Your Merchant Center feed is the data backbone of your products on Google (and more and more of classic SEO work goes towards this, as Google prioritise product free listings more and more).
But if you’ve ever felt dizzy scrolling through Google’s official Merchant Center documentation, you’re not alone.
It's instructions can be pretty substantial. But don’t worry—this guide aims to clarify both how to structure your product data for ads and free listings, so they get displayed alongside your products in Google.
By the end, you should have a solid grasp on making your products more visible and more clickable!
1. A Well-Structured Feed is Essential for Merchant Center
A Merchant Center feed is basically a data file that tells Google all about your products—think of it as a digital “catalog” describing each item’s title, price, image, and more.
When done right:
- Products Show Up More Accurately: If you provide correct and detailed information, Google can better match your products to the right search queries.
- Visibility & Credibility: Potential buyers see detailed product information directly on Google, fostering trust and often leading to more clicks.
- Ad Performance: If you run Shopping Ads, your bids and performance metrics often rely on how robust your product data is.
The key takeaway is that your feed is the cornerstone of a successful presence on Google’s shopping surfaces. I can't stress this enough!
For reference before we start, I have inserted a sample XML snippet below, demonstrating a fictional Merchant Center product feed for a store that sells sleeping bags.
Notice how each <item> contains essential attributes like ID, Title, Description, Link, Image Link, Price, Availability, Brand, and Shipping details. You can adapt this format to match your own products, categories, and store structure.
<rss version="2.0" xmlns:g="http://base.google.com/ns/1.0">
<channel>
<title>CozyCampStore – Sleeping Bags</title>
<link>https://cozycampstore.ai</link>
<description>Your ultimate source for warm, comfortable sleeping bags.</description>
<item>
<g:id>SLP1001</g:id>
<g:title>CozyCamp Classic Sleeping Bag</g:title>
<g:description>
Stay warm during chilly nights with the CozyCamp Classic Sleeping Bag. Features a water-resistant shell, plush lining, and easy-roll compression straps for effortless packing.
</g:description>
<g:link>https://cozycampstore.ai/products/slp1001</g:link>
<g:image_link>https://cozycampstore.ai/images/slp1001_main.jpg</g:image_link>
<g:additional_image_link>https://cozycampstore.ai/images/slp1001_detail.jpg</g:additional_image_link>
<g:availability>in_stock</g:availability>
<g:price>79.99 USD</g:price>
<g:sale_price>59.99 USD</g:sale_price>
<g:adult>no</g:adult>
<g:condition>new</g:condition>
<g:brand>CozyCamp</g:brand>
<g:gtin>1234567890123</g:gtin>
<g:mpn>CCS-CLASSIC</g:mpn>
<g:google_product_category>Sporting Goods > Outdoor Recreation > Camping & Hiking > Sleeping Bags</g:google_product_category>
<g:product_type>Camping Gear > Sleeping Bags</g:product_type>
<g:color>Forest Green</g:color>
<g:size>Regular</g:size>
<g:availability_date>2025-04-15T00:00:00Z</g:availability_date>
<g:shipping>
<g:country>US</g:country>
<g:service>Standard Shipping</g:service>
<g:price>5.00 USD</g:price>
</g:shipping>
<g:shipping_weight>2.5 lb</g:shipping_weight>
<g:shipping_label>lightweight</g:shipping_label>
<g:custom_label_0>seasonal_sale</g:custom_label_0>
</item>
<item>
<g:id>SLP2002</g:id>
<g:title>CozyCamp ArcticShield Sleeping Bag</g:title>
<g:description>
Designed for extreme cold, the CozyCamp ArcticShield Sleeping Bag is insulated with dual-layer down for extra warmth. Built to withstand freezing temperatures on your most daring expeditions.
</g:description>
<g:link>https://cozycampstore.ai/products/slp2002</g:link>
<g:image_link>https://cozycampstore.ai/images/slp2002_main.jpg</g:image_link>
<g:availability>in_stock</g:availability>
<g:price>149.99 USD</g:price>
<g:condition>new</g:condition>
<g:brand>CozyCamp</g:brand>
<g:gtin>9876543210987</g:gtin>
<g:mpn>CCS-ARCTIC</g:mpn>
<g:google_product_category>Sporting Goods > Outdoor Recreation > Camping & Hiking > Sleeping Bags</g:google_product_category>
<g:product_type>Camping Gear > Sleeping Bags</g:product_type>
<g:color>Blue/Gray</g:color>
<g:size>Large</g:size>
<g:adult>yes</g:adult>
<g:shipping>
<g:country>US</g:country>
<g:service>Expedited Shipping</g:service>
<g:price>10.00 USD</g:price>
</g:shipping>
<g:shipping_weight>4.0 lb</g:shipping_weight>
<g:shipping_label>heavy_item</g:shipping_label>
<g:custom_label_0>premium_line</g:custom_label_0>
</item>
</channel>
</rss>
2. Basic Product Data: Where It All Begins
ID [id]
What It Is
The ID is a unique identifier for each product. It can be a simple SKU or any alphanumeric code that you consistently use.
Why It Matters
When you update or remove products, Google references this ID. Changing it too often can create confusion in your feed, causing re-disapprovals or lost performance history. Keep it consistent for each product across updates or different country feeds.
Title [title] (or Structured Title [structured_title])
What It Is
Your product’s name, which typically appears at the top of search results or Shopping listings.
Why It Matters
An accurate, keyword-rich title can significantly improve your product’s visibility. But remember: avoid promotional text or excessive punctuation. Stick to describing the product clearly (e.g., “Men’s Leather Jacket – Brown, Size M”) so shoppers instantly know what they’re clicking on.
Description [description] (or Structured Description [structured_description])
What It Is
A detailed explanation that highlights features, materials, or unique selling points.
Why It Matters
Your description can influence whether a user decides to buy or moves on. Keep it factual: mention key features, materials, or usage scenarios. Don’t clutter with sales pitches or unrelated details—Google could penalize listings that appear spammy.
Link [link]
What It Is
The URL of your product’s landing page.
Why It Matters
Shoppers expect to arrive at the exact product they saw in the ad or free listing. Make sure the link is valid, uses “https” (where possible), and leads to a page that clearly displays the same product name, price, and description you’ve provided.
Image Link [image_link]
What It Is
The URL for your product’s main image.
Why It Matters
Humans are visual. A crisp, clear image increases clicks and conversions. Also, avoid placeholders, watermarks, or promotional overlays—Google might disapprove these images. Use high-quality JPEG, PNG, or WebP formats, and ensure your site doesn’t block Google’s image crawler.
Additional Image Link [additional_image_link] (Optional)
What It Is
Any extra images that show the product from other angles or in different scenarios.
Why It Matters
Shoppers love seeing multiple views (front, back, close-up). Adding more images can enhance user experience and reduce returns by showing people exactly what they’re buying.
3. Price & Availability: Setting Shopper Expectations
Availability [availability]
What It Is
Indicates if the product is currently in stock, out of stock, on preorder, or on backorder.
Why It Matters
Accurate availability helps shoppers know if they can buy right away or have to wait. Google requires this to match reality. If your item is perpetually “out_of_stock” when clicked, Google might disapprove your listing for a poor user experience.
Price [price]
What It Is
The cost shown on your landing page, including currency (e.g., 29.99 USD).
Why It Matters
Price transparency is crucial. Shoppers hate price discrepancies—if the feed price doesn’t match your site, Google could suspend the item. Also, be consistent with taxes or fees. In certain countries, you need to include VAT or GST in the listed price.
Sale Price [sale_price] (Optional)
What It Is
A discounted price, if you’re running promotions.
Why It Matters
Highlighting a sale can attract bargain-hunting shoppers. If you use a sale price, make sure it truly reflects a discount. Provide the Sale price effective date if there’s a specific date range.
Availability Date [availability_date] (Conditional)
What It Is
When an out-of-stock or preorder product will be available for purchase/shipping.
Why It Matters
In cases of preorder or backorder, Google displays the date so shoppers know how long they’ll wait. Must be accurate and updated if you run into supply chain changes.
4. Product Category & Type: How Google (and You) Organize Items
Google Product Category [google_product_category]
What It Is
A predefined taxonomy from Google that classifies your product (e.g., Apparel & Accessories > Clothing > Shirts).
Why It Matters
If Google can’t figure out your category automatically (or picks the wrong one), your product may not surface under the right queries. Providing the most specific category helps Google show your item to the right audience.
Product Type [product_type] (Optional)
What It Is
Your own classification or internal categories. For example, “Men’s > Outerwear > Jackets.”
Why It Matters
Product type is handy in campaign management. You can bid differently or view performance at the category level. It’s not required by Google, but it’s extremely useful for your own reporting or bidding strategies.
5. Product Identifiers: Helping Google Recognize Your Product
Brand [brand]
What It Is
The manufacturer’s or widely recognized brand name.
Why It Matters
Brand trust is huge for shoppers. Additionally, brand helps Google group similar products. If you sell private-label or unbranded items, you can leave this empty, but only if it’s truly unbranded.
GTIN [gtin]
What It Is
A Global Trade Item Number—like a UPC or EAN. The universal product identifier.
Why It Matters
If your product has a GTIN and you fail to provide it, you might miss out on better performance or even risk disapproval. GTIN helps Google match your listings with search queries more precisely, boosting relevancy.
MPN [mpn]
What It Is
Manufacturer Part Number, used when no GTIN is available.
Why It Matters
MPNs help differentiate products if multiple listings share the same brand. Provide it only if it’s truly manufacturer-assigned. Don’t make one up.
Identifier Exists [identifier_exists]
What It Is
A simple yes/no field for whether a product has brand/GTIN/MPN.
Why It Matters
If your items are genuinely unique or handmade, you can set this to no. Otherwise, if the item does have a GTIN but you incorrectly set this attribute to no, your product could be disapproved.
6. Detailed Product Descriptions: Going Beyond Basics
Condition [condition]
What It Is
Tells if the product is new, used, or refurbished.
Why It Matters
Shoppers who expect brand new but receive a used item may leave negative feedback. Google also surfaces used and refurbished items differently in search results.
Adult [adult]
What It Is
Indicates if the product has adult content or is sexually suggestive.
Why It Matters
Flagging adult items properly ensures they’re displayed in compliant contexts and not shown to inappropriate audiences.
Multipack [multipack] & Bundle [is_bundle]
What It Is
- Multipack: You’ve grouped multiple identical products as a single unit.
- Bundle: You’ve grouped different products, usually with a main item, sold as one.
Why It MattersShowcasing multipacks or bundles accurately helps users understand what exactly they’re buying. For instance, a “3-pack of socks” or a “camera + lens + bag” bundle are better displayed as single-lot listings than separate SKUs.
Certification [certification], Energy Labels, Age Group, Gender, Size, Material, Pattern, etc.
What They AreAdditional details relevant for specialized or regulated products (like electronics with energy labels) or apparel items (where you’d specify color, size, or pattern).
Why They Matter
- Apparel listings, for instance, are often filtered by size or color.
- If local laws require energy efficiency info for appliances, Google needs those fields to display your product lawfully.
- The more specific and accurate you are, the better Google can show your listing to the right audience.
7. Shopping Campaign and Other Configurations
Ads Redirect [ads_redirect]
What It Is
An alternative URL for tracking. Users don’t see it; they still land on your product page.
Why It Matters
If you need to add campaign parameters (e.g., UTMs) separate from the main link, this attribute allows you to do it without messing up your primary URL.
Custom Label 0–4 [custom_label_0–4]
What It Is
Your own labels to categorize or group products for internal bidding strategies, like “Bestsellers,” “Holiday,” or “Clearance.”
Why It Matters
Custom labels help you pivot quickly. Maybe you create a “Seasonal” label so you can manage bids or track performance on seasonal items as a group. It’s purely for your convenience.
Promotion ID [promotion_id]
What It Is
An ID that links specific products to specific promotions.
Why It Matters
If you run promotions, you can match them to product sets quickly. This helps Google serve accurate discount details in Shopping Ads.
8. Shipping & Tax: The Final Mile
Shipping [shipping]
What It Is
Specifies shipping cost, speed, and regions if you’re overriding your Merchant Center account settings.
Why It Matters
Users often compare total costs, including shipping. If your shipping info in Merchant Center is missing or incorrect, you risk lower conversions or disapproval.
Shipping Label [shipping_label]
What It Is
A custom value you can use to group products in Merchant Center shipping settings, e.g., “oversized,” “2-day,” or “free-shipping.”
Why It Matters
Once labeled, you can assign different shipping rules (like free shipping) or carriers to certain groups without messing up your entire feed.
Shipping Weight / Dimensions
What It Is
Weight and size, required for carrier-calculated or dimension-based shipping rates.
Why It Matters
Carriers often calculate shipping based on size and weight. Providing these helps Google (and shoppers) see accurate shipping costs.
Tax [tax]
What It Is
Used mostly in the U.S. to override taxes from your Merchant Center account settings.
Why It Matters
If you have special tax rates, or if your product is tax-free, you can set that info here. In non-U.S. countries, you typically include VAT/GST in the price directly.
9. Final Thoughts: Keeping Your Feed Healthy
Data Freshness
Make sure to update your feed whenever you change product details—be it pricing, availability, or discontinuations. Google can disapprove items that fail to match reality.
Compliance
Ensure you aren’t violating Merchant Center policies. Misrepresentations or unsupported products can lead to account suspensions.
Validation & Testing
Use tools like Google’s XML Validation or third-party feed management services to check for errors. The fewer errors, the better your ads can perform.
Where to Learn More
if you want to go even further, I suggest these sources:
- Product data specification - https://support.google.com/merchants/answer/7052112?hl=en
- Google Feed specifications - https://support.google.com/merchants/answer/14622359?hl=en
- XML Schema Reference - https://developers.google.com/product-review-feeds/schema
Your way to get an edge in Google Shopping
A well-crafted product feed gives you a big leg up in Google Shopping.
By providing thorough, accurate data—from ID and title to shipping and tax info—you help Google show your products to the right people at the right time.
Add to that consistent updates and compliance, and you’ll be on your way to maximizing visibility, clicks, and conversions on Google’s shopping surfaces.
So take the time to get your feed right! Even a few small improvements—like clearer titles or correct GTINs—can significantly boost performance.
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