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Google Shopping Campaigns Guide Part -1- Basic Feed Attributes

What is Google shopping feed?

Google shopping feed is a file which contains all possible data about each of your product to minute details like size, color etc.

This feed is primarily used for two purposes:

  1. For Google : To crawl information about your product and show your ads on relevant search queries
  2. For you : Help you segregate your products in to Campaigns and AdGroups
  3. For potential buyer: How some attributes help potential buyer in making their decision

In this article we are going to discuss how it can help you segregate products in to Campaigns and AdGroups and how you can help Google bot by providing relevant information in the feed.

Let’s get started with introduction of all the shopping field attributes.

  1. Id : For this attribute you can use your SKU as value, With this field if needed you can segregate products in different Campaigns and AdGroups.
  2. Title: This is a important attribute from Goggle’s point of view as often it will be matched with search query for relevancy. This title will be shown as title of your shopping ad and words which are common between the title and search query will be shown in bold lettersshopping-1.jpg
  3. Condition: This attribute can contain either of 3 values “New”, “Used” or “Refurbished”. This attribute is available in AdWords interface for segregation of products which means you can use this you can use this to create different campaigns or AdGroups for each of the conditions. Besides that this can also be used by users to filter item by conditions in case they just want to check new items in Google shopping interface.                                                                                             3a.jpg3b.jpg
  4. Description: As the attribute name suggests this attribute holds description of your product and potential buyers can read this on Google shopping interface before deciding to click on it.4.jpg
  5. Price: This attribute shows price on Google shopping interface and users can filter and / or order by price to narrow down price range.                                                                       5.jpg  
  6. Google Product category: This works in background and helps Google identify category of your product which helps showing your product on search queries relevant to that category. This has to be match one of the category / subcategory combinations from Google taxonomy file. This typically looks like this “Vehicles & Parts>Vehicle Parts & Accessories>Motor Vehicle Safety Equipment>Vehicle Parking Sensors”. Creating a subcategory structure from taxonomy file can be quite boring job. I have created a file which has readymade subcategory structures for all possible combinations ready with greater than sign. Please feel free to download and use it from here.
  7. Product type: This is similar to “Google Product Category” but you can create your own categories and subcategories here which in turn you can use to segregate your products in Campaigns and AdGroups
  8. Link: This will be landing page for your Shopping ad. You may have different destination URL for tracking purposes we will cover that in Part 2
  9. Image link: This is very important attribute as image which is available on value of this attribute will be shown in your Shopping ad. You can also add multiple images to your product which we will discuss in Part 2 of this article
  10. Availability: This attribute holds either of 4 values ‘in stock' OR 'available for order' OR 'out of stock' OR 'preorder'. This attribute shown to potential buyers on Google shopping interface and users will also have option to filter only for available products on same interface                      3a.jpg
  11. Brand: This attribute holds brand name under which product is sold (e.g. Nike, Puma, Samsung, etc). This Attribute can also be used for segrating your products in to Campaigns and AdGroups. 
  12. GTIN: Global trade identification number. UPC – North America, EAN for Europe, JAN for Japan, ISBN for books. This attribute has become mandatory and important according to this announcement.  This attribute plays a very important part when it comes to product comparison on Google Shopping. This attribute makes sure same products are compared for offers from diffrent stores. 
  13. MPN : Manufacturers Part Number similar to GTIN this has also become mandatory attribute.

(GTIN / MPN can be ignored in case of custom goods with attribute ‘identifier_exists’ set as False.)


Please find feed sample for attributes we have discussed so far here in spreadsheet format with all details and limits. 


In the next part we will discuss advanced, shipping, taxation and Apparel category attributes.





about Nikhil Parachure

Digital Marketing / Web & App Analytics expert with experience ranging from small businesses to very large portals. Across varied verticals like banking, travel, ecommerce, insurance. Google Adwords top contributor since 2013 and currently working with a leading Indian ecommerce portal. Aspiring writer, wants to be lighter!

Neha Gupta Top Contributor
May 2014

Hi Nik,


Thanks for sharing!


- Neha

May 2014

Thanks for your comment @Neha Gupta , This is part one and the series will include 10 parts. Hope users likes.


Lukas Melichar
May 2014

I hope it will be here (Slovakia) soon Smiley Happy


Rakesh M
May 2014

Thanks Nikhil Parachure.