Google Shopping Feed Specs: A Guide to Success

For online retailers, Google Shopping is a powerful tool to reach new customers and boost sales. But to leverage this platform effectively, you’ll need to understand Google Shopping feed specs. Don’t worry, it’s not as complex as it sounds!

What’s a Google Shopping Feed?

Think of a Google Shopping product feed as a digital catalog containing information about your products. This feed is what Google uses to display your listings in Shopping results. The more accurate and detailed your feed, the better Google can understand your products and match them with relevant searches.

Google Shopping Feed Specs: the Must-Have Attributes

There are essential attributes that Google requires for every product in your feed. These include:

Here’s an example of a Google Shopping product feed illustrated by a bookstore.

BK1001The Lord of the Rings TrilogyImmerse yourself in J.R.R. Tolkien’s epic fantasy masterpiece, “The Lord of the Rings Trilogy.” Embark on a journey through Middle-earth, where hobbits, elves, dwarves, and men unite against the dark forces of Sauron.$29.99In Stock (5+)
BK1002Sapiens: A Brief History of HumankindDelve into the captivating exploration of human history with Yuval Noah Harari’s “Sapiens: A Brief History of Humankind”.$16.95In Stock (2)
BK1003DuneFrank Herbert’s “Dune” transports readers to a distant future where noble houses vie for control of the desert planet Arrakis and its invaluable resource, spice.$9.99Low Stock (1) Fiction
A template Google Shopping product feed illustrated by a bookstore

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Optional But Important Google Shopping Attributes

While not mandatory, including these attributes can significantly enhance your listings:

  • Brand: The product’s brand name
  • GTIN/MPN: Global Trade Item Number (GTIN) or Manufacturer Part Number (MPN) for identification
  • Sale Price: If you’re offering a discount
  • Shipping: Information about shipping weight and cost
  • Color/Size/Material: For apparel and other applicable products

Certainly! Here are three more examples added to the table:

SKU123Men’s Cotton T-Shirt – BlueA comfortable and stylish men’s t-shirt made of premium cotton fabric. Available in various sizes and colors. USD15.99 USDin stockUS Standard: $4.99 USDClothing & Accessories > Clothing > Shirts & Tops > T-Shirts
SKU456Women’s Denim Jeans – Slim FitHigh-quality denim jeans for women, featuring a slim fit design. Perfect for casual and everyday wear. USDin stockUS Standard: $6.99 USDClothing & Accessories > Clothing > Pants > Jeans
SKU789Men’s Plaid Flannel ShirtStay warm and stylish with this men’s plaid flannel shirt. Made from soft, brushed cotton for maximum comfort. USD24.99 USDin stockUS Standard: $5.99 USDClothing & Accessories > Clothing > Shirts & Tops > Flannel Shirts
A template Google Shopping product feed illustrated by a clothing store

Keeping Your Feed in Top Shape

Here are some additional tips for a successful Google Shopping feed:

Quick Start Guide to Google Shopping with Minimal Feed Attributes

While a robust product feed is ideal for optimal results, you can still get started with Google Shopping even if you have limited product information. Here are some tips for a quick launch:

Focus on the Essentials:

  • Prioritize: Ensure you have the absolute essentials like product ID, title, description, image URL, price, and availability. These are non-negotiable for Google to show your ads.
  • Accurate Descriptions: Write clear and concise descriptions that highlight key features and benefits.
  • High-Quality Images: Invest in quality product images. This is crucial for grabbing attention in visual search results.

Bidding Strategies for New Campaigns:

  • Start with Max Clicks: This helps you gain initial visibility and gather data on user behavior and search terms.
  • Monitor Performance: Closely track your campaign performance and adjust bids based on what’s working.

Optimizations on a Budget:

Additional Tips:

Easily manage your product feeds with AI

Beyond Attributes: Optimizing Your Google Shopping Feed for Success

While having the right attributes is crucial, a truly successful Google Shopping feed goes beyond just filling in the blanks. Here are some additional tips to optimize your feed for better performance:

Structure and Formatting:

  • File Format: Choose a format that works for you (TXT, CSV, XML) and ensure it adheres to Google’s specifications. Consistency is key.
  • Data Hierarchy: Organize your product data in a clear and hierarchical manner. This helps Google understand relationships between products and variations.
  • Language and Currency: Use the correct language and currency for your target audience.
  • Product Identifiers: If you have them, include GTINs (Global Trade Item Numbers) or MPNs (Manufacturer Part Numbers) for better product identification.

Feed Optimization Techniques:

Advanced Techniques:

  • Feed Rules: Utilize feed rules within your Merchant Center account to automate tasks like filtering products, appending text to titles, or formatting data.
  • Product Groups: Group similar products with shared attributes for easier management and bidding strategies.
  • Promotions: Leverage Merchant Promotions within your feed to highlight special offers and discounts, potentially increasing ad visibility.


  • Regular Feed Updates: Regularly submit your feed to reflect any changes in inventory, pricing, or promotions.
  • Data Feed Quality: Maintain high data quality to avoid disapprovals and ensure your products are displayed accurately.
  • Testing and Monitoring: Experiment with different feed structures and optimizations to see what works best for your products and target audience. Continuously monitor campaign performance to identify areas for improvement.

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