6 Google Shopping Feed Types and How to Use Them

Merchants use Google Shopping to promote their inventory, drive quality traffic to their online stores and increase overall sales. Along with the main Shopping feed you might already be familiar with, there are additional varieties of feeds you can use depending on your needs. We’ll take a look at them all. 


Meet the cast: Different Google Shopping Feed Types


Google has created various programs within Google Shopping to better assist merchants and to accommodate the types of products they sell. 


In order to have products listed on Google Shopping, merchants have to submit product information via data feeds to Google Merchant Center


In a lot of cases, the main Shopping feed could be all you need. But for some instances, like if you’re a product manufacturer or are selling your products locally, you can take advantage of one of these other feed types. 


Let’s introduce you to the cast of feed types: 



Google Merchant Center feed


AKA The Super Hero 

This feed can do it all and make it look easy. Here to save the day, every day. 


Purpose: This is the main feed that contains all the information about your product catalogue that will be sent out to Google Merchant Center. 


File format: It must be uploaded as an .XML or .TXT file.


If you’re selling physical products, then this feed is for you. 


It’s mandatory for your Google Shopping feed to contain these fields: id, title, description, link, image_link, price, condition, availability, brand, and gtin. If your products don’t have GTINs, you can use the identifier_exists attribute to signify that.




For apparel retailers the required fields also include: age_group, gender, color, size, material, and pattern.




Other important optional attributes include product_type and google_product_category which further helps Google show your products to the right people at the right time. 

Before you create the feed, make sure to check the comprehensive list of required and optional fields. It’s the safest way to make sure the feed is in line with all of Google’s requirements.


How to create and optimise your feed


If your products are already listed somewhere on the internet (like your own site or a shopping cart, for example) then you likely already have the base for your product feed. Even if you have all the information and data needed in one document, you should still take the time to optimize further. The easiest way is to use a feed optimization tool like DataFeedWatch. 


Supplemental feeds 


You can also use supplemental feeds together with this one. They will allow you to quickly make changes in bulk, add seasonal custom labels, and more. Like the name suggests, this is only an add-on to your main feed and only the products you want to make changes to should be included. 


Keeping your feeds fresh


How often should you send feed updates to Google Merchant Center? The requirement is at least once a month, but we advise to have at least a daily update. This goes for most of the other feed types as well. If your feed changes a lot throughout any given day, then you should consider more frequent updates.


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Google Promotions Feed


AKA The Bargain Hunter 


Here to showcase the latest and greatest deals on the SERP.


Purpose: Adding promotional text to product listing ads in Google Shopping. 


File format: You can upload your feed via an XML, tab-delimited (.txt), or Google Spreadsheets file.

Merchants can use the Google Promotions Feed to boost the CTRs of their listing ads on Google Shopping. Currently the service is available in a limited number of countries: Australia, France, Germany, India, UK and US.


The program is going to be made available to other countries and you can check on their Merchant Promotions page to see if your country has been added to the list. 


Why a Promotions feed?

As it stands, you’re only able to set up one promotion at a time. But, if you’d like to run multiple promotions, you can create a special feed to make it happen. Google even did a case study with Office Depot and found a 9.3% CTR lift in their German branch.








In order to use Promotions feed, merchants have to submit a Merchant Promotions Interest Form. Once your Google promotions application is approved, there will be an extra feed type to choose in Google Merchant Center.

The promotions feed has 6 required fields: promotion_id, product_applicability, offer_type, long_title, promotion_effective_dates and redemption_channel.

Optional attributes include: promotions_display_dates, description (not shown to users), generic_redemption_code, image_link, fine_print, and promotion_price. 

Here’s a Promotions feed template:





And here is a sample of a mapped feed:





Before your feed and promotions can get approved, Google will need to review them and check to make sure that they comply with policies and requirements. 

Promotion restrictions 

Google has some pretty specific requirements for your promotions, and it makes sense. They want to make sure shoppers are being communicated with honestly.


  • Free gifts must be an actual item rather than a free sample or subscription
  • Discounts must be at least $5 or 5% off and can’t be vague (like cashback or a statement like “Up to x% off”) 
  • Can’t be overly restrictive (like a discount for first-time visitors only) 
  • Promotions can’t last longer than 6 months 

You can find all the restrictions and what’s allowed here


Product Filters 


In addition to required attributes, there are product filters you can apply if your promotions aren’t for all your products.  

These filters are activated when you set product_availability to specific products.

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Google Local Inventory Ads feed


AKA The Couch Potato 


This feed doesn’t like to venture very far and is more comfortable keeping things close to home. 


Purpose: Google’s Local Inventory Ads are designed to help brick-and-mortar stores direct foot traffic to their physical stores.




The importance of this feed has been highlighted through the emergence of the pandemic in 2020. At this time, shoppers are way more comfortable looking and paying for items online and then picking up their purchases safely in a physical store. 


There are two different feed types related to local inventory ads: full and incremental. 


Full local inventory ad feeds are updated daily and include your whole inventory. 


If there are many changes being made to your inventory on a daily basis then it’s best to use an incremental local product inventory feed. To make your feed incremental, log into Merchant center and go to Product > Feeds > Settings and choose the option that says “Retain items no longer provided in the feed”. 


Your feed should include the following attributes: store code, id, price, and quantity. Availability, sale price, and sale price effective date are optional.




When you create your feed, it should look something like this:




When your customers with a BOPIS (buy online, pickup in store) preference are shopping, they’ll be able to tell right away that you’re the merchant for them.


In this case they would most likely choose Bed Bath & Beyond or Target over Macy’s.




Local Feed Partnership program 


There is a possibility for some merchants to have local inventory ads without creating an extra feed. To take advantage of the opportunities offered by Local Inventory Ads, merchants have to create 3 additional feeds, with the list of all the products they sell in stores.



Matching the four data feeds: Google Business Locations, Google Local Products Feed, Google Local Product Inventory Feed and Google Products Feed will be done automatically by Google via the ''item_id'' attribute. 


How often should you submit these feeds?


  • Local products feed – at least once per week;
  • Local product inventory feed – at least once a day.

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Product Ratings feed


AKA The Critic 


This feed has opinions and isn’t afraid to let the world know!


Purpose: Adding Product Ratings & Google Merchant Reviews to the listings to build trust with potential buyers and increase sales.


Online shoppers rely heavily on reviews in Google Shopping, before deciding what to buy. You’ve probably been in a similar situation when making a decision between products. The one with the most 5 star ratings automatically seems more trustworthy. 


While all these coffee makers have a significant amount of ratings, the one with 5 stars and over 5k ratings looks like a winner. 




If we take a closer look at one of the reviews, we can see that shoppers are able to find answers to very specific questions about your product. Maybe a competitor has a better rating, but you have the specific feature someone is looking for.




For ratings to show up on the product listings merchants have to send the product reviews to Google:


If the second option is preferred, Google will get the data directly from the aggregators and there will be no need for the merchant to submit the feed. However, if reviews are collected via the retailer's website, then creating a Google Product Rating Feed is necessary.

The updated feed needs to be submitted at least once per month. Otherwise, the document might contain potentially inaccurate data, which is not relevant for shoppers.


Failing to comply with this requirement can lead to your ineligibility to participate in the Product Ratings program.


One last thing: you must have at least 50 reviews for ratings to be displayed on your product listings in Google Shopping.

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Dynamic Remarketing Feed 


AKA The Athlete


This feed is flexible, agile, and quick to adapt.


Purpose: Retargeting shoppers that visited a product page or abandoned a shopping cart.


Dynamic retargeting will allow you to display tailored ads to past visitors based on their activity from your website.


Feed format: You have to submit your regular feed to Google Merchant, in an .XML or .TXT format.

There are a few steps you need to take on order to use dynamic remarketing.


  1. Submit your data feed through Google Merchant Center

    Note: It can take up to 3 business days for your feed to become validated.
  2. Link your Google Merchant Center and Google Ads account together 
  3. Create a dynamic remarketing campaign 


Already have your main Shopping feed set up? You can simply use the same data to create your dynamic remarketing feed, or add additional attributes to your existing Shopping feed


You can also add some additional fields to the document like display_ads_id, display_ads_title, and ads_label. Here’s the full list:



Google Shopping Remarketing Feed

It’s important to note that, although a lot of the same data can be used between Shopping and dynamic remarketing feeds, they both have different policies. This is because laws around users’ data and privacy are very strict. These ‘personalized advertising’ policies ensure that you’re using that data responsibly.


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Google Manufacturer Center feed


AKA The Craftsman 


This feed has no need to purchase items because they can just make it themselves.  


Purpose: Gives more control to brand manufacturers and brand owners as to how their products are presented to shoppers on Google Shopping and other Google services.


If you’re the one actually creating or manufacturing physical products, then this feed is for you. To get started, you’ll also need a Google Manufacturer Center account.


With Google Manufacturer Center  manufacturers can improve their presence on Google, by providing rich, accurate and standardized content to shoppers and retailers alike. 


There are 6 required fields: id, gtin, title, description, image link and brand. However, you shouldn’t stop here. It’s recommended you fill in additional attributes, since it will allow shoppers to search and find your products more easily.   




Including GTINs has benefits like keeping the information about your products consistent across resellers and the internet. You’ll have more control over what information is shared about your products. 

It’s worth mentioning that you can upload test feeds to find and review potential errors. These feeds won’t create items that are eligible for Google Shopping results.


Finally, keep in mind that you need a separate feed for each country where you submit products and you can have up to a maximum of 20 feeds per country.


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Google Shopping is an excellent channel for getting your products in front of a large audience, and a way you can attract more customers. For the most part, you’ll be working most with our Super Hero - the main Shopping feed. 


But we hope this article will help you better understand what type of product information you have to submit to Google, depending on your eRetail objectives. 


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