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      Product feed attributes

      To run shopping ads on Google shopping you need to have a product feed which is uploaded to Google Merchant Center. To be successful on Google Shopping, the quality of the product feed is extremely important. And here is how you do it

      To run shopping ads on Google shopping you need to have a product feed which is uploaded to Google Merchant Center. To be successful on Google Shopping, the quality of the product feed is extremely important since Google ranks products higher the more attributes that are included and also which values you have per attribute.

      Mandatory attributes for all types of products:

      • Item ID [id] - Your product’s unique identifier.
      • Title [title] - Your product’s name.
      • Description [description] - Your product’s description.
      • Link [link] - Your product’s landing page.
      • Image link [image_link] - The URL of your product’s main image.
      • Availability [availability] - Your product's availability.
      • Price [price] - Your product’s price.
      • Brand [brand] - Your product’s brand name.
      • GTIN [gtin] and/or MPN [mpn] - Your product’s Global Trade Item Number/Manufacturer Part Number.
      • Shipping [shipping] - Your product's shipping cost, shipping speeds, and the locations your product ships to. (Only required if shipping isn’t set up in your Merchant Center account).

      Attributes that are also mandatory for Bidbrain:

      • Google product category [google_product_category] - Google-defined product category for your product.
      • Product type [product_type] - Product category that you define for your product, we highly recommend to have at least three levels as value.

      Mandatory attributes for apparel products:

      • Age group [age_group] - The demographic for which your product is intended.
      • Color [color] - Your product’s color(s).
      • Gender [gender] - The gender for which your product is intended.
      • Size [size] - Your product’s size.

      Optional attributes we highly recommend to include:

        • Additional image link [additional_image_link] - The URL of an additional image for your product.
        • Sale price [sale_price] - Your product's sale price.
        • Condition [condition] - The condition of your product at time of sale. Required if your product is used or refurbished.
        • Adult [adult] - Required (If a product contains adult content) Indicate a product includes sexually suggestive content.
      • Custom label 0-4 [custom_label_0-4]

      All other available attributes:

      • Mobile link [mobile_link] - Your product’s mobile-optimized landing page when you have a different URL for mobile and desktop traffic.
      • Availability date [availability_date] - The date a preordered or backordered product becomes available for delivery.
      • Cost of goods sold [cost_of_goods_sold] - The costs associated with the sale of a particular product as defined by the accounting convention you set up. These costs may include material, labor, freight, or other overhead expenses. By submitting the COGS for your products, you gain insights about other metrics, such as your gross margin and the amount of revenue generated by your ads and free listings.
      • Expiration date [expiration_date] - The date that your product should stop showing.
      • Sale price effective date [sale_price_effective_date] - The date range during which the sale price applies.
      • Unit pricing measure [unit_pricing_measure] - The measure and dimension of your product as it is sold.
      • Unit pricing base measure [unit_pricing_base_measure] - The product’s base measure for pricing (for example, 100ml means the price is calculated based on a 100ml units).
      • Installment [installment] - Details of an installment payment plan.
      • Subscription cost [subscription_cost] - Details a monthly or annual payment plan that bundles a communications service contract with a wireless product.
      • Loyalty points [loyalty_points] - The number and type of loyalty points a customer receives when buying a product.
      • Identifier exists [identifier_exists] - Used to indicate whether or not the unique product identifiers (UPIs) GTIN, MPN, and brand are available for your product.
      • Multipack [multipack] - The number of identical products sold within a merchant-defined multipack.
      • Bundle [is_bundle] - Indicates a product is a merchant-defined custom group of different products featuring one main product.
      • Energy efficiency class [energy_efficiency_class] - Your product’s energy label.
      • Minimum energy efficiency class [min_energy_efficiency_class] - Your product’s energy label.
      • Maximum energy efficiency class [max_energy_efficiency_class] - Your product’s energy label.
      • Material [material] - Your product’s fabric or material.
      • Pattern [pattern] - Your product’s pattern or graphic print.
      • Size type [size_type] - Your apparel product’s cut.
      • Size system [size_system] - The country of the size system used by your product.
      • Item group ID [item_group_id] - ID for a group of products that come in different versions (variants).
      • Product length [product_length] - Your product's length.
      • Product width [product_width] - Your product's width.
      • Product height [product_height] - Your product's height.
      • Product weight [product_weight] - Your product's weight.
      • Product detail [product_detail] - Technical specifications or additional details of your product.
      • Product highlight [product_highlight] - The most relevant highlights of your products.
      • Ads redirect [ads_redirect] - A URL used to specify additional parameters for your product page. Customers will be sent to this URL rather than the value that you submit for the link [link] or mobile link [mobile_link] attributes.
      • Promotion ID [promotion_id] - An identifier that allows you to match products to promotions.
      • Excluded destination [excluded_destination] - A setting that you can use to exclude a product from participating in a specific type of advertising campaign.
      • Included destination [included_destination] - A setting that you can use to include a product in a specific type of advertising campaign.
      • Excluded countries for Shopping ads [shopping_ads_excluded_country] - A setting that allows you to exclude countries where your products are advertised on Shopping ads.
      • Shipping label [shipping_label] - Label that you assign to a product to help assign correct shipping costs in Merchant Center account settings.
      • Shipping weight [shipping_weight] - The weight of the product used to calculate the shipping cost.
      • Shipping length [shipping_length] - The length of the product used to calculate the shipping cost by dimensional weight.
      • Shipping width [shipping_width] - The width of the product used to calculate the shipping cost by dimensional weight.
      • Shipping height [shipping_height] - The height of the product used to calculate the shipping cost by dimensional weight.
      • Ships from country [ships_from_country] - A setting that allows you to provide the country from which your product will typically ship.
      • Transit time label [transit_time_label] - Label that you assign to a product to help assign different transit times in Merchant Center account settings.
      • Maximum handling time [max_handling_time] - The longest amount of time between when an order is placed for a product and when the product ships.
      • Minimum handling time [min_handling_time] - The shortest amount of time between when an order is placed for a product and when the product ships.
      • Tax [tax] - Available for the US only. Your product’s sales tax rate in percent
      • Tax category [tax_category] - A category that classifies your product by specific tax rules.

      Item ID

      Attribute

      Format

      Minimum requirements

      ID [id]

      Required


      Your product’s unique identifier


      Example: A2B2


      Syntax: Max 50 characters
      • Use a unique value for each product. Use the product's SKU where possible
      • Keep the ID the same when updating your data
      • Use only valid unicode characters. Avoid invalid characters like control, function, or private area characters
      • Use the same ID for the same product - across countries or languages

      Title

      Attribute

      Format

      Minimum requirements

      Title [title]

      Required


      Your product’s name


      Example:

      Mens Pique Polo Shirt


      Syntax:

      Max 150 characters
      • Accurately describe your product and match the title from your landing page
      • Don’t include promotional text like "free shipping," all capital letters, or gimmicky foreign characters
      • For variants
      • Include a distinguishing feature such as color or size
      • For mobile devices
      • Include “with contract” if sold with a contract
      • For the United States, include “with payment plan” if sold in installments

      Description

      Attribute

      Format

      Minimum requirements

      Description [description]

      Required


      Your product’s description


      Example:

      Made from 100% organic cotton, this classic red men’s polo has a slim fit and signature logo.


      Syntax:

      Max 5000 characters.
      • Accurately describe your product and match the description from your landing page
      • Don’t include promotional text like "free shipping," all capital letters, or gimmicky foreign characters
      • Include only information about the product. Don’t include links to your store, sales information, details about competitors, other products, or accessories
      • Use formatting (for example, line breaks, lists, or italics) to format your description

      Link

      Attribute

      Format

      Minimum requirements

      Link [link]

      Required


      Your product’s landing page


      Example:

      http://​www.example.​com/​asp​/sp.asp?cat=​12&id=1030
      • Use your verified domain name
      • Start with http or https
      • Use an encoded URL that complies with RFC 2396 or RFC 1738. For example, a comma would be represented as "%2C"
      • Don't link to an interstitial page unless legally required

      Image link

      Attribute

      Format

      Minimum requirements

      Image link [image_link]

      Required


      The URL of your product’s main image


      Example:

      http:// www.example.com/image1.jpg
      • For the image URL:
        • Link to the main image of your product
        • Start with http or https
        • Use an encoded URL that complies with RFC 2396 or RFC 1738. For example, a comma would be represented as "%2C"
        • Make sure the URL can be crawled by Google (robots.txt configuration allowing Googlebot and Googlebot-image)
      • For the image:
        • Accurately display the product you're selling
        • Use an accepted format: JPEG (.jpg/.jpeg), WebP (.webp), PNG (.png), non-animated GIF (.gif), BMP (.bmp), and TIFF (.tif/.tiff)
        • For non-apparel products, use an image of at least 100 x 100 pixels
        • For apparel products, use an image of at least 250 x 250 pixels
        • Don't submit an image larger than 64 megapixels or a file larger than 16MB
        • Don't scale up an image or submit a thumbnail
        • Don't include promotional text, watermarks, or borders
        • Don't submit a placeholder or a generic image Exceptions:
          • In Hardware (632) or Vehicles & Parts (888) categories, illustrations are accepted.
          • In any paint category, single color images are allowed

      Availability

      Attribute

      Format

      Minimum requirements

      Availability

      [availability]

      Required


      Your product's availability


      Example:

      in_stock


      Supported values:

      • In stock [in_stock]
      • Out of stock [out_of_stock]
      • Preorder [preorder]
      • Backorder [backorder]
      • Accurately submit the product's availability and match the availability from your landing page and checkout pages

      Price

      Attribute

      Format

      Minimum requirements

      Price [price]

      Required


      Your product’s price


      Example:

      15.00 USD


      Syntax:

      • Numeric
      • ISO 4217
      • Accurately submit the product's price and currency, and match with the price from your landing page and at checkout
      • Make sure that your landing page and the checkout pages include the price in the currency of the country of sale prominently and in a place that's straightforward to find
      • Ensure that the product can be purchased online for the submitted price
      • Make sure that any customer in the country of sale can buy the product for the submitted price, and without paying for a membership
        • Add any minimum order value in your shipping settings
      • Don't submit a price of 0 (a price of 0 is allowed for mobile devices sold with a contract)
      • For products sold in bulk quantities, bundles, or multipacks
        • Submit the total price of the minimum purchasable quantity, bundle, or multipack
      • For the US and Canada
        • Don't include tax in the price
      • For all other countries
        • Include value added tax (VAT) or Goods and Services Tax (GST) in the price

      Brand

      Attribute

      Format

      Minimum requirements

      Brand [brand]

      Required (For all new products, except movies, books, and musical recording brands)


      Optional for all other products


      Your product’s brand name


      Example:

      Google


      Syntax:

      Max 70 characters
      • Provide the brand name of the product generally recognized by consumers
      • Only provide your store name as the brand in case you manufacture the product, or your product falls into a generic brand category. For example, you could submit your store name as the brand if you sell private-label products or customized jewelry
      • If the product doesn’t have a brand, submit the manufacturer or supplier name under the brand attribute.
      • Don't submit values such as "N/A", "Generic", "No brand", or "Does not exist".
      • For compatible products:
        • Submit the GTIN and brand from the manufacturer who actually built the compatible product
        • Don't provide the Original Equipment Manufacturer (OEM) brand to indicate that your product is compatible with or a replica of the OEM brand's product

      GTIN

      Attribute

      Format

      Minimum requirements

      GTIN [gtin]

      Required (For all new products with a GTIN assigned by the manufacturer)


      Optional (strongly recommended) for all other products


      Your product’s Global Trade Item Number (GTIN)


      Example:

      3234567890126


      Syntax:

      Max 50 numeric characters (max 14 per value - added spaces and dashes are ignored)




      Supported values:

      • UPC (in North America / GTIN-12)
        12-digit number like 323456789012
        8-digit UPC-E codes should be converted to 12-digit codes
      • EAN (in Europe / GTIN-13)
        13-digit number like 3001234567892
      • JAN (in Japan / GTIN-13)
        8 or 13-digit number like 49123456 or 4901234567894
      • ISBN (for books)
        10 or 13-digit number like 1455582344 or 978-1455582341. If you have both, only include the 13-digit number. ISBN-10 are deprecated and should be converted to ISBN-13
      • ITF-14 (for multipacks / GTIN-14)
        14-digit number like 10856435001702
      • Exclude dashes and spaces
      • Submit only valid GTINs as defined in the official GS1 validation guide, which includes these requirements:
        • The checksum digit is present and correct
        • The GTIN is not restricted (GS1 prefix ranges 02, 04, 2)
        • The GTIN is not a coupon (GS1 prefix ranges 98 - 99)
      • For compatible products:
        • Submit the GTIN and brand from the manufacturer who actually built the compatible product
        • Don't provide the Original Equipment Manufacturer (OEM) brand to indicate that your product is compatible with or a replica of the OEM brand's product
      • For multipacks:
        • Use the product identifiers that relates to the multipack
      • For bundles:
        • Use the product identifiers for the main product in the bundle
      • If you offer customization, engraving, or other personalization of a product that's been assigned a GTIN by the manufacturer:
        • Submit the GTIN and use the bundle [is_​bundle] attribute to let Google know that the product includes customization

      MPN

      Attribute

      Format

      Minimum requirements

      MPN [mpn]

      Required (Only if your new product does not have a manufacturer assigned GTIN)


      Optional for all other products


      Your product’s Manufacturer Part Number (mpn)


      Example:

      GO12345OOGLE


      Syntax:

      Max 70 alphanumeric characters
      • Only submit MPNs assigned by a manufacturer
      • Use the most specific MPN possible. For example, different colors of a product should have different MPNs.

      Shipping

      Attribute

      Format

      Minimum requirements

      Shipping [shipping]

      Required when shipping costs for your product are not defined in your Merchant Center account or when you need to override shipping costs or speeds defined in your Merchant Center account


      Shipping costs are required for Shopping ads for products with the following countries of sale: Australia, Austria, Belgium, Canada, Czechia, France, Germany, Ireland, Israel, Italy, the Netherlands, Poland, South Korea, Spain, Switzerland, the UK, and the US


      Shipping costs are required for enhanced free listings for all products in all countries of sale


      Optional (to specify additional countries your product ships to or destinations where shipping costs are not required)


      Your product's shipping cost, shipping speeds, and the locations your product ships to.


      Example:

      US:CA:Overnight:16.00 USD:1:1:2:3


      Syntax:

      This attribute uses the following sub-attributes:

      • Country [country] (Required)
        ISO 3166 country code
      • Region [region] (Optional)
      • Postal code [postal_code] (Optional)
      • Location ID [location_id] (Optional)
      • Location group name [location_group_name] (Optional)
      • Service [service] (Optional)
        Service class or shipping speed
      • Price [price] (Optional)
        Fixed shipping cost, including VAT if required
      • Minimum handling time [min_handling_time] and maximum handling time [max_handling_time] (Optional)
        To specify handling time
      • Minimum transit time [min_transit_time] and maximum transit time [max_transit_time] (Optional)
        To specify transit time
      • Use this setting to override Merchant Center account shipping settings for an individual product or to specify shipping cost, speed, or additional countries your product ships to.

      Google product category

      Attribute

      Format

      Minimum requirements

      Google product category [google_product_category]

      Optional


      Google-defined product category for your product


      Example:

      Apparel & Accessories > Clothing > Outerwear > Coats & Jackets


      or


      371


      Syntax:

      Value from the Google product taxonomy

      • The numerical category ID, or
      • The full path of the category
      • Include only 1 category
      • Include the most relevant category
      • Include either the full path of the category or the numerical category ID, but not both. It is recommended to use the category ID.
      • Include a specific category for certain products:
        • Alcoholic beverages must be submitted with one of these categories:
          • Food, Beverages & Tobacco > Beverages > Alcoholic Beverages (ID: 499676), or any of its subcategories
          • Arts & Entertainment > Hobbies & Creative Arts > Homebrewing & Winemaking Supplies (ID: 577), or any of its subcategories
        • Mobile devices sold with contract must be submitted as Electronics > Communications > Telephony > Mobile Phones (ID: 267) for phones or Electronics > Computers > Tablet Computers (ID: 4745) for tablets
        • Gift Cards must be submitted as Arts & Entertainment > Party & Celebration > Gift Giving > Gift Cards & Certificates (ID: 53)

      Product type

      Attribute

      Format

      Minimum requirements

      Product type [product_type]

      Optional


      Product category that you define for your product


      Example:

      Home > Women > Dresses > Maxi Dresses


      Syntax:

      Max 750 alphanumeric character
      • Include the full category. For example, include Home > Women > Dresses > Maxi Dresses instead of just Dresses
      • Only the first product type value will be used to organize bidding and reporting in Google Ads Shopping campaigns