A product feed is a file containing all the data Google uses to display products in shopping ads. A functional product feed must include comprehensive product information. Each piece of data in the feed is called a product field.
Mandatory Product Fields:
[ID] - This required field serves as the product’s unique identifier. The ID is not visible to customers, but including it helps prevent errors that could lead to account suspension. You may use SKUs or a random number as the ID.
[Title] - This is the most important product field, as it determines which users see your products. Optimize the title by including unique attributes such as color, size, material, and relevant keywords to improve search relevance.
[Description] - This field describes the product. You may use the same description as on the product page.
[Link] - This redirects the user to the product page. In Google, the link should redirect to the product page, not the home page or any other page of the website. Also, the link should be working, as broken links will result in an error and may cause account suspension.
[Image_Link] - This is the direct link to the image of the product. This field shows what the product looks like, and plays a very important role in optimizing the click-through rate and conversion. It is important to have a good image_link because it will be the deciding factor for many customers.
[Price] - This is the price of the product. It must match what is on the product page and what the customer will pay when they buy the product. Ideally, a dynamic product feed is advisable, as a price mismatch between the store and the feed will cause an error.
[Availability] - This will determine if the product is ‘in stock’ or ‘out of stock’. If the product feed says it is ‘in stock’ but the website says it is ‘out of stock’, then it will automatically disapprove the product. It is advisable to make this update or use a dynamic feed.
Additional Mandatory product fields for ‘Apparel’ products:
[Color] - This field specifies the product’s color and helps identify the product variant.
[Size] - This field specifies the product’s size and helps identify the product variant.
[Age_Group] - This field should be included to indicate whether the product is for Newborn, Infant, Toddler, Kids, or Adults.
[Gender] - When you provide this information, potential customers can accurately filter products by gender to help narrow their search.
Including these product fields in your feed makes your ads more relevant to customer searches and provides essential information for purchase decisions. Adding as many relevant fields as possible helps Google accurately display your products to the right audience.
