Google Shopping (paid shopping) results as on February 13, are now available in the United Kingdom, Germany, France, Japan, Italy, Spain, Netherlands, Brazil, Australia, Switzerland and the Czech Republic.
Google first announed the transition to a new commercial experience built on Product Listing Ads on May 31st last year, and expects to complete the transition to the commercial model by the end of Q2 2013.
Google is also encouraging merchants to promote products across devices using the recently launch AdWords Enhanced Campaigns. "This is crucial in a world where people are constantly connected and moving from one device to another. We encourage you to upgrade existing product listing ad campaigns to an enhanced campaign with appropriate bid adjustments," google stated in the blog entry.
For a detailed step-by-step guide to getting started with Product Listing Ads and to apply for a promotional credit, which is available for a "limited time" only, check out this page.
Also, according to a CPC Strategy report Google Shopping fared well against over rival Amazon Product Ads.
"In the second half of last year, Google Shopping sent 120% more traffic to merchants than Amazon Product Ads. In fact, Google Shopping more than doubled the amount of traffic it sent to merchants compared to 2011. At $0.31, Google Shopping's average cost-per-click was 32.5% lower than Amazon Product Ads cost-per-click of $0.41 in Q4," the report suggests.