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Shopping campaigns with partners

Shopping campaigns with partners allow retailers to accept additional budgets from brand manufacturer partners. It’s a partnership designed to let brands support their retail partners in promoting specific products, growing sales and consideration for both brands and retailers.

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Here’s what you can do with
Shopping campaigns with partners

Improve performance

For retailers: Increase traffic to your ecommerce site and drive more sales by allowing brands to use their own budgets, partially or fully funding Shopping campaigns. For brands: Drive incremental, measurable sales and consideration for your products on Google properties with your retailer partners.

Reporting and analytics

For retailers: Easily share performance stats with all brand partners and get the same great analytics and reporting you receive with your standard Shopping campaigns. For brands: Gain a better understanding of how your digital ad investments are leading to sales and consideration with analytics and performance reports from Google.

Increase scale

For retailers: Extend your digital ad partnerships to all your brand partners, no matter their size, with less effort. For brands: Work with every one of your eligible retailer partners to fund campaigns, driving sales and consideration for your products across Google.

Partner together on Shopping ads

Across Google properties

Shopping campaigns with partners will put branded products in front of shoppers looking for their next purchase. These ads will appear throughout Google’s ad surfaces–Google.com, YouTube, Display, Images and Gmail–wherever traditional Shopping ads go.

Success story

The Estée Lauder Companies partnered with a top retail partner to increase clickshare of promoted designer fragrances’ click share by 70%.

The Estée Lauder Companies worked with a top retail partner in the US to promote their designer fragrance products. With these campaigns, they aimed to capitalize on holiday demand and increase their fragrances’ visibility.

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The Estée Lauder Companies worked with a top retail partner in the US to promote their designer fragrance products. With these campaigns, they aimed to capitalize on holiday demand and increase their fragrances’ visibility.

Key stats

70%

increase in click share on Google

Get started by registering for the early beta

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Women conversing about Smart Shopping campaigns

Frequently asked questions

  • How do Shopping campaigns with partners work?

    Shopping campaigns with partners (cofunded) are a type of standard Shopping ad that allows brand manufacturers to promote their products while increasing traffic to retailers of their choice. With Shopping campaigns with partners, manufacturers can partially fund the retailer’s advertising cost (for their own products) in return for attribution reporting from the retailers (only for the products within the campaign). Retailers can use the additional funds from manufacturers to increase their bids to be ranked higher in the auction, and benefit from incremental impressions, clicks and conversions.

  • Which ad types are Shopping campaigns with partners compatible with?

    Shopping campaigns with partners will surface ads anywhere standard Shopping ads currently appear. We are working on bringing these jointly funded campaigns to more ad types.

  • Which countries will Shopping campaigns with partners be available in?

    We will be launching in every Shopping country, but during the product’s beta, availability will be limited. In the meantime, retailers should register for a Merchant Center account and brands should register for a Manufacturer Center account. If you fill out the interest form, we will let you know when the beta is available to you.