IRX 2020

  • Incorporating:
  • EDX

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InternetRetailing Expo IRX

Google product listings ads: guidelines to reaching a professional level


Google is the most used search engine globally with about 3.5 billion searches per day ahead of its competitors. According to Statista, Google has 95% of market share in Germany. Keeping the statistics in mind, it seems obvious for a retailer to list their products or to advertise their services in Google Shopping. For this purpose, Google created Google Shopping, a comparison shopping site where products can be advertised directly on the search engine.

The organic product search on Google was offered for free up until 2013. Google turned Google Shopping into a fee-based portal and therefore, there will be a cost if an online shop wants to advertise their products on Google. In addition, the ads also have a special name, Product Listing Ads (PLA).

This whitepaper will aim to explain what Google Product Listing Ads are and will show you how to create and adjust your ads on Google to attract more audience and how you can optimise your product datafeed. Google’s requirements are strict - if your product
feed does not match Google’s specifications or if it contains wrong information, your products could be removed from the advertisement.

Download free whitepaper


Therefore, it is crucial to process and optimise your datafeed correctly. In the following pages, you will be shown how to structure product campaigns and how to control PLA campaigns efficiently. With our step-by-step guide, you will learn how to work with Google Merchant Center and how to adapt your datafeed to Google’s specifications. A summarised conclusion will be included in the last pages.

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Content Hours

2020 speakers



  • There are so many innovative companies, so much variation, great content and the speakers are talking about relevant business problems.
    Stuart Eames, Retail Innovation Lead
    Waitrose & Partners
  • The most exciting thing I’ve seen at IRX this year are the new products, new plugins and tools that are now becoming available that perhaps we’d never considered before.
    Agata Styczen, Senior Online Merchandising Manager
    O2 (Telefónica UK)
  • It’s interesting to know what’s happening in the industry… There’s a friendly atmosphere, a number of keynote speakers, a number of theatres so a lot of opportunities to engage and talk to people.
    Munish Khurmi IT Delivery Manager
  • You can talk to different retailers, visitors and you can share knowledge with them. It’s worth coming to IRX.
    Muhammed Aslam, Finance Manager
    Kiddies Kingdom
  • It’s really important to be here to really understand what’s going to be our next challenge.
    Carlos Larraz, Co-Founder & CEO


Location & opening times

Hall 2
The NEC Birmingham

Wednesday 2 September 2020 | 09:30 - 17:00
Thursday 3 September 2020 | 09:30 - 16:00


Clarion LogoIRX is organised by Internet Retailing Events, registered in England and Wales, Company Number 07081797, VAT No. GB 843845601 

Registered Office: Bedford House, 69-79 Fulham High Street, London, SW6 3JW, United Kingdom

Internet Retailing Events are a subsidiary of Clarion Events Limited.