How ads are personalised
By default, the ranking of Shopping ads is based on a combination of advertiser bids and relevance, such as a user's current search terms and activity.
Personalised ads on Google are shown to users based on parameters such as:
- Information about users, such as age and gender, including information provided by users in their Google Accounts
- Activity saved to their Google Accounts, including things that they've looked for on Google Search or the Shopping tab, videos that they've watched on YouTube, apps that they've installed on their Android device and ads or content that they've interacted with
- Activity from sites that partner with Google that's saved to their Google Account
The relative importance of these parameters varies and is determined by machine learning models to maximise the Shopping ads' relevance to users. For example, things previously looked for on Google Search and videos watched on YouTube indicate users' interests.
How listings are personalised on the Shopping tab
By default, the ranking of product listings on the Shopping tab is based on relevance to a user's current search terms. Personalised listings on Google are shown to users based on recent activity, such as searches.
The collection of user data is controlled by Web & App activity. The use of data is controlled by personal results settings.
The relative importance of these parameters is determined by algorithms to maximise listings' relevance to users.
To create a personalised shopping experience for you, Google uses your browsing activity when you've allowed Google to use your browsing data. This activity includes searches and clicks on the Google Search results page.
To help you get better results on Google Shopping, your past Google activity is used to:
- Make recommendations about items to buy
- Rank items based on relevance
- Send reminders based on your preferences
Manage your personalisation settings
To turn off personalisation using order history and Google activity:
- Sign in to your Google Account.
- Go to Activity controls.
- Turn off Web & App Activity.
To find and delete past activity and remove it from personalisation:
- Sign in to your Google Account.
- Go to Activity controls.
- Go to 'Manage activity'.
For more detailed information, read delete your activity.
Tip: If you delete past activity, it may impact your experience in other Google services like Google Search and Google Assistant. You can always turn your Web & App Activity setting back on, delete it or change your settings at account.google.com.