Google Shopping Campaigns Guide Part -2- Complete Feed Example
Let’s get started with attributes related to Apparel: These attributes are recommended / mandatory only if your product falls under Apparel category or any of its subcategories in taxonomy.
- Age Group: Only 2 values are accepted for this attribute are “adult OR kids”. Although this attribute is neither available to users as filter not in AdWords interface for segregation of products, experience suggests that this helps Google in showing your products on relevant search queries based on the “Age group” selected for product
- Gender: Accepted values for this attribute are “Male Or Female Or Unisex”
- Color / Material / Pattern: These are 3 different attributes but work in similar way. Out of these 3 color is a mandatory attribute and other 2 are optional. These attributes can be easily confused especially in case of multiple colors of one product. E.g. If your product is a shirt with black and white stripes then value for this attribute will be black / white. But if your product is a shirt available in each color (black and white) separately then value for this attribute will be either black or white and you should be using “item group id” attribute to define variants of products.
- Size: Logically very similar to color attribute and can contain values like 32, 30, L, XL, etc. But cannot have multiple values representing one product, for that purpose you will need to use “item group id”
Above attributes are related to Apparel category and although they are not currently available as filters to users on Google shopping interface in the past some of them were available as filters and who knows they might become available in the future again.
- Sale Price: This attribute comes in to picture when you are running sale, like end of season sale, clearance sale or any other kind of sale. With this attribute you will be able original price stricken through and discounted price in normal format. (I am not entirely sure why but I haven’t seen this attribute in action on Google shopping for quite a while now, so I am not entirely certain about if it’s still in use or not)
- Sale Price effective Date: This works with attribute “Sale Price”, with this attribute you can define start and end of the sale. Value for this attribute must be in format “2014-03-01T16:00+5:30/2014-03-03T16:00+5:30”. The format is explained as YYYY-MM-DDTHH:MM-Difference in hours from GMT. The above example denotes that the sale will start at 16:00 Hrs (4PM) on 1st of march 2014 and will end at 16:00 Hrs (4PM) on 3rd of march 2014. The time zone for this sale will be GMT + 5:30 (Indian Standard Time)
- Additional image link: If you happen to have multiple images of same product, you can include up to 10 additional images per item by including the attribute multiple times. For tab-delimited, separate each URL by a comma.
- Item group id: This attribute is used in cases where you have more than one variants of same product, e.g. same shirt available in 3 colors and 3 sizes. In that case information for this product will be repeated 6 times and on all 6 occasions “Item group id” will be same, which you can define on your own. But each repeated product will have either different size or color. For live example check this spreadsheet
- Tax: This attribute is only accepted if your target country is US. This attribute is defined as “US:CA:8.25:y,US:926*:8.75:y” these values are explained as “Country Code(required): region(optional):tax rate(required): tax_ship(y Or n value depending on whether you charge tax on shipping or not). You can define multiple tax rates separated by comma as shown in the above example as well. Alternatively you can set up your tax in merchant center account under “settings>tax & shipping” , please keep in mind if you have defined tax in the feed and merchant center both, tax defined in feed will over ride tax defined in the merchant center.
- Delivery(shipping) : This attribute is mandatory in US, UK, Germany and France, it is defined in similar way to the tax attribute. E.g. “US:024*:Ground:6.49 USD,US:MA:Express:13.12 USD” this is explained as “Country Code(required):region(optional):service(optional, e.g. ground, air, etc)rice(required including VAT). You can define multiple shipping rates separated by comma as shown in the above example as well. Alternatively you can set up your tax in merchant center account under “settings>tax & shipping” , please keep in mind if you have defined tax in the feed and merchant center both, tax defined in feed will over ride tax defined in the merchant center.
- Delivery weight: This attribute becomes mandatory if in your merchant center under settings you have chosen shipping as “multiple rates” and specify rates for is chosen as “lbs or kg”. In this case value for this attribute will be weight of each item e.g. 3 kg, 5 lbs, etc
This ends product related attributes with the discussed about and in Part1, product related information is submitted to Google successfully.
In Part 3 we are going to discuss attributes which help us in optimizing and managing campaigns and with these how we can optimize and manage campaigns. These attributes are “product type”, “custom label 0 to custom label 4”, “brand”, “id”, “condition”.
Also you can refer to this spreadsheet for complete reference / example of Google shopping feed attributes.
Digital Marketing / Web &amp; 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!
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