Promotions feed specification

This article lists all of the attributes that you can provide in your promotions feed.

To use promotions, you can submit your product data to Google through a feed. The information within your feed is then distributed on relevant Shopping ads as well as free product listings appearing on the Shopping tab in the US (may also appear outside of the US). Promotions will be displayed for customers on desktop and mobile devices in Australia, France, Germany, India, the UK, Canada and the US.

Note: Submission of promotions for the Free listings destination is only available in the US.

Submit a promotions feed

File type: You can use either an XML file, tab-delimited file or Google Spreadsheet. See a sample feed template

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

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

Create promotions to target specific products

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

  • Apply product filter attributes in your promotions feed: If a promotion applies to specific products in your product feed, you may use product filter attributes. See Product filters.
  • Map the promotion_id [promotion_id] to products in your product feed: For Google to recognise the products included in your promotion, map a promotion_id [promotion_id] to the eligible products in your products feed. For more information about mapping, see how to create promotion groups for specific products.

If you set product filters on the promotion feeds and explicit promotion_ids [promotion_ids] in the product feed, then the promotion applies to products selected by both applying product filter attributes and mapping the promotion_id [promotion_id] to your products.

Basic promotions data

Include the following attributes in your feed to define how your promotions will be displayed:

Attribute Format Minimum requirements at a glance
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] is used to link promotions to specific products.
product_applicability [product_applicability]

Required

Supported values

  • All 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 feed. These specific products are continuously tested for the duration of the promotion.

If the value is All products, you do not need to use product filter attributes or a promotion_id [promotion_id] in the products feed. The promotion validity is tested against all of the items in your products feed.

offer_type [offer_type]

Required

Supported values

  • No code
  • Generic code

If offer_type [offer_type] is Generic code (that is, a code that is 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 delivery promotions must include a valid redemption code.

  • Free delivery promotions must include a valid coupon code that customers can manually apply. Otherwise, delivery will be treated as a service that's normally offered.

Learn more about how to include redemption codes for delivery promotions in the promotions programme policies.

long_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_effective_dates [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 was valid from 3:00 a.m. on 19 July 2009 to 9:00 p.m. on 26 July 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 19 July 2009 to 9.00 p.m. on 26 July 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 six-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_effective_dates [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 promotions_display_dates [promotions_display_dates] attribute. Learn more about promotions feed formatting and attributes.

redemption_channel [redemption_channel]

Required

Supported values

  • Online
This attribute indicates that the promotion is valid online.
promotion_destination [promotion_destination] Required

Supported values

  • Shopping ads
  • Buy on Google listings
  • Free listings

Add a supported value to your feed. To submit your promotion to one or more destinations, submit each destination value as a separate column:

  • promotion_destination: Shopping ads
  • promotion_destination: Buy on Google listings
  • promotion_destination: Free listings

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, see About attributes with repeated fields.

Note:

The Buy on Google listings destination is only applicable to advertisers enrolled in Buy on Google.

The Free listings destination is only available in the US, and requires an approved offer for free product listings for standard and enhanced listings. In addition, we recommend that offers submitted via promotions feed be in structured format to help ensure faster approval.

 

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: Buy on Google listings, Free listings, Free local listings.

Product filter

If you create a promotion that only applies to specific products in your product feed, use the product filter in your promotion feed. The product filter attributes only apply when product_applicability [product_applicability] 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 one 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 [brand] = 'example1' and product_type [product_type] = 'T-shirt', the promotion will apply only to those products in the product feed that have brand [brand] = 'example1' and product_type [product_type] = 'T-shirt'.

Alternatively, you can also link a product to a specific promotion by setting the promotion_id [promotion_id] in the product feed.

Attribute Format Description
item_id [item_id]

Syntax

  • String
  • Maximum length is 50 characters

The promotion only applies to products that match the item_id [item_id] specified in this attribute. Note: The item_id [item_id] attribute matches the id [id] attribute in the products feed spec.

product_type [product_type]

Syntax

  • Unicode characters. Recommended: ASCII only.
  • Maximum length is 750 characters.
  • Case sensitive. Must match the product feed.
The promotion only applies to products that match the product type specified in this attribute.
brand [brand]

Syntax

  • Unicode characters. Recommended: ASCII only.
  • Maximum length is 70 characters.
  • Case sensitive. Must match the product feed.

The promotion only applies to products that match the brand specified in this attribute.

item_group_id [item_group_id]

Syntax

  • String
  • Maximum length is 50 characters
  • Case sensitive. Must match the product feed.

This promotion applies to products that match the item_group [item_group] in this attribute.

item_id_exclusion

Syntax

  • String.
  • One or more item IDs.
  • Maximum length is 50 characters.
  • Case sensitive. Must match the product feed.
Products with one of these item IDs are excluded from the promotion.
product_type_exclusion

Syntax

  • Unicode characters. Recommended: ASCII only.
  • Maximum length is 70 characters.
  • Case sensitive. Must match the product feed.

Example

Rings

Products with one of these product types are excluded from the promotion.
brand_exclusion

Syntax

  • String.
  • Maximum length is 50 characters.
  • Case sensitive. Must match the product feed.

Example

Acme Products

Products with one of these brands are excluded from the promotion.
item_group_id_exclusion Syntax
  • String.
  • Maximum length is 50 characters.
  • Case sensitive. Must match the product feed.
Products with one of these item_group_id_exclusion [item_group_id_exclusion] are excluded from the promotion.

Promotion details

The following sections describe the different attributes that 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 user to redeem the promotion
  • Promotion categories determine the type of promotion
  • Limits determine the restrictions that 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 user to receive a promotion)

Preconditions

This attribute communicates the precondition (a minimum purchase amount) that a user needs to meet to redeem a promotion. It doesn't filter the products that are eligible for a promotion. To filter, use product filters.

For example, if you want to create:

  • A 'Free delivery with £50 purchase' promotion, set the minimum_purchase_amount [minimum_purchase_amount] to 50 GBP.
    A 'Free tote bag with £100 purchase' promotion, set the minimum_purchase_amount [minimum_purchase_amount] to 100 GBP.
Attribute Format Description
minimum_purchase_amount [minimum_purchase_amount]

Optional

Syntax

Promotions feeds only support currencies of the specified locales.

Example

20 GBP

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 user will receive promotion Y.

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. See Limits.

Attribute Format Description
percent_off

Optional

Syntax

Must be an integer

Example

10

This attribute specifies the percentage discount offered in the promotion.

For example, 10% off.

money_off_amount

Optional

Syntax

Must be a number and the currency

Example

20.00 GBP

This attribute specifies the discount amount.

For example, £20.00 off.

get_this_quantity_discounted [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

For example, set this attribute to 1 for a 'Buy two, get one free' (100% off) promotion.

free_shipping [free_delivery]

Optional

Supported values

  • Free delivery standard
  • Free delivery overnight
  • Free delivery standard 
This attribute specifies the type of free delivery offered in the promotion.
free_gift_value [free_gift_value]

Optional

Syntax

Must be a number and specify currency

Example

400.00 GBP

This attribute specifies the monetary value of the free gift offered in the promotion.
free_gift_description

Optional

Syntax

String should not exceed 100 characters

Example

Free tote bag with £100 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 feed.

free_gift_item_id [free_gift_item_id]

Optional

Syntax

  • Unicode characters.
    • Recommended: ASCII only
  • Maximum length is 50 characters

This attribute specifies the free gift if it is an item in your product feed.

The item_id [item_id] specified in this attribute is the product that the user will receive as a free gift.

The item_id [item_id] should map to the ID from your product feed.

Limits

These attributes communicate the limits that a user needs to meet to redeem a promotion. Limits do not filter the products that are eligible for a promotion. To filter, use Product filters.

For example:

For 'Buy 1 get 1 free, up to 10 items', set limit_quantity [limit_quantity] to 10.

For '10% off, up to order value £100', set limit_value [limit_value] to £100.

Attribute Format Description
limit_quantity [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.

limit_value [limit_value]

Optional

Syntax

Must be a number and specify currency.

Example

50.00 GBP

This attribute communicates the maximum item value allowed for this promotion.

Additional attributes

Attribute Format Description
promotion_display_dates [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 19 July 2009 to 9:00 p.m. on 26 July 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 19 July 2009 to 9.00 p.m. on 26 July 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 six-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 promotion_display_date [promotion_display_date] attribute is not specified, the promotion_effective_dates [promotion_effective_dates] determine 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 feed only.

description [description]

Optional

Syntax

  • String
  • Maximum length is 2500 characters

This attribute specifies the promotion description.

The description is not shown to users

generic_redemption_code [generic_redemption_code]

Optional

Syntax

  • String
  • Maximum length is 20 characters

Example

EXTRA20

This attribute specifies the code that users can use online to redeem the promotion. It is required if offer_type [offer_type] is GENERIC_CODE [GENERIC_CODE].

Note: All delivery promotions must include a valid redemption code.

Free delivery promotions must include a valid coupon code that customers can apply manually. Otherwise, delivery will be treated as a service that is normally offered and must be specified in the product feed. If the promotion is offered for a specific duration, then the duration must also be reflected in the product feed. See the promotions programme 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's no required aspect ratio

This attribute is a link to an image that features the promotion or the promotional item.

fine_print [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 user along with generic_redemption_code [generic_redemption_code].

promotion_price [promotion_price]

Optional

Syntax

Must be a number and the currency.

Example

15.00 GBP

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 users who enter a promotion code or meet the promotional requirements.

To express interest in promotions, please fill in this form.

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