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Today, we're diving into the essential Google Shopping Product Feed Attributes that every digital marketer should know. Understanding and optimizing these attributes can significantly enhance your product visibility and performance on Google Shopping.
That is why, my objective is to create a Merchant Center Mastery video for every single attribute that someone can walk through. These videos will have two basic parts to them:
- history / context / philosophy
- tactical tips
Please note that while you may just want the "tactical tips", I think you will be surprised how helpful it is to learn about the background and thought process and "why" behind a lot of these attributes to help you make better optimization decisions.
Finally, make sure to bookmark this page, as I will be regularly updating it as I put out videos!
Cheers,
Kirk Williams
ZATO Owner & Merchant Center Mastery movie star guru ninja proficianado
Things You Should Know About the Google Shopping Product Feed Attributes
1. ID [id] - Google Policy Doc link
This is your product's unique identifier. Think of it as the SKU that distinguishes each item in your inventory. Ensure it's consistent across your feed to avoid any hiccups.
2. Title [title] and [structured_title] - Google Policy Doc link
The product's name as it appears to potential customers. Craft clear and descriptive titles that match your landing page, avoiding promotional text or unnecessary characters.
3. Description [description] - Google Policy Doc link
A detailed explanation of your product. Highlight key features, specifications, and benefits, but steer clear of promotional language or links.
4. Link [link] - Google Policy Doc link
The URL directing users to your product's landing page. Use your verified domain and ensure the link starts with http or https.
5. Image Link [image_link] - Google Policy Doc link
The URL of your product's main image. Use high-quality images without promotional overlays, and ensure they accurately represent the product.
6. Additional Image Link [additional_image_link] - Google Policy Doc link
URLs for extra images showcasing different angles or contexts of your product. You can submit up to 10 additional images.
7. Price [price] - Google Policy Doc link
The cost of your product. Format it according to your target country's currency and ensure it matches the price on your landing page.
8. Sale Price [sale_price] - Google Policy Doc link
If your product is on sale, indicate the discounted price here. Ensure consistency with your landing page and specify the sale duration if applicable.
9. Availability [availability] - Google Policy Doc link
Indicates whether the product is in stock. Accepted values are 'in stock', 'out of stock', and 'preorder'.
10. Condition [condition] - Google Policy Doc link
Specifies the product's state. Accepted values are 'new', 'refurbished', and 'used'.
11. Brand [brand] - Google Policy Doc link
The brand name of the product. Essential for brand recognition and trust.
12. GTIN [gtin] - Google Policy Doc link
The Global Trade Item Number assigned to your product. Crucial for products with a GTIN to ensure accurate identification.
13. MPN [mpn] - Google Policy Doc link
The Manufacturer Part Number. Use whenever possible.
14. Product Type [product_type] - Google Policy Doc link
Your own categorization of the product. Helps in organizing campaigns and reporting.
15. Google Product Category [google_product_category] - Google Policy Doc link
A predefined category from Google's taxonomy that best describes your product. Accurate categorization aids in better ad targeting.
- Video: A History of Google Product Category in the Product Feed
- Video: Google Product Category Usage Tips
16. Shipping [shipping] - Google Policy Doc link
Details about shipping costs and regions. Ensure this aligns with the information on your website.
17. Tax [tax] - Google Policy Doc link
Information about applicable taxes. Specify tax rates based on your product and target regions.
18. Identifier Exists [identifier_exists] - Google Policy Doc link
Indicates whether the product has a unique product identifier like GTIN or MPN. Use 'yes' or 'no' accordingly.
19. Item Group ID [item_group_id] - Google Policy Doc link
Used to group product variants, such as different sizes or colors of the same product.
20. Color [color] - Google Policy Doc link
Specifies the product's color. Use common color names and avoid numeric values.
21. Size [size] - Google Policy Doc link
Indicates the product's size. Use standard sizing conventions relevant to your product category.
22. Material [material] - Google Policy Doc link
Describes the primary material(s) of the product. Useful for products where material is a key consideration.
23. Pattern [pattern] - Google Policy Doc link
Specifies the pattern or graphic on the product. Relevant for apparel and similar categories.
24. Gender [gender] - Google Policy Doc link
Indicates the intended gender for the product. Accepted values are 'male', 'female', and 'unisex'.
25. Age Group [age_group] - Google Policy Doc link
Specifies the target age group. Accepted values are 'newborn', 'infant', 'toddler', 'kids', and 'adult'.
26. Size Type [size_type] - Google Policy Doc link
Provides additional sizing information. Accepted values include 'regular', 'petite', 'plus', 'big and tall', and 'maternity'.
27. Size System [size_system] - Google Policy Doc link
Indicates the country’s sizing system used. For example, 'US', 'UK', 'EU', etc.
28. Multipack [multipack] - Google Policy Doc link
Specifies the number of identical products sold together.
29. Is Bundle [is_bundle] - Google Policy Doc link
Indicates if the product is a custom bundle of different products. Use 'yes' if it is a bundle.
...More to come.
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