How to use Google Shopping for your Shopware 6 store

by Meike Müller

Did you know that you can combine Shopware and Google Shopping to generate even more sales? You can also increase your reach by running Google Shopping Ads! In this article you will learn how to use Google Shopping if you already have a Shopware 6 store. In general, we tell you everything you need to know to get started with Google's online shopping platform in our Shopware Google Shopping Guide.

Reading time 7 min

These are the topics we cover in this article:
  1. What is Google Shopping?
  2. Integrating Google Shopping in Shopware 6
  3. Requirements for the integration of Google Shopping in Shopware
  4. Step-by-step instructions
  5. Is a Shopware plugin needed for Google Shopping?
  6. The costs of Google Shopping
  7. The advantages of Google Shopping
  8. Success measurement
  9. Different strategies for Google Shopping Ads
  10. Free product listings in the Google Shopping tab
  11. What is important for the Google Shopping Feed?
  12. Our conclusion
  13. FAQ around Google Shopping
    1. What is a Google Shopping campaign anyway?
    2. Where do Google Shopping ads appear?
    3. Where can I find the Google Merchant Center
    4. What is an advantage of Shopping ads?
    5. When do you have to pay for a Shopping ad?
    6. Do Google Shopping campaigns make sense?

What is Google Shopping?

You have probably already come across Google Shopping when using the Google search engine. When you search for products, you will usually see products and details such as prices directly in the search results. In principle, these search results already look like a small section of an online store. However, these are all products that are available in other online stores. This is because Google does not have its own online store. Rather, Google Shopping can be used by store owners to advertise their products directly in the search engine. This is possible via the so-called "Google AdWords" system in combination with the Google Merchant Center. So you can simply submit your data to Google and book an ad for the products to be displayed directly in the product boxes on Google.

Integrate Google Shopping in Shopware 6

With just a few clicks you can link Google Shopping directly to your Shopware store. To do this, you must meet two requirements and can then create the link step by step. How you can do this, you will learn in the next sections.

The requirements for the integration of Google Shopping in Shopware

To use Google Shopping in combination with your Shopware store, you need a Google AdWords and a Google Merchant account. With the Google Merchant Center you can manage your products and make all settings. The Google AdWords account is necessary for the financing of your Google Shopping Ads.

You can create your Google Ad account here: Your Google Ad account. There you can then control and create all Google Shopping campaigns. This also applies to search, display and other campaign types. You can create your Google Merchant Center account here: Your Google Merchant Center account. In the center you can manage all data about your products. From here, the data is simply transferred to your Google Ads account. For this you have to connect both accounts. In the Google Merchant Center, you will find a small gear in your account, under which you have to click on "Linked accounts". Then select "Link account" and enter your Google Ads account number. This number has ten digits and is located in the header of your account. In your Ads account you only have to confirm the request via Tools and Settings - Linked Accounts - Google Merchant Center and then both accounts are linked.

Step-by-step instructions: Google Shopping with Shopware 6

Now it's about how you can bring the products from your Shopware Shop into the Google Merchant Center, so that you can then create Google Shopping campaigns. To do this, you need to go to your Shopware store and then work through the steps below:


1. administration in Shopware 6:

For the first step of the Google Shopping setup you have to call the administration in your store and create dynamic product groups there. You create these dynamic product groups with attributes that are important for you. For example, you should only use active products for Google Shopping. You can find the products under "Catalogs - Dynamic product groups".

2. create a sales channel:

Now you have to create a new sales channel with the option "Product comparison". Then select a suitable template. Here you should find the template "Google Shopping (XML)", which is of course best suited for this. This way, all relevant settings for the use of Google Shopping can be made directly.

3. make further settings:

Now you can select some more details. For example, which link should be used by Google Shopping. For this, the link to your main store probably comes into question.

4. activate the sales channel:

Once you have made all the settings and filled in the open fields, you can activate your new sales channel.

5. call Google Merchant Center:

Now you have to link your Google accounts with your Shopware store. Since you have already linked your AdWords account and your Merchant Center account, you now have to create the Google Shopping feed. You can do this in the Google Merchant Center under "Articles" and then "Feeds". Here you enter a name for the feed and also select "Scheduled retrieval". You also need to specify a name for the export, add the time zone and specify the file URL. You can find the file URL in Shopware (via the export to file name or to the lightning icon).

6. open the uploaded feed:

In the next step, open the "Feed" item one more time and open the uploaded feed there. Click on the icon with the three dots and click on the button "Retrieve now" via "Option" to process and retrieve your uploaded file. Now you can see if everything worked as you imagined when you call up the feed again and see if any errors occurred.


If you already have a Google account and would like to see the step-by-step instructions explained again, you can use this video to learn how to integrate Google Shopping into your Shopware 6 store. You can also create a Google Ads account later directly from Shopware.


YouTube Video von Shopware Shopping Ads


Is a Shopware plugin needed for Google Shopping?

A plugin is not absolutely necessary for Google Shopping. You can see from the step-by-step instructions how to use Google Shopping for your Shopware 6 store. However, you can find some plugins in the Shopware Store, Shopware's official online store for extensions, that might make your life easier. Of course, this always depends on how your starting position is, whether you find your way around, look for external support or want to try it with the help of a plugin.

In the Shopware Store, for example, you can find plugins that make it easier for you to set up and better maintain the item data especially for Google Shopping. A plugin is not absolutely necessary for your success with Google Shopping.

The costs of Google Shopping

If you want to use Google Shopping effectively, this is not possible without monetary investment. You create campaigns and only the ads with the highest bids will be displayed in the Google search results. So we can't give a general definition of how high the costs are. It depends on your industry and your product. But in the end, you decide for yourself how much an ad is worth to you, so you don't have to pay unexpectedly much. Since you can set your budget or your financial pain limit per day at Google. If this limit is reached for your ads on one day, your campaign will simply be switched off for the rest of the day.

The advantages of Google Shopping

If you are not yet convinced of Google Shopping, then our compilation of the advantages of the Google Shopping platform will certainly help you. The Google Shopping Ads are now simply a very good tool for all online store owners and online marketers to achieve more sales and reach. How you can benefit from Google Shopping Ads in detail, you will learn in the next sections:


1. increase of Reach

Google Shopping is a promising way to increase the reach of your products and to show them to people who don't know your online store yet. In addition, Google also selects other keywords that are synonymous or related in a campaign. So you don't have to optimize your campaigns for every single keyword.

2. image ads are well received

Another advantage is that image ads on Google are well received by searchers. They click on an ad especially when they really have an intention to buy. Text ads do not always imply that a customer also intends to make a purchase, because he might just want to find out more. In addition, he does not know what the product looks like before he clicks. In the worst case, they don't like what they see and click away again.

3. directly on the first page

If your ad is the highest bid and your campaign is aired conclusively, then your products are directly represented on the first page of the search results. What you would otherwise do with expensive SEO (which you should not do without), you can "buy" to a certain extent. Of course, you must always remember that this is a short-term investment. If you always want to be on the first page, you have to invest more money or rely on organic SEO. However, Google Shopping Ads are of course a great boost!

4. you can easily combine Google Shopping with Shopware

As you just read, you can easily integrate Google Shopping if you already have a Shopware online store. This way you can draw even more attention to your online store without much effort. And if you need help integrating Google Shopping with Shopware 6, we'll be happy to help you as experts!

5. easy handling

In addition, another advantage is that creating campaigns for image ads takes hardly any effort. Unlike text ads on Google, you don't even have to pick out keywords. Google takes care of this for you! Based on your product data feed, Google considers which terms are relevant for your ad.


Of course, there are always a few disadvantages that you have to evaluate for yourself. In our opinion, these are comparatively small. At least, the disadvantages should not stop you from trying Google Shopping Ads. This is the best way to find out if this type of marketing is worthwhile for you. Google Shopping Ads can have the following disadvantages:

  • With Google Shopping, of course, you have competition. Depending on the product and niche, the competition can be high.
  • If you are in a market where there are many competitors, your Google Shopping Ads will also be more expensive.
  • The fact that you can't choose your own keywords can also be a disadvantage.
  • Changes in the Google algorithm can have an impact on your ads, which you have to react to.

Measuring the success of your Google Shopping ads

Once you have created your first Google Shopping ads, the next step is to find out if they were successful. This way you can check what went well and what didn't achieve the results you wanted. To determine the success of your Google Shopping ads, you can use Google's tools, which are completely free.


Overview of important Google tools for measuring your success:




For all tracking methods of Google you also need a normal Google account for your company. You should already have this account if you use Google Shopping with your Shopware 6 store. You can then also set up the Google Search Console for your webshop. With it, you can monitor your store well and discover potential for improvement. For example, check if Google has indexed all important pages of your store by using the Search Console. You can also find out the rankings in Google, identify technical problems, manage sitemaps and see how your site is performing in terms of loading times, etc. If you want to find out more details about the transactions in your online store, you need Google Tag Manager, Enhanced E-Commerce Tracking and Google Analytics. What this is all about, we have already covered in more detail in another post. Just read the chapter "Enhanced E-Commerce Tracking with Google Analytics" in our article "Google Analytics 4: Why it's worth switching to GA4".

Conversion tracking for Google Ads lets you find out all the details about your ads. To set up your conversion tracking, you need to set a goal that is important to you for your ads. Among other things, this can be to achieve a certain number of sales or signups. Google will then generate a tracking code that you can easily embed on your website to track user behavior after they click on your ad. When the desired action is achieved, this is recorded in Google Ads. This way, you can easily monitor the performance of your ads.

Different strategies for Google Shopping Ads

You can also roll out your ads with Google Shopping according to different bidding strategies. Google offers you automated bidding strategies that you can easily implement. You have the choice between the bidding strategy "Cost-Per-Acquisition" (CPA) and the "return on ad spend" (ROAS). With the CPA bidding strategy, bids are adjusted at ad group level. The aim is to achieve as many conversions as possible at a cost per conversion that you define. Historical data is used and user behavior on your website is also analyzed. This way, the ad can be optimized again and again and achieve the best possible result. Nevertheless, you have to make adjustments yourself in between and set realistic CPA targets. The automated strategy ROAS is based on the maximum outcome of your ad spend. Here, the maximum revenue is to be achieved. The bidding strategy also uses historical data, but also real-time information.

Free product listings in the Google Shopping tab

Another way to generate more reach with your products is the so-called Google Shopping Tab. If users search for a product in the Google search engine, they can switch directly to the Google Shopping Tab to find only products. Here you also have the option to filter directly by characteristics. You can also present your products to Google users there, and it's completely free! All you need is your Google Merchant Center account and the option to sign up for free product listings. For this you also have to synchronize your product feed once.


The advantages you have with the Google Shopping tab:
  • Free marketing and branding
  • Higher reach
  • Potential customers discover your online store
  • Possibility to generate more sales when traffic increases
  • The Google Merchant Center can accurately track the clicks generated by the free product listings

By the way, there is also a Shopware integration for Shopping Ads with Google. So you can link your Google Merchant account directly with Shopware and transfer all your products from Shopware to Google.

What is important for the Google Shopping Feed?

If you want to be successful with your products on the Google Shopping platform, then you should consider a few aspects during the implementation. So you should definitely optimize that:


  • your product images are high-quality and appealing. It's best to post images from different angles so that users can thoroughly examine the product.
  • all information about the product is included. This includes the title, description, brand, availability, price, color and so on.
  • the categories are set correctly. You have to sort your products into the Google Product Taxonomy categories.
  • you specify a unique Product ID.
  • you specify the regions where the product can be purchased.
  • there is a sales channel through which you sell the products.
  • you specify the data update, so that the data is always transferred correctly if there are changes.


Our conclusion

Overall, the connection of the Shopware store to Google Shopping is a great way for all store owners to reach more customers. If you know how to do it, it's also not hard at all to create a product feed for Google. Creating ads for Google is relatively easy and with an automated bidding strategy, all you really have to do is check performance and make small changes. There is a charge for the success of the ads, but it can be regulated via a daily budget. All in all, we are sure that it is worth it for you to give Google Shopping a chance! We are happy to help you with the setup if you have any questions. Our support and monitoring packages are also available to help you with words and deeds to make your online store even better!



FAQ about Google Shopping

Want to learn more about using Shopware with Google Shopping? Then our FAQ is the right place for you! We will answer all your questions about "Google Shopping Ads with Shopware" that have not yet been explained in detail in our article. If you still have questions that we could not clarify, you can also contact us via our contact form or simply by phone. We are happy to help you with any request.

However, it's important to note that the success of Google Shopping campaigns depends on several factors, including the quality of your product images and descriptions, the structure of your campaigns, the relevance of your keywords and bids, and your ability to optimize the campaigns.


Yes, Google Shopping campaigns can make sense for many online retailers. We'll show you why Google Shopping campaigns are often an effective marketing strategy:

  • What is a Google Shopping campaign anyway?

    A Google Shopping campaign is a type of advertising campaign that you can run in Google. With this type of campaign you can present your products from your online store on another platform. When you run such a Google Shopping campaign, the ad broadcast in Google contains a product image, additional information about the product and the price. With such a campaign you can increase your reach and generate more sales. Of course, this also requires a financial budget. You cannot run the campaigns successfully for free. You can create the Google Shopping campaign in a Google Ads account. How it all works exactly, you can find in our article in the step-by-step instructions.

  • Where do Google Shopping ads appear?

    You can find the Google Shopping ads in the Google search results. They are also displayed on the Google Shopping platform. If a user searches for a certain product in the Google search engine, then products from various online stores are also presented in the form of the Google Shopping ad. You can, if you have a Shopware store, submit your product information directly to Google. This way all information can be used directly from Shopware in your campaign.

    Here you can see an example from the Google search results, how the Google Shopping Ads are presented when searching for "buy sneakers". They are located on the left side and are marked with "sponsored".

    Google Suchergebnisse zum Thema Sneaker

    (Created: 03/15/2023; 4:58 pm)

  • Where can I find the Google Merchant Center?

    The Google Merchant Center is the starting point for your Google Shopping Ads activities. You use the center, for example, to upload your product data and also to manage it later. For better organization and promotion of your products, you can also create your own product variants, labels and attributes in the Google Merchant Center. Important information regarding shipping, taxes and returns can also be stored.

    Here you can easily register online at the Google Merchant Center.

  • What is an advantage of Shopping Ads?

    One advantage of Shopping ads, especially in the context of Google Shopping, is that they offer merchants the opportunity to present their products to a wide audience and reach potential customers.

    By placing Shopping ads on Google, merchants can showcase their products in search results when users search for specific products. This allows potential customers to compare different products and choose the best option for them. Product comparison is an important aspect of the buying process, as customers can see prices, features, and reviews right at a glance.

    Another advantage of Google Shopping is the product export. Through Google Merchant Center integration, merchants can upload their product catalogs and link them to Google. This allows products to be displayed in Google Shopping results so they can be discovered by a wide user base. This opens up the opportunity for merchants to increase their reach and potentially reach more customers.

    Product search is a central part of the consumer shopping experience, and Google Shopping enables merchants to have a presence in that search. When a user searches for a specific product, they are shown relevant Shopping ads that include images, pricing and other relevant information. This provides a valuable opportunity for merchants to draw users' attention to their products and drive potential customers to their website or online store.

    In summary, the advantage of Shopping ads, especially on Google Shopping, for merchants is to make their products accessible to a wide audience through product comparisons, product exports and targeted product searches. This allows merchants to increase their reach, target potential customers, and ultimately increase sales.

  • When do you have to pay for a Shopping ad?

    Shopping ads are usually billed according to the click principle. This means that the merchant only has to pay for the ad if a potential customer actually clicks on the ad and is redirected to the merchant's website.

    The cost of a Shopping ad can vary depending on the competition and bid level. Merchants can set a daily budget to ensure that their expenses stay within budget. The exact cost depends on several factors, such as the relevance of the ad to the search query, the merchant's bid, and the quality of the landing page.

    To control ad costs, merchants can configure their campaigns and ads by product groups. Product groups can be created based on specific criteria such as product type, brand, price range, or other characteristics. By segmenting by product group, merchants can bid more selectively and manage their budget more efficiently.

    Another important component of shopping ad billing is tax calculation. Depending on the customer's geographic location and applicable tax regulations, it may be necessary to calculate taxes on the purchase amount and pay them to the appropriate authorities. The exact configuration and handling of tax calculation may vary depending on the country and individual business requirements.

    Overall, merchants must pay for Shopping ads when a click occurs on the ad. By configuring by product group and effectively calculating taxes, merchants can control their spending and optimize their ad campaigns.

  • Do Google Shopping campaigns make sense?

    Yes, Google Shopping campaigns can make sense for many online retailers. We'll show you why Google Shopping campaigns are often an effective marketing strategy:

    • Visual Ads: Google Shopping ads display product images, prices and brand names directly in search results. This allows potential customers to visually compare products before clicking through to a website.
    • Target audiences: Google Shopping allows merchants to target their ads to users who are actively searching for products on offer. This can result in your ads being displayed for relevant search queries.
    • Higher conversion rate: Because users already see visual information and prices before they click on an ad, conversion rates are often higher with Google Shopping ads compared to text-only ads.
    • Competitive advantage: With appealing product images and relevant information, you can stand out from competitors and attract users' attention.

Was ist dein Projekt? Wenn du uns darüber erzählen möchtest, rufen wir dich zurück!

from 22.03.2023

Hello, my name is Meike. I take care of the EXWE back office and am responsible for our social media channels. All of our articles are meant to make your life easier and help you make decisions. Nevertheless, it can happen that something remains unclear, so: If you have questions about this article you can easily reach me at +49 231 93149827.

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