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As their latest development, Google announced that free listings would be included in Shopping tab results across the globe. It means those with Google Merchant Center can enable free Google shopping listings, and seize the opportunity to get more clicks and (hopefully) more sales!

Free Shopping results appear when users click on ‘shopping’ during their search, and paid results will still rank above free posts – just like in normal search.


The digital team at PM are already working enabling this feature for clients who have Google Merchant Center set up, and here are the steps you can take to do the same…

How to set up your free Google shopping listing

Go to Google Merchant Center, and when you’ve accessed the account you want to enable free shopping listings for, click on Growth > Manage Programs. Click on ‘Get Started’ under ‘Surfaces across Google’.

Google merchant centre

Once this is completed, tick the box for the policy agreement on the next page, and click the dropdown under ‘Program Settings’. Provide a link to the delivery policy for on your website and click activate.

That’s it! You’ll see the following screen if successful, and your products will be eligible to list for free across various Google surfaces.

How do you measure success?

To see how well your free listings are performing you will need to set up Google Analytics, and clicks from these listings will show up as “google/ organic” unless you set up parameters to indicate otherwise.

As a free listing, any traffic or sales you generate will just be based on your time investment, so you should see any return as a big positive – just as long as you do it correctly.

What if you need help?

It all looks quite straightforward – but there are issues that can crop up that take time to solve. For example, Google could disapprove your listing if it fails to meet their criteria, or you might need more time than you realise to manage your feed.

While these tools are free in that you don’t have to hand over any cash to Google, your time is valuable too, so make sure you don’t waste it fiddling around with your free shopping listings if you can be doing more worthwhile things elsewhere. We’re here to help if you want to cut to the chase and get it right!

As ever, if you need any support our PPC experts are here to help.

Let's get started.

Posted by Ellie Buckle