Shopping Advertising assessment study guide
Product data specification
Use this specification to format your product information for Shopping ads. Submitting your product data to Google in the right format is important for creating successful ads for your products.
Before you begin
If you're new to Shopping ads, get started with the beginner's guide.
Other requirements to keep in mindGoogle also has a few other requirements that your product data needs to meet. Get familiar with them before you begin:
- Shopping ads policies
- Landing page requirements
- Tax rate data requirements
- Shipping rate data requirements
- Currency and language requirements. Submit attributes and values using a supported language and currency for the country you're targeting and the format you've chosen.
- Delimited format. Use any supported language for the name of the attribute and fixed attributes values, e.g. the
condition
attribute has the fixed valuenew
. Make sure to use the language of the target country for any attribute value without a fixed value, e.g.title
. Use an underscore or space within an attribute name (e.g.,image_link
orimage link
) - XML or API. Use attribute names in English only (the version not in brackets). Use an underscore to represent a space within an attribute name (e.g., image_link instead of image link). A space within an attribute value is allowed (e.g., in stock).
- Delimited format. Use any supported language for the name of the attribute and fixed attributes values, e.g. the
- Product. Word that describes the actual product that your potential customers would be searching for on Google
- Item. Word that describes a product once it's been added to your product data, either in a text feed, XML feed, or API. For example, an item is one line in your text feed
- Variant. Word that describes a product that comes in different variations. For example, a shirt that comes in different sizes has size variants
Required | Submit this attribute. If you don't, your product won't be able to serve ads. | |
It depends | Check the attribute's related article to understand if you need to submit this attribute for your products. Sometimes the requirements change depending on which country you're advertising in. | |
Optional | You can submit this attribute if you want to help boost your ad's performance. |
Click the name of an attribute to view full details, including more information about the minimum requirements, best practices, and examples.
Basic product data
The product information you submit using these attributes is our foundation for creating your Shopping ads. Make sure everything you submit is of the quality you'd show to a customer.
Attribute | Format | Minimum requirements at a glance |
---|---|---|
id |
Required Example Syntax Schema.org property |
|
title |
Required Example Syntax Schema.org property |
|
|
Required Example Syntax Schema.org property |
|
link |
Required Example Schema.org property |
|
image_link |
Required Example Schema.org property |
|
additional_image_link |
Optional Example Syntax |
|
mobile_link |
Optional Example Syntax |
|
Price & availability
These attributes define the price and availability for your products. This information is shown to potential customers in your ads. If your products' prices and availability change often, keep in mind that you'll need to let us know about all the updates to be able to run ads. Check out these tips for keeping your product information fresh.
Attribute | Format | Minimum requirements at a glance |
---|---|---|
availability |
Required Example Supported values
Schema.org property |
|
availability_date |
Optional Example Syntax
Schema.org property
|
|
expiration_date |
Optional Example Syntax
|
|
price |
Required Example Syntax
Schema.org property |
|
sale_price |
Optional Example Syntax
Schema.org property |
|
sale_price_effective_date |
Optional Example Syntax
Schema.org property
|
|
unit_pricing_measure |
Optional (except when required by local laws or regulations) Example Syntax Supported units
Schema.org property |
|
unit_pricing_base_measure |
Optional (except when required by local laws or regulations) Example Syntax Supported integers Supported units
Additional supported metric integer + unit combinations Schema.org property |
|
installment |
Optional (Available for Brazil and Mexico only) Example Syntax
|
|
loyalty_points |
Optional (Available for Japan only) Example Syntax
|
|
Product category
These attributes help Google understand what you're selling so we can better connect your ads with search queries from potential customers. Keep in mind that you can also use these product categorizations later on to help you organize your advertising campaign in AdWords.
Attribute | Format | Minimum requirements at a glance |
---|---|---|
google_product_category |
Required (for Optional for all other products Example Syntax
Supported values |
|
product_type |
Optional Example Syntax |
|
Product identifiers
These attributes are used to provide product identifiers that define the products you're selling in the global marketplace. We use product identifiers to understand what you're selling. When we understand what you're selling, we can help boost your ad performance by adding valuable details about the product and serving the ad in a more relevant way to users. Learn more about product identifiers.
Attribute | Format | Minimum requirements at a glance |
---|---|---|
brand |
Required (For all new products, except movies, books, and musical recording brands) Optional for all other products Example
|
|
gtin |
Required (For all new products with a gtin assigned by the manufacturer) Optional for all other products Example Syntax Supported values
Schema.org property |
|
|
Required (Only if your new product does not have a manufacturer assigned gtin) Optional for all other products Example Syntax Schema.org property |
|
identifier_exists |
Optional
Example Supported values
|
|
Detailed product description
These attributes are used to submit particular product characteristics that users commonly search for. The attributes can help you control your ad's appearance when you advertise variants. These attributes are also used to help potential customers filter by attributes on Google Shopping. Learn more about how to submit variants.
Attribute | Format | Minimum requirements at a glance |
---|---|---|
condition |
Required Example Supported values
Schema.org property |
|
adult |
Required (If a product contains adult content) Example Supported values
|
|
|
Required (For multipack products in Australia, Brazil, Czechia, France, Germany, Italy, Japan, Netherlands, Spain, Switzerland, the UK and the US) Optional for all other products and target countries Example Syntax |
|
is_bundle |
Required (For bundles in Australia, Brazil, Czechia, France, Germany, Italy, Japan, Netherlands, Spain, Switzerland, the UK and the US) Optional for all other products and target countries Example Supported values
|
|
energy_efficiency_class |
Optional (Available for EU & CH only, may be required by local laws or regulations) Example Supported values
|
|
min_energy_efficiency_class |
Optional (Available for EU & CH only, may be required by local laws or regulations) Example Supported values
|
|
max_energy_efficiency_class |
Optional (Available for EU & CH only, may be required by local laws or regulations) Example Supported values
|
|
age_group |
Required (For all apparel items that target Brazil, France, Germany, Japan, the UK, and the US as well as all products with assigned age groups) Optional for all other products and target countries Example Supported values
|
|
color |
Required (For all apparel items in feeds that target Brazil, France, Germany, Japan, the UK, and the US as well as all products available in different colors) Optional for all other products and target countries Example Syntax Schema.org property |
|
gender |
Required (Required for all apparel items in feeds that target Brazil, France, Germany, Japan, the UK, and the US as well as all gender-specific products) Optional for all other products and target countries
Supported values
Schema.org property |
|
material |
Required (if relevant for distinguishing different products in a set of variants) Optional for all other products Example Syntax |
|
|
Required (if relevant for distinguishing different products in a set of variants) Optional for all other products Example Syntax |
|
size |
Required (Required for all apparel items in the Optional for all other products and target countries Example Syntax |
|
size_type |
Optional (Available for apparel products only) Example Supported values
|
|
size_system |
Optional (Available for apparel products only) Example Supported values
|
|
item_group_id |
Required (Brazil, France, Germany, Japan, the United Kingdom, and the US if the product is a variant) Optional for all other products and target countries Example Syntax |
|
Shopping campaigns and other configurations
These attributes are used to control how your product data is used when you create advertising campaigns in AdWords.
Attribute | Format | Minimum requirements at a glance |
---|---|---|
adwords_redirect |
Optional Example Syntax |
|
excluded_destination |
Optional Example Supported values
|
|
included_destination |
Optional Example Supported values
|
|
|
Optional Example
Syntax |
|
promotion_id |
Optional (Required for Merchant Promotions in Australia, France, Germany, India, the UK and the US) Example Syntax |
|
Shipping
These attributes can be used together with the account shipping settings to help you provide accurate shipping costs in your ads. Users rely on the shipping costs to help make choices about what to buy, so it's important to take the time to submit quality shipping information. Learn how to set up account shipping settings.
Attribute | Format | Minimum requirements at a glance |
---|---|---|
shipping |
Required (Australia, Czechia, France, Germany, Israel, Italy, Netherlands, Spain, Switzerland, the UK, and the US) Optional for all other target countries Supported prices Example
Syntax
|
|
shipping_label |
Optional Example Syntax |
|
|
Optional (Required for carrier-calculated rates, a table based on weight, or a rule based on weight in your account shipping settings) Supported weights
Example Syntax Supported units
|
|
shipping_length |
Optional (Required for carrier-calculated rates in your account shipping settings) Example Syntax Supported integers
Supported units
|
|
shipping_width |
Optional (Required for carrier-calculated rates in your account shipping settings) Example Syntax Supported integers Supported units
|
|
shipping_height |
Optional (Required for carrier-calculated rates in your account shipping settings) Example Syntax Supported integers Supported units
|
|
max_handling_time |
Optional (US only) Example Syntax Schema.org property
|
|
min_handling_time |
Optional (US only) Example Syntax Schema.org property
|
|
Tax
These attributes can be used together with the account tax settings to help you provide accurate tax costs in your ads. Learn how to set up account tax settings.
Attribute | Format | Minimum requirements at a glance |
---|---|---|
tax |
Required (Available for the US only) Example Syntax
|
|
tax_category |
Optional (Recommended for custom tax rates at the account level) Example Syntax |
|