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Google Shopping

Google Shopping is a pay-per-click product ad campaign service that displays your products' ads in Google search results. They feature rich product data like reviews and promotions and can be promoted directly to your market's target audience.

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How It Works

  • First, you’ll set up your Merchant Center account.
  • Then, you’ll upload your products with a feed. BigCommerce recommends the Google Shopping by Sales & Orders app to do this.
  • Finally, you’ll create a Shopping campaign in AdWords to start advertising your products. You’ll be able to adjust settings like bid and budget to help optimize your campaigns.


You need a Google account and you to be signed up for Google AdWords in order to send your product data to Google.


Upload Your Product Feed

BigCommerce recommends the Google Shopping by Sales & Orders app to create and send your product feed to Merchant Center. The app is free to use for feed creation, warning/error diagnosis, and select feed modification options.

To install the app, click the link above and click Get It Now. You can also find it in your store’s control panel by going to AppsMarketplace.

If you encounter any warnings or issues while trying to set up the app, click the Help Center link. This shows help articles based on the section of the app you’re currently using. You can also find written documentation and tutorials on Sales & Order’s support site.

Once submitted, you can use your feed data to create shopping campaigns in AdWords.

Additionally, there are other solutions available in the BigCommerce app store that will allow you to integrate with Google Merchant Center and submit your products. Visit the app store and search for “google shopping” to find relevant apps.

For help manually setting up and running shopping campaigns, see Google AdWords Help.


Did you know? Sales & Orders can also automatically create and manage your AdWords shopping campaigns for a monthly fee. See their page in the BigCommerce app store to learn more.


Google Shopping App Retirement

On January 23, 2018, Google announced they will retire the Google Shopping app for BigCommerce and discontinue the E-commerce platform import method for submitting product feeds to Merchant Center, effective March 20, 2018.

Existing users of the Google Shopping app will continue to be able to use it until that date, after which they will need another solution to submit their product data to Google. BigCommerce recommends the Google Shopping by Sales & Orders app.

If you’re currently using the Google Shopping app, you’ll need to unlink your existing BigCommerce module in Merchant Center and delete your current feed.


Disclaimer: Deleting existing ecommerce platform imports could impact your AdWords account setup and performance. You may need to reconfigure your shopping campaigns. Once a feed is deleted, there is no way to recover it. To reduce some performance impact to your account, consider connecting Google Shopping by Sales & Orders and pushing your product data first, then follow the below steps to unlink the BigCommerce module and delete your old feed.

To unlink your existing BigCommerce module:

1. In Merchant Center, click the three-dot menu in the top right corner.

2. Select Account Linking.

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3. Select the E-Commerce tab.

4. Click Unlink under the Actions column.

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Once installed, the Google Shopping by Sales & Orders app can delete your old feed in Merchant Center for you. If you’re using another solution, you may need to delete your old feed manually.

To delete your old feed:

1. In Merchant Center, click the Products tab on the left.

2. Select Feeds from the page menu.

3. Delete any feeds with an Input Method of E-commerce platform import.

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Claiming Your Site

You'll need to verify and claim your store's website URL with Google in order for your products to be eligible to appear on Google Shopping.

Claiming your site associates your verified website URL with your Google Merchant Center account. In order to claim a website in Google Merchant Center, you'll need to first verify your site with Google.

1. Sign into your Merchant Center account and go to Business InformationWebsite and click Claim your website.

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2. Complete any required fields under About your business. Once finished, your Website URL should show both Verified and Claimed.

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Exporting Your Products to Google AdWords

Google AdWords is a pay-per-click website advertising service that includes your paid listing on Google search results. An effective AdWords campaign can help you to attract visitors, increase sales, and improve your brand awareness.

BigCommerce allows you to generate and export your products for use as Google AdWords ads. Dynamic placeholders may be used to show specific data for individual products.

1. Go to MarketingGoogle AdWords.

2. Select which categories to Create Ads For, or select All Categories.

3. Fill in all of the following fields. See Google's support documentation on field length limits.

  • Ad Headline — This the top line and title of your ad. In most instances, you'll want to use a {PRODNAME} placeholder to make the headline specific.
  • Description Line 1 — This is first description line of text, displayed immediately following the title.
  • Description Line 2 — This is the second description line of text, displayed immediately following the first.
  • Display URL — This is the URL shown in the ad result.
  • Final URL — The URL on your store a user is redirected to when clicking this ad. In most instances, you'll want to leave this as the {PRODLINK} placeholder.
  • Ad Type — Google Search, Search Partners, Search, Select, Display, Search Network only - Mobile app installs, Display Network only - Mobile app installs, Shopping. See Import a CSV file in AdWords Editor - CSV file columns for more information.
  • Campaign — The name of the campaign these ads apply to. It can be new or existing.
  • Ad Group — The name of ad group these ads apply to. It can be new or existing.

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4. Click Export to save the CSV file to your computer.

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