Updated on April 27, 2022 | 3 minute read
So you’ve probably done some research around Google Shopping and seen “Google Feed” being mentioned a lot. So, what is a Google Shopping feed?. Don’t worry, as we have said a thousand times before, Google Shopping is a great channel but also very difficult to get the hang of when you have never used it before.
Allow us to explain.
A feed is basically a file made up of a list of products using grouping and attributes to define each product in a unique way. A product feed (or data feed) is an excel, .txt or .xml file that contains all your products information. This information is sent to shopping channels to communicate the information your product listings need to contain.
A primary feed is the required data source that the Merchant Centre needs to be able to display your products on Google. A supplementary feed provides additional data that can be connected to existing product data in the primary feed. They are essentially used to update existing product data (it replaces data from the primary feed).
In simple terms, this is a spreadsheet that describes and organises your product catalogue in a Google-friendly format.
A Google Shopping feed differs from a Search Feed, as you won’t have direct control over which search terms trigger your ads. Google will determine if your products are relevant to the search query by using the feed information you have provided.
You can either input these products to the Merchant Centre manually using a Google Sheet, or you can use third-party services that auto-generate the information. Which you decide to do will depend on how many products you have to manage.
There's plenty of attributes to include when setting up your product feed to make sure Google Ads serves the right product ads for the most relevant searches. Here's nine of the most commonly used attributes you should make sure you're using!
There might be other attributes that you need to include for your specific product or alternatively, you may not need to include all that are listed above. The full list of Google’s Product data specification can be found on the help page of Google Merchant Center.
It is very important to keep your product feeds up to date and optimised to ensure your Google Shopping Ads have the best opportunity to be profitable. You can’t advertise on Google Shopping without a feed, so it’s crucial to the success of the channel.
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