Which attributes are essential in a Google Shopping product feed?

I’ve been meticulously crafting product feeds for e-commerce stores for years, and I can tell you one thing straight away: Google Shopping is a beast with very specific tastes. If your product feed doesn’t meet its standards, you’ll be left out of a highly profitable channel. No drama, just a fact.

But here’s the bright side—once you understand Google’s required attributes, you’ll start seeing more traffic, better visibility, and more sales.

You’ll notice immediate and lasting improvements when you get these attributes right. I’ll walk you through these key attributes, some that apply only in certain cases, and share insights about why each of them is so important. Let’s begin.

Why Are Essential Attributes So Important?

Imagine you run an online sneaker store. You have some rare Air Max colorways, a few limited-edition Adidas collaborations, and a handpicked line of running shoes. You’re excited to show them to the right audience on Google Shopping.

If your feed lacks the proper details—like unique product IDs, the correct product category, and accurate pricing—Google might penalize or reject your listings. That means your products won’t appear, no matter how much effort you put into them.

When I hear a merchant say, “I’ll just wing it and see what happens,” I worry about the results. Google feeds value precision and consistency. You’ll notice immediate and lasting improvements when you get these attributes right.

Pro tip: We made a feed optimization tool so that you dont have to think about all of these attributes, but simply add your feed to ther tool and let the AI fill out all empty attributes and add optimized titles and descriptions.

The “Holy Grail” of Mandatory Attributes

Below is a table summarizing the required attributes. I’ll cover more details in the sections that follow. These have to be in your feed or your products might not show.

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Product ID: Your Product’s Identifier for Life

Starting with Product ID: This piece of data is among the most important. Once it’s set, it must remain consistent. Google uses this ID to track performance history and other metrics.

I once worked with a client who changed their Product IDs every time they updated their Shopify store. Google ended up treating the product as new each time, causing them to lose valuable historical data and reviews. The lesson is simple: decide on a format and stick with it.

Title: Make the First 70 Characters Count

Your Title is your introduction to potential buyers. Google displays only the first 70 characters, so include the most important details up front.

For footwear, for example, you might include the brand, model, target gender, and key specifications in those characters.

For example: “Nike | Air Max 270 Men’s Sneakers, Black, Size 10.” This title clearly indicates the brand (Nike), model (Air Max 270), audience (Men’s), type (Sneakers), color (Black), and size (10).

Description: Don’t Just Fill It With Keywords

The Description gives you a longer chance to highlight features. I often see descriptions overloaded with keywords or generic phrases that do not help the user. Keep it clear and focused by answering questions like:

• What materials are used?
• What makes your product stand out?
• Who is it designed for?

A brief paragraph that addresses these points works best. It can contain relevant keywords as long as the focus remains on the shopper’s experience.

Product URL: One Link That Leads Directly There

Your Product URL must link right to the product page. Avoid links to category listings or the homepage. If the link does not take shoppers where they expect, Google may disapprove your items.

Product Category: Match Google’s Taxonomy

Choosing the right Product Category can sometimes be challenging. Google provides a standard taxonomy in their documentation. Aim to be as precise as possible. For example, men’s casual shoes might belong under “Apparel & Accessories > Shoes > Men’s Shoes > Casual Shoes.”

Older feed builders sometimes selected broad categories. Focusing on precise categorization generally improves match rates and attracts a more interested audience.

Product Image URL: Quality Speaks Volumes

Images are the first visual impression. If you’re selling items like lifestyle apparel, the images are key. Use high-resolution photos with clean backgrounds. Avoid images that include watermarks or promotional text, as Google is picky about that.

Availability: Show It, or They Won’t Buy It

When shopping online, if a product is listed as “In stock,” it inspires confidence. “Out of stock” tends to drive shoppers away. Availability sets expectations, so if a product is available for pre-order or on special order, mention that clearly.

Price: Keep It Accurate

Display the exact Price that customers will pay. Any mismatch between your website and the feed is likely to cause problems.

If your site is showing a promotion while your feed does not reflect that, Google will flag the issue. Always ensure your feed is updated in sync with your site.

Condition: New vs. Used Matters

Condition goes beyond a simple label. It influences trust. Consumers usually expect new products unless you are selling gently used or refurbished items. Mislabeling can lead to user dissatisfaction and issues with Google.

Brand: Don’t Skip It

Including the Brand is important for helping buyers who are looking for products from specific manufacturers. Even if you sell a limited brand or your own private label, list your store name as the brand to capture that traffic.

GTIN/MPN: The Barcode of the Internet

If your products include a barcode or manufacturer part number (MPN), add it to your feed. These identifiers assist Google in matching your listings accurately.

Conditionally Required Attributes: What You Need Sometimes

Beyond the mandatory attributes, some apply only in specific scenarios. For example, if you sell apparel, details like color, size, gender, or age group are necessary. If your product is for adults, you must mark it appropriately. Ignoring these details when they apply can result in rejected listings.

Common conditionally required attributes include:

• Shipping: In regions where shipping details are required (like cost and method), include them. Some merchants set up shipping in their Merchant Center account, while others include it in the feed.
• Tax: Particularly for U.S.-based merchants, specifying tax details is often required. Keep this information current if tax rates vary by location.
• Availability Date: Include this if you offer pre-orders or if the product launch is scheduled for a future date.
• Adult: Mark this if your product is explicit or intended for adult audiences.
• Multipack/Bundle: If you bundle multiple items together, indicate that.
• Apparel-Specific Attributes: For clothing, details such as age group, gender, size, color, material, and pattern are essential. If a shopper is looking for a large, red, cotton T-shirt, they rely on these labels.
• Item Group ID: For product variations (like different colors or sizes), use a common ID to group them together.

Expert Insights That Can Push You Above the Competition

I’ve spent many years learning about feed optimization. Here are some insights I gained from experience and industry peers:

1. Data quality affects performance
   Accurate and detailed data increases your chance of appearing for relevant searches. Google’s system performs better with higher-quality information.
2. Product ID optimization
   Maintain a consistent naming system, especially if you sell internationally. One company found that using region-specific IDs helped track performance without mixing data.
3. Adding extra details for an edge
   Optional attributes like product highlights and additional details can improve your listings. Although not mandatory, including them can provide an advantage.
4. Focus on key elements first
   If you’re new to this, start with the basic elements: ID, title, description, URL, image, price, and availability. Once these are solid, add more details gradually. Keeping it simple helps avoid mistakes.
5. Optimizing titles
   Avoid stuffing too many words, but be descriptive. Consistent structure across your products yields steady results over time.
6. The feed as a structure
   Your product feed forms the base of your Google Shopping efforts. Missing details can impact both organic reach and paid performance.

My Stories and Lessons from the Field

One of my first e-commerce projects was with a small furniture store. With fewer than 100 products, the client assumed a basic feed would suffice.

I emphasized listing key details like shipping, color, pattern, condition, brand, and GTIN. Though it took extra effort, the results were surprising. We saw more clicks, and those visitors were more likely to be genuine buyers.

Another example involves a friend who runs a vintage record shop. She labeled all her products as “new” even though some items were used. While it seemed correct, the mix-up led to customer complaints and returns. Once she started labeling items correctly, trust grew and customer feedback improved.

Common Pitfalls (and How to Avoid Them)

Pitfall 1: Inconsistent IDs

Changing or reusing product IDs confuses Google and resets performance history.
Fix: Use a standardized format such as “SKU-Color-Size” to keep things consistent.

Pitfall 2: Price Mismatches

Running a sale on your site but forgetting to update the feed price creates conflicts.
Fix: Use automated feed updates or make sure your system syncs price changes right away.

Pitfall 3: Skipping the Brand Attribute

Skipping the brand can hurt visibility for brand-specific searches.
Fix: Always include a brand—even if you are a small business or private label. Use your store name if necessary.

Pitfall 4: Mislabeling the Condition

Labeling everything as new to look better will disappoint customers and affect rankings.
Fix: Clearly indicate each item’s condition and keep it current.

Pitfall 5: Overlooking Special Cases

If you sell apparel, omitting attributes like color or size is a big mistake. For adult items, failing to label them properly might result in disapproval.
Fix: Refer to Google’s guidelines for parameters that apply to your product category and include them.

Taking Action: My Recommended Next Steps

1. Audit Your Feed
   Review each attribute for completeness, accuracy, and consistency. Even if you have a large catalog, begin with your top sellers and work from there.
2. Implement Conditionally Required Attributes
   Identify the specific fields needed for different product types and include details like size, color, or shipping as appropriate.
3. Update Regularly
   Treat your feed as a living document. Any time you add new products, run promotions, or change details on your site, make sure the feed is updated accordingly. Automated synchronization can help avoid oversights.

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