As a price comparison service, Google Shopping does not work without a product catalog. Google builds this catalogue from product data provided by advertisers. But how is the process of adding products to Google Shopping organized?
As with everything that comes under Google Shopping, the merchant company must go through its Google Merchant Center account to transfer its products to Google Shopping. It must then create a product flow according to a specific process. The product data that the advertiser transmits must also include mandatory product attributes that meet certain criteria.
This Staenk article goes back over all the specificities of the approach of - which allows to transfer its product data to Google Shopping.
Create a product feed to import your data to Google Shopping
For using Google Shopping wellThere are many procedures to be followed. In particular, the advertiser must have created a product feed for Google Shopping to display its ads. This product feed serves as a link between the brand and a Google Merchant Center account. It embodies a bridge between the advertiser and the Google Shopping platformThis is a bridge for transmitting product data.
There are two types of product feeds on Google shopping. The " main flows Only the "Google Merchant Center" and the "Google Merchant Center" are the only ones that allow you to add products to your Google Merchant Center account. It is also via this type of feed that the advertiser removes products from Google Shopping, chooses the language in which its ads are displayed and targets the countries of sale.
The so-called "additional" product feeds have the role of updating or changing the data in the main flow.
How do I add products to Google Shopping?
In order to transmit your product data to Google Shopping, you must therefore create a "main feed" of products on his Google Merchant Center account:
- go to the "Products" page of his Merchant Center account, "Feeds" section;
- in the main feed tab, click on the "+" ;
- provide the required information in terms of country of sale, regulations, language of drafting. of the advertisements ;
- then specify the "destination" of the product feed, i.e. the Google "programs" authorized to use the products in the product feed ;
- choose a method for importing the main product flow.
There are several "import methods" that allow you to add products to Google Shopping :
- many advertisers appreciate using Google Sheets. As a Google platform, this Google spreadsheet effectively allows to import files set up according to the expectations of the web giant ;
- the "planned recovery" is a popular import method for new advertisers because it is easy to use. It allows Google to retrieve a product feed from the advertiser's server;
- The "import" is done either manually or by transferring a file to Google Merchant. To do this, you need to use a secure networking protocol data transfer, such as SFTP or FTP, or via Google Cloud Storage ;
- Google can also retrieve product data directly from the advertiser's e-commerce site. This is known as a method of import called "website crawling". This method requires, however, that the website has adopted structured data that meets Google Shopping expectations.
What attributes are required for a Google Shopping product feed?
In order for the created product feed to work and for the company to be able to add its products to Google Shopping without any problems, the product data must meet a number of product attributes. Google Shopping goes into great detail about the rules that must be followed for each of these attributes. Following these guidelines will speed up the validation time of your Google Shopping ads.
This is some product attributes essential for the operation of Google Shopping :
- the product identifier, or Product ID, is specific to each item and differentiates it from the other products in the flow ;
- the title of the product is limited to 150 characters and must respond to the requests of the Internet user;
- the product description is 5000 characters maximum and gains by using keywords ;
- each product is installed in a Google Shopping category, to be defined according to the GAFA categorization guidelines ;
- the destination URL refers to the product page ;
- the condition of the product: new, used or worn ;
- the URL of the product image ;
- the brand name of the product and its international article codewhether it is the EAN (European Article Numbering), NFI (International Article Number), or the GTIN (Global Trade Item Number) ;
- the availability of the product : « in stock "or" out of stock » ;
- the final price of the product, after promotion if applicableThe price is consistent with the price displayed on the website;
- home delivery costs, to be set up as XX.XX EUR.
Read more : Why is Google Shopping essential for e-commerce?
FAQ - How do I add my product data to my Google Merchant Center account?
Advertisers who do not want to use product feeds to transmit their product data to Google Shopping use the so-called "Shopping for a product" ad format. They cannot access the "In-store products" ad format. Nor can they make the same change across multiple products, such as adding a promotion. This approach is therefore reserved for companies that use Google Shopping for only a few products, with different marketing strategies for each of them. In all other cases, the creation of a main product flow remains essential.
Yes, it's even the recommendation from Google Shopping. The advertiser can add certain types of ads as an "additional destination" after creating the main product feed, or exclude certain products from certain ad formats.
The "language" that Google Shopping asks you to select when creating the product feed corresponds to the language in which the product data is written. Please note that if you have selected a country in the "country of sale" that speaks several languages, such as Belgium, all these languages will be offered to you.
For the price of the product, units and decimals may be separated by a period or a comma. For delivery charges, the period should always be used. In either case, it is essential that the prices provided to Google Shopping correspond exactly to those visible on the website.