Show your products in free product listings on Google's Shopping tab

April 21, 2020
For up to date information on free listings, visit our help page.

Today we announced that we’re bringing free listings to Google's Shopping tab in the United States. Just as we don't charge sites to be part of the Google Search index, listings for participating retailers are eligible to appear in these results at no cost to them. Paid listings will continue to appear in ad slots and will operate in the same way as Shopping ads do today.

For shoppers, it means more products from more stores, discoverable through the Shopping tab. For retailers, this means you can make your products discoverable in free listings by opting your existing product feeds into the surfaces across Google program. These changes will take effect in the US before the end of April, and we aim to expand this globally before the end of the year.

Next steps

If you’re an existing user of Merchant Center and Shopping ads and you’ve already opted into the surfaces across Google program, you might already be eligible to show your products in these unpaid experiences, and no further steps are necessary to participate.

To opt in, select “Growth” and then “Manage programs” in the left navigation menu and select the “surfaces across Google” program card. You can also add products to your product feed, to make even more products discoverable in these free listings.

For new users of Merchant Center who are interested in joining this program, it's open to you today and does not require Google Ads, but we're working to significantly streamline the onboarding process over the coming months. You can opt into surfaces across Google during the Merchant Center sign up process and start creating your product feed.

Reporting for surfaces across Google coming soon

Soon, you can view your unpaid clicks in the new performance report for surfaces across Google in Merchant Center by selecting “Performance” and then “Dashboard” in the left navigation.

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