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Sell on 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.

Google Shopping ads in a Google search engine results page


You need a Google account and to be signed up for Google AdWords in order to create and manage Google Shopping campaigns.

In your BigCommerce store, you'll need to map your categories (optional) and enable your products before sending your product data to Google.


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Mapping Your Categories (optional)

Google Shopping has its own predefined list of product categories. Since your store's categories may not exactly match what Google has available, these next few steps allow you to "map" your store's categories to their relevant Google Shopping categories. Categories can be mapped individually from the Google Shopping tab when adding or editing a product or in bulk from the View Categories screen.


Did you know? Google is in the process of removing the Google Product Category requirement for certain categories, so depending on your products, mapping categories in BigCommerce may not be necessary. We recommend connecting your store and submitting your feed without mapping your categories and checking any warnings or errors in your Merchant Center dashboard. If the Google Product Category attribute is required, you can use Feed Rules to define it.

1. Go to ProductsProduct Categories.

2. Check the box to the left of the categories you would like to map, then click Choose an actionBulk Update Google Product Categories. Mapping a parent category does not automatically map its subcategories; they must be mapped individually.

Select categories and subcategories, then select Bulk update Google Product Categories from the Choose an Action dropdown

3. Choose the Google Shopping Category that best represents your store's category. Note that you are only able to select from Google's predefined list of categories, and cannot add your own.

4. Click Choose This Category.

5. Repeat this process for all of the categories that you wish to map.

To see which Google Shopping category a category is mapped to, hover your mouse over the Google Shopping icon to its right.

The Category Mappings column shows what Google Shopping category this category is mapped to

Enabling Your Products

Enabling your products for Google Shopping happens at the product level. Enabling a product will also enable all of its options/variants. Be aware of this increased catalog size when calculating ad spend for your campaigns.

Enabling Your Products Individually

1. Go to ProductsView and click the name of the product you'd like to edit.

2. Click the Google Shopping tab.

3. Select Enable Google Shopping, then select the appropriate category from the Category drop-down.

Enable Google Shopping checkbox and category dropdown selector

4. Fill out the remaining information that is required for your product. Fields that are listed as (Optional) only indicate that the field is not required to list your products on your BigCommerce store, however, they may be required in order to list with Google. See Google's Summary of Attribute Requirements to determine what information is necessary for your products.

5. If your product is custom and does not have any of the following, check Custom Item.

  • GTIN (Global Trade Item Number)
  • MPN (Manufacturer Part Number)
  • Brand Name

If designating a product as a Custom Item, the Product Identifiers section on the Other Details tab must be configured as follows in order to be accepted by Google:

  • Global Trade Item Number — leave empty
  • Manufacturer Part Number — leave empty
  • Brand Nameleave set to Choose an Existing
  • UPC/EANleave empty

6. Save your changes.

You will have to repeat this process for all of the products that you would like to export to Google Shopping. If you have many products in your store, you may consider enabling them in bulk. When finished, you are ready to submit your products to Google.

Enabling Your Products in Bulk

1. Go to ProductsExport.

2. Select the Bulk Edit template, leave Export to Microsoft Excel (CSV) selected, and click Continue.

Export Products screen showing Bulk Edit template and Export To Microsoft Excel (CSV) selected

3. Click the Export my products to a CSV file link, then click the Download my Products file link and save the file to your hard drive.

4. Open your export file and navigate to the right-most columns where you will find column headers that begin with GPS. These are the columns that you will need to edit for your products to be enabled. See Google's Summary of Attribute Requirements to determine what information is necessary for your products.

  • GPS Global Trade Item Number — A global trade number associated with this product. In North America, this will be the UPC. In Europe, this will be the EAN.
  • GPS Manufacturer Part Number — A manufacturer part number is used to reference and identify a product using a manufacturer specific naming convention other than GTIN.
  • GPS Gender — The gender of the customer the product is marketed to. This is required for all 'Apparel & Accessories' items in feeds that target the US, UK, DE, FR, and JP.
  • GPS Age Group — The target age group for your product. This is required for all 'Apparel & Accessories' items in feeds that target the US, UK, DE, FR, and JP.
  • GPS Color — The color of your product. This is required for all 'Apparel & Accessories' items in feeds that target the US, UK, DE, FR, and JP.
  • GPS Size — Indicates the size of your product.
  • GPS Material — The material or fabric that your product is made out of.
  • GPS Pattern — The pattern or graphic print featured on your product.
  • GPS Item Group ID — All items that are color/material/pattern/size variants of the same product must have the same item group id. If you have a 'Parent SKU' that is shared by all variants of a product, you can provide that as the value for 'item group id'.
  • GPS Category — The category (in your store) that you would like to have associated with your product.
  • GPS Enabled — Enable (Y) or Disable (N) your product from being exported in your Google Shopping Feed.
  • GPS Custom ItemIf you wish to designate certain products as custom in bulk, then you must enter this column header manually. Enter a 1 to indicate that the item is custom made and therefore does not have a GTIN or MPN. Enter a 0 to indicate that the item is not custom made. This field can also be added to a new or copied custom export template.

GPS Custom Item checked as an exportable field when creating or copying a custom export template

GPS Custom Item column in a CSV import/export file


Selling custom products? If designating a product as a Custom Item, the Brand Name on the Other Details tab must be set to the default setting of Choose an Existing Brand.

5. Add a Y to the GPS Enabled column, then enter all relevant information for your products into the GPS columns listed above.

6. Once you have completed your CSV file, save and re-import it into your store.

Sending Your Product Data

Now that you've mapped your categories and enabled your products, it's time to send your product data to Google.

You can use Google's new Google Shopping app to connect your BigCommerce store to Merchant Center and automatically import your product data. Updates you make to your BigCommerce products will be automatically be sent to Google Shopping so your catalog is always up-to-date.

If you have an existing Google Shopping feed for your BigCommerce store from our older API integration, you'll need to remove it before setting up and using the new app.

1. Go to Apps, then navigate to Get more trafficAdvertising.

Get more traffic > Advertising section of the App Marketplace in the control panel

2. Click Free to filter the results, then scroll down and click on Google Shopping.

Google Shopping in the App Marketplace in the control panel

3. Click Install, then click Confirm to allow Google Shopping to access your store data.

Confirm permissions for Google Shopping to access your store data

4. Click Launch and you'll be redirected to Google Merchant Center.

5. If you've never signed up for Merchant Center before, Google will ask for some details about your store. Complete the required fields then click Continue.

6. Check Yes, I agree to the above Terms & Conditions and click Continue.

7. Merchant Center will automatically verify and claim your website URL, so your store needs to be launched and accessible (e.g. not Down for Maintenance). Click Continue.

Verified and claimed website in Google Merchant Center will Continue button highlighted

8. Select your Target country. Language, Currency, and Feed name will update based on the selected country. You can edit your new Feed name if you want it to be more specific. Click Continue.

Target country in feed setup

9. Next, Merchant Center will map your products' data (attributes like age group and gender) to their equivalent target attributes required by the Google Products Feed Specification.

Most of these attributes can be mapped automatically. Depending on your products, some of these attributes may need to be mapped manually.

Attribute mapping in Merchant Center feed setup

Click Continue and Merchant Center will start processing your product data. This may take some time, depending on the number of products in your store.

10. Finally, you'll need manually configure your Tax and Shipping settings in your Merchant Center account. Once that's done and your feed has been processed, you're ready to start creating and managing your Shopping campaigns. See Google's support documentation for instructions and more information.

Removing a Feed from Merchant Center

1. In your Merchant Center account, go to ProductsFeeds.

2. Click the X next to the feed you want to remove, then click Continue.

Using Your Google AdWords Promotional Code

Follow the steps below if you received an email from Google featuring an AdWords promotional code.

1. Visit or follow the above instructions to connect the Google Shopping app to your BigCommerce store.

2. Follow the in-app instructions to set up your BigCommerce products on Google Shopping.

3. Create a Shopping campaign in AdWords to advertise your products.

4. Enter your promotional code within the Billing menu of AdWords or follow the directions here.

5. Make sure your AdWords account is linked to the app via the Account Linking menu.

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