7 Google Shopping feed types for enhanced product visibility

Website desktop.png Mobile open graph.png

In the vast and ever-evolving world of ecommerce, there's a fierce battle for attention. Picture this - you've crafted a remarkable product that's ready to conquer the market, but how do you ensure it doesn't get lost in the digital noise? That's where Google Shopping comes to the rescue, offering a virtual storefront for your products, visible to potential customers worldwide.

But, here's the catch: simply having your products listed is only the first step. To truly shine in this crowded marketplace, you must embrace the power of product feeds. These feeds ensure your products are visible to the interested customer at the right time. In this blog, we'll look at the seven distinctive Google Shopping feeds, each with its unique ability to enhance product visibility.

1. Primary feed: The foundation of Google Merchant Center

Google Merchant Center’s primary feed is a structured data file that contains detailed information about the products you offer. This information is vital for Google to accurately display your products in search results, Shopping ads, and other ecommerce-related services.

For example, when users search for smartphones on Google, the primary feed ensures that your smartphone listing appears in the search results. Potential customers see an image of the phone, its price, and a brief description, making it easy for them to learn and compare the product without even visiting your website. With proper feed management, you can increase the visibility of your smartphones and attract interested buyers, ultimately leading to more sales for your online electronics store.

Attribute Example
ID 1001
Title iPhone 15
Description With a powerful A-series chip, stunning Super Retina XDR display, and advanced camera capabilities, it's your gateway to the future of mobile technology. Elevate your digital experience with this iPhone, and embrace the latest iOS features for an unmatched user experience.
Price Starting at $799

2. Supplemental feed: Enhancing product data and visibility

Supplemental feeds allow businesses to refine their existing product data. While a primary product feed provides the foundational information of your listings, supplemental feeds are used to add extra layers of detail, optimize data, or resolve any discrepancies. They enhance the quality of your product listings.

Key components of supplemental feeds:

  • Additional attributes: Includes extra attributes such as additional product images, custom labels, or unique identifiers.
  • Data correction: Serves as a tool for error rectification, ensuring that product details are accurate and up to date.

Check out detailed attributes of Google Merchant Center here and ensure your product feeds suit Google’s requirements.

3. Local inventory ads feed: Boosting foot traffic and sales

Local inventory ads (LIA) are a dynamic advertising feature provided by Google to bridge the gap between the digital and physical shopping worlds.

88% of people who search local or nearby stores through smartphones tend to visit the related store within a week. So, LIA enables retailers to showcase their in-store inventory to online shoppers, providing essential information such as product availability, price, and store location. The LIA feed is the backbone of this operation, containing all the relevant data that informs customers about what's in stock at their nearest store.

Key components of the local inventory ads feed:

  • Product data: Includes details like product names, descriptions, prices, and unique identifiers, ensuring customers have the information they need to make informed decisions.
  • Store information: Includes details like store name, address, and operating hours that help potential customers find their way to the nearest store.
  • Inventory levels: Includes real-time inventory data, so customers can check product availability, preventing unnecessary trips to sold-out items.

4. Product rating feed: Amplifying trust and consumer confidence

According to a survey, 95% of consumers read online reviews before they shop, and 58% say they would pay more for the products of a brand with good reviews.

product rating

Google Shopping introduced an essential tool for businesses to strengthen their reputation, instill confidence in consumers, and drive more conversions – the product rating feed.

It is a structured data source that enables businesses to showcase product ratings and reviews prominently in their listings on platforms like Google Shopping. It helps potential customers gauge the quality and satisfaction of a product based on the experiences of previous buyers, ultimately influencing their purchasing decisions.

Key components of the product rating feed:

  • Review data: Includes information from customer reviews such as star ratings, written feedback, and overall satisfaction scores.
  • Attribution: The feed provides attribution to the source of each review, giving consumers confidence that the feedback is genuine.

5. Merchant promotions feed: Elevating ecommerce success

Merchant promotions, offered by Google, serve as a catalyst for businesses to stand out in the crowded ecommerce landscape and entice shoppers to make that crucial click to purchase.

These promotions are essentially special offers, discounts, or deals that you can display alongside your product listings in Google Shopping. The merchant promotions feed contains all the details of these promotions.

promotions feed

Key components of the merchant promotions feed:

  • Promotion details: Includes the specifics of the promotion, such as the type (e.g. percentage off, free shipping), the discount amount, and the promotion code if applicable.
  • Dates and restrictions: Merchants can set start and end dates for their promotions, along with any restrictions or conditions for eligibility.

Merchant promotions are a win-win strategy for both businesses and shoppers. For businesses, it's an opportunity to differentiate themselves in a highly competitive market, capture attention, and boost conversions. For shoppers, it's a chance to snag a great deal or exclusive offer, making them more likely to make a purchase.

6. Dynamic remarketing feed: Tailoring the shopping experience

Dynamic remarketing is a powerful advertising technique that involves creating highly personalized ads to showcase products or services previously viewed by a user on your website. The dynamic remarketing feed is the backbone of this strategy, housing the essential data that tailors these ads to each visitor's unique interests.

Key components of the dynamic remarketing feed:

  • User interaction data: Tracks the products that users have viewed, added to their cart, or purchased, helping businesses understand individual customer preferences.
  • Ad creative elements: Includes information about ad design, layout, and messaging.

For businesses, this feature helps to re-engage past visitors, rekindle their interest, and encourage them to return for a conversion.

7. Manufacturer center feed: Mastering product excellence

The Google manufacturer center empowers manufacturers or brand owners to take control of the product information displayed across various Google services, including Google Shopping. The manufacturer center feed serves as the conduit for manufacturers to deliver accurate, comprehensive, and up-to-date product data.

Key components of the manufacturer center feed:

  • Manufacturer product information: Includes in-depth product data, such as product names, descriptions, and unique identifiers like global trade item numbers (GTINs) and manufacturer part numbers (MPNs).

  • Attributes and specifications: Includes detailed specifications, features, and attributes of products.

Whether you're aiming to boost visibility, amp up your product game, or just stay ahead in the ecommerce game, these Google feed types are your reliable allies in the online retail adventure. Now that you’ve mastered the art of leveraging Google Shopping feeds, it’s time to win over customers and make your products shine using Productsup P2C strategies.

Our latest Tips, strategy, and insights articles

These may also interest you