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2 Ways to Run Supplier Funded Activity on Google Shopping

Updated: Sep 5, 2020

Google Shopping with Partners enables retailers to support supplier SKUs as a priority on Google Ads. This is similar to how they may give brands priority shelf space, end of aisle displays or other highly visible placements in store.


In 2019, Google launched Shopping with Partners. This was off the back of manufacturers approaching retailers with the aim of paying them to drive increase visibility and clicks to their products in Google Ads.


  • For a retailer, running supplier activity is great because it means they have a larger PPC budget.

  • Manufacturers benefit through qualified traffic driving to their products.

In this blog we aim to look at the two ways to run this activity. Google Shopping with Partners, and Custom Labels.


Google Shopping with Partners


Google Shopping With Partners enables retailers with Google Ads accounts to setup manufacturer funded campaigns and report performance back to the supplier. There’s a few steps to setup, including: forecasting performance, setting up a Google Ads account and Manufacturer Center for the brand, and adding a piece of code to your site.


Once setup, retailers agree the cost split for the activity. Suppliers can’t fund 100% of the activity – however a 99% to 1% split is a good workaround. Once activity is live, suppliers can see performance (clicks, impressions, sales, etc.) in their own Google Ads account.


Custom Labels


Google Shopping with Partners can be arduous to setup, and if the supplier is not providing you with a huge budget – it may not be worth the time. You can however run supplier activity in an easier way. The supplier won’t be able to see campaign performance in their own Google Ads account, however you can provide an excel report as a workaround.


The steps to set this up include:



Whichever option you go with. Here are some tips for running supplier campaigns efficiently.


  • The higher the bid on Google Shopping the more broad the queries you will serve ads for. Running for a longer period of time may be a more efficient use of increased budgets as opposed to aggressive bidding in a 1-2 week period.

  • Choose as many products to promote as you can, this will ensure you’re not inflating CPC too much. Also, try to pick products that are priced favourably or on-sale.

  • Ensure the product descriptions in your feed are full of relevant keywords to give the products the best chance of serving for relevant queries. If you don’t have a feed management company (or they charge too much). This can be done through custom labels.

Interested in learning more? Get in touch.


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