You work at a global company that ships products around the world. You would like to create a Shopping campaign to promote products in the European Economic Area and Switzerland. How are Shopping ads served in the European Economic Area and Switzerland?
Shopping ads can be served by Google Merchant Center only.
Shopping ads can be served by any Comparison Shopping Service (CSS) you work with.
Shopping ads can be served by Google My Business.
Shopping ads can be served by one Comparison Shopping Service (CSS).
Explanation
Analysis of Correct Answer(s)
The correct answer accurately reflects the specific advertising regulations for the European Economic Area (EEA) and Switzerland.
- In these regions, Shopping ads on Google's search results pages are served through Comparison Shopping Services (CSSs). This model was introduced to comply with a European Commission ruling aimed at increasing competition.
- A merchant uploads their product data to a Google Merchant Center account. This account must then be associated with at least one CSS to be eligible to serve ads.
- Merchants have the flexibility to work with any CSS they choose. They can use Google's own CSS ("Google Shopping") or any number of third-party CSS partners. It is also possible to work with multiple CSSs simultaneously for the same products to increase reach and test performance.
Analysis of Incorrect Options
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Shopping ads can be served by Google My Business: This is incorrect. Google Business Profile (formerly Google My Business) is primarily for managing your business's online presence across Google, including Search and Maps. While it can feature products for local store listings, the core Shopping ad auction and delivery mechanism relies on Google Merchant Center and a CSS.
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Shopping ads can be served by Google Merchant Center only: This is incorrect for the specific regions mentioned in the question (EEA and Switzerland). While this model is true for most other countries, in the EEA and Switzerland, Merchant Center must be linked to a CSS to participate in the Shopping ad auction.
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Shopping ads can be served by one Comparison Shopping Service (CSS): This option is too restrictive. While a merchant can choose to work with only one CSS, they are not limited to one. A key feature of the program is the ability to partner with multiple CSSs to bid on ad placements, which can be a strategic advantage.