Planit Scotland

Google Shopping Product Identifier Update

A Google Shopping feed requires a unique product identifier the most common ones are the brand name, (GTIN) Global Trade Item Number and (MPN) Manufacturer Part Number. In most cases, it has been mandatory for the last few years to have at least two of these.

The GTIN is also what helps Google compare products like the below example,

Shopping Ad Example

Google has announced the below will come into effect on September the 30th 2019 in the following countries Australia, Austria, Belgium, Brazil, Canada, Czechia, India, Denmark, France, Germany, Italy, Japan, Mexico, the Netherlands, Norway, Poland, Russia, Spain, Sweden, Switzerland, Turkey, UK and the US.

• Items missing required UPIs will no longer be disapproved. These items will now be eligible to serve in Shopping ads. However, similar items with correct UPIs will receive higher priority to items that do not have correct UPIs. All items will continue to serve, but the performance of items without correct UPIs may be limited. Make sure to provide the correct UPIs to maximize the performance of your items.

• Items for which the idenfitier_exists attribute is incorrectly set to “false” and for which there is evidence that a UPI exists will be disapproved.

• If the same GTIN is used across multiple different products, the items will be considered ambiguous and will be disapproved.

Richard’s thoughts,
If this is what it says on the tin it is great news! Although I 100% recommend making sure you have your Google Shopping feed up to scratch. This will at least allow merchants to have a feed up while they work on their UPI’s without fear of their feed being suspended for a lack off! Which I have witnessed happen many times in the past few years.

At Planit Scotland, we manage Google & Bing Shopping feeds and help our clients navigate the ever-changing world of product feed rules and regulations.

Let us help you tackle that to-do list, want to know more #JustAskPlanit

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