How To Create a Google Shopping Feed

The Google Shopping Feed is a product carousel that appears in search results, showcasing items related to your query. Unlike social media carousels, it consists entirely of Google ads, meaning the displayed products are determined by advertisers rather than your preferences as a searcher.

How to create a Google Shopping feed?

Now that you understand Google Shopping feed ads, let’s explore how to get your Shopify products featured there. This way, when your target audience searches for products like yours, you can position your items at the top of the ad section in search results.

1. Set up your Google Merchant Center account

The first step is to set up your Google Merchant Center account. Although the process is fairly simple, there are a few tasks to complete before connecting your FastCommerce store. Visit the Merchant Center webpage, click Get Started, and follow the steps to create your account.

Add all your settings and business information

Google will first request your website URL, which must be verified before you can configure shipping. Additionally, you’ll need to provide basic details such as your store name and headquarters location.

Claim and verify your website

To verify your website, simply click the Claim URL button. This confirms your ownership of the store and ensures no other Google Merchant accounts are using the same URL.

2. Collect your product data:

Next, gather all the information about the products you want to include in your feed. This is known as product data specification, where you’ll need to provide various attributes. Essential details typically include product titles, descriptions, prices, images, and unique identifiers like UPC or EAN codes. Some attributes are mandatory, while others are optional depending on your specific situation.

3. Choose a feed format

Google Merchant Center supports various feed formats, such as CSV, TSV, and XML. Select the format that suits you best and ensure your feed file complies with Google’s requirements.

4. Create your feed file

After gathering all the product data and choosing a feed format, you can create your feed file using spreadsheet software like Microsoft Excel or Google Sheets. Alternatively, you can explore other methods—more details are provided below. Ensure your feed file is well-organized and includes all the required fields.

5. Upload your feed to the Google Merchant Center

After creating your feed file, upload it to Google Merchant Center by following these steps: Go to the Products tab, click on Feeds, then click the + button to upload your product data feed. Be sure to follow the instructions carefully and check for any errors or warnings. Your feed must meet Google’s product data specification guidelines to be accepted. Google Merchant Center will review your feed and notify you of any issues.

6. Submit your products for review

Finally, submit your products for review by Google. In your Google Merchant Center account, go to the Products tab, select the products you want to submit, and click Request review. Google will then evaluate your product listings to ensure they comply with their policies and guidelines.

The most challenging step is creating the product feed itself. There are various options for generating a Google Shopping feed, so it’s important to choose the one that best meets your specific needs.

How to create a Google Shopping Product Feed

There are several ways to create product feeds in Google Merchant Center, with the three main options being automatic data feeds through an ecommerce platform that integrates with Google Merchant Center, adding individual products, and manual feeds. Each method is valid, but the best approach for you will depend on the number of products you have.

If you run a single-product store, adding products individually in Google Merchant Center may be the best choice. However, if you have more than 10 products, we recommend using automated or manual feeds. Let’s explore the differences between these options.

1. Manual Creation of a Product Feed

You can manually create a product feed using Google Sheets or Microsoft Excel. By creating a CSV, XLS, or XML file, you can include all the necessary product information and upload it to Google Merchant Center. While this method is time-consuming and prone to errors, it offers the most flexibility and customization. Simply create a new sheet, add columns for essential details like product ID, title, description, image URL, price, and availability. After entering the data, export the sheet as a CSV, XLS, or XML file and upload it to Google Merchant Center.

2. Upload products with third-party apps

You can also import products from eCommerce platforms like Magento, Shopify, FastCommerce, and others. This method allows you to easily add new products and update existing ones that already have product data in Google Merchant Center.

3. Using Content API to Create a Product Feed

The Content API enables Google Shopping to quickly fetch product data directly from your online store. However, using the Content API requires some technical knowledge or an experienced development team. A key feature of the Content API is its ability to sync data from multiple sources, making it ideal for businesses with multiple stores or those using various management and analytics systems, such as CMS, WMS, and Google Analytics.

4. Upload products individually

When importing products individually, you can use the Google Merchant Center product feed tool to upload each product separately.

Sign in to your account at Google Merchant Center, or create one if you haven’t already.
Click on Products > All Products > Add Products.
You will have two options: Add new product or Add catalog product.
For new products, you will need to enter all the details for your product.
For catalog products, provide the UPC code, and Google will retrieve most of the product details for you.
Once you’ve filled in all the required fields, click Save, and you’re all set.

Google Shopping feed optimization tips

No matter how you create your feed—whether through an app, service, or manually—there are several key elements you must get right. Depending on the product category, different feed requirements will apply. Skipping steps or cutting corners can lead to feed rejections or lost clicks over time. Here are the critical aspects to focus on initially if you want to succeed. These are listed in order of importance, based on their impact on your results.

Product title

Your product title must be accurate and descriptive, or Google will struggle to determine when to display your product ad. The product title is arguably the most important element of your feed.

If you’re familiar with SEO, your product title is similar to the title tag of a webpage on your site. SEO experts know how important the title tag is for search rankings. Here are some quick dos and don’ts for crafting a great product title:

Include top keyword(s): Identify the most relevant keyword you want your product to rank for and include it in the title, as long as it accurately reflects the product.
Use the name of the product: While it may seem obvious, using the most commonly recognized name for your product is crucial for clarity and search relevance.
Use color, brand, gender, size to differentiate: More specific searches often indicate higher buyer intent. For example, someone searching for “red Nike Air Max running shoes” is more likely to convert than someone just searching for “shoes.” Make your product title detailed to capture these more specific searches and increase visibility.
Model number and other descriptors: Consider including details like the model number, year, or edition, as potential buyers might search for these specifics when looking for a particular version of your product.
Remember Google’s 150-character limit: While there’s no perfect formula for the ideal product title length, more detailed titles tend to perform better. Just be sure to stay within Google’s 150-character limit.

Google Shopping feed FAQ

How do I check my Google Shopping feed?

To check your Google Shopping feed, go to your Google Merchant Center dashboard, click on the Products dropdown, and then select the Feeds tab.

How do I add products to Google feed?

To add products individually, go to your Google Merchant Center, select Products, then click on All products and hit the Add products button. From there, choose Add product one by one and fill in the required details. Be sure to review the guidelines for adding products individually, which can be found in the Google Merchant Center Help Center.

What are the benefits of a Google Shopping feed?

Having products in a Google Shopping feed allows your business to showcase products to people already searching for similar items, meaning the intent to purchase is typically high. This can result in increased revenue and enhanced brand awareness.

How does Google Shopping work?

The Google Shopping feed relies on display advertising, where brands pay Google Ads to display their products at the top of search results when a user searches for a related product. Google Shopping Ads don’t sell products directly to customers; instead, users are directed to the retailer’s product page when they click on an ad.

What is the Google Shopping Feed?