CSS product data specification

Use this guide to format your product information for the Comparison Shopping Service Centre (CSS Centre). Google uses this data to match search queries to results. Sharing your product data in the correct format is important for showing your product pages organically.

In this article


Requirements

In addition to the following product data specification, the data that you submit must also meet the following requirements:

Note: Each line in your product data must represent a product variant. If your product page includes multiple variants of the same product, submit a separate entry for each.

Definitions

  • Product: The actual product that potential customers search for on Google.
  • Variant: A specific version of a product that comes in different variations. For example, a shirt that comes in different sizes may have small, medium and large size variants.
  • Offer: The price and condition offered by a particular merchant for the product on the CSS product page.
  • Headline offer: The offer that is shown prominently on your CSS product page. Its price is used to represent your product page on Google.

Required Required: Submit this attribute. If you don't, your product page won't be shown organically.

Optional Optional: You can submit this attribute if you want to help boost your product's performance.


Attributes

The CSS product data specification includes two types of attributes:

The product data that you submit using these attributes is the foundation for showing your product pages on Google. If there are any issues, Google will let you know in the CSS Centre.


CSS product page attributes

The information that you submit using these attributes differentiates your CSS from your competitors' CSSs. Make sure that everything that you submit is of the quality that you would show to a customer.

Attribute and format Minimum requirements at a glance

CPP link [cpp_link]

A link to your CSS product page (CPP).

Required Required

Example
http://www.css.com/asp/sp.asp?cat=12&id=1030
  • Use your CSS Centre domain name
  • Start with http or https.
  • Use an encoded URL that complies with RFC 2396 or RFC 1738.
  • Don't link to an interstitial page unless legally required.

CPP mobile link [cpp_mobile_link]

CSS product page link (CPP link) that is optimised for mobile.

Optional Optional

Example
http://www.m.css.com/asp/sp.asp?cat=12&id=1030

Syntax
Max. 2,000 alphanumeric characters

Number of offers
[number_of_offers]

The number of offers for a product displayed on your product page.

Required Required

Example
5

Syntax
Integer

  • Only offers that can be bought online can be included.
  • The product page must include offers from at least two independent merchants who have a product in stock.

Low price [low_price]

The lowest price for a product offered for immediate purchase by one of the merchants on the product page.

Optional Optional

Example
GBP 15.00

Syntax

  • Numeric
  • ISO 4217

High price [high_price]

The highest price for a product offered for immediate purchase by one of the merchants on the product page.

Optional Optional

Example
GBP 15.00

Syntax

  • Numeric
  • ISO 4217

Headline offer link [headline_offer_link]

The landing page of your headline offer. Google uses the link to run data quality checks.

Required Required

Example
http://www.merchant.com/asp/sp.asp?cat=12&id=1030

  • Ensure that the link to the landing page of the headline offer is shown prominently on your CSS product page.
  • The headline offer must have a product available for immediate purchase.
  • Start with http or https.
  • Use an encoded URL that complies with RFC 2396 or RFC 1738.
  • Don't link to an interstitial page unless legally required.

Headline offer mobile link [headline_offer_mobile_link]

A link to the mobile-optimised landing page of your headline offer, when available. Google uses the link to run data quality checks.

Optional Optional

Example
http://www.m.merchant.com/asp/sp.asp?cat=12&id=1030

Syntax
Max. 2,000 alphanumeric characters

Headline offer price [headline_offer_price]

The product price of the headline offer. This price is used to represent your product page on Google.

Required Required

Example
GBP 15.00

Syntax

  • Numeric
  • ISO 4217
  • Accurately submit the headline offer price and currency. The value must match the price shown:
    • On your CSS product page
    • On the landing page and at checkout of the merchant that stated this offer.
  • For products sold in bulk quantities, bundles or multipacks:
    • Submit the total price of the minimum purchasable quantity, bundle or multipack.
  • Include value added tax (VAT).

Headline offer condition [headline_offer_condition]

The condition of the product sold on the landing page of the headline offer.

Optional Optional for new products

Required Required if a product is used or refurbished

Example
new

Supported values

  • New [new]
    Brand new, original, unopened packaging
  • Refurbished [refurbished]
    Professionally restored to working order, comes with a warranty, may or may not have the original packaging
  • Used [used]
    Previously used, original packaging opened or missing
 

Product data attributes

You also need to submit the following Merchant Center product data attributes in order to show your CSS product pages organically:

ID [id]

Title [title]

Description [description]

Image link [image_link]

Additional image link [additional_image_link]

Google product category [google_product_category]

Product type [product_type]

Brand [brand]

GTIN [gtin]

MPN [mpn]

Adult [adult]

Multipack [multipack]

Bundle [is_bundle]

Certification [certification]

Age group [age_group]

Colour [color]

Gender [gender]

Material [material]

Pattern [pattern]

Size [size]

Size type [size_type]

Size system [size_system]

Item group ID [item_group_id]

Expiry date [expiration_date]

Product length [product_length]

Product width [product_width]

Product height [product_height]

Product weight [product_weight]

Product detail [product_detail]

Product highlight [product_highlight]

Learn more about Merchant Center product data specification.


CSS product listing ad format

CSS product listing ads show a carousel of products on Google general search results. The following data feed attributes allow you to format the product information that you upload to the Comparison Shopping Service Centre (CSS Centre). Providing required attributes is important to ensure that your products show up in ads.

Attribute and format Minimum requirements at a glance

Headline offer delivery price [headline_offer_shipping_price]

The delivery price of the headline offer.

Required Required if delivery cost is non-zero

Use this attribute to outline the highest delivery cost associated with the headline offer to deliver in the target country. The format of the attribute is similar to the headline offer price [headline_offer_price] attribute.

This field is required if the delivery cost of the offer is more than zero.

Ads redirect [ads_redirect]

A URL used to specify additional parameters and tracking for your product page. Customers will be sent to this URL rather than the value that you submit for the link [cpp_link] or mobile link [cpp_mobile_link] attributes.

Optional Optional for each product

Optional attribute that can be used to specify tracking URLs and parameters.

Custom label 0–4 [custom_label_0–4]

A label that you can assign to a product to help organise bidding and reporting.

Optional Optional for each product

Use a value that you'll recognise in your campaign and manage effectively. The value won't be shown to customers who see your ads and free listings.

Pause [pause]

A setting that you can use to pause and quickly reactivate a product for ads. A product can be paused for up to 14 days. If a product is paused for more than 14 days it will be disapproved. To reapprove, remove the attribute.

Optional Optional for each product

Submit the attribute with a supported value for ad destinations.

You should only pause a product for 14 days or less.

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