Last week Google announced that, for the first time in 8 years, free listings would be included in Shopping tab results. Understandably, PPC and SEO folk alike got very excited about this development. However, those of us in the UK may have been disappointed (or glad) to read the following statement from Google:

“These changes will take effect in the U.S. before the end of April, and we aim to expand this globally before the end of the year.”

Based on this sentence, it would be fair to assume that the change would roll out in the US well before other countries. However, some users have pointed out on Twitter that we in the UK also appear to have access to this feature before the end of April.

Excited to get our clients more clicks for free, we set to work on enabling this feature for those of our clients who already have Google Merchant Center set up. Here is how you can do the same!

Head over to Google Merchant Center. Once in the account you wish to enable free shopping listings for, click on Growth > Manage Programs. Click on ‘Get Started’ under ‘Surfaces across Google’.

Having done this, 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 now be shown the following screen if successful, and your products will be eligible to list for free across various Google surfaces.

We’re expecting more information on free Shopping listings over the coming weeks, and it’s likely that over time more options and features will become available. Keep an eye on our blog for updates on this as they happen!

Twitter: @LukeNorthbrooke

Luke Northbrooke

Paid Media Strategist

Luke is a Paid Media Strategist at Impression. Good at PPC. Not good at funny personal summaries.

Luke has specialist knowledge in PPC and Paid Media.

4 thoughts on “How to Enable Free Google Shopping Listings

  1. phil says:

    Thank you for the heads up. Two questions –

    1. How do you best track clicks/sales through this new scheme?

    2. Now Google are allowing free shopping ads, can you in theory push products to different counties for free? IE. In the products > feed > settings tab you can add “Country of sale, language and destinations”. At the moment we only have UK but can you now expand?



    1. Liam Wade says:

      Hi Phil,

      Messaged you separately about this, but will reply here also, so that other readers can see the benefit of your question.

      1. They’ll be coming through as “google / organic” for now, but not separated in any other way automatically. To solve this, we’ll be using parameters in the product link which will separate them out.

      2. Any country you can advertise in you can also show free listings, is my understanding – as long as these are countries enabled for the new listings. If you’re only currently advertising in UK, but have the capabilities to expand to IE, for example, then I would definitely consider it – ads or otherwise.


  2. Steve says:

    Hey Luke,

    Great article; just wondering if you have any updates?

    Specifically, are you and your clients seeing results from the free Shopping Ads?


    1. Luke Northbrooke says:

      Hi Steve,

      Thanks for the response!

      We have indeed seen results from free shopping listings across a number of clients. The first thing to mention is that to monitor results, you’ll need to set up tracking in Google Analytics – more on that in this blog

      In terms of our actual clients, the results have varied an awful lot. We’ve seen free shopping listings contribute to between 0.6% and 3.5% of total online revenue for our clients with the most data. In one case this revenue figure was almost £70,000 since implementing free shopping listing tracking, but this of course is a high volume client.

      The most important result though is that in all cases I looked at, free shopping listings had contributed to at least some revenue! Seeing as they’re free, it’s definitely worth enabling and setting up tracking.

      Hope this helps!