You work at a global company that ships products around the world. You would like to create a Shopping campaign to promote products in the European Economic Area and Switzerland. How are Shopping ads served in the European Economic Area and Switzerland?

In the European Economic Area and Switzerland, Shopping ads can be served by any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted into.

• They can be served by Google Merchant Center only.
• They can be served by Google My Business.
• They can be served by one Comparison Shopping Service (CSS).
• They can be served by any Comparison Shopping Service (CSS) you work with.

Explanation:
In the European Economic Area (EEA) and Switzerland, Shopping ads can be shown by any Comparison Shopping Service (CSS) that you collaborate with. These ads appear not only on general search results pages but also on other placements that the CSS chooses to participate in.
CSSs are authorized to place Shopping ads and free product listings on behalf of merchants in countries such as Austria, Germany, France, the United Kingdom, and many others across Europe.