” will cause your annotations not to appear in Shopping ads and free listings.

Add order cut-off time, handling time, and transit time

  1. Under “Delivery time”, input the following:
    • Enter order cutoff time and timezone.
    • Enter handling time and fulfillment days.
      • To apply the same transit time nationwide and for all the products:
        • Enter transit time and shipment days of the week.
      • If you want your transit time to apply to specific areas of the country:
        • Enter shipment days of the week.
        • Click More transit times.
        • Click Add destination.
        • Click New destination
          • Enter name.
          • Enter all eligible zip codes to apply the same transit time.
          • Once complete, click Add Postal Codes.
          • Click Select
          • Enter transit time for the group of zip codes
            • You can enter more than one group of zip codes if certain subsets of zip codes have different transit times (for instance, one subset of zip codes can have 1 day delivery, a second subset of zip codes can have 2 day delivery, etc.).
      • [Optional] If transit times vary depending on the product, you can click on Add Transit Time Label to create labels which can be assigned to sets of products using the transit_time_label attribute in your feed. Learn more about setting up transit time labels
  2. Click Next.
Note: In order to be eligible for free and fast shipping annotations, the sum of your maximum handling time and maximum transit time must not exceed 3 business days.

Add shipping rate

  1. Click the + button to add a new shipping rate.
  2. Select “All products” to apply the shipping rate to all products. Or select Filter products by shipping label to apply it to a subset of products.
  3. Provide a shipping label name if you have chosen “Filter products by shipping label”.
  4. Provide a shipping rate name (optional).
  5. Click Create a single rate for all orders or configure your table to create rules based on one or two dimensions: price, destination, weight, or number of items. Learn more about setting shipping rate
  6. Click Continue.

Only if a subset of your products is eligible for free shipping: Update your shipping label

If only a subset of your products can be delivered free then the shipping_label attribute can be populated to match items with the newly created shipping label from step 3. If all items in your catalog ship for free, then the shipping_label attribute is not required.

  1. Update the shipping_label attribute in your feed for items that are eligible for free shipping. The value in the attribute should match the shipping_label set up in your account.
    • Option 1: Update using your primary feed input source
      • In your primary feed, modify the feed to include the shipping_label attribute.
    • Option 2: Using feed rules
      • Using feed rules, create or edit a rule set on the shipping_label attribute.
        • In order to tag only specific products in feed rules, you can set rule conditions to target specific brand or category combinations.
    • Option 3: Using supplemental feeds
      • Using supplemental feeds, update the shipping_label attribute by populating a list of IDs and corresponding shipping_label.

Only if a subset of your products is eligible for fast shipping: Update your time transit label

If transit times vary depending on the product, you can create transit time labels within your account shipping settings, which can then be assigned to sets of products using the transit_time_label attribute in your feed. If transit times don't vary depending on product, then the transit_time_label attribute isn't required. Learn more about setting up transit time labels

  1. Update the transit_time_label attribute in your feed for a group of items to which the same transit time is applied. The value in the attribute should match the newly created transit_time_label created in your account in which they belong.
    • Option 1: Update using your primary feed input source
      • In your primary feed, modify the feed to include the transit_time_label attribute.
    • Option 2: Using feed rules
      • Using feed rules, create or edit a rule set on the transit_time_label attribute.
        • In order to tag only specific products in reed rules, you can set rule conditions to target specific brand or product category combinations.
    • Option : Using supplemental feeds

Using supplemental feeds, update the transit_time_label attribute by populating a list of ids and corresponding transit time label.

Confirm product coverage for your free and fast shipping annotations

Once you've followed the above steps for setting up the appropriate shipping service for items eligible for free and fast shipping annotations, you can confirm coverage by doing the following:
  1. In your Merchant Center account, click the Tools menu and then Shipping and returns.
  2. Click on the newly created or edited shipping service for your free and fast shipping annotations.
  3. Scroll down to the 'shipping Rates” card to view your pie chart.
    • The chart will confirm the amount of products which are covered by free and fast shipping annotations, and will include any products which are populated with any newly created shipping labels.

Pie chart depicting the Shipping Rates Google Ads UI

Step 3-B: Provide shipping information via feed

Instead of configuring account-level shipping settings in Merchant Center, you can update the shipping attribute in your feed for items that are eligible for free and fast shipping.

You need to include the following sub-attributes: price [price], maximum handling time [max_handling_time], and maximum transit time [max_transit_time].

Learn more about shipping [shipping] attribute.

Step 4: Make sure your checkout and product landing pages meet requirements for free and fast shipping

For eligible products, the corresponding checkout page must have at least one shipping option consistent with free and fast criteria, and product landing pages must not have shipping information inconsistent with free and fast shipping. Learn more about checkout and product landing page requirements

Step 5: Request verification

In order to show the fast and free annotation, Google needs to verify your shipping settings.

Currently, the default method that Google uses to validate your shipping data for free and fast annotations is by crawling your website. Crawling can be used to verify on both ads and free listings. For free and fast annotations on just ads, you can also validate your shipping settings by configuring your Google Ads conversion tags to capture shipping information that’s tied to your “purchase” conversions (this is currently only available for ads serving in the US). Learn more about using conversion tracking to validate your shipping data

Please note that even if you configure your Google Ads conversion tags to capture shipping information, you’re required to fill out the interest form. A member of our team will review your eligibility and get back to you with the next steps within 2-3 business days.

Shipping annotation

Once your eligibility has been verified, the free and fast shipping annotation will automatically be added to the corresponding Shopping ads, Buy on Google listings, and free listings for any eligible inventory.

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