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Best Practice Guide: Google Shopping Feed Best Practice Guide: Google Shopping Feed I. INTRODUCTION 3 13. Sales price [sale_price] 28 39. Merchant promotions 14. Sales price effective date [promotion_id] 50 Contents [sales_price_date] 29 40. Destination and time specifics 15. Cost of goods sold (COGS) [expiration_date], [cost_of_goods_sold] 30 [excluded_destination], 16. Unique product identifiers [included_destination] 51 [gtin], [mpn], [brand] 31 41. Installment [installment] 52 17. Item group ID [item_group_id] 33 42. Loyalty Points [loyalty_points] 52 18. Condition [condition] 34 19. Color 35 [color] III. BEST PRACTICES FOR YOUR 20. Gender 36 [gender] GOOGLE SHOPPING FEED 53 21. Age group [age_group] 36 II. KEY FEED SPECS AND 22. Material [material] 37 REQUIREMENTS 5 23. Pattern [pattern] 37 24. Size [size] 38 25. Size type [size_type] 39 26. Size system [size_system] 39 27. Shipping [shipping] 40 28. Shipping weight shipping_weight] 42 29. Shipping label [shipping_label] 42 30. Shipping size [shipping_length], IV. GOOGLE AND [shipping_width], PRODUCTSUP 56 1. Product ID [id] 7 [shipping height] 43 2. Title [title] 9 31. Handling times 3. Description [description] 12 [min_handling_time], 4. Link [link] 14 [max_handling_time] 43 5. Image link [image_link] 15 32. Tax [tax], [tax_category] 43 6. Google product category 33. Product combination labels [google_product_category] 16 [multipack], [is_bundle] 44 7. Product type 34. Adult labels [adult] 45 [product_type] 18 35. Ads redirect [ads_redirect] 45 8. Mobile link [mobile_link] 20 36. Shopping campaigns custom 9. Additional image link labels [custom_label_X] 46 [additional_image_link] 22 37. Unit prices [unit_pricing_ 10. Availability [availability] 23 measure], [unit_pricing_base_ 11. Price [price] 25 measure] 48 12. Availability date 38. Energy labels [energy_ [availability date] 28 efficiency_class] 49 www.productsup.com [email protected] BEST PRACTICE GUIDE: GOOGLE SHOPPING FEED | 2 I. Introduction Despite the many bidding and Google Shopping has some of the strictest tracking capabilities available in requirements of all shopping channels when it comes to product data feeds. If a feed fails to Google Ads, campaign success meet Google’s Product Feed Specifications, in Google Shopping ultimately any products carrying incorrect information rests on the quality of your may be removed from the search results. Depending on the frequency, amount of product data feed. There are products, and the severity of the error, the many different types of product related account may even be shut down until data feeds, each of which the issue is resolved. The data in your product serves a different purpose. feed is what Google uses to match consumers’ search terms to appropriate products, so However, this guide will cover not only is your feed key to products being Google’s basic online products shown in the first place, it will also affect your feed, which contains all the key products’ visibility. In other words, a stronger feed leads to greater visibility. information related to a product. This information is articulated in Each of your products will be given a Quality the form of attributes, a series Score (QS) that is assigned to the product ID. This is a 1-10 measurement of how good of data points that describe the a match the product is for a given keyword product. It is essential that your search term or set of terms. Having a high feed is customized to meet the QS means that Google considers your listing relevant and useful to someone searching channel’s specific requirements for those terms. A high QS is achieved by before you upload it to Google delivering high quality product data that is Merchant Center. consistent with the information displayed on the product landing page. www.productsup.com [email protected] BEST PRACTICE GUIDE: GOOGLE SHOPPING FEED | 3 How to understand this guide In the following pages, we will walk you This guide includes: through Google’s detailed Product Feed Key specifications Specifications, revealing: Practical examples Important requirements: Fundamental tips, tricks, and requirements specifications you must adhere to. Failure to comply can result in penalization by Google Recommendations: things Google advises you to do but are not About Productsup required Productsup is an official Google partner and provider of enterprise cloud software for product content syndication and Notes: side notes and exceptions feed management that you need to be aware of Tips: unofficial tips and things we’ve learned through years of industry experience Useful rule boxes: We will list some key Productsup data edit boxes, Disclaimer: this document is intended only as a general guide for creating your Google product feed. Please make sure to cross reference with the official platform features, and unique services Google product feed specifications for your exact product attribute requirements that have been designed to help you and ensure that you comply with any legal regulations for your country. We simplify your work, optimize your feed, have also experienced error reports in cases where all relevant requirements and maximize your output have been met. We therefore suggest that you export a test feed first. With the Productsup platform, you get immediate feedback about errors or suboptimal data and can make the necessary changes before submitting your final, complete feed to the Google Merchant Center. We have found, in addition, that the time it takes for products to start serving in Google’s results can vary. If an error persists, it’s best you contact the Google Shopping team via the Help Forum. Updated in 2019 www.productsup.com [email protected] BEST PRACTICE GUIDE: GOOGLE SHOPPING FEED | 4 II. Key feed specs and requirements Google’s summary of the feed specification requirements Required Recommended Required Recommended General Unique Product Identifiers id [id] – identifier string of the item google product category [google_ brand [brand] – brand of the item identifier exists [identifier_exists] – for product_category] – Google’s category highlighting products which do not title [title] – title of the item gtin [gtin] – Global Trade Item Number for the item have UPIs of the item description [description] – description of mobile link [mobile_link] – mobile landing the item mpn [mpn] – Manufacturer Part Number page URL link [link] – URL directly linking to your of the item [additional_image_ item’s page on your website additional image link link] – additional image URLs of the item Detailed product attributes & groups image link [image_link] – URL of an [condition] image of the item condition – condition or state item group id [item_group_id] – shared size type [size_type] – size type of the of the item identifier for all variants of the same item product size system [size_system] – size system condition [condition] – condition of the of the item item Price & availability color [color] – color of the item availability [availability] – availability availability date [availability date] – gender [gender] – gender of the item status of the item the day a pre-ordered item becomes available for delivery age group [age_group] – target age price [price] – price of the item group of the item sales price [sale_price] – advertised sale price of the item material [material] – material of the item sales price effective date [sale_price_ pattern [pattern] – pattern/graphic of the effective_date] – date range during item which the item is on sale size [size] – size of the item www.productsup.com [email protected] BEST PRACTICE GUIDE: GOOGLE SHOPPING FEED | 5 Required Recommended Required Recommended Tax & Shipping Additional case-specific labels shipping [shipping] – shipping estimate shipping label [shipping_label] – allows product combination labels [multipack], [is_bundle] – information about merchant- of a product, overrides any Merchant you to assign appropriate labels to defined multipacks and bundles Center settings shipping adult labels [adult] – ensures appropriate content is shown to an appropriate tax [tax] – overrides settings defined tax category [tax_category] – organize audience in Merchant Center products by tax rates Ads redirect [ads_redirect] – allows you to specify a separate URL that can be used shipping weight [shipping_weight] – to track traffic coming from Google Shopping weight for the item for shipping Shopping campaigns custom labels [custom_labels] – allows you to subdivide shipping width [shipping_width] – width products based on existing data of the item shipping cost of goods sold [cost_of_goods_sold] – actual cost it took to create the good and shipping height [shipping_height] – make the sale height of the item shipping unit prices [unit_pricing_measure], [unit_pricing_base_measure] – allows you to shipping length [shipping_length] – price products by a base measure and multiply for selling in bulk length of the item shipping energy labels [energy_efficiency_class], [min_energy efficiency_class], [max_ minimum handling time [min_handling_ energy_efficiency_class] – for products which fall under a specific energy class time] – indicates fastest time for shipping promotions labels [promotion_id] – allows you to map a specific promotion to a set maximum handling time [max_handling_ of products in your products feed time] – indicates slowest time for destination and time specifics [expiration_date], [excluded_destination] and shipping [included_destination] – allows you to control the destination of your products,
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