product_type [product_type]: Definition

Use the product_type [product_type] attribute to include your own product categorisation system in your product data. Unlike the google_product_category [google_product_category] attribute, you choose which value to include. The values you submit for product_type [product_type] can be used to organise the bidding and reporting in your Google Ads Shopping campaign. 

When to use

Optional for each product


Follow these formatting guidelines to make sure that we understand the data that you're submitting. 


String (Unicode characters. Recommended: ASCII only)

Limits 0-750 characters
Repeated field Up to 5 times, but keep in mind that only the first product_type [product_type] value will be used to organise bidding and reporting in Google Ads Shopping campaigns. Separate multiple product types with a comma ( , ). Don't use a comma (,) within a submitted product type value, since we would interpret this as separate product types. (For example, if you submit House, Garden & Kitchen, the value House is interpreted as a separate product type from Garden & Kitchen.)
File format Example value
Text feeds

Home > Women > Dresses > Maxi Dresses

XML feeds <g:product_type>Home &gt; Dresses &gt; Maxi Dresses</g:product_type>

For format API information, see the Content API for Shopping.


Follow these guidelines to make sure that you submit high-quality data for your products.

Minimum requirements

These are the requirements that you'll need to meet to show ads for your product. If you don't follow these requirements, we'll disapprove your product and let you know on the Diagnostics page of your Merchant Center account. 

  • There are no minimum requirements for this attribute. Keep in mind that you still need to follow the formatting guidelines or the information that you submit can't be used.

Best practices

These are best practices that can help you go beyond the basic requirements to optimise your product data for performance. 

  • Use > to separate multiple levels in a category. Also, include a space before and after the > symbol. For example: Home > Women > Dresses > Maxi Dresses.
  • Submit product_type [product_type] for products used in any campaign type. When you submit a product_type, [product_type] we can better understand what you're selling, and when we understand what you're selling, we can help connect users with your products. Plus, you can also use the values that you submit to organise your Shopping campaign by values of your own choosing. 
  • If you use product_type [product_type] to organise your bidding and reporting in Google Ads, we recommend that you don't submit more than 1 value. Only the first value will be used. Learn about managing your product groups with product type.
  • If your own product categorisation includes multiple levels, include all the levels. For example, if your products belong in Maxi Dresses, list the full string: Home > Women > Dresses > Maxi Dresses
  • Use the full 'breadcrumb' information. Wherever possible, we recommend you include more granular categories as it classifies your product more precisely. For example, Books > Non-Fiction > Sports > Baseball is better than Baseball. Learn more about using product type to organise your Shopping campaigns.
  • It's OK to give us the same values for google_product_category [google_product_category] and product_type [product_type] attributes, but the google_product_category [google_product_category] value has to be a supported Google product category.


Product type with multiple levels
Product Maxi dress
product_type [product_type] Home > Women > Dresses > Maxi Dresses 
Product Google Nexus 6
product_type [product_type] Product > Mobile Phones > Android 
Product SLR camera lens
product_type [product_type] Home > Photography > Lenses > SLR Lenses

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