Implement pickup later for Shopping ads

Pickup later enables you to provide a direct online to offline experience for your customers. For items that can be picked up in store within a specific SLA regardless of store availability, pickup later enables you to use your stores as an omnichannel asset and differentiator. Unlike other local inventory ads products, pickup later does not require full inventory information.

Pickup later for Shopping ads run in conjunction with Shopping ads, only surfacing when customers are more likely to engage with pickup later based on user intent.

In order to implement pickup later for Shopping ads, you must meet the following requirements:

  1. You must be active for Shopping ads.
  2. You must be able to identify your store locations which are eligible to fulfill online orders.
  3. You must be able to fulfill store pickup orders even when a product is not physically in-stock at your store locations.
Note: In order to submit inventory information specific to different stores, please implement pickup later using local inventory ads.
To show your in-store product on Google please follow this implementation guide to show local inventory ads or free local product listings.

Implementation guide for pickup later for Shopping ads

Follow the steps below to implement pickup later with Shopping ads:

  1. Review the website requirements for pickup later. Once you are certain that your website meets the requirements, request a review of your website by filling out this interest form.
  2. Set up your accounts
  3. Enable local inventory ads
  4. Link your Google My Business account and select your location group
  5. Add the required feed attributes to your product data
  6. Verify your About page (Austria, Germany and Switzerland only)
  7. Link Google Ads and enable your campaigns

Website requirements

To be eligible for pickup later for Shopping ads, your website must meet the following requirements on both desktop and mobile devices, including tablets:

  • Display the option to pick up a product on your landing page or in your checkout flow.
  • Allow customers to select the store where their order will be shipped.
    • Stores can be displayed after clicking on a link (for example: “check availability”) or by entering a postal code or address.
    • Alternatively, store selection can occur in your checkout flow after a customer has added an item to their cart.
  • Display the item’s price on your product page.
    • Note: the price must match the value of the price attribute in your primary feed.
  • Indicate pickup date and pickup fee (if a pickup fee will be charged).
    • This may be displayed in your checkout flow alongside store selection.
  • Provide an option to select other store locations.
    • This may be displayed in your checkout flow alongside store selection.
  • Provide a pickup confirmation message when the order is ready (for example: email or SMS).
  • Do not require customers to enter payment information before exposing your fulfillment options.

Website recommendations

In addition to the website requirements above, we recommend the following:

  • Do not require customers to create an account before exposing your fulfillment options (for example: provide a “checkout as guest” option).

  • Do not require customers to enter address information before exposing your fulfillment options.

Select participating Google My Business locations

By default, Google will show local inventory ads for all store locations in the linked Google My Business location group.

If all of your store locations are eligible to fulfill online orders, select the Google My Business location group that contains all of your store locations during account linking.

If only a subset of your store locations are eligible to fulfill online orders, organize these stores into a separate location group. During account linking, select this location group.

If you are unable to re-organize your store locations into groups, please reach out to our support team by filling out the contact us form and selecting “I want to implement additional features.” Under “Summary of issue” please specify the store codes and addresses of the locations that are not eligible to allow users to pick up your products.

Feed requirements

In addition to the feed requirements for Shopping ads, you must add the following attributes to your primary feed:

Attribute Optional or required? Possible values Note
pickup_method Required

ship to store, not supported

Do not submit the following values:

  • buy
  • reserve

For each product that is eligible to be fulfilled at one of your store locations, submit “ship to store”

For all other products, submit “not supported”

pickup_sla Required

next day,
2-day,
3-day,
4-day,
5-day,
6-day,
multi-week

Do not submit the following values:

  • same day

Submit the maximum amount of time it will take for you to fulfill an online order to one of your stores.

link Required URL parameter or URL path The link attribute that is used for Shopping ads will also be used for pickup later for Shopping ads.
mobile_link Optional URL parameter or URL path If you have a mobile-optimized page, submit the mobile_link attribute

FAQs

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How does pick up later for Shopping ads work?

Google will create inventory entries for each product for each of the stores in your linked location group. Since you are able to ship your products indicated in your primary feed to each of your stores, Google will allow you to advertise those products for each of the stores along with the SLA on how long it will take you to ship the product to the store.

Can I advertise products that are marked as "out of stock" in my primary feed for pick up later for Shopping ads?

No, products with the availability “out of stock” in your primary feed are not eligible for pickup later for Shopping ads.

Pickup later for Shopping ads enables you to create ads, showing your local products for your online available items. Since your online available products can be shipped to your stores you can advertise the products along with the SLA on how long it will take to ship these products to all of your stores. For this feature to work the product needs to be fulfillable online, this will allow Google to guarantee that the product can be transacted on.

By using pick up later for Shopping ads in my Merchant Center account can I also advertise in-stock inventory?

Products enabled through pickup later for Shopping ads only allow you to showcase products that can be picked up at your stores regardless of whether the item is in the store when the order is placed. Pickup later for Shopping ads does not allow you to advertise actual inventory within your stores. To be able to advertise through pickup later for Shopping ads you will need to enable the local inventory ads program card within your Merchant Center account, but to be able to advertise any in-stock items within your stores you will need to set up local inventory ads as indicated in our implementation guide.

What should I do if a few products cannot be shipped to all of my stores?
Products that cannot be shipped to all of the locations in your linked location group are not eligible for pickup later for Shopping ads. Set the pickup_method to “not supported” for these products. To submit store specific pickup_SLAs and pickup_method please see how to implement pickup later using local inventory ads.
Can I submit specific SLAs for different stores using pick up later for Shopping ads?
No. Pickup Later for Shopping ads only allows you to set the maximum SLA for all of your stores. This means that if a product can be shipped to most of your stores within 3 days but for a few stores it can take up to 4 days, you need to submit the SLA for this product as “4-day”. To submit store specific pickup_SLAs and pickup_method please see how to implement pickup later using local inventory ads.
How do I recognize my pick up later offers in Google Ads?

Pickup Later for Shopping ads will appear as Segment Click type “Shopping - Product - Local”. Ads enabled through pickup later for Shopping ads will be represented in Google Ads exactly the same way as local inventory ads. Learn more on how to include local inventory in a Google Shopping campaign.

Can I use pick up later for Shopping ads in combination with local inventory ads?

No. Pickup later for Shopping ads cannot be used in combination with local inventory ads. To be able to advertise any in-stock within your stores you will need to set up local inventory ads as indicated in our implementation guide.

Can I use pick up later for Shopping ads and also provide inventory and pickup_sla information via inventory feed?
No. Pickup later for Shopping ads cannot be used in combination with an inventory feed. To leverage an inventory feed for your inventory and pickup information, implement pickup later for local inventory ads by following these instructions.
Can I submit the necessary attributes for pickup later for Shopping ads via Google's content API for shopping?

Yes. However, since the attributes required for pickup later for Shopping ads are not supported with the channel set to “online”, you will have to re-submit all of the required product information (id, title, image_link, etc) along with the pickup later attributes (pickup_link_template, pickup_sla and pickup_method) with the channel set to “local”. Learn more on how to submit product information via the Content API for Shopping.

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