Promotions data specification

This article lists all of the attributes you can provide in your promotions data source.

To use promotions, you can submit your product data to Google through a data source. The information within your data source is then distributed across different Google properties, including Google Search, the Shopping tab, Chrome, and more. Promotions will display for customers on desktop and mobile devices in Australia, Brazil, Canada, France, Germany, India, Italy, Japan, South Korea, Spain, the Netherlands, the United Kingdom, and the United States.

Note: There’s a limit on the total number of active promotions in your account. Learn more about quota limits on Promotions

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Submit a promotions data source

File type: You can use either an XML file, tab-delimited file, or Google Spreadsheet. View an example data source template

Registering and uploading a new data source: Follow the steps to register and upload a new promotions data source. Upload your promotions source to the same Merchant Center account you use for your online products data source.

Google reviews all promotions against program policies and editorial requirements before displaying them.

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Create promotions to target specific products

You can create promotions for specific products in the following ways:

• Apply product filter attributes in your promotion data source: If a promotion applies to specific products in your product data source, you may use product filter attributes. View Product filters.
• Map the promotion ID to products in your product data source: For Google to recognize the products included in your promotion, submit a value for the promotion ID [promotion ID] attribute and map that to the eligible products in your products data source. For more information about mapping, view how to create a promotion for specific products.

If you set product filters on the promotion data sources and explicit promotion IDs in the product data source, then the promotion applies to products selected by both applying product filter attributes and mapping the promotion ID to your products.

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Basic promotions data

Include the following attributes in your data source to define how your promotions will display:

Attribute	Minimum requirements at a glance
Promotion ID [promotion_id] Required Syntax Maximum length is 50 characters Case sensitive Should not contain spaces or symbols, such as % and !	This attribute is the unique ID of a promotion. The promotion ID [promotion_id] attribute is used to link promotions to specific products.
Products eligible for promotion [product_applicability] Required Supported values All products [all_products] Specific products [specific_products]	This attribute specifies if the promotion applies to all products or only to specific products. If the value is specific products [specific_products], you must use product filter attributes or map a promotion ID [promotion_id] to applicable products in your products data source. These specific products are continuously tested for the duration of the promotion. If the value is all products [all_products], you don't need to use product filter attributes or a promotion ID [promotion_id] in the products data source. The promotion validity is tested against all of the items in your products data source.
Coupon code required [offer_type] Required Supported values No code [no_code] Generic code [generic_code] If the value for this attribute is [generic_code] a code that's the same for all customers, the attribute below is required: Generic redemption code [generic_redemption_code]	This attribute indicates whether or not a coupon code is required for customers to redeem the offer. Note: All shipping promotions must include a valid redemption code. Free shipping promotions must include a valid coupon code that customers can manually apply. Otherwise, shipping will be treated as a service that's normally offered. Learn more about how to include redemption codes for shipping promotions in the promotions program policies.
Promotion title [long_title] Required Syntax Maximum length is 60 characters Example Free mug with purchase	This attribute specifies the full title of the promotion. Important: Follow our editorial requirements closely. They outline title requirements and provide helpful examples of acceptable and unacceptable titles. The title should describe the promotion completely and accurately.
Promotion start date [promotion_effective_dates] Required Syntax Start date and end date are separated by a forward slash (/). The date format is (YYYY-MM-DD), followed by the letter "T", the time of day when the sale starts or ends, and an expression of the time zone for the sale. Example If your promotion is valid from 3:00 a.m. on July 19, 2009 to 9:00 p.m. on July 26, 2009 EST (Eastern Standard Time), you would submit: 2009-07-19T03:00:00-05:00/2009-07-26T21:00:00-05:00 If your promotion is valid from 3:00 a.m. on July 19, 2009 to 9:00 p.m. on July 26, 2009 GMT (Greenwich Mean Time), you would submit: 2009-07-19T03:00:00+00:00/2009-07-26T21:00:00+00:00	Important: GMT is Greenwich Mean Time. -5 hours represents EST while -8 hours represents PST. Promotions have a 6-month limit (183 days). Daylight Savings: -4 hours represents EDT while -7 hours represents PDT. If you use the promotion builder, it will only support the promotion start date [promotion_effective_dates] attribute and the time will default to the time zone of your Merchant Center account setting. If you want the promotion to be in a different time zone, adjust the time zone manually. Tip: You can validate your promotion before it starts by using the promotion display dates [promotions_display_dates] attribute. Learn more about Promotions feed formatting and attributes
Eligible channel for promotion [redemption_channel] Note: This attribute is only available in the classic Merchant Center experience. Required Supported values Online [online] In store [in_store] Both[in_store, online] Important: If this value is left empty, your promotion will default to online [online]. This value must include [in_store] if [promotion_destination] is set to "local inventory_ads".	This attribute indicates the promotion is valid online, in store, or both.
Promotion destination [promotion_destination] Required Supported values Shopping ads [Shopping_ads] Free listings [Free_listings] YouTube affiliate [YouTube_affiliate] Local inventory ads [Local_inventory_ads] Add a supported value to your data source. To submit your promotion to one or more destination, submit each destination value as a separate column: promotion_destination: local_inventory_ads promotion_destination: Shopping_ads promotion_destination: Free_listings Important: If you use the promotion destination [promotion_destination] attribute, and don't specify a destination by including a supported value in your data source, your promotion will display in Shopping ads and free listings by default.	Important: These are repeated fields and values are supported simultaneously. Values indicated in this field will overwrite any product defaults. For more details on repeated fields, view About attributes with repeated fields. Note: The free listings [Free_listings] destination requires an approved offer for free listings. In addition, we recommend offers submitted via promotions source be in structured format to help ensure faster approval. The YouTube affiliate destination is being piloted and is currently only available for select merchants. When you target a promotion for the Youtube affiliate destination, that promotion cannot be targeted to any additional Promotion destinations because it can lead to un-mapping of the promotion.
Store applicability [store_applicability] Required for local promotions Supported values all_stores specific_stores	This attribute indicates whether your promotion is applicable to all stores or only specific stores. Important: If specific_stores is selected, you must also use either the store codes inclusion [store_codes_inclusion] attribute or the store codes exclusion [store_codes_exclusion] attribute. If all_stores is selected, the attributes store codes inclusion and store codes exclusion will be ignored.
Store codes inclusion [store_codes_inclusion] Required if Store applicability [store_applicability] attribute is set to specific stores.	This attribute indicates the specific stores to which your promotion applies. Important: If your promotion applies to specific_stores, list those store codes as submitted to your Business Profiles. You may use either the store codes inclusion [store_codes_inclusion] or store codes exclusion [store_codes_exclusion] attribute, but not both simultaneously.
Store codes exclusion [store_codes_exclusion] Required if Store applicability [store_applicability] attribute is set to "specific stores".	This attribute indicates the specific stores from which your promotion is excluded. Important: If your promotion excludes specific_stores, list those store codes as submitted to your Business Profiles. You may use either the store codes exclusion [store_codes_exclusion] or store codes inclusion [store_codes_inclusion] attribute, but not both simultaneously.
Promotion URL [promotion_url] Required for sale events and local promotions.	The promotion URL must be a link pointing to the page on your website where customers can find the promotion details. The information present on the page with your promotion’s details must match the promotion data submitted.

Note: Some of the names for product destinations have been updated. You may have previously submitted the following values as destinations for your products: Shopping Actions, Surfaces across Google, Local surfaces across Google. These values will still be accepted, but we recommend that you update your products to include the new values for these destinations: Free_listings, Free_local_listings.

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Product filters

If you create a promotion that only applies to specific products in your product data source, use the product filter in your promotion source. The product filter attributes only apply when the products eligible for promotion [product_applicability] attribute is set to specific_products. All the attributes under this section are repeated fields with a limit up to 1,000 in XML/CSV.

The product filter attributes in the table below determine the products that apply for a promotion. When the same attribute is used more than once, the product must match at least one of the attributes for the filter to apply. When there are multiple filters, only the products that pass all filters are selected for the promotion. If a filter excludes a product and another filter includes the same product, the product will be excluded from the promotion.

Example:

For example, if you create a promotion for brand = "example1" and product_type = “Tshirt”, the promotion will apply only to those products in the product data source that have brand =“example1” and product_type = “Tshirt”.

Alternatively, you can also link a product to a specific promotion by setting the promotion ID [promotion_id] attribute in the product data source.

Attribute	Description
Product ID for promotion [item_id] Optional Syntax String Maximum length is 50 characters	The promotion only applies to products that match the product ID for promotion [item_id] specified in this attribute. Note: The product ID for promotion [item_id] attribute matches the ID [id] attribute in the products data source spec.
Product type [product_type] Optional Syntax Unicode characters. We recommend ASCII only. Maximum length is 750 characters. Case sensitive. Must match the product data source.	The promotion only applies to products that match the product type specified in this attribute.
Brand [brand] Optional Syntax Unicode characters. We recommend ASCII only. Maximum length is 70 characters. Case sensitive. Must match the product data source.	The promotion only applies to products that match the brand specified in this attribute.
Item group ID [item_group_id] Optional Syntax String Maximum length is 50 characters Case sensitive. Must match the product data source.	This promotion applies to products that match the item group ID [item_group_id] which is set with this attribute.
Excluded item ID [item_id_exclusion] Optional Syntax String One or more item IDs. Maximum length is 50 characters. Case sensitive. Must match the product data source.	Products with one of these item IDs are excluded from the promotion.
Excluded product types [product_type_exclusion] Optional Syntax Unicode characters. We recommend ASCII only. Maximum length is 70 characters. Case sensitive. Must match the product data source. Example Rings	Products with one of these product types are excluded from the promotion.
Excluded brands [brand_exclusion] Optional Syntax String Maximum length is 50 characters. Case sensitive. Must match the product data source. Example Acme Products	Products with one of these brands are excluded from the promotion.
Excluded item group ID [item_group_id_exclusion] Optional Syntax String Maximum length is 50 characters. Case sensitive. Must match the product data source.	Products with an excluded item group ID are excluded from the promotion.
Custom label 0–4 [custom_label_0-4] Optional Syntax String Maximum length is 50 characters. Case insensitive.	The promotion only applies to products that match the specific custom labels specified in this attribute.
Excluded custom label 0–4 [custom_label_0-4_exclusion] Optional Syntax String Maximum length is 50 characters. Case insensitive.	Products with one of these custom labels are excluded from the promotion.

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Promotion details

The following sections describe the different attributes you can use to create structured promotions, such as “Buy N, get M”.

• Preconditions are used to set up the requirements that must be met for the customer to redeem the promotion
• Promotion categories determine the type of promotion
• Limits determine the restrictions you can apply to your promotions. For example, you can set a limit on the minimum price or quantity of eligible purchases required for a customer to receive a promotion.

Preconditions

This attribute communicates the precondition or a minimum purchase amount that a customer needs to meet to redeem a promotion. It does not filter the products that are eligible for a promotion. To filter, use product filters.

For example, if you want to create:

• A “Free shipping with $50 purchase” promotion, set the minimum purchase amount [minimum_purchase_amount] attribute to 50 USD.
• A “Free tote bag with $100 purchase” promotion, set the minimum purchase amount [minimum_purchase_amount] attribute to 100 USD.

Attribute	Description
Minimum purchase amount [minimum_purchase_amount] Optional Syntax Promotions sources only support currencies of the specified locales. Example 20 USD	This attribute sets the minimum purchase amount for the promotion to be redeemed. For example, for X amount of purchases of the same product or a combination of products, the customer will receive promotion Y.
Minimum purchase quantity for promotion [buy_this_quantity] Optional Syntax Must be an integer Example 2	The attribute specifies the amount of items needed to buy to qualify for the promotion.
Redemption restriction [redemption_restriction] Optional Example Enum	List of values: subscribe_and_save first_order sign_up_for_email sign_up_for_text custom
Custom redemption condition [custom_redemption_restriction] Optional Syntax String of the redemption condition Maximum length is 50 characters.	This attribute sets the custom redemption condition if the redemption_restriction is custom.

Promotion categories

The table below shows the types of promotion categories. Specify a promotion category to create a structured promotion, such as a “Buy 1, get 1 free” promotion. Learn more about structured data attributes

You can associate only one promotion category with a promotion ID [promotion_id]. You can further restrict a promotion category with limits. View Limits.

Attribute	Description
Percentage discount amount [percent_off] Optional Syntax Must be an integer Example 10	This attribute specifies the percentage discount offered in the promotion. For example, 10% off.
Monetary discount amount of a promotion [money_off_amount] Optional Syntax Must be a number and the currency Example 20.00 USD	This attribute specifies the discount amount. For example, 20.00 USD off.
Quantity eligible for promotion [get_this_quantity_discounted] Optional Syntax Must be an integer Example 2	This attribute specifies the number of items to which the promotion or discount applies and when the promotion type is [buy_m_get_n_money_off] or [buy_m_get_n_percent_off]. For example, set this attribute to 1 for a “Buy 2, get 1 free” (100% off) promotion.
Free shipping [free_shipping] Optional Supported values Free standard shipping[free_shipping_standard] Free overnight shipping[free_shipping_overnight] Note: This attribute is not supported for local promotions	This attribute specifies the type of free shipping offered in the promotion.
Free gift of monetary value [free_gift_value] Optional Syntax Must be a number and specify currency Example 400.00 USD	This attribute specifies the monetary value of the free gift offered in the promotion.
Free gift description [free_gift_description] Optional Syntax String should not exceed 100 characters Example Free tote bag with 100.00 USD purchase.	This attribute is the description, but not the value, of any free gift offered in the promotion. Use the free gift item ID [free_gift_item_id] attribute instead when the product is in your product data source.
Free gift item ID [free_gift_item_id] Optional Syntax Unicode characters. We recommend ASCII only Maximum length is 50 characters	This attribute specifies a free gift if it's an item in your product data source. The product ID for promotion [item_id] specified in this attribute is the product that the customer will receive as a free gift. The product ID for promotion [item_id] should map to the ID from your product data source.
Coupon value type [coupon_value_type] Optional Supported values: no_structured_data money_off percent_off buy_m_get_n_money_off buy_m_get_percent_off buy_m_get_n_percent_off buy_m_get_money_off free_gift free_gift_with_value free_gift_with_id free_shipping_standard free_shipping_overnight free_shipping_two_day free_shipping_with_shipping_config cash_back percentage_cash_back money_off_range percent_off_range	This attribute signals the type of promotion you’re running, allowing Google to perform a more automated review process, which can expedite promotion approval. When you use the optional coupon value type [coupon_value_type] attribute, the value submitted may require the use of additional attributes (to provide the information needed for your promotion). For example, if you set the coupon value type [coupon_value_type] attribute to money off [money_off], you must also use the monetary discount amount of a promotion [money_off_amount] attribute. Note: The attributes [money_off_range] and [percent_off_range] are exclusively used for US-based sale events. Additional attributes may be required or optional to be included in your promotions source, depending on the value set for the coupon value type [coupon_value_type] attribute.
Minimum money off amount [min_money_off_amount] Optional Syntax Must be a number and specify currency. Example 50.00 USD	Set if the coupon_value_type is money_off_range. If the coupon_value_type is money_off_range, at least one of the following should be set: min_money_off_amount max_money_off_amount
Maximum money off amount [max_money_off_amount] Optional Syntax Must be a number and specify currency. Example 50.00 USD	Set if the coupon_value_type is money_off_range. If the coupon_value_type is money_off_range, at least one of the following should be set: min_money_off_amount max_money_off_amount These fields will be ignored if money_off_range is not specified.
Minimum percent off [min_percent_off] Optional	Set if the coupon_value_type is percent_off_range. If the coupon_value_type is percent_off_range, at least one of the following should be set: min_percent_off max_percent_off
Maximum percent off [max_percent_off] Optional	This attribute is a number between 1 and 99 and should be larger than min_percent_off. Set if the coupon_value_type is percent_off_range. If the coupon_value_type is percent_off_range, at least one of the following should be set: min_percent_off max_percent_off These fields will be ignored if percent_off_range is not specified.

Attributes to use with coupon_value_type in your promotions source

The following list of supported coupon value type [coupon_value_type] values shows the required and optional data source attributes for each.

No structured data [no_structured_data]

• Required: None
• Optional: Minimum purchase amount [minimum_purchase_amount], minimum purchase quantity for promotion [buy_this_quantity], maximum purchase quantity for promotion [limit_quantity], price for promotion [promotion_price], monetary discount amount of a promotion [money_off_amount], percentage discount amount [percent_off], quantity eligible for promotion [get_this_quantity_discounted], free gift monetary value [free_gift_value], free gift item ID [free_gift_item_id], free gift description [free_gift_description]

Cash back [cash_back]

• Required: Cash back amount [cash_back_amount]
• Optional: None

Percentage cash back [percentage_cash_back]

• Required: Cash back percentage [cash_back_percentage]
• Optional: None

Money off [money_off]

• Required: Monetary discount amount of a promotion [money_off_amount]
• Optional: Minimum purchase amount [minimum_purchase_amount]

Money off range [money_off_range]

• Required: Either minimum monetary discount amount of a promotion [min_money_off_amount] or maximum monetary discount amount of a promotion [max_money_off_amount] should be set, or both should be set.
• Optional: None

Percent off range [percent_off_range]

• Required: Either minimum percentage discount amount [min_percent_off_amount] or maximum percentage discount amount [max_percent_off_amount] should be set, or both should be set.
• Optional: None

Percent off [percent_off]

• Required: Percent off [percent_off]
• Optional: Minimum purchase amount [minimum_purchase_amount]

Buy M get N money off [buy_m_get_n_money off]

• Required: Monetary discount amount of a promotion [money_off_amount], minimum purchase quantity for promotion [buy_this_quantity], quantity eligible for promotion [get_this_quantity_discounted]
• Optional: None

Buy M get N percent off [buy_m_get_n_percent_off]

• Required: Percentage discount amount [percent_off], minimum purchase quantity for promotion [buy_this_quantity], quantity eligible for promotion [get_this_quantity_discounted]
• Optional: None

Buy M get money off [buy_m_get_money_off]

• Required: Monetary discount amount of a promotion [money_off_amount], minimum purchase quantity for promotion [buy_this_quantity]
• Optional: None

Buy M get percent off [buy_m_get_percent_off]

• Required: Percentage discount amount [percent_off], minimum purchase quantity for promotion [buy_this_quantity]
• Optional: None

Free gift [free_gift]

• Required: Free gift description [free_gift_description]
• Optional: Minimum purchase amount [minimum_purchase_amount], minimum purchase quantity for promotion [buy_this_quantity]

Free gift monetary value [free_gift_with_value]

• Required: Free gift monetary value [free_gift_value]
• Optional: Minimum purchase amount [minimum_purchase_amount], minimum purchase quantity for promotion [buy_this_quantity]

Free gift item ID [free_gift_with_id]

• Required: Free gift item ID [free_gift_item_id]
• Optional: Minimum purchase amount [minimum_purchase_amount], minimum purchase quantity for promotion [buy_this_quantity]

Free shipping standard [free_shipping_standard]

• Required: None
• Optional: Free shipping type [free_shipping_type], minimum purchase amount [minimum_purchase_amount], minimum purchase quantity for promotion [buy_this_quantity]

Free shipping overnight [free_shipping_overnight]

• Required: None
• Optional: Free shipping type [free_shipping_type], minimum purchase amount [minimum_purchase_amount], minimum purchase quantity for promotion [buy_this_quantity]

Free shipping two day [free_shipping_two_day]

• Required: None
• Optional: Free shipping type [free_shipping_type], minimum purchase amount [minimum_purchase_amount], minimum purchase quantity for promotion [buy_this_quantity]

Free shipping with shipping config [free_shipping_with_shipping_config]

• Required: None
• Optional: None

Limits

These attributes communicate the limits that a customer needs to meet to redeem a promotion. Limits don't filter the products that are eligible for a promotion. To filter, use Product filters.

For example:

• "Buy 1 get 1 free, up to 10 items" set maximum purchase quantity for promotion [limit_quantity] to 10.
• "10% off, up to order value $100", set maximum product price for promotion [limit_value] to $100.

Attribute	Description
Maximum purchase quantity for promotion [limit_quantity] Optional Syntax Must be an integer Example 5	This attribute is used to communicate the maximum number of items that can be bought using this promotion.
Maximum discount amount limit [max_discount_amount] Optional Syntax Must be a number and specify currency. Example 50.00 USD	This attribute communicates the maximum discount value of this promotion. This is used for [percent_off] coupon value type to indicate the maximum discount value.

Additional attributes

Attribute	Description
Display dates for promotion [promotion_display_dates] Optional Syntax Start date and end date are separated by a forward slash (/). The date format is (YYYY-MM-DD), followed by the letter ‘T’, the time of the day when the sale starts or ends, and by an expression of the time zone for the sale. Example If your promotion was valid from 3:00 a.m. on July 19, 2009 to 9:00 p.m. on July 26, 2009 EST (Eastern Standard Time), you would submit: 2009-07-19T03:00:00-05:00/2009-07-26T21:00:00-05:00 If your promotion was valid from 3:00 a.m. on July 19, 2009 to 9:00 p.m. on July 26, 2009 GMT (Greenwich Mean Time), you would submit: 2009-07-19T03:00:00+00:00/2009-07-26T21:00:00+00:00	Important: GMT is Greenwich Mean Time. -5 hours represents EST while -8 hours represents PST. Promotions have a 6- month limit (183 days). Daylight Savings: -4 hours represents EDT while -7 hours represents PDT. This attribute specifies the date and time frame when the promotion will be live on Google.com and Shopping ads. If the display dates for promotion [promotion_display_date] attribute is not specified, the promotion start date [promotion_effective_dates] determines the date and time frame when the promotion will be live on Google.com and Shopping ads. This optional attribute is supported by the regular Promotions source only.
Description [description] Optional Syntax String Maximum length is 2,500 characters	This attribute specifies the promotion description. The description is not shown to customers
Generic redemption code [generic_redemption_code] Optional Syntax String Maximum length is 20 characters Example EXTRA20	This attribute specifies the code that customers can use online to redeem the promotion. It's required if the coupon code required [offer_type] is set to generic code [generic_code]. Note: All shipping promotions must include a valid redemption code. Free shipping promotions must include a valid coupon code that shoppers can manually apply. Otherwise, shipping will be treated as a service that is normally offered and must be specified in the product data source. If the promotion is offered for a specific duration, then the duration must also be reflected in the product data source. See promotions program policies for more information.
Image link [image_link] Optional Syntax The image link [image_link] must be a URL The linked image must be at least 200 x 200 pixels There is no required aspect ratio	This attribute is a link to an image that features the promotion or the promotional item.
Fine print for promotion [fine_print] Optional Syntax String Maximum length is 500 characters.	This attribute is the text of any terms and conditions that apply to the promotion, such as restrictions and exclusions. The terms and conditions will be shown to the customer along with the generic redemption code.
Price for promotion [promotion_price] Optional Syntax Must be a number and the currency. Example 15.00 USD	This attribute is the promotional sales price of an item or category. For example, a promotion in which all jeans are $50. The promotion price is available to customers who enter a promotion code or meet the promotional requirements.

To express interest in promotions, fill out this form.

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Create a sale event in feed

Follow the sample CSV to upload products and events.

Here are the detailed explanations for the attributes related to sale events.

Sale event is only available for the promotions targeted for the United States.

Attribute	Format	Description
Promotion destination [promotion_destination]	Supported value [Free_listings]	Currently, to enroll in events, [Free_listings] must be set as the only promotion destination
Coupon Value Type [coupon_value_type]	Supported values money_off percent_off buy_m_get_n_money_off buy_m_get_n_percent_off buy_m_get_percent_off buy_m_get_money_off free_gift free_gift_with_value free_gift_with_item_id free_shipping_standard free_shipping_overnight free_shipping_two_day cash_back percentage_cash_back money_off_range Percent_off_range	All the existing coupon value types are supported for event.
Event Applicability [event_applicability]	Supported values Sitewide [sitewide] Specific categories [specific_categories]	Event applicability for this promotion. If event applicability is set to sitewide, it indicates this event applies site wide. Event Applicability, which indicates event, cannot be set up together with Product Applicability [product_applicability], which indicates product promotion. You can only choose one of them. If you choose to set up an event, Event Applicability is a required field. Otherwise, Product Applicability [product_applicability] for product promotion is a required field.
Promotion URL [promotion_url]	Required for event Syntax String Valid promotion landing page URL.
Google product category [google_product_category]	Optional Set if “event_applicability” is “specific_category” Supported values Predefined Google product category: The ID or the full path of the product category. You may submit either the ID or the full path, but not both. Download a list of all Google product categories: Excel sheet (.xls) Plain text (.txt) To prevent garbled text in the .txt version: Change your browser encoding to Unicode UTF-8. To download this list in another language, you can select that language from the menu at the bottom of this page. Repeated field Yes. There can be up to 5 Google product category	Example 2271 or Apparel & Accessories > Clothing > Dresses