How to Set Up Free Product Listings on Google

Google allows merchants to list products for free across Google Search, Shopping, Images, and Maps. Free listings use the same product feed as your paid Shopping campaigns. Opt in through Google Merchant Center under Growth > Manage programs > Free product listings. Your products must meet the same

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Quick Summary

Process Flow

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Start: How to Set Up Free Product Listings o...

What Are Free Listings?

How to Opt In

Optimising for Free Listings

Free vs Paid Listings

Complete!

Step-by-Step Guide

Follow these 4 steps to complete this guide

What Are Free Listings?

Free product listings (formerly known as 'Surfaces across Google') show your products in organic, unpaid results on Google Shopping, Search, Images, YouTube, and Maps. They appear alongside paid Shopping ads but are clearly marked as organic results.

How to Opt In

If you already have a Merchant Center account with an active product feed, go to Growth > Manage programs. Find 'Free product listings' and click 'Get started.' Review and accept the terms. Your existing product feed will be used for free listings automatically.

Optimising for Free Listings

Since free listings use the same feed as paid Shopping, all feed optimisation best practices apply: descriptive titles with relevant keywords, high-quality images, accurate pricing, complete product attributes, and competitive shipping rates.

Free vs Paid Listings

Free listings get significantly less visibility than paid Shopping ads. They typically appear lower on the page and get fewer impressions. However, they are free traffic — no cost per click. For many merchants, free listings supplement paid Shopping campaigns nicely, capturing additional clicks at zero cost.

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