A Google Shopping Feed is a file that lists product information in a specific format. It is provided to e-commerce websites, search engines, price comparison sites, and affiliate networks.

Providing the right product information helps you stand out in a competitive e-commerce marketplace. Learn about seven distinct feed types that empower your products to shine on Google.

Primary Feed

The Primary Feed is the main data source uploaded to Google Merchant Center and forms the foundation of your product listings. This feed includes essential product information, including unique identifiers, descriptions, prices, and images. It also needs to include required attributes like gtin (for products without GTINs), and optional ones. Such as product type and Google product category, to ensure that Google can accurately match your product listing with relevant search queries.

By understanding and utilizing different types of Google Shopping feeds. You can optimize your business’s shopping experience and achieve sustainable growth on this platform. With the help of a solution such as DataFeedWatch, you can ensure. That your primary feed meets all of Google’s requirements and boosts visibility, quality traffic, and conversions for your online store. You can then utilize the other Google Shopping feeds, such as the supplemental feed for enhancing product information, the local inventory feed for stock updates, the promotions feed for showcasing special offers, the dynamic remarketing feed for personalized ads, and the product ratings feed for gathering customer reviews.

Supplemental Feed

A supplemental feed is used to update and enrich products that already exist in the Google Merchant Center (GMC). Supplemental data allows for more than 50 different pieces of information to be displayed in your Shopping ads, which sends more relevant signals to search algorithms. This enables better targeting, less wasted spending, and improved campaign performance.

The supplemental feed also allows you to add a present sales price effective date, which empowers your audience to know that they can save on your special offers before they expire. This pricing feature can be highly effective in driving conversions.

You can use a supplemental feed to add or change information such as your store locations, the name of the product, price, delivery dates, etc. You can either manually update the supplemental feed or set up a scheduled cron to keep it up-to-date. This data feed is a great option for retailers who have a brick-and-mortar presence or want to highlight their local inventory.

Local Inventory Feed

The local inventory feed allows retailers to display in-stock product listings in Google Shopping ads. When shoppers search for specific items near their store locations. This is especially valuable for retailers with physical stores, as it can help drive foot traffic and conversions.

This feed includes the product data from your primary feed, plus additional attributes indicating that products are in stock at your local stores. Some optional fields can be included to provide extra value, such as sales prices and special ‘limited availability’ or ‘on display to order’ availability values.

This is a requirement for free local listings and LIAs and the inventory submitted in this feed must match the actual inventory at your stores. To ensure the accuracy of this data, it is recommended to use a third-party feed management tool. This will enable the feed to automatically update with any changes, removing the need for manual daily updates.

Promotions Feed

Whether your products are on sale or you’re offering a gift, the promotions feed is the place to communicate these enticing offers. The feed allows you to differentiate your products from the crowded e-commerce landscape and entice shoppers to click and buy.

As with all feed types, the promotions feed requires regular updates. Frequent synchronization ensures that the latest data is used to create and optimize your product listings and ads.

The promotions feed includes product information, a list of available promotional offers, and a promotion code to apply to eligible products. Providing these details in a structured data file is the best way to convey your marketing offers to Google Shopping shoppers.

Dynamic Remarketing Feed

A dynamic remarketing feed helps you get your products back in front of shoppers who visited your product pages or abandoned their carts. Creating this feed is a quick process but the key is to optimize it for peak performance.

Ensure that all your data is up-to-date and accurate. For example, you should include all the required attributes like id, gtin, and title (with relevant images). You may also want to consider incorporating optional feed attributes such as brand or color.

You can use a feed management solution to help you stay up-to-date and optimize your dynamic remarketing feed for maximum performance. WakeupData offers robust, automated, and scalable Google Shopping Feed Marketing Solutions that help you achieve a strong presence on the Google platform with the right content for your target audience. This leads to better results and ultimately more sales for your business.

Product Rating Feed

Google Shopping ads show up in search results and display product information, including images and pricing. They also feature reviews from past buyers that can help shoppers decide if they want to buy. This feed allows retailers to aggregate customer ratings and reviews and share them with Google so they can appear in ads for their products.

A product rating feed is a specialized XML feed that contains customer ratings and reviews for products. It’s important to note that these aren’t seller ratings; instead. They are specific to the product and must adhere to Google’s review content policies.

The most crucial elements of this feed include the id, title, description, link, image_link, price, condition, and availability. You should also include the MPN (manufacturer-assigned alphanumeric value) and the brand name. Which isn’t always the seller’s brand (like Bed Bath and Beyond or Oxo). To compile a product ratings feed, Channable’s feed management tool can create an XML file in minutes.