What Google needs
Every product needs a shipping cost for each country it is advertised in. You can set it once for the account in Google Merchant Center, or per product with the shipping attribute in your feed. Account settings are easier to keep right for most stores.
Delivery times shown on Google come from the same settings, so they need to be realistic and match what your site promises.
How to set it up
- In Google Merchant Center, open Shipping and returns and create a shipping service for each country you sell to.
- Set the cost: free, a flat rate, a rate by order value, or one that matches your carrier.
- Set handling time and transit time so the total matches what customers really get.
- Add your return policy under Shipping and returns too, so it appears with your listings.
Common mistakes
- Advertising in a country with no shipping service for it, which causes a missing shipping disapproval.
- Showing free shipping on Google but charging at checkout.
- Delivery times on Google that are much faster than the shipping policy on the site. This also feeds misrepresentation problems.
- Feed-level shipping from an app that conflicts with account settings.
How UltraROAS.ai does this for you
UltraROAS.ai shows every product Google Merchant Center flags, with Google's reason and the spend it affects, so a shipping problem stands out. Shipping costs and delivery times are your business settings, so you set them yourself.
Try it freeFree plan, no card: see everything Optimize would change before you pay.
Questions
Do I need shipping settings for free listings too?
Yes. Shipping information applies to products shown in Shopping ads and free listings.
Should I set shipping in the feed or in Google Merchant Center?
For most stores, account settings in Google Merchant Center are simpler and easier to keep consistent. Use the feed only when cost differs a lot by product.
Why are my delivery times important?
Shoppers see them on Google, and times that don't match your site are a common reason for misrepresentation problems.