Specificity of Google Shopping product feed

Google Shopping doesn’t work quite like any other shopping website, it may be difficult to engage in this platform. To make things easier, keep in mind that any product feed meant to be exported to Google Shopping must conform to its requirements, i.e. organized and well-structured. To do so, it must meet a number of criteria:

Google Shopping regulations

The data feed must respect rules related to:

• legal matters (security, copyright …);
• brand;
• transparency;
• products;
• management of Google Merchant Center’s account.

Products’ attributes for Google Shopping

To be valid, the feed of products must include at least 11 basic attributes common to all products. These attributes are divided into four categories:

• general attributes (id, title, description, Google search, link, image link, state, GTIN, brand);
• prices, availability and id;
• detailed product attributes and groups of items, if applicable (group id, colour, gender, age, material, pattern, size);
• delivery attributes (delivery conditions and package weight).
• Google Shopping also offers to add optional attributes that may offer better positioning for their products on search engines. The more attributes are detailed, the more products can meet users’ criteria. Here are some examples: product type, manufacturer’s details, sale price and validity period, shipping label, product mix, etc.These attributes are to be taken into account when writing up the ads: they can have a decisive impact on product performance.

Google Shopping segmentation and personalization

A product flow should contain segmented and personalized ads before being sent to Google Shopping. This is to sort out the ads by groups with titles of categories – a taxonomy that helps manage e-retailer’s campaigns.