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Tag: Google Shopping ads

Google Shopping Bidding Update Gives Me More Control

I’m seeing an important shift for Standard Shopping campaigns: Google is bringing Maximize Conversion Value bidding to these campaigns without requiring a Target ROAS. That gives advertisers more room to pursue value-based optimization without immediately being locked into a specific return target.

What’s happening. Google is rolling out Maximize Conversion Value bidding for Standard Shopping campaigns, and advertisers no longer have to set a Target ROAS to use it.

Before this update, if I wanted to optimize around conversion value in Standard Shopping, I generally had to use a Target ROAS bidding strategy. Now, this new option lets campaigns focus on maximizing conversion value while giving Google’s bidding system more flexibility to find the highest-value opportunities.

Why I care. This matters because I can now use Google’s value-based bidding in Standard Shopping without being constrained by a Target ROAS goal. That gives me more flexibility while preserving the control and transparency that many advertisers still prefer in Standard Shopping campaigns.

It may also reduce the need to run feed-only Performance Max campaigns just to access Maximize Conversion Value bidding. For advertisers who prefer tighter campaign control, that is a meaningful change.

Between the lines. I know many advertisers have continued to favour Standard Shopping because it offers more visibility and control than Performance Max. But when they wanted flexible value-based bidding, they often created feed-only Performance Max campaigns as a workaround.

With this update, that workaround may no longer be necessary for some accounts.

Why advertisers should care. I can now combine the structure and transparency of Standard Shopping with a more flexible automated bidding strategy. In practical terms, this could simplify campaign setups, reduce unnecessary Performance Max usage, and make account management cleaner.

The bottom line. Google is narrowing one of the biggest feature gaps between Standard Shopping and Performance Max. For me, this gives advertisers another reason to keep using Standard Shopping while still benefiting from automated value-based bidding.

First spotted. Performance marketer Yash Mandlesha spotted the update and shared the option on LinkedIn.

Inspired by this post on Search Engine Land.

July 3, 2026
Google’s New Rules for Political Shopping Ads: Key Changes to Know

Starting April 16, Google is tightening rules around political content in Shopping ads. If you’re running such ads, you might need to verify your account as an election advertiser. Let me walk you through what’s happening and why it matters to us.

What’s Changing? From mid-April, merchants in nine countries must verify their Google Ads accounts for political Shopping ads. Plus, some political ads will face outright bans in India.

Countries Affected: You’ll need to pay attention if you’re operating in Argentina, Australia, Chile, Israel, Mexico, New Zealand, South Africa, the United Kingdom, or the United States.

Why Does This Matter? This update shows Google’s commitment to election integrity across different platforms, including commerce. If you’re selling political merchandise or campaign items, it’s crucial to act before the deadline.

What Should You Do?

1. Check Google’s updated policy to see if your ads now fall under these new guidelines.

2. If they do, apply for election advertiser verification via Google Ads before April 16 to keep your ads running smoothly.

The Bottom Line: This change might affect a small group of merchants, but missing the deadline could lead to disapproved ads or flagged accounts. If you’re selling politically themed items in the specified regions, verify your eligibility now to avoid hiccups.

Inspired by this post on Search Engine Land.

March 24, 2026
New Google Rule: Disabled Buy Buttons for Out-of-Stock Items

I’ve noticed that Google has tightened their Merchant Center rules, now requiring a visible, but disabled buy button for products that are out of stock. This means the button should appear on the page, but users won’t be able to click it since it’s grayed out and inactive.

What’s happening. This shift represents a significant change from previous practices where retailers either let the ‘Add to Cart’ button remain clickable or removed it altogether. Both methods are now against Google’s guidelines.

How it works. The requirement is straightforward: a buy button must stay on the page but needs to be disabled. This usually involves a visual change to indicate it’s not active, making it unclickable yet visible.

The catch. It doesn’t stop at the button change. Google wants explicit availability messaging on product pages, like ‘in stock,’ ‘out of stock,’ ‘pre-order,’ or ‘back order.’ This labeling has to match perfectly with the product feed.

Mismatched information between the webpage and the product feed could lead to disapprovals.

The bigger shift. This policy eliminates a workaround many retailers used, where out-of-stock items could still be sold by keeping the buy button active. Now, if retailers wish to accept orders for unavailable products, they must list them as ‘back order’ and ensure this status is synced across the landing page and feed.

Bottom line. While this seems like a minor UI adjustment, it’s a significant policy shift. Retailers must audit their handling of out-of-stock items and make sure their pages and feeds are in perfect harmony to avoid any interruptions.

First seen. This update came to my attention thanks to a Google shopping specialist who shared the details on LinkedIn.

Dig deeper. For more details, check out the landing page requirements.

Inspired by this post on Search Engine Land.

March 20, 2026
Revamp Your Vehicle Listings with Google’s ‘Build to Order’ Feature

When I discovered Google’s latest update to the Merchant Center, I was thrilled. They’ve added a ‘build to order’ option for vehicle listings, offering sellers like me a streamlined way to display customizable models that customers can factory-order.

I immediately saw how this attribute could revolutionize my listings. It’s designed for dealers who, like myself, don’t always have every model available on the lot. This addition allows us to tag vehicles that aren’t in stock but can be tailored and ordered. It’s a game-changer!

What needs to change. I’m aware that updating my listings involves two critical steps. First, I need to adjust my structured data by setting availability to BuildToOrder. Secondly, I must align my Merchant Center feed with the same availability code. Ensuring consistency is key to avoid listing disapprovals.

Instruction on when to use the availability [availability] attribute in GMC

Why we care. This update is a breath of fresh air for us sellers. Until now, conveying a vehicle’s unavailability for immediate pickup was challenging. Now, the ‘build to order’ option clearly mirrors the operations of modern automakers, especially those like Tesla and Rivian that offer direct-to-consumer customization. It helps set clear expectations for our customers and ensures our data is pristine for Google.

The fine print. Remember, if a vehicle is categorized as ‘build to order,’ it must have the condition attribute set to ‘new.’ If it’s listed as ‘used,’ it will be disapproved. Google regards build-to-order vehicles as newly configured, not pre-owned.

Bottom line. For anyone like me selling customizable or factory-order vehicles, this update is a more precise way to reflect vehicle availability. However, it only works if my feed, structured data, and condition fields are in synchronization.

I first learned about this update from Google Shopping specialist Emmanuel Flossie, who kindly explained how to implement it on his blog.

Dig deeper. For more insights, check out the “Availability [availability]” Google Merchant Centre help doc

Inspired by this post on Search Engine Land.

March 4, 2026
Urgent: Switch to Google’s New Merchant API or Risk Ad Interruptions

As someone deeply invested in digital advertising, I recently learned about Google’s impending changes to their Shopping API. If you rely on Shopping and Performance Max campaigns like I do, switching to Google’s Merchant API isn’t just recommended—it’s essential to keep things running smoothly.

What’s happening. Google plans to phase out older API versions, making the Merchant API the go-to for all things Shopping Ads. I checked my own campaigns in Merchant Center Next under Settings > Data sources to see which API I’m using. Any listing marked as “Content API” needed my immediate attention.

Why this matters to us. Google has been actively notifying us advertisers to make the move to the new Merchant API. For those in beta, the deadline is February 28th, and for others using Content API, it’s August 18th. If I miss this, my campaigns that depend heavily on product feeds might just stop working. That’s not a risk I’m willing to take.

The risk. I realized that feed labels don’t seamlessly transfer during the migration. Overlooking this can cause significant issues in Shopping and Performance Max campaigns, which rely on these labels for structure or bidding strategies. Without proper updating, my campaigns could quietly fail.

What to do now. Google’s suggesting that we complete this migration sooner rather than later. On my end, that means reviewing my feed labels, reconnecting my data feeds, and making sure everything’s back on track. This transition process started in mid-2024 and is becoming urgent as legacy APIs are on their way out.

Bottom line. Ignoring this isn’t an option for me. This change is more than just a backend tweak—it’s a potential revenue disruptor if not addressed promptly.

First seen. I first caught wind of this update through Google Shopping Specialist Emmanuel Flossie. He flagged the issue on LinkedIn.

Inspired by this post on Search Engine Land.

January 20, 2026
Unlocking Success: A/B Testing for Google Shopping Ads

I recently learned that Google Ads is running a fascinating experiment, allowing select advertisers to A/B test different product titles and images in Shopping Ads. This feature, known as “product data experiments,” provides insightful results within three to four weeks.

Who gets it? At the moment, only a small group of merchants have access to this test, according to Google Ads Liaison Ginny Marvin. However, it seems broader availability is on the horizon.

Why we care. The impact of product titles and images on Shopping ad performance is significant. Yet, traditionally, advertisers face challenges in testing changes without affecting live results. This new feature promises a much-needed opportunity for experimentation within product feeds.

What it does. By comparing variations of product titles and images, advertisers can identify which combinations lead to higher sales, all without committing changes to their entire feed.

Context. Previously teased at Google Marketing Live, this feature builds on earlier tests allowing A/B experiments in some Performance Max campaigns, suggesting a larger trend towards increased experimentation across automated formats.

Big picture. With Google Ads increasingly embracing automation, tools for controlled testing like this become essential. They give advertisers the insight needed to understand performance drivers, particularly in Shopping and feed-based campaigns.

Credit. I discovered this news through a screenshot shared by Duane Brown, the founder of Take Some Risks, on LinkedIn.

What to watch. Should this feature be widely rolled out, product data experiments could become a key optimization tool for Shopping Ads and fulfill a long-standing request from advertisers focused on feed performance.

Inspired by this post on Search Engine Land.

January 16, 2026
Google’s New Multi-Channel Product ID Rule: Prepare for Change

I recently came across an important update from Google that I believe every retailer should pay attention to. Starting in March 2026, Google Merchant Center will implement a new requirement for multi-channel products, which are those available both online and in stores. This involves using separate product IDs when product details differ by channel.

Understanding the Changes. So, what’s changing? Essentially, online product attributes will now act as the standard. If there is a variation in the product details for in-store items, such as different pricing or availability, I’ll need to create a separate version with a distinct product ID and manage it separately in my feeds.

Steps to Take. Google has already started reaching out to affected accounts, marking products that will need updates before the March deadline. It’s critical for me to review my product data feeds to ensure that items are properly segmented between online and in-store, especially if I’m utilizing Local Inventory Ads or operating across multiple Google platforms.

The Importance of Compliance. This change is not just procedural; it’s crucial because many retailers, including myself, have been managing online and in-store versions of products under a single ID. Google’s update demands that I now explicitly separate these products when attributes like price, availability, or condition differ.

The Broader Impact. This update, while providing Google with cleaner, more consistent product data across channels, places additional responsibility on advertisers like me for feed management, especially if my inventory is complex and extensive.

Initial Announcements. This update and the communication from Google were initially highlighted by PPC News Feed founder Hana Kobzová. I’m grateful for their early insights.

Key Takeaway. If my products catalog for online and in-store are not perfectly aligned, Google’s new system requires that I start treating them as separate entities to maintain visibility and eligibility on Google’s platform.

Learn More. To understand more about Google’s multi-channel product system update, I suggest visiting this support page.

Inspired by this post on Search Engine Land.

January 6, 2026
Enhance Product Images with Google’s New Merchant Center Tools

I recently discovered that Google has supercharged its Merchant Center with some noteworthy additions. If you’re like me, always on the lookout for ways to make your product listings pop, this update is exciting!

Google’s Product Studio is now equipped with three creative features that add flair to your product images. Previously, it was all about generating images, but now there’s so much more on offer.

What’s New: Imagine transforming your static product pictures into engaging short videos with just a few text prompts. Product Studio now makes it easy to do just that, perfect for creating eye-catching ads for social platforms.

Another cool feature is the one-click background removal. This tool is fantastic for making your product images look clean and professional, allowing products to stand out more vividly in Shopping visuals.

The third addition is really handy—enhancing image resolution. It lets us upscale older, lower-quality images to meet today’s high visual standards, ensuring our listings look their best.

Why We Care: High-quality images are crucial for boosting Shopping performance. However, creating and updating these assets has always required time and effort. These new features speed up the process and keep us from relying heavily on design teams.

The Big Picture: Google’s integration of AI-powered tools within Merchant Center is a game-changer. By making it easier to animate and enhance images, Google lowers the barriers to testing creative content—essential for maximizing campaigns.

What to Watch: For those of us with limited creative resources, these tools could be a massive time-saver. As Google pushes for more video-focused and visually enhanced ad formats, staying ahead with these updates will be vital.

First Seen: I came across this exciting update thanks to a post by Senior PPC Specialist, Vojtěch Audy.

Inspired by this post on Search Engine Land.

December 17, 2025
Boost Local Sales with Google Shopping’s New Location Labels
I’ve noticed something exciting: Google is testing an innovative feature that enhances the local feel of Shopping ads. Some ads that utilize local inventory feeds now showcase the merchant’s city or town just above the product title. Imagine seeing ‘London’ or ‘Tonbridge’ alongside your favorite product, giving you an instant connection to where the store is located.

Why this matters to me. The addition of these location labels makes Shopping ads significantly more personable and trustworthy. For retailers in my vicinity, this could be a game-changer, as it helps them stand out against a sea of competitors. By clearly indicating a store’s location, there’s a greater likelihood of increased click-through rates and more in-store visits from shoppers, just like myself, who prefer supporting local businesses.

This feature also offers merchants using local inventory feeds a competitive advantage by promoting their proximity without the need for new ad formats or extra configuration.

How it operates. These labels are integrated into Shopping ads that already incorporate local inventory data. This addition complements existing tags like:
- In-store
- Pickup later
- Curbside pickup
What’s unique about this label is its exclusive focus on the store’s location, as opposed to fulfillment options.

The drawback. Google hasn’t officially announced this feature, and details about its rollout, eligibility, and technical requirements are still under wraps.

Reading between the lines. For merchants operating in renowned or high-trust locations, this could significantly boost visibility. As a customer, I’m nudged to prefer nearby retailers over expansive marketplaces or distant sellers, which is a win for local communities.

Spotted first. This update was originally reported by Hana Kobzová, founder of PPC News Feed. Her keen eye on these developments certainly keeps us informed.

Inspired by this post on Search Engine Land.
December 9, 2025
Retailers Waste on Black Friday Google Ads: The Need for Real-Time Management
During Black Friday, I’ve noticed many retailers, including myself, wasting substantial advertising budgets on Google Shopping ads. The main issue arises when these ads are still running for products that have already sold out, clearly demonstrating a pressing need for real-time stock management.
As we all know, Black Friday marks the peak of the retail season. However, it’s disheartening to find that so many brands, myself included, end up losing money on Google Shopping ads for items no longer available in inventory.
The problem: The ads continue to run even after items are out of stock, incurring cost-per-click charges with no possibility of conversion. Through a comprehensive study by ShoppingIQ involving 500 global retailers, it was revealed that a staggering 97% kept paying for clicks on items no longer in stock, sometimes persisting for 24–48 hours.
Why I care. Out-of-stock ads are not just a financial drain; they also skew campaign performance and disrupt algorithmic learning. When conversion rates plummet for unavailable products, it damages rankings, reduces ROI, and hampers future bidding strategies.
Example: Take Argos, for instance; they reportedly advertised items that were out of stock during Black Friday, leading to frustrated customers and depleted ad budgets.
Stock update refresh rates:
- ~24 hours: 90% of retailers
- 6–23 hours: 5%
- 48 hours: 2%
- Other: 3%
Retailers’ response: Some companies, such as Mamas & Papas, have started leveraging ShoppingIQ’s real-time stock technology. This helps them focus ads solely on products that are actually available. Samantha Dabek, Senior Digital Marketing Manager, shares that they have managed to cut unnecessary costs and ensure advertising is targeted toward in-stock products.
The bigger picture: Google Shopping commands around 75% of US retail search spending. However, the default settings let out-of-stock ads run unchecked. ShoppingIQ strongly advocates for retailers to seek more transparency and control from Google to prevent wasted spending.
Bottom line: For those of us running high-stakes campaigns during Black Friday and other peak times, real-time stock management is essential. Otherwise, each wasted click represents money lost.

Inspired by this post on Search Engine Land.
November 24, 2025