EMEA

Google

Tech

partnercenter

PEAK2025

GetreadyforPeak25

TECHBREAKFAST

LIVESTREAM

September23rd,2025

Welcome

Ourteamfortoday

LouiseLobb

SolutionsArchitect,Shopping

Google

ConorMcGann

ShoppingPartnerManager

JamesMugere

SolutionsArchitect,Shopping

NatClizia

ShoppingPartnerManager

VinandBasdew

ShoppingProductSpecialist

MilévaAsabiny

StrategicPartnershipsDevelopmentManager

LPartnercenter

Roadmap2025

UpcomingRetailTechBreakfastEvents

Joinustolearnmoreaboutourupcomingtoptechsolutions

MigrationtotheMerchantAPI

●

Jun

UpgradingOCI(O?ineConversion

Import)

SessionAttributesandFirstPartyData

Sep

Oct

●

Peak2025

Welcome

Agenda

01PeakShoppingTrends

02HolidayTips&Optimizations

03ProductActivations

04RetailTechSolution

05TroubleshootingandSupportPaths

06LiveQ&A

01

PeakShoppingTrends

AlookatQ42024

Retailisa

powerhouseoftheUKeconomy

5.2%

OfUKGDPandit

toucheseverysinglelifeinthiscountry…

Source:ONS,2024

r

Q4‘24totalled

129B

LPartnercente

Whatareweexpecting?

Peak2025

Consumer

behaviouris

(predictably)

unpredictable

1|PeakShoppingTrends

Consumersaresearchingwithnobrandinmind

andtheyarealsocomparingmorethanever

ofconsumersareopento

purchasingbrandsthey've

neverheardofbefore

Google

besttrenchcoatsforwomenfentyvs.rarebeautylipstainontrainersvs.nikerunning

5%YoYgrowthinComparisonqueries

YoYGrowthinComparisonqueries,UK,23x24

r

Source:Google/Ipsos,TheRelevanceFactor,n=1,000,onlineshoppers18+,2.UKMarch2024.2.GoogleTrends,UK,2023-2024

LPartnercente

1|PeakShoppingTrends

AcondensedholidayreturnswithearlyQ4

Rolling7DSeasonalTrendwesee...

(BrandedApparel)

BlackFriday

Highershare

duringpeak

period=deferred

demandrealized

DaystoandfromBlackFriday

season

upside

2yearavg(‘23,‘21)2024

AlateThanksgivingagaindrivesacondensedshoppingseason,nearlyidenticalto2024.

In2024,wesaw5fewer

shoppingdayspost-Cyberweekvs.2023.

Thisyearwe’llsee4fewer.

October&earlyNovemberwillholdasignificantupside

WeexpectearlierdemandfromShoppersasthey

startlookingforthe

bestdealspossible.

Source:GoogleInternalData.

Note:Volumescannotbecomparedinabovechartasthisisjustameasureofseasonality(e.g.eachlineisonitsownindex).DayofyearalignedtoBlackFriday(whichshiftedaweeklaterin‘24)

NEW

Google

TheTriplePeak、

Shopping

partnercenter

1|PeakShoppingTrends

TheRetailTriplePeakwasbiggerthanlastyear

Sowhatfor2025?

October:

→Earlyandextendeddemand

→Amazontokickofftheshoppingseasonearlywith

PrimeBigDealsDayinOctober(lastyearOct8/9)

1|PeakShoppingTrends

Howcanwewinthe

lightsoninDecember

‘TriplePeak’in2025&keepthe

November:

→SundayafterBlackFridayforecastedtobethebiggestdayoftheyear(107%oftheBlackFridayintent)

→TriplePeakNovember:BlackFridaymarksthe

centerofatriple-peakedweekinNovember,withsigni?cantactivityontheprecedingandfollowingSunday

→SundaybeforeBlackFriday:Moste?cient(98%ofBlackFridayintentat24%cheaperCPCs,lastyear)

December

→CyberMondayisinDecemberagainthisyear(thirdbiggestdayoftheyear)

→December‘24sustained94%oftheNovember

demandat2%cheaperCPCs–weareexpectingthesamefor2025typeofbehaviourforPeak2025

→KeepthelightsonforChristmas&NewYear’sDay

Source:GoogleInternalData,UK,Retailcategories(Fashion,Sports,Beauty,Electronics,Luxury,Grocery,Health,Home,Gifting,Sports,Toys&Games)|Q42025vsQ42024.NOTE:Forecastsaregeneratedusingamodeltrainedonhistoricaldata.Turbulentmarketconditionscanin?uencetrendsinwaystheforecastingmodelmaynotbeabletoabletoaccountfor.Neitherhistoricalstatsnorforecastsareguaranteeforfutureoutcomesorperformance

Google

partnercenter

02

HolidayTips&Optimisations

r

GoogleLPartnercenter

2|HolidayTips&Optimisations

Feedsarethefoundationofretailsuccess–whateverShoppingprogramandconsumerexperienceoffered

Shopping

YouTube

米

Discover

Display

Maps

ProductfeedsarethebackbonetoShoppingandconsumerexperiences,wherethestrengthofyourprogramisonlyasstrongasthehealthofyourproductdata.

Gmail

2|HolidayTips&Optimisations

Startwiththe

Overviewpage

inGMCtocheckrecommended

actionstotake

ChecktheOverviewpageforguidance,

prioritisingthenextmostvaluableaction–rightontheMerchantCenterhomepage.

Morerecommendedactionscustomized

foryouasamerchant,suggestingtasks

withthemostimpactonyourperformance.

What’schanged?

WhatshouldIdonext?

2|HolidayTips&Optimisations

GoogleLPartnercenter

BestpracticesforProductTitlespervertical-Feeds

晶Basicnamingstructure:Brand+Product+Attributes(colour,size,weight)

Ifproductis….

Usethisstructure:

Example

Apparel

Brand+Gender+Producttype+Attributes(colour,size,style,material)

AnnTaylorWomen’sBlackSlacksSize6

Consumableor

nutritionalgoods

Brand+Producttype+Attributes(?avour,quantity,weight,count)

TwinLabSuperCoQ10,50mg,60caps

Consumer

ElectronicsorHardgoods

Brand(manufacturer)+Producttype+Attributes(size,weight)+Model#

Southport,PatioWickerChairSet,Brown,4-Piece

Televisions,electronics

Brand(manufacturer)+Attribute+Product+

Model#ORBrand+Product+Attribute+Model#

Vizio52”TV,Black,#A783x63

Seasonal/Holiday

Occasion+Producttype+Attributes(colour,size,weight)

CollegeGrad2013StorageBoxGift,Silver

2|HolidayTips&Optimisations

GoogleLPartnercenter

FeatureholidayproductsinCampaignswithcustomlabels

01

02

03

Add

customlabels

inthefeedtosignalthataproductishighpriority-for

example:“bestseller”,“highmargin”,“trending”,“holidayproduct”.

Usethelabelstosegmenttheseproductsthenintoaseparate

Shoppingcampaignwitha

separatebudgetformorecontrol.

UseadifferentROAStarget(oruseMaxconv.value)tohityourholidaygoalsfortheseproducts.*AlowerROASgoalwillallowforincreasedvisibilityinauctions.

RemembertosetROASgoalsbasedonwhatwillyieldthehighestpro?t.Considercostofgoodssoldandconsideryourcustomerlifetimevalue.

2|HolidayTips&Optimisations

GoogleLPartnercenter

Powerofnow

●20%offnow

ForPMax-Highlightseasonalmessaging&offerings

There’snotimelikethepresent…

●OrdernowfordeliverybyDec22

★

Scarcitybias

Scarceresourcesaremoredesirable

●Limitedtimeonly

●Only5remaining

●Limitedstock

TapintoAudience

Remarketing&Customermatchlist

●NewCustomerAcquisition

●SeasonaleventsrelatedtoGoogleAudiences

Valueprop

Quickandeasydeliveryandreturns

●Freedelivery&returns

●2-dayshipping

Language

Testinglocalizedassetstoreachnon-ENconsumers

●Connectwithyouraccountteamtolearnmoreabout

Googletoolsavailablefortranslatingcampaignsandfeed

2|HolidayTips&Optimisations

GoogleLPartnercenter

ScheduleyourPMaxassetgroupswithAutomatedrules

●Automatedrulesallowyoutoscheduleassetgroupssothattheyarepausedandenabled,asneeded.

●Usetheserulestorunadsatspeci?ctimesofday,ortocreateandscheduleassetgroupsaheadoftime.

●Forexample,youcouldscheduleanewsetofholiday-themedassetsaheadofaspecial

sitewidesaleorpromotion.Ormaybeyou’re

hostinganin-storespecialeventandwanttoschedulesomemoreassetstohelppromoteit.

PROTIP:

Checkhowtosetupautomatedrules

MaximizeShoppingCoveragewithStandardShoppingCampaigns

GetyourStandardShoppingcampaignholidayready

Planyourseasonalbudgetahead

usingPerformancePlanner&CampaignSimulators(upto18months&90

daysrespectively).

Insteadofcreatingnewcampaignsoreditingcampaignsatspeci?choursordays,youcan

simplycreateseasonalbudgetadjustments

totemporarilyincreaseyourcampaignbudgetsforapromotionorasale.

2|HolidayTips&Optimisations

ShowcaseyourHolidaystorepromotionsonGoogleMapswithPMaxforstoregoals

Whatisit?

LocalpromotionsonMapsenableadvertiserstoappendstore-widepromotionstotheirPMaxforstoregoalscampaignsviaPromotionAssets.

Whyshouldyouuseit?

Shoppersareincreasinglylookingforgreatdeals.Surveyedshopperssaydeals/

promotions(45%)arethemosthelpfulthingsbrandscancommunicateastheyconsideritemstobuy*.Duringthepilot,advertisersonaveragesawa+42%CTRlift**

Howtogetstarted

Findoutmoreonhowtogetstartedin

CreateaPerformanceMaxforstoregoals

and

AboutPromotionAssets

*

Source

:Google-commissionedIpsosConsumerContinuousstudy,AU,BR,CA,CN,FR,DE,IN,IT,JP,KR,MX,ES,ZA,U.K.,U.S.,~n=500–1,000onlineconsumers18+permarket,July7,2022–July10,2022

**Datacollectionwindow:09/05/2023-10/15/2023

Google

r

LPartnercente

Demand-Ledfor

Budgeting

increasesclient

revenueforthe

sameROI

2|HolidayTips&Optimisations

BudgetFlexible

BudgetConstrained

r

Beingbudgetconstrainedislikeclosingyourshopwhenthereareshoppersoutside.

Youmissopportunity!

→Bidsreduceto

Captureallthedemand

stretchyourbudget→ROASincreases

→Atyourdesiredreturn

→Budgetcanrunout&yourads‘godark,

Biddingisunaffected

→AI-poweredbidding

Biddingisaffected

→Spendspikes&

unevenperformance

isuninterrupted&

hasconsistentdataforevenperformance

LPartnercente

Ifyou’redemand-led,you

couldbemaximisingonpeaksyoudidn’tpreparefor

Lastyear,thethirdbiggestbrandpeakoverNovember-Decemberwas‘FakeFriday’

ShareofRetailSearchesBrandUK2024

BoxingDay

BlackFriday

FakeFriday

Source:GoogleInternalData,2024|Apparel,AthleticShoes,Beauty&PersonalCare,Computers&ConsumerElectronics,FashionDesigners&Collections,Food&Groceries,Health,Home&Garden,Occasions&Gifts,Sports&FitnessApparel,Toys&Games

03

ProductActivations

r

LPartnercente

Google

DrivingLoyaltywithMemberPricing

Proprietary+Con?dential

3|ProductActivations:ValueofLoyaltyforRetailers

VALUEOVERTIME

Startbyacquiringtherightcustomersandtransitioningthemintoloyalmembers

Thefirststeptosustainablegrowthisbringinginshopperswhoarelikelytostayandbecomeloyalovertime.

Acquisitionisanecessaryinvestmentinfuturerevenuegrowth:

●Acquiringanewcustomercancost5-7xmorethanretaininganexistingone

●Onceacquired,loyalcustomersspend67%morethannewones

Source:1)

Bain&Company

“TheValueofCustomerLoyaltyandHowyoucanCaptureIt”,2)

F

“CustomerRetentionVersusCustomerAcquisition”

r

LPartnercente

Proprietary+Con?dential

3|ProductActivations

IntroducingLoyaltyonShoppingAds&FreeListings*

BenefitsonFreeListingson

Searchand

Shopping/Productstab*

TargetedPricing

CustomerMatchTargeting

inGB,FRandDE**UntargetedPricing

ShowntoEveryone

AcquireandretainloyalshopperswithMemberPrice,availableonboth

ShoppingAdsandFreeListingsonSearchandShopping/ProductsTab*

Reflectpricingforfixedtime

periodsorevergreendiscounts

*ShoppingtabinGB,ProductstabinFR,DE.

**launchedinUS,CA,MX,AU,BR,GB,DE,FRat

differentstagesofavailability

Availablenow

Servingtolimited%tra?c

Onroadmap

ShowntoEveryone

CampingTentBlue

MerchantName

WithLoyaltyProgram

CampingTentBlue

MerchantName

CampingTentBlue

ConceptualMock

LPartnercente

r

Proprietary+Con?dential

3|ProductActivations

Implementation

MemberPricingwill

UpdateProduct

UploadTiersand

2

3

PricinginGMCFeedinGMCshowinAds

1

GotoyourMerchantCenterAccount

□ActivateLoyaltyadd-onandclickGotoLoyaltyprograms

□EnterLoyaltyProgramname,label,programdescription,andsignupURL

□Addloyaltytierbene?tsbyclickingthe+addatierbutton-adding1tierismandatory

□Entertiername,tierlabel,tierURLandtierrequirement.Repeatforallloyaltytiers

□ClickContinuetoreviewandthenclickSendforapproval

Updateproductswithassociatedmembershippricingbytier

□Utilizethefeedimplementationoptions

□The

[program_label]and[tier_label]

sub-attributesarealwaysrequired

□MakesureyourprogramandtierlabelsmatchexactlytowhatisinMerchantCenter

□Learnmore

aboutsubmittingproduct

datahere

MemberpricingwillautomaticallyserveonPLAs*

□Mustful?llthefollowingrequirementstostartserving:

→Memberpricingisaddedto

approvedproductinGMC

→ProductisincludedinactiveStandardShoppingand/or

PerformanceMaxcampaigns

→Discountis>=5%and>=$2ofproductprice

*Currentlyshowntolimited%oftra?c

Moreresources:

onboardingtoloyalty

3|ProductActivations

ActivateAnnotations

Theyallowyoutocommunicateyourofferstoyourcustomereffectivelyandcaninfluencedecisionmaking.

SalePrice

,

PriceDrop

52-Ru1.ul5%CTRuplift2%CVRuplift3(-Cdolft)

partnercenter

Fast&FreeShipping

Returns

Merchant

Promotions

ProductRatings

04

RetailTechSolution

r

4|RetailTechSolution

MerchantExcellencecanhelpadvertisers

UnderstandBestPractices

Prioritize

Optimizations

IdentifyAreasforImprovement

ReviewingkeyMerchantExcellencemetricscanhelpmerchantsunderstand

howtheirproductdataalignswithrecommendedbestpractices.

Byimplementingtheserecommendations,merchantscanimproveofferquality,reducedisapprovals,anddrivebetterauctionperformance.

partnercenter

4|RetailTechSolution

Google

LPartnercenter

MerchantExcellence

Howtousethe

MerchantExcellence

reporttoimproveyourofferquality?

MerchantExcellence

Versions

partnercenEMtEAer

4|RetailTechSolution

MerchantExcellence:

Twoflavorstofiteverycustomerneed

Features

SheetsVersion

Google-hosted

[

SAMPLE

]

ForPartnersVersion

GoogleCloud-based

[

SAMPLE

]

Deployment

Googlehosted

DeployedbytheclientontheirGCP

Maintenance

MaintainedbyGoogle

(withouttheclient’stechnicalresource)

Maintainedbythecustomer

(technicalresourcerequired)

Format

GoogleSheets

LookerStudiodashboard

AutomatedDataRefresh

Uponrequest

Customer’schoice

(daily,weekly,monthly,quarterly,etc)

Multi-account

OnlyMCor

MCA-levelsnapshot

AggregateMCorMCAaccounts

(withfilteringoptions)

Customization

Notsupported

Customizabledesign,

benchmarks,andscoring

PrtCt

anerener

Google

Retail

HowtouseMerchantExcellencereport

partnercenEMtEAer

4|RetailTechSolution

PrioritizeoptimizationeffortswithMerchantExcellencereport

ByusingboththeStatusandPrioritycolumnsinthereport,youcanidentifyopportunitiesandprioritisewheretostart.

Theofferfunnelchartalso

helpstounderstandpossiblegapsininventory.

partnercenter

4|RetailTechSolution

1.Usethestatuscolumn.

TheStatuscolumncomparesyourcurrentstatuswiththecalculatedbenchmark*:

currentvalueisthesameorbetterthanthe

benchmark

currentvaluecouldbeimprovedandthereportsuggeststhatthismetricshouldbelookedat

*Benchmarkisregroupingthetopmerchantsfromyourregion.

partnercenter

2.Usetheprioritycolumn

ThePrioritycolumnhelpsyoutoprioritiseyourefforts

whenimprovingthemetrics.Thepriorityvaluesarelinkedtotheimportanceand/orimpactofeachmetric.

High:Critical/mandatory.

Medium:Significantperformanceimprovementifmet.

partnercenter

Low:Non-critical,nice-to-haves.

3.UsetheOfferFunnelview

TheOfferFunnelchartgivesvisibilityofthebiggestproductdropsfromonesteptothenext:

●DropforOffersapproved:

CheckthemaindisapprovalreasonsintheOverviewPageofyourMerchantCenteraccount

●DropforIn-stock:

Checkwhyyou'restillsendingofferseveniftheyareoutofstockandifyouhaveanybusinessrulesthatwillsetthemasoutofstockthatneedtobe

revisited.

●Dropforofferstargeted:

ShoppingInsider

canhelpyouidentifywhichoffersarenotcurrentlytargetedbyaGoogleAdscampaign.

●Offerswithnoimpressionsornoclicks:

CheckinMerchantCenterthelowvolumeproductsandputtheminadedicatedPerformanceMaxcampaigns.

partnercenter

New!

4|RetailTechSolution

4.DoublecheckpossibleAnnotations

TheAnnotationhighlighttablistssomeofthe

possible

annotationsandbadges

thatcanshowinShoppingadsandfreelistings.

TheStatuscolumnwillletyouknowifthe

accounteitherhasitenabledoriseligibleforshowingthatannotation.Specificannotationshaveadditionalrequirementsinordertoshow,somakesuretoreadthedescriptionand

implementationsteps.

partnercenter

New!

4|RetailTechSolution

5.Use“Actionitems”asyourprioritizationlist

ThenewActionitemstabsummarizesallthe

metricsthatareavailableatthe“Merchant

assessment”tabandcomespre-filteredwith

metricsthathaveStatusas“●”andhaveaHighorMediumpriority.Themetricsareorderedbytheirpriorities.

UseStatusfiltertobeabletoalsoincludestatus

“”,aswellasthePriorityfiltertofurtherchangethelistofprioritiestoshow.

partnercenter

4|RetailTechSolution

Prioritizingefforts:,

P0:Price

Makesureyourinformationis

consistentwith

yourwebsite&

thatyourpriceiscompetitivevs.themarket.

P0:Title

Differentiateyouritemssothey

standoutand

showupin

additional&

relevantqueries.

P1:Image

Share

high-qualityimagesper

productto

attractmorecustomerstoyourwebsite.

P1:Shipping

Makesureyourinformationis

consistentwithyourwebsite,&thatyouritemscanshipforfast&cheap.

P2:

Description

Differentiateyouritemssothey

standoutand

servefor

additional&

relevantqueries.

Whichdataqualityattributesmatterthemost?

P0:GTIN+Brand

Providethe

uniqueproductIDsthathelp

Googleknowwhentoshowyourproducts.

Tip:Ensurethatbest-sellingitemsarecompetitivelypricedwithPriceCompetitivenessreport.

Google

Tip:Whenever

possible,configurecostsviaShippingServices,providedeliverytimeinfo(handling+transittime).

partnercenter

Tip:Minsize

recommended:

800x800px,showentireproduct,

minimalstaging&nologos/promotext.

Tip:Followthis

basicstructure:

Brand+ProductType+Commonlysearched

Attributes(nopromotext).

Tip:Followthis

basicstructure:

Brand+title+

producttype+

othervariantinfo+mostrelevant

features.

Tip:Iftheyexist,alwaysprovide‘GTIN’+‘Brand’,‘MPN’attributes(don’tusefakeones).

05

Supportand

TroubleshootingduringPeak

r

5|SupportandTroubleshootingduringPeak

MerchantCenterReadinessChecklist

01

ProductDataReadiness

●Ensureproductdataislivewellintime

●AdherencetoProductdataSpeci?cation.

02

WebsiteReadiness[LandingPage]

●CrawlableLandingPages

●Consistentlandingpagecontent

03

TroubleshootingandSupport

●Howtotroubleshootcommonissues

●Howtoreachsupport

Google

partner

center

5|SupportandTroubleshootingduringPeak

01ProductDataReadiness

SubmittingrobustproductdatahelpsGoogletobettermatchyourproductsto

relevantqueries.Leveragekeyattributestohelpdriverelevancy!

T

Title

GTIN*

Images

ProductType

DescriptionVariant

Attributes

*IfyoudonothaveGTINs,thensubstitutewithMPN+Brandcombination

5|SupportandTroubleshootingduringPeak

01ProductDataReadiness

FeedManagementRecommendations

●Uploadnewfeedsatleast3-5dayspriortomajorsalesevents.

●MerchantCenterLatencycantakeupto72hoursforfeedtobecrawledafterinitialreview.

●EnsurePrice,Currency,Languageconsistencyacrosslandingpagesandfeeds

●Ensureyouhaveenoughproductcapacity

02WebsiteReadiness

LandingPageConsistency

●DonotchangethesitecontentbasedonIP,locations,browsers,devices,cookies,etc.

●EnsurethatyourLandingpagesarecrawlable&thatyourrobots.txtissetuptoallowGooglebotaccesstoyourproductpages.

●EnsureSdataisimplemented

correctlyandconsistentlytoavoidcrawlingdisapprovals

●Whenincreasingnumberofoffersorexpectinganinfluxofclicks,ensurethatyouserverbandwidthisabletohandletheincreasedcrawlingsfromourbots

02BestPractices:PlannedSiteoutages

Disableautomaticitemupdates

disableatleast24hoursbeforesitebecomesunavailable.

Usethe[excluded_destination]attributeinyourproductdata.Afteryourlandingpagebecomesavailableagain

。Resetthe[excluded_destination]attributetoincludeyourproductsinthedesireddestinationsandthen

re-uploadyourfeed

03CommonData&PolicyViolations

Price&AvailabilityMismatch

●Issue:[price]or[availability]attributeinyourproductdatadoesn’tma