Create a Google Merchant Center Product Feed

Before You Continue
In order to create a Google Merchant Center Product Feed you will need to add an inventory to your website in Ad Builder. If you have not created one already, please see our  Create a Website Inventory guide before continuing.

A Google Merchant Center Product Feed is what Google uses to display your products in Google. This feed hosts all your product data in an XML feed which meets  Google's Product Data Specification.

Why use Ad Builder's Google Product Feed?

Ad Builder can generate a Google Product Feed which is optimised to accompany your Ad Builder  Google Shopping Campaign

An Ad Builder generated feed ensures the product groups from your Google Shopping Campaign match the product types of your products in your feed. The result is that your advertised products are grouped in Google Ads based on your website's categorisation. Providing you the ability to manage your bids and budgets in Google Ads on specific categories.

Note: Using an Ad Builder Google Shopping Campaign in conjunction with your own Google Shopping feed will result in your products being incorrectly grouped in Google Ads. This will greatly restrict your ability to manage bids and budgets in Google Ads at the product group level.

We recommend using an Ad Builder generated Google Shopping feed with your Ad Builder Google Shopping Campaign to ensure you can manage your bids and budgets at the product group level in Google Ads.

Creating a Google Merchant Center Product Feed

To create a Google Merchant Center Product Feed, navigate to your website overview page, select the blue + icon from the bottom right corner of the page and click Google Merchant Center Product Feed as shown in the image below.

Step 1. Inventory

Select the inventory you would like to use for your feed data and click Next.

Step 2. Product Category Mapping

Category Mapping

In order for Google to advertise your products, Google requires that your products are categorised under their predefined  Google Product Categories. Therefore, before generating your Product Feed, you must map the categories from your inventory to the most appropriate Google Product Categories. 

The category mapping sheet will display your inventory categories in the grey coloured, left-most columns (i.e. FirstCategory, SecondCategory, ThirdCategory etc) and a Google Shopping Category column where you can set your category mapping. The screenshot below outlines how you can use the sheet to perform your mappings 

Note: A list of matching Google Shopping categories will display as you type. This will ensure you select a valid Google category mapping. 
Note: If you do not provide a Google Shopping Category mapping for a category, any products in your inventory stored under this category will not be included in your feed.

Title Prefixes

One of the most important factors affecting the quality score of your Google Shopping ads is the relevance of the product titles compared to what people are searching for. Google rewards you for having matching keywords at the start of your product titles by making it more likely that those ads will be shown.

The title prefixes column allows you to prefix the titles of products within each category with other elements of your product data such as category, brand, model, size and colour. This allows you to modify your product titles to begin with highly relevant keywords which in turn will improve the quality score of your Ads.

For an example of how title prefixes can help improve your Ad quality score, see our  Optimising Your Google Product Titles guide.

Step 3. Save

When you are satisfied with your category mapping and title prefix settings, click save. Your configuration settings will be saved and your Merchant Center Product Feed will be queued for generation. A new Google Merchant Center Advertising feed card will now be visible on your website overview page.

Once your feed has generated, the advertising feed card will display the number of generated products, feed errors and a last generated time as shown in the screenshot below. From this card you can configure your feed, re-generate it or access the feed URL using the icons at the bottom of the card.

Note: Depending on the number of products in your inventory, Feed Generation can take some time. For large inventories of 5000 or more products, please allow for up to 3 hours for your feed to fully generate for the first time.

Next Steps

Once your feed has finished generating you will need to upload it to the Merchant Center account linked to your Google Ads account. See our  Uploading a Google Product Feed to Merchant Center guide for steps on how to do this.

In order to advertise your products in Google, you will also need to generate and publish a Google Shopping Campaign Ad Build. If you have not yet created a Google Shopping Campaign Ad Build see our  Creating a Google Shopping Campaign guide.

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