Google announced last month that new shopping feed requirements were underway. The new changes will be rolled out at the end of September with the intention of accommodating Google’s recent mobile ad format update and Shopping Campaigns, which will be coming in August. Until now, Google’s ads have been created from inventory information that sellers communicate to Google through a feed. We can expect the new update to make shopping easier, more enjoyable and more accurate.
Let’s take a look at what types of information Google’s new feed specifications will include.
Mobile Link Attribute: Retailers with mobile landing pages can submit a mobile link attribute through the data feed. This is done to make sure that shoppers get a high-quality experience when shopping on their smartphones.
Merchant Defined Bundles: This feature allows retailers to identify products that are sold in bundles, such as a camera with a lens and carry bag. Bundled products are listed under Google’s unique product identifiers for the product feed. On a sidenote, bundles are not the same as multipacks.
Availability: Always an important feature, the new update will focus on “in stock” and “availability” labels. “In stock” labels will be given to all products that are available, while “availability” labels will be given to products that are pre-ordered and will soon be available. Google wants shoppers to know that these products will be shipped in a timely manner.
Apparel Attributes: This is always a difficult category for Google because it’s hard to categorize specific attributes across a large genre of products. Google is trying, though, and will now include details to help retailers share information about their items, such as the targeted age group, size system and size type.
Image Quality: Brands will now be able to submit higher quality images of their products thanks to Google’s updated image recommendations. Google recommends taking product photos that are on light backgrounds, such as gray or white, so that the product is clearly visible on all devices.
Landing Page Content Policy: Google’s destination URL policy is getting a refresh with new background details, additional examples and implementation guidelines for landing pages and URL submitting.