About Commerce Media through Google Ads

Commerce media enables advertising partners, such as brands and sellers, to better collaborate with commerce partners, such as retailers and marketplaces, to jointly reach new consumers and drive increased sales of their products on commerce partner properties. Commerce partners can share their first-party data to enable advertising partners to reach consumers across the shopping journey and drive incremental sales. Google’s commerce media features enable the setup and optimization of commerce media campaigns.

Learn how to Set up a Commerce Media campaign .

On this page

• Benefits
• When to use
• Eligibility and requirements

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Benefits

The value for commerce partners:

• Scale: By creating a robust partner ecosystem, commerce partners can drive valuable traffic to their website and reach new customers through YouTube, Search, Shopping, Performance Max and Demand Gen campaign types. That, combined with self-and-managed service options, enable these partners to drive more sales through scale
• Control: Commerce partners can selectively share feed inventory, conversion and first-party audience data while maintaining visibility and control into how they’re used
• Grow: Integrate Google’s Commerce Media suite directly in your partner platforms via the Google Ads API, or unlock additional brand budgets via support for self-service
• Measure: Commerce reporting allows commerce partners to check the individual performance and spend of all advertising partners in their commerce program.

The value for advertising partners:

• Scale: Reach existing and new shoppers at scale, across the decision journey, where they watch, search, and shop through increased reach and access to commerce partner’s first-party data
• Control: Gain transparency and control over their media investments and the ability to optimize campaigns in real-time
• Grow: React to real-time shopper moments, unlock first-party audiences in partnership with your commerce partner, and drive increased performance to fuel your brands growth
• Measure: Receive product level performance metrics, including conversions, for every campaign run with your commerce partner.

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When to use

Commerce media campaigns are the best option to use when:

• Advertising partners want to utilize their commerce partner’s Merchant Center feeds and first-party audiences to drive additional traffic to their partner’s website, glean rich insights, and optimize towards their products to increase conversions on a commerce partner’s website or in-store
• Commerce partners want to establish robust relationships with advertising partners to drive engagement and increase transactions on their website or in their stores
• Commerce partners want a centralized way to manage commerce media at scale

The Commerce Media suite is only available to participating merchants. To check availability, please reach out to your Google sales team or inquire with your commerce partner about availability. We’re always working to add more platforms.

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Eligibility and requirements

In order to use Commerce Media through Google Ads both commerce partners and advertising partners must have the required accounts and setup which enables the campaigns. To get started:

• If you are an advertising partnerinterested in using Commerce Media through Google Ads, please reach out to your commerce partners or your Google Ads account team.

If you are a commerce partnerinterested in using Commerce Media through Google Ads, please reach out to your Google Ads account team.

Related links

• How to set up a Commerce media campaign
• Link a Google Ads account to Merchant Center