Google announced in November that it was rolling out the new Google Shopping experience to the United Kingdom, Germany, France, Japan, Italy, Spain, Netherlands, Brazil, Australia and Switzerland. Today, the company says the transition in these countries just began on February 13.

“If you’re a merchant in one of these countries and you’re currently promoting your products on Google Shopping for free, you’ll need to create a Product Listing Ad campaign to maintain your traffic and presence,” Google notes. “To ensure that your products remain eligible for promotion on Google Shopping, we’ve built an easy way for you to create Product Listing Ads.”

This consists of setting up a basica PLA campaign, customizing it, and providing your billing information. A more detailed guide is available here.

“With the recent launch of AdWords enhanced campaigns, it’s now easier than ever to promote your products across devices,” says Google Shopping VP of Product Management, Sameer Samat. “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.”

More on Enhanced Campaigns here.

Google’s PLA-based Google Shopping initiative has been working pretty well, based on a handful of recent reports. In fact, Bing is even going to be launching PLAs of its own this year.