Google Shopping Campaigns

Have your ever come across the supremacy of running shopping ads in Google for happening sectors 

like Apparel, Automobile and BPC industries.

Here are some of my basic learnings while I was working on a short-term project basis.

This is a top overview only, and can be further explained in detail depending upon the engagement 

of this post.

What are Product Attributes? These are the exhaustive information about each particular product.

What are Product Feeds? A way to upload your up-to-date product data/info. in GMC (Google Merchant Center). 

Think of it like this 

• Additional of Multiple Products Attributes makes a Rich Product Data. 

• Additional of Multiple Rich Product Data make a Superb Quality Feed. 

Google Merchant Center Feed Types - 

• Primary Feeds (Central Product Data Source. Can Add/Remove Product Data-Standalone 

Feed) 

• Supplemental Feeds (Secondary Product Data Source to add add/update more product 

data/info using optional attributes to the primary feeds. Can’t be used only as Standalone 

feed, Can’t Add/Remove Product Data, but can be used across multi-client accounts). 

• Regional Product Inventory Feeds (Again a type of supplemental feed specifically to override product data/info according to the variations in different regions using optional attributes to the primary feeds. Can’t be used only as Standalone feeds, Can’t Add/Remove Product Data, 

available in the United States and are available for beta sign-up in Australia, France, and 

Germany.)

Different types of Feed submission methods with in GMC 

• Automated Feeds (Website Crawl Based Automation Feed Method which uses Structured 

Data & Sitemap. Need to Add schema.org

 structured data markup for all products).

• Multi Source Feeds (Manual Feed Method that combines raw data from different sources 

together and creates a unified feed ex. Website or Spreadsheets -Best for companies with 

smaller & manageable inventories).

• Google Content API (Software Application based Automation Feed Method – Best for 

companies with big inventories & products updates) (Recommended Google API Client Libraries – Java, Python, .NET, PHP, Go, Ruby, JavaScript, Node.js, Objective-C). 

Product Feeds Submission (Automated) via 3rd party platforms/tools than can be linked with GMC

• PIM (Product Information management Tools) 

• E-commerce Platforms 

• Feed Management Tools

Tip: 

• Make sure to select the appropriate country & language while setting up GMC for the first 

time. 

• GMC has a list of unique product identifier attributes to classify products under different 

specific industries/categories/countries as well, known mostly as GTINs (Global Trade Item 

Numbers) or otherwise brand & MPN attributes. 

• For any manual products data feed methods makes sure to schedule fetch appropriately in 

GMC (recommended daily or as per your product inventory changes) or use an FTP method 

in case of data feed files exceeding over 1GB.

Feel free to add or contribute.

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