How to optimise products for Google Shopping and Product Listing Ads

When you search for products in Google there are several ways that retailers can choose to target you. 

Aside from the paid search ads at the top of the page, there are also Google Shopping results which are determined by the relevance of the products stored in the Merchant Centre.

A high optimisation effort is necessary to successfully work with Google Shopping, so up until this week Google had compensated retailers by offering this service for free.

But as of this week Google Shopping results in the US will only come from merchants who are Product Listing Ads (PLA) customers. The same model will be rolled out in Europe early next year.