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  1. Documentation
  2. Plugins
  3. WooCommerce
  4. Extensions
  5. Google Listings & Ads

Google Listings & Ads

About Google Listings & Ads ↑ Back to top

Google Listings & Ads makes it easy to connect your WooCommerce store to Google Merchant Center so you can showcase your products to shoppers across Google Search, Shopping, Gmail, YouTube, and the Display Network to drive traffic and sales for your store, for free or with ads.

Once your accounts are synced, and you meet the eligibility requirements, you can list eligible products on the Google Shopping tab for free and create ad campaigns to reach more shoppers and grow your business.

Connect your store with Google Merchant Center ↑ Back to top

Integrate with Google Merchant Center to upload your store and product data to Google. Your products will sync automatically to make relevant information available for free listings, Google Ads, and other Google services. You can create a new Merchant Center account or link an existing account to connect your store and list products across Google.

Reach online shoppers with free listings ↑ Back to top

Showcase eligible products to shoppers looking for what you offer and drive traffic to your store with Google’s free listings on the Shopping tab. Your products can also appear on Google Search, Google Images, and Gmail if you’re selling in the United States.

Boost store traffic and sales with Google Ads ↑ Back to top

Grow your business with Smart Shopping campaigns. Create a campaign to promote your products across Google Search, Shopping, YouTube, Gmail, and the Display Network. You can connect your Google Ads account, choose a budget, and launch your campaign straight from your WooCommerce dashboard.

Get started ↑ Back to top

Installation ↑ Back to top

  1. Download Google Listings & Ads from the WooCommerce Marketplace
  2. Navigate to your site’s admin dashboard
  3. Locate Plugins in the sidebar menu
  4. Scroll to Google Listings & Ads
  5. Begin setup by clicking the Get started link

Setup and configuration ↑ Back to top

  1. Sync your store with Google and configure your free product listings

1.1 Set up your accounts: Connect your WordPress.com account, Google account, and Google Merchant Center accounts.

If you don’t see your Google Merchant Center account – please navigate to example.com/wp-admin/admin.php?page=connection-test-admin-page (replacing example.com with your domain) and check if your Google account is connected.

1.1.1 Claim and verify your website: Once you create or link your Google Merchant Center account, you will also need to claim and verify your website. Learn more about verifying and claiming website URLs.

1.2 Choose your audience: Select your site language and determine your target locations.

1.3 Configure your product listings: Provide your shipping and tax rate information and complete your feed setup to list eligible products on the Google Shopping tab for free. If you have any existing settings in Google Merchant Center, they will be overwritten by any new configurations you enter here in WooCommerce.

1.4 Confirm your store requirements: Add your contact phone number and store address, which Google will use to verify your business. This information will not be displayed to customers. Next, review your pre-launch checklist and ensure that your website meets all of the Merchant Center requirements listed.

2. Launch your paid Smart Shopping campaign

2.1 Set up your account: Connect your Google and Google Ads accounts.

2.2 Configure and launch your paid campaign: Select your target audience, determine your budget, and set up your billing with Google Ads to launch your campaign to promote your approved products across Google Search, Shopping, Gmail, YouTube, and the Display Network. After your billing is confirmed, press Launch paid campaign to activate your paid campaign.

Pausing or Editing your campaign: You can pause or edit your campaign at any time although we recommend letting your campaign run for at least 15 days without pausing or editing to allow Google’s Machine Learning to fully optimize your campaign.

General requirements ↑ Back to top

In order to sync your WooCommerce store with Google and begin showcasing your products online, you will need to complete the following steps within your Google Listings & Ads setup:

  • Set up your accounts
  • Choose your audience
  • Provide shipping information
  • Ensure your store is running on a compatible PHP version
  • Provide tax rate information (required for US only)

Set up your accounts

Connect the following accounts to use Google Listings & Ads:

  • WordPress.com: Connect your WordPress.com account to Google.
  • Google account: Connect your Google account with Google Merchant Center and Google Ads.

Required Google Account permissions

In order to create and manage your Google Merchant Center and Google Ads accounts through the Google Listings & Ads plug-in, you will need to grant certain Google account permissions for the application to work as expected. Failure to grant all requested authentication scopes to the application will prevent you from using the plug-in. 

When connecting your Google Account to the Google Listings & Ads plug-in, you will be prompted to grant the following authentication scopes: 

  • Manage your Adwords campaigns: This scope will allow Google Listings & Ads to create and manage Google Ads account on your behalf. If you do not grant this scope, you will not be able to create new Google Ads accounts or make changes to your existing accounts through the plug-in.
  • Manage your product listings and accounts for Google Shopping: This scope will allow the plugin to create a Google Merchant Center account, manage an existing Google Merchant Center Account, sync your WooCommerce products to Google and is an essential step to successfully complete onboarding in the plug-in. If you do not grant this scope, you will not be able to use Google Listings & Ads plugin. 
  • Manage your new site verification with Google: This scope will allow Google Listing & Ads to verify and claim your store’s website (or in other words, prove to Google you are the owner/admin of this website) in order to set up your merchant center account. This is an essential step in setting up your Merchant Center account through the Google Listings & Ads plug-in. If you do not grant this scope, you will not be able to use the Google Listings & Ads plugin. To learn more about verifying and claiming your store’s website see the Google Merchant Center Help article here.

Please note that those permissions are “un-checked” by default, and that clicking “Allow” on the OAuth prompt without checking these prompts can lead to plug-in errors. Merchants on versions 1.6 or higher will be required to allow these permissions in order to use the plug-in, and will be continually prompted to do so in order to continue onboarding. 

If you are facing issues and suspect that you may not have granted all necessary permissions, you can perform the following steps in order to ensure the authentication scopes have been granted.

  1. Revoke the previous access permissions to your Google account in order to reconnect: Open the Security settings for your Google Account at https://myaccount.google.com/security, then go to “Manage third party access” and remove access for the WooCommerce App. 
  2. Reconnect your Google Account to Google Listings & Ads and ensure that all necessary authentication scopes are granted: To do this, in WooCommerce go to Dashboard > Marketing > Google Listings & Ads and reconnect your Google Account. Ensure that all requested scopes are granted by checking the boxes. 
  3. Reconnect your Google Merchant Center and Ads accounts: Once all the necessary scopes have been granted, reconnect your merchant center and Ads accounts and continue setup as prompted. 

To learn more about Google’s granular account permission changes for third party applications, see the developer blog post here.

  • Google Merchant Center account: Connect your WooCommerce store to Google Merchant Center to list your products on Google. You can create a new account or link to an existing account. You will also need to claim and verify your website.
    • Reclaiming a URL: If your URL is currently claimed by another Merchant Center account, you can attempt to reclaim it. Reclaiming a URL will cause any existing product listings or ads to stop running and the other verified account will be notified that they have lost their claim.
    • URLs with existing product feed: If your URL has an existing product feed in Google Merchant Center, your product feed and all existing settings might be overwritten by completing the Google Listings & Ads setup.  

Some important notes on claiming

  • Claiming a URL is done with a Merchant Center account.
  • The Merchant Center account must belong to a Google account that has been verified on the URL, and only one Merchant Center account can claim a URL.
  • By default claiming also claims any sub-URLs – so if https://ww.brand.com is claimed, https://www.brand.com/store is unclaimable.
  • While it is possible to overwrite a URL claim, it can only be done with a Merchant Center sub-account – that is, an account that was created within the Google Listings & Ads extension. Existing, independent accounts don’t have permission to overwrite existing URL claims.

Learn more about verifying and claiming website URLs.

Choose your audience

Select your site language and where you will sell your products.

  • Language: Your product listings will only be displayed in your site language.
  • Location: Select your target country(ies). Your eligible and approved products will be shown in all supported countries. Your store should already have the appropriate shipping and tax rates (if required) for potential customers in your selected location(s). Learn about supported countries and currencies.

Shipping information

Provide your shipping information. This will be shown to potential customers on Google and may help them with their purchasing decisions.

  • Shipping rate: choose between two options:
    • I have a fairly simple shipping setup and I can estimate flat shipping rates
    • I have a more complex shipping setup and I cannot estimate flat shipping rates
  • Shipping time: choose between two options:
    • I can estimate a flat shipping time for all my products
    • I cannot estimate a flat shipping time for all my products

PHP Version

PHP is the coding language WordPress is built on, and its version is set at the server-level by your hosting company. To use Google Listings & Ads effectively, your site must be using a compatible version of PHP (see here). 

Learn how to check and update your PHP version.

Tax rates (required for U.S. only)

Provide your tax rate information. This will be shown to potential customers on Google, together with the cost of your product. Choose between two options:

  • My store uses destination-based tax rates
  • My store does not use destination-based tax rates

Google Merchant Center requirements ↑ Back to top

Make sure your business follows the Google Merchant Center guidelines. Start by making sure your website has:

  • Website, domain, and URL basics
  • Secure checkout process and payment information
  • Refund and return policies
  • Billing terms and conditions
  • Contact information

*If you’re located in the European Economic Area or Switzerland, make sure you review the Comparison Shopping Services guidelines. Learn more below.

Helpful articles:

Website, domain, and URL basics

Your WooCommerce website must:

  • Be live and have a valid domain
  • Contain no broken links
  • Have a verified and claimed URL

Secure checkout process and payment information

Your website must meet the following payment and transaction requirements:

  • Secure checkout process: Payment or transaction processing must be conducted over a secure processing server (SSL-protected, with a valid SSL certificate – https://)
  • Valid payment provider: Process all transactions through a valid payment provider, like Stripe or PayPal
  • Visible payment methods: Visibly display all of your accepted payment methods on your website

Helpful tip: If you are using PayPal, you have the option to link your account to Merchant Center. Linking your PayPal account helps to provide Google with relevant order and shipping data, which can improve your Google Listings & Ads reporting and performance over time.

Refund and return policies

Your refund and return policies must be accurate and easy to find on your website. If Google’s review team can’t find it, your account may be suspended. If you don’t offer returns or refunds, make sure to explicitly state this on your website. Be sure to clearly explain the following:

  • Policies (mandatory): How you handle returns and refunds, including what the customer is required to do, the returns time frame, and when a customer can expect a refund
  • Return addresses (mandatory): Include where the return should be mailed to
  • Rules (recommended): Provide any rules for refund and return rules

Learn more about return policy requirements.

Billing terms and conditions

Your site must clearly and conspicuously disclose all related conditions before and after purchase as well as disclose the payment model and full expense that a user will bear before and after purchase. Learn more about billing terms and conditions.

Contact information

In case any issues arise with your shoppers,  you must feature at least one contact method on your website. Contact methods include, but are not limited to, a contact us form, a link to your business profile on social media, an email address or a phone number.

A great way to make it easy for your customers to find you is to add contact details in your website footer.

Separately, you must also provide your phone number and business address to Google Merchant Center for verification. This verification information will not be displayed to customers. You can do this by going to Google Listings & Ads > Settings > Contact information.

Comparison Shopping Services guidelines

If you are in the European Economic Area or Switzerland your Merchant Center account must be associated with a Comparison Shopping Service (CSS). Please find more information at Google Merchant Center Help website.

If you create a new Merchant Center account through this application, it will be associated with Google’s CSS (Google Shopping) by default. You can change the CSS associated with your account at any time. Please find more information here.

Once you have set up your Merchant Center account, you can use our onboarding tool regardless of which CSS you use.

Product feed information ↑ Back to top

Google Listings & Ads will automatically sync your WooCommerce product data to Google Merchant Center and you can add or edit your products individually or in bulk. To ensure your products are approved by Google, make sure that your product feed includes the following information:

  • General product information
  • Google product categories
  • Unique product identifiers
  • Data requirements for specific categories:
  • Apparel & Accessories
  • Media
  • Books

General product information

Include basic product data information like product title, description, ID, link, and image. Learn more about product data specifications.

Unique product identifiers

Include unique product identifiers to help define your products in the global marketplace. This data helps Google identify the products you are selling to match them with search queries so your products can show up when shoppers are searching on Google. Learn more about unique product identifiers.

Data requirements for specific categories

Provide any specific requirements for products within these categories:

  • Apparel & Accessories: Review the guidelines for the following data: age group, gender, color, and size.
  • Media: Products like music, movies, or video games require a specific unique product identifier: UPC, EAN, or JAN
  • Books: Products in this category require a specific unique product identifier: ISBN

Sync and statuses

After submitting your product feed, your products will be assigned a status. There are six different product statuses:

  • Not synced: These products do not appear on surfaces across Google or the Google Shopping tab as free listings. They are queued for submission or may be ineligible or excluded from the product feed.
  • Active: These products are fully approved and are eligible to appear in free listings on the Google Shopping tab within the next 3–5 days. Your products can also appear on Google Search, Google Images, and Gmail if you’re selling in the United States.
  • Partially active: These products are approved and eligible to appear in standard listings only.
  • Expiring: These products will become inactive and will no longer appear in Google Listings within the next three days.
  • Pending: These products are still being processed by Google and will not appear in Google Listings until they are approved.
  • Disapproved: These products are inactive and do not appear in Google Listings. Check error status to learn more.

Channel visibility

Choose exactly which products you want to list across Google by toggling the Channel Visibility option in the Google Listings & Ads Product Feed. There are two options:

  • Sync and Show: Eligible products will be visible across Google
  • Don’t Sync and Show: These products will not be visible across Google (helpful for custom products with varying prices, giveaway products, etc.)

When you set up GL&A, all products in your WooCommerce store will be automatically added to your Product Feed, and set to ‘Sync and show.’

You can change the channel visibility of your products at any time, and your product feed will be synced automatically within 1-2 days.

All products in your product feed set to ‘Sync and show’ will appear in both your Free Listings and Paid Campaigns.

Displaying deals and promotions on Google

To show your coupons and promotions on Google Shopping listings, make sure you’re using the latest version of Google Listings & Ads (version 1.6+).  When you create or update a coupon in your WordPress dashboard under Marketing > Coupons, you’ll see a Channel Visibility settings box on the right: select “Show coupon on Google” to enable. This is currently available in the US only.

Free listings on Google ↑ Back to top

Showcase eligible products to shoppers looking for what you offer and drive traffic to your store with Google’s free listings on the Shopping tab. Your products can also appear on Google Search, Google Images, and Gmail if you’re selling in the United States.

Standard listings

Products that are eligible for standard listings may appear for free on Google. If you are approved for only standard listings, your products will show as Partially active in your WooCommerce dashboard.

Enhanced listings

Products that are eligible for enhanced listings will appear in content-rich formats on the Shopping tab, which may boost traffic and drive sales. If you are approved for both standard listings and enhanced listings, your products will be shown as Active in your WooCommerce dashboard.

Opting out of free listings

You can opt out of showing your products on Google’s free listing program from Google Merchant Center. Learn about removing a feed from a destination.

Helpful articles:

Google Smart Shopping campaigns ↑ Back to top

Create Smart Shopping campaigns to promote your products across Google Search, Shopping, YouTube, Gmail, and the Display Network and help grow your business.

You can connect your Google Ads account, choose a budget, and launch your campaign straight from your WooCommerce dashboard. You can also track performance, review campaign analytics and access automated reports so you can easily track performance all in one place.

Once you launch your Smart Shopping campaign, Google’s machine learning will optimize your ads so they appear at the right time and place to boost store traffic and sales. You can edit or pause your campaign at any time but we recommend you allow at least 15 days for your campaign to optimize before making any changes.

Get up to $150 in free ad credits

New advertisers can automatically get up to $150 in ads credit when they spend $150!

How does it work?

Earn promotional ads credit as a new advertiser by accruing $150 in ad spend within 30 days of creating your Google Ads account. Once you reach $150, your account will automatically receive advertising credit of up to $150.*

*Eligibility criteria: The account has no other promotions applied, the account is billed to a country where Google Partners promotions are offered, the account served its first ad impression within the last 14 days. Review the static terms here.

Helpful articles:

Google reviews and approvals ↑ Back to top

Initial review

When you upload items to your account for the first time, your items and website will be subject to an initial review to ensure they meet Google’s requirements and Shopping ads policies. This process can take between 3–5 days and your products will show as Pending.

If the review reveals that your products or website do not comply with the Shopping ads policies, your account will be suspended immediately and you will receive a notification email with further details. If the review is successful, your products will become eligible to serve in Shopping ads. Learn more about account-level enforcement for policy violations.

Account-level policy violations: warnings and suspension

If your products or website are not in compliance with Shopping ads policies, your products may be disapproved and you may receive:

  • A warning email: Including details about the issue, how to fix it, and a time frame in which to fix your issues (usually 7 days).
  • An account suspension: If your issues are not fixed, you’ll receive a series of emails containing all of the relevant information related to Shopping ads policies and account suspension. Once you resolve all issues, your account or website will be reviewed and the warning will be lifted.

Learn more about account-level enforcement for policy violations.

Requesting an account review

If your account has been suspended, you can request a review using the Request review button by completing the following steps:

  1. Sign in to your Merchant Center account
  2. Navigate to Account issues on the Diagnostics page
  3. Locate the account-level issue that you’d like to have reviewed
  4. Make sure that there are in-stock products uploaded and all issues for the affected country of sale are resolved
  5. Click Request review
  6. Read the pop-up window to ensure that you understand the review process and its requirements and limitations
  7. Tick the box and click Request review

You can only request a review if there are no other pending requests. If your account has multiple policy issues in the same country of sale, the review will apply to all issues for that country of sale. If your account is suspended, you’ll have two opportunities to request a review. Learn more about account-level enforcement for policy violations.

Product-level policy violations: disapproved products

WooCommerce automatically checks your product feed before Google’s review to help you resolve any issues. Any issues requiring your attention will be listed on your Google Listings & Ads Product Feed and will include all the necessary details, including affected product name, issue, and suggested action. You can edit products individually, or make edits in bulk through Products > Bulk actions > Edit. Your product feed will then be synced automatically within 1–2 days.

Helpful articles:

Getting started with campaign analytics ↑ Back to top

Once your free listings and Smart Shopping Campaigns are set up, you will be able to track your performance straight from your WooCommerce dashboard. You can view your reports yearly, quarterly, monthly, weekly, or daily. The following metrics will be visible within your reports:

Conversions

An action that’s counted when someone interacts with your ad or free product listing (for example, clicks a text ad or views a video ad) and then takes an action that you’ve defined as valuable to your business, such as an online purchase. Learn about conversions.

Clicks

When someone clicks your paid ad or free listing, it counts as a click. Learn about clicks.

Impressions

An impression is how often your paid ad or free listing is shown. It is counted each time your paid ad or free listing is shown on a search result page or other site on the Google Network. Learn about impressions.

Total Sales

The total amount of sales your store has received through paid campaigns only.

Total Spend

The total amount you have spent on ads.

Disconnect Google Listings & Ads ↑ Back to top

Once Google Listings & Ads has been set up, if you’d like to disconnect the extension (and revoke WooCommerce access to your Google account) you can follow the prompts on the Settings tabs (see below) to disconnect all linked accounts or disconnect only the Google Ads account.

Clicking the “Disconnect all accounts” button will display a pop-up asking you to confirm the process.

When disconnecting…

  • Any active product listings will continue to show on Google. They can be managed, edited, or deleted manually from Google Merchant Center (merchants.google.com).
  • Any ongoing paid campaigns will continue to run. They can be managed, edited, or deleted manually from Google Ads (ads.google.com).
  • WooCommerce access to your Google account will be revoked. Note – this effects all sites using Google Listings & Ads connected to your Google account, so if you wish to continue using the extension elsewhere you may need to reconnect on the other sites.

Note – if Jetpack is being used elsewhere on your site – it will continue to remain connected.

When plugins are removed, data is often left behind on the site in the database and such. To fully delete all data related to the Google Listings & Ads integration, there is a constant you can define in the wp-config.php file to erase data then when plugin is deleted. This needs to be added before the plugin is deleted.

define( 'WC_GLA_REMOVE_ALL_DATA', true );

Note that this only works when the plugin is deleted from your WordPress site and not when deactivated.

Questions ↑ Back to top

Frequently Asked Questions ↑ Back to top

Google Listings & Ads Frequently Asked Questions can be found here below.

https://docs.woocommerce.com/document/google-listings-and-ads/google-listings-and-ads-faqs/

Support ↑ Back to top

Do you still have questions and need assistance? 

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