Google Shopping shows your products with an image, price and shop name directly in Google’s search results. To use it, you need a Merchant Center account, a product feed and usually a Google Ads account. For many online shops, Google Shopping ads are among the most important sources of revenue.
Key points at a glance
- Google Shopping shows products with an image, price and shop name directly in the search results and in the Shopping tab.
- The basis is a product feed in Google Merchant Center.
- In addition to paid ads, there are free product listings.
- The quality of the feed largely determines reach and cost per click.
What is Google Shopping?
Google Shopping is the area of Google where products are displayed with an image, price, shop name and often reviews, either as an ad or as a free listing. The products appear above or next to the regular search results, in the Shopping tab, in Image Search and on YouTube.
These ads used to be called Product Listing Ads (PLA). Today they are usually referred to as Shopping ads. Because users see the product and price before they click, these ads bring in visitors who are particularly ready to buy.
What do you need for Google Shopping?
For Google Shopping, you need a Merchant Center account, a clean product feed, a Google Ads account and a shop that complies with Google’s policies.
- A Google Merchant Center account, in which you verify your shop and manage your products.
- A product feed, i.e. a file or interface containing all product data. WooCommerce, PrestaShop and Shopify offer extensions for this.
- Shipping and returns information as well as correct prices including VAT.
- A Google Ads account, if you want to run paid ads in addition to the free listings.
What information belongs in the product feed?
The product feed should contain at least the title, description, price, availability, image, link, brand and a unique product identifier such as the GTIN.
| Attribute | Meaning | Tip |
|---|---|---|
| Title | Product name | Put important features such as brand, model, size or colour first |
| Description | Product text | Specific features instead of marketing clichés |
| Image | Main product image | Cut-out, without text or watermarks |
| Price and availability | Current price and stock status | Must match the product page exactly |
| GTIN and brand | Unique product identifier | Significantly improves matching and reach |
| Product category | Classification in Google’s catalogue | Choose as precisely as possible |
Which campaign types are there?
For product ads, there are two main campaign types to choose from: Standard Shopping campaigns and Performance Max.
- Standard Shopping: you control bids and product groups yourself and can see exactly which search terms your products appear for. Good for full control and smaller product ranges.
- Performance Max: Google automatically distributes the budget across Search, Shopping, YouTube, Display and other channels. This works well when there is enough conversion data and tracking is set up properly.
In the EU, Shopping ads can also be placed via Comparison Shopping Services (CSS). They then appear with a reference to the respective service, but work in the same way.
How do you improve your Shopping results?
You improve your Shopping results above all with meaningful product titles, good images, competitive prices and a sensible campaign structure.
- Optimise titles and images regularly, as they determine whether people click
- Group products by margin and sales performance and bid differently
- Exclude irrelevant search terms where the campaign type allows it
- Fix errors in Merchant Center quickly
- Collect product reviews so that stars appear in your ads
- Set up conversion tracking with basket values to optimise for revenue rather than clicks
How do you connect your shop to Merchant Center?
For WooCommerce, PrestaShop and Shopify, there are official extensions that automatically transfer your products to Google Merchant Center. This usually makes manual feed maintenance unnecessary.
| Shop system | Connection | Note |
|---|---|---|
| WooCommerce | “Google for WooCommerce” plugin | Feed, campaigns and tracking can be managed from WordPress |
| Shopify | “Google & YouTube” app | Products are synchronised automatically |
| PrestaShop | Google integration module from the PrestaShop Marketplace | Add feed rules in Merchant Center if required |
Once connected, Google reviews your products. Before that, verify your website in Merchant Center and enter shipping costs, return policies and tax settings so that your offers are displayed correctly.
What are free product listings?
Free product listings are placements in the Shopping tab and other Google services for which you do not pay per click. Google introduced them gradually from 2020 onwards.
The prerequisite is a Merchant Center account with approved products. The reach is smaller than with paid ads, but the listings are a sensible starting point. At the same time, they show you which products attract interest on Google before you invest advertising budget.
In the EU, Shopping ads can also be placed via so-called Comparison Shopping Services (CSS). Google opened up this programme in 2017 following a decision by the European Commission. Many shops use a CSS partner for this.
How do you structure your campaigns sensibly?
Structure your campaigns by the margin and importance of your products, not just by the categories in your shop. This allows you to direct your budget specifically towards profitable items.
- Bestsellers and high-margin products in a separate campaign
- Seasonal items kept separate so that you can adjust budgets quickly
- Products without sales reviewed regularly and excluded if necessary
- Custom labels in the feed, for example for margin tiers
Which metrics count in Google Shopping?
The decisive metrics are return on ad spend (ROAS), cost per sale and contribution margin after advertising costs. Clicks and impressions alone say little about commercial success.
Calculate a target ROAS for your shop at which advertising remains profitable after cost of goods, shipping and returns. You enter this value in your bidding strategy. Our Google Ads guide shows how to build campaigns from the ground up.
How do you write good product titles?
Good product titles name the most important features customers search for first: brand, product type, model, size, colour or material. Google matches the title against the search query.
Up to 150 characters are possible in the feed, but often only the first few words are visible in the ad. An example: instead of “Lina summer dress”, use “Women’s linen summer dress, knee-length, blue, size 38”. Avoid promotional messages such as “Free shipping” in the title, as they violate the policies. Test title changes on your most important products first.
Frequently asked questions
Is Google Shopping free?
Partly. Products can appear via free listings in certain areas, such as the Shopping tab. For the prominent ad placements in search, you pay per click via Google Ads. Both options use the same product feed from Merchant Center. It is therefore worth maintaining the feed carefully, even if you initially only use free listings.
Which shop systems support Google Shopping?
All common systems, including WooCommerce, PrestaShop and Shopify. Extensions or apps create and update the product feed automatically. It is important that prices, availability and shipping costs in the feed always match the shop. After setup, check in Merchant Center whether all products have been imported without errors.
Why are my products disapproved?
Common reasons are price differences between feed and shop, missing shipping information, images with promotional text or missing legal information in the shop. Merchant Center shows the exact reasons. Fix the errors in the shop or the feed and request a new review if necessary. In most cases, the products are visible again within a few days.
Standard Shopping or Performance Max?
For getting started and for smaller product ranges, Standard Shopping offers more control and transparency. Performance Max can deliver more reach, but needs sufficient conversion data and clean tracking. Many shops start with Standard Shopping, collect data and then test Performance Max selectively for individual product groups.
What is a GTIN and do I need one?
The GTIN is a globally unique product number, in Europe usually a 13-digit EAN printed on the packaging. Google uses it to match your offer to the right product. For branded products with an existing GTIN, you should always provide it. Mark your own products without a GTIN accordingly in the feed so that they are not disapproved.
How often does the product feed need to be updated?
At least every 30 days, otherwise products expire in Merchant Center. In practice, we recommend a daily automatic update so that prices and availability are always correct. If the information in the feed differs from the product page, Google may block products. Shop plugins for WooCommerce, PrestaShop and Shopify usually handle synchronisation automatically.
Can I use Google Shopping without my own online shop?
No. For Shopping ads, you need your own website on which customers can buy the product directly, with a price, basket and secure checkout. Google also checks whether a legal notice, return policy and contact details are available. With WooCommerce, PrestaShop or Shopify, such a shop can be built relatively quickly.
How long does it take for Shopping ads to go live?
After you submit the feed, Google reviews your products, which can usually take a few days. The campaign then collects data, and in our experience automated bidding strategies need several weeks to work reliably. So plan a test period for the launch and only evaluate the results once you have enough clicks and sales.
More revenue with Google Shopping
We optimise your product feed and your Shopping campaigns for WooCommerce, PrestaShop and Shopify.
