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Google Shopping Ad Formats are unclear

[ Edited ]
Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I have some questions about the format of the products in my shopping feed. It's completely unclear where the data elements that are used in the current shopping ads on desktop come from. I'm sure there is a similar problem with mobile, tablet, etc... formats as well. Is there any guide to where text in the product feed shows up visually in the different advertisement types?

 

I've highlighted several examples from the desktop experience where it's not clear how I should format my products to properly display in the feed.  

 

Another example is that I fill out size, color, materials, etc.. in my product list, but there appears to be no way to search for those things when I look for other people's artwork in the attached example.  There are OTHER things to filter for with artwork, but none of those things have direct properties in the shopping feed. How am I supposed to send those properties if they aren't allowed in the feed?

 

I color coded three questions in here:

 

questions.png

 

I ask about "theme" but the same question applies to type & features. Also:

 

How do some things get reviews, but other things don't?

How do you get the "more size options" note to be added to your product?

2 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Terry M
July 2017

Google Shopping Ad Formats are unclear

[ Edited ]
Top Contributor
# 3
Top Contributor

as was indicated, google decides the format and display of all shopping-ads;
google is constantly experimenting with format, display, and groupings, and
google does not divulge the exact signals used to determine the format and
display of shopping-ads.

yes, title and description tend to be the most critical --
but all attributes submitted may help influence the results.

the best likely course is to simply follow all google's
rules, recommendations, guidelines, and best-practices,
for all data submitted and on the landing-page, defined

within the specifications and google's best-practices.

as to the specific examples --

(a) product_type may be used to include any taxonomy,
using standard > breadcrumbs, and that is relevant to
the physical item being sold; e.g.
posters > prints > visual artwork > abstract

(b) google tends to display the title first,
then components of the description and other
attributes such as price, global-trade-data,
store-brand set in the account-settings, etc.

(c) as was indicated, the left-hand-side options are automated;
what sometimes helps is to list the data, in a structured way,
using standard (english) syntax, within the description.

for example,
Giclee abstract art on canvas. Hand embellished to resemble the original oil painting; Theme: abstract; type: print; frame: silver-leaf wood; finish: matte-black.

(d) using standard google-defined attributes may also help;  e.g.
size
71W x 2.5D x 47H

(e) reviews are based on seller-ratings and product-ratings --
these are either third-party sites or submitted by merchants,
based on structured-data; if ratings or reviews are displayed,
is purely at google's discretion.

(f) more sizes, and similar, are typically based on the physical
in stock inventory and google's variant rules and policies --
for example, the same print, in stock, in different sizes, must
be submitted separately, with a valid, identical, item_group_id
attribute value and at least one variant attribute with a valid
value, that is unique among all items in the variant-group, such
as size.

google may then, sometimes, show more-sizes, or similar variant options.

note that only physical, in stock, on hand, inventory may be submitted;
multiple variants not submitted per the variant rules and policies --
such as improper item_group_id or improper variant attributes, are
grounds for items to be removed from the auctions, disapproval, or
a suspension from the program, at any time.

 

View solution in original post

Google Shopping Ad Formats are unclear

Top Contributor
# 2
Top Contributor

Hi Terry,

 

Great question, and the annotated screenshot is very useful.

Yellow + Red Questions - There is no Abstract sub-category in the official Google list. Google will have added this in on their own, using data from the title, description or webpage, and potentially (in the future) A.I.

 

So to appear in this sub-category / theme use the word abstract in the title (preferably), or description.

 

Green question - it would normally be the title but Google does as it pleases. It will in part depend on the length of the title you supply. 

 

Google Shopping has the least control and reporting of the AdWords ad types. Mostly how you can improve things comes down to title, price and bid. For everything else, you supply the product details and Google works its magic. 

 

Marked as Best Answer.
Solution
Accepted by topic author Terry M
July 2017

Google Shopping Ad Formats are unclear

[ Edited ]
Top Contributor
# 3
Top Contributor

as was indicated, google decides the format and display of all shopping-ads;
google is constantly experimenting with format, display, and groupings, and
google does not divulge the exact signals used to determine the format and
display of shopping-ads.

yes, title and description tend to be the most critical --
but all attributes submitted may help influence the results.

the best likely course is to simply follow all google's
rules, recommendations, guidelines, and best-practices,
for all data submitted and on the landing-page, defined

within the specifications and google's best-practices.

as to the specific examples --

(a) product_type may be used to include any taxonomy,
using standard > breadcrumbs, and that is relevant to
the physical item being sold; e.g.
posters > prints > visual artwork > abstract

(b) google tends to display the title first,
then components of the description and other
attributes such as price, global-trade-data,
store-brand set in the account-settings, etc.

(c) as was indicated, the left-hand-side options are automated;
what sometimes helps is to list the data, in a structured way,
using standard (english) syntax, within the description.

for example,
Giclee abstract art on canvas. Hand embellished to resemble the original oil painting; Theme: abstract; type: print; frame: silver-leaf wood; finish: matte-black.

(d) using standard google-defined attributes may also help;  e.g.
size
71W x 2.5D x 47H

(e) reviews are based on seller-ratings and product-ratings --
these are either third-party sites or submitted by merchants,
based on structured-data; if ratings or reviews are displayed,
is purely at google's discretion.

(f) more sizes, and similar, are typically based on the physical
in stock inventory and google's variant rules and policies --
for example, the same print, in stock, in different sizes, must
be submitted separately, with a valid, identical, item_group_id
attribute value and at least one variant attribute with a valid
value, that is unique among all items in the variant-group, such
as size.

google may then, sometimes, show more-sizes, or similar variant options.

note that only physical, in stock, on hand, inventory may be submitted;
multiple variants not submitted per the variant rules and policies --
such as improper item_group_id or improper variant attributes, are
grounds for items to be removed from the auctions, disapproval, or
a suspension from the program, at any time.