谷歌：2025年购物季高峰指南 PEAK 2025 Get ready for Peak25

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(OfflineConversion

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,withsignificantactivityontheprecedingandfollowingSunday

→SundaybeforeBlackFriday:Mostefficient(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.Turbulentmarketconditionscaninfluencetrendsinwaystheforecastingmodelmaynotbeabletoabletoaccountfor.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(flavour,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.

RemembertosetROASgoalsbasedonwhatwillyieldthehighestprofit.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.

●Usetheserulestorunadsatspecifictimesofday,ortocreateandscheduleassetgroupsaheadoftime.

●Forexample,youcouldscheduleanewsetofholiday-themedassetsaheadofaspecial

sitewidesaleorpromotion.Ormaybeyou’re

hostinganin-storespecialeventandwanttoschedulesomemoreassetstohelppromoteit.

PROTIP:

Checkhowtosetupautomatedrules

MaximizeShoppingCoveragewithStandardShoppingCampaigns

GetyourStandardShoppingcampaignholidayready

Planyourseasonalbudgetahead

usingPerformancePlanner&CampaignSimulators(upto18months&90

daysrespectively).

Insteadofcreatingnewcampaignsoreditingcampaignsatspecifichoursordays,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+Confidential

3|ProductActivations:ValueofLoyaltyforRetailers

VALUEOVERTIME

Startbyacquiringtherightcustomersandtransitioningthemintoloyalmembers

Thefirststeptosustainablegrowthisbringinginshopperswhoarelikelytostayandbecomeloyalovertime.

Acquisitionisanecessaryinvestmentinfuturerevenuegrowth:

●Acquiringanewcustomercancost5-7xmorethanretaininganexistingone

●Onceacquired,loyalcustomersspend67%morethannewones

Source:1)

Bain&Company

“TheValueofCustomerLoyaltyandHowyoucanCaptureIt”,2)

F

“CustomerRetentionVersusCustomerAcquisition”

r

LPartnercente

Proprietary+Confidential

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%traffic

Onroadmap

ShowntoEveryone

CampingTentBlue

MerchantName

WithLoyaltyProgram

CampingTentBlue

MerchantName

CampingTentBlue

ConceptualMock

LPartnercente

r

Proprietary+Confidential

3|ProductActivations

Implementation

MemberPricingwill

UpdateProduct

UploadTiersand

2

3

PricinginGMCFeedinGMCshowinAds

1

GotoyourMerchantCenterAccount

□ActivateLoyaltyadd-onandclickGotoLoyaltyprograms

□EnterLoyaltyProgramname,label,programdescription,andsignupURL

□Addloyaltytierbenefitsbyclickingthe+addatierbutton-adding1tierismandatory

□Entertiername,tierlabel,tierURLandtierrequirement.Repeatforallloyaltytiers

□ClickContinuetoreviewandthenclickSendforapproval

Updateproductswithassociatedmembershippricingbytier

□Utilizethefeedimplementationoptions

□The

[program_label]and[tier_label]

sub-attributesarealwaysrequired

□MakesureyourprogramandtierlabelsmatchexactlytowhatisinMerchantCenter

□Learnmore

aboutsubmittingproduct

datahere

MemberpricingwillautomaticallyserveonPLAs*

□Mustfulfillthefollowingrequirementstostartserving:

→Memberpricingisaddedto

approvedproductinGMC

→ProductisincludedinactiveStandardShoppingand/or

PerformanceMaxcampaigns

→Discountis>=5%and>=$2ofproductprice

*Currentlyshowntolimited%oftraffic

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

●AdherencetoProductdataSpecification.

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