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Display ads attribute specification

This page lists the technical requirements for all of the additional attributes available for dynamic remarketing that can be used in conjunction with the Products Feed Specification.

Important note: If you are updating your Merchant Center feed in XML for any of the attributes listed below, you must add the Google Merchant Center namespace declaration. Otherwise, your feed may not process correctly. This is for XML feeds only.

display ads id [display_ads_id] - An identifier for an item for dynamic remarketing campaigns

This attribute will override the ‘id’ attribute in your products feed for your dynamic remarketing campaigns only. The 'display ads id' for each item has to be unique within your account, and cannot be re-used between feeds. If you have multiple feeds, the 'display ads id' of items within different feeds must still be unique. You can use any sequence of letters and numbers for the 'display ads id'.

When to include: Required if the product IDs for your dynamic remarketing campaigns are different than the 'id' attribute you submit for Google Shopping.

Content API v2 (JSON) "displayAdsId": "tddy123uk" Content API v2 (XML) <display_ads_id>tddy123uk</display_ads_id>
Type Text
Character limit 50
Text/Tab delimited tddy123uk
XML (Feeds) <g:display_ads_id>tddy123uk</g:display_ads_id>
display ads similar id [display_ads_similar_id] - Advertiser-specified recommendations

Use this attribute to recommend other items that will be presented in a dynamic remarketing ad.

When to include: Recommended if you want to provide your own product recommendations to be considered by our recommendation engine. You can submit this attribute up to 10 times per item.

Content API v2 (JSON) "displayAdsSimilarIds": ["tddy123uk", "tddy456us"] Content API v2 (XML) <display_ads_similar_id>tddy123uk</display_ads_similar_id>
<display_ads_similar_id>tddy456us</display_ads_similar_id>
Type Text
Character limit 50
Text/Tab delimited tddy123uk,tddy456us
XML (Feeds) <g:display_ads_similar_id>tddy123uk</g:display_ads_similar_id>
<g:display_ads_similar_id>tddy456us</g:display_ads_similar_id>
display ads title [display_ads_title] - Title of an item for dynamic remarketing campaigns

This attribute will override the ‘title’ attribute for your dynamic remarketing campaigns only. We recommend you include characteristics in the title that differentiate the item from other products, such as color or brand.

When to include: Recommended if the title you want to use for an item in your dynamic remarketing campaign is different than the ‘title’ attribute you submit for Google Shopping.

Content API v2 (JSON) "displayAdsTitle": "Mens Pique Polo Shirt" Content API v2 (XML) <display_ads_title>Mens Pique Polo Shirt</display_ads_title>
Type Text
Character limit 150
Text/Tab delimited Mens Pique Polo Shirt
XML (Feeds) <g:display_ads_title>Mens Pique Polo Shirt</g:display_ads_title>

Important:

  • We recommend that you follow our Editorial guidelines closely if you're using 'display ads title'. For example, we recommend that you don't include any promotional text such as "Free shipping", and do not use BLOCK CAPITALS.
  • For variant products, you are required to include the common title of the variant items. For example if “Mens Pique Polo Shirt” is available in red and blue colors, you can have one of the following titles:
    • Mens Pique Polo Shirt (Can be used for both variants)
    • Mens Pique Polo Shirt - Red (For the red shirt)
    • Mens Pique Polo Shirt - Blue (For the blue shirt)
display ads link [display_ads_link] - URL directly to your item's landing page for dynamic remarketing campaigns

When a user clicks on your item in a dynamic remarketing ad, they are sent to this URL. It must point to a page showing the essentially identical item the user was looking at. This attribute will override both 'link' and 'adwords redirect' attributes for your dynamic remarketing campaigns only. Depending on your business needs, you may need to set this different URL for tracking purposes.

When to include: Recommended if the URL you want to use for an item in your dynamic remarketing campaign is different than the ‘link’ attribute you submit for Google Shopping.

Content API v2 (JSON) "displayAdsLink": "http://www.example.com/asp/sp.asp?cat=12&id=1030" Content API v2 (XML) <display_ads_link>http://www.example.com/asp/sp.asp?cat=12&id=1030</display_ads_link>
Type URL (this must include the http:// portion)
Character limit 2,000
Text/Tab delimited http://www.example.com/asp/sp.asp?cat=12&id=1030
XML (Feeds) <g:display_ads_link>http://www.example.com/
asp/sp.asp?cat=12&amp;id=1030
</g:display_ads_link>
display ads value [display_ads_value] - Offer margin for dynamic remarketing campaigns

Specifies the margin of an item. You can use this attribute to set how valuable the conversion of this item is.

When to include: Optional attribute to indicate the margin of an item.

Content API v2 (JSON) "displayAdsValue": 5.00 Content API v2 (XML) <display_ads_value>5.00</display_ads_value>
Type Float
Text/Tab delimited 5.00
XML (Feeds) <g:display_ads_value>5.00</g:display_ads_value>
excluded destination [excluded_destination] - Excluded destinations of your items

When to include: If you are whitelisted for the Display Ads destination and you would like to exclude the item from showing in a dynamic remarketing campaign.

Content API v2 (JSON) "destinations": [
  {
   "destinationName": "DisplayAds",
   "intention": "excluded"
  }
]
Content API v2 (XML) <desintation intention="excluded">
DisplayAds</destination>
Format Predefined values accepted:
  • Shopping
  • Display Ads
Text/Tab delimited Shopping,Display Ads
XML (Feeds) <g:excluded_destination>Shopping</g:excluded_destination>
<g:excluded_destination>Display Ads</g:excluded_destination>

adwords grouping [adwords_grouping]

Used to group products in an arbitrary way. It can be used for product filters to limit a campaign to a group of products, or product targets to bid differently for a group of products. Required if you want to bid differently on different subsets of products. It can only hold one value.

Please note that this attribute is not supported in Shopping campaigns.

Type string
Text/Tab delimited comforters
XML (Feeds) <g:adwords_grouping>comforters</g:adwords_grouping>

adwords labels [adwords_labels]

Similar to the 'adwords grouping' attribute, but this attribute can hold multiple values, allowing you to tag a product with multiple labels. This attribute will work with cost-per-click (CPC) and TrueView Shopping campaigns.

Please note that this attribute is not supported in Shopping campaigns.

Type string
Text/Tab delimited clothing, shoes
XML (Feeds) <g:adwords_labels>clothing</g:adwords_labels>, <g:adwords_labels>shoes</g:adwords_labels>
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