We list hundreds of products in Google Merchant Centre, and each product has up to 100 variants (mainly size-based). Is it better to include all variants in our Google Ads — including larger, more expensive ones — or should we focus on advertising only the smaller, lower-priced variants to appear more competitive and encourage clicks?
Topic summary
A merchant with hundreds of products, each having up to 100 size-based variants, is questioning whether to advertise all variants in Google Merchant Centre or only smaller, lower-priced options.
Key recommendation:
- Focus on top-selling variants rather than listing all 100 variations per product
- Listing everything causes Google to favor specific products while ignoring the rest
Pricing considerations:
- Google Shopping functions as a comparison marketplace that favors competitively priced products
- Lower prices generally improve visibility in search results
- However, expensive/luxury items can perform well if market interest exists
Strategic approach: Prioritize best-sellers and competitive pricing, but don’t automatically exclude higher-priced variants if there’s demonstrated demand in your market.
Hello Arnold, that is a great question.
No, if you have 100’s of variations, I would not list all of them. I would list the top sellers only. Otherwise you end up just having specific products do well, and everything else will just be ignored by Google.
Sometimes listing expensive products can do well. It all depends on market interest. For example I have a client who sell luxury products, they are costly, but do well, because there is interest for it.
But generally, Google Shopping is a comparison marketplace. Which means Google favors competitively priced products. More competitively priced products will make you more likely to get listed in the search results.
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