Maximize Your E Commerce Success With Supplementary Feeds In The Google Merchant Center
Management Summary
We show how supplementary feeds can be used in the Google Merchant Center to present your products in the best possible way and ensure long-term success with your campaigns.
Supplementary feeds in Google Merchant Center
In today’s digital world, e-commerce has become one of the most important sales channels. In order to optimally present your products with Google Shopping ads, improve visibility and increase performance in the long term, it is crucial to also use the Google Merchant Center effectively. A powerful feature that can help you do this is the use of supplementary feeds. This ability to customize and add to your feed directly in the Merchant Center is time efficient and saves developer costs. In this article we will take a closer look at the benefits of supplementary feeds in Google Merchant Center.
What are supplementary feeds?
Supplementary feeds are additional data feeds used to supplement your main product feed. While the main feed contains the basic information about your products, supplementary feeds allow for advanced customization and provide additional details that optimize the display of your products.
1. Extended product data:Supplementary feeds allow you to provide additional information about your products that is not included in the main feed. This includes attributes such as size, color, material, special features or other relevant information. Providing this enhanced product data gives customers the ability to make more targeted searches and find your products better.
Extended product data view, source: Google
2. Updating Information:It is important that your product data is always up to date. Supplementary feeds allow you to make changes to prices, availability or other details and submit this information directly to Google. This way, potential customers can stay up to date and avoid disappointing experiences due to outdated information.
3. Localization:If you sell your products globally, localization is crucial. Supplementary feeds offer the opportunity to provide country-specific information, such as currencies, shipping options or regional attributes. By tailoring your product data to different markets, you can increase the relevance of your ads and achieve a better conversion rate.
4. Customer Ratings and Reviews:The opinions of other customers play an important role in the purchasing decision. Supplementary Feeds allow you to add customer ratings and reviews about your products. This social proof increases trust among potential customers and can increase click-through rates and conversion rates.
Extended product data view, source: Google
5. Adjustment of ad display:Visually presenting your products is crucial to attracting customers’ attention in eCommerce. Supplementary feeds allow you to add additional images, detailed descriptions or special offers. By adjusting your ad display, you can increase visibility and encourage potential customers to click on your ads.
Adjustment of display display, source: Google
6. Addition of GTINs (Global Trade Item Numbers):A particularly relevant aspect of using supplementary feeds in Google Merchant Center is the ability to supplement GTINs. GTINs are unique identification codes for products that are standardized worldwide. They enable precise classification of products and make comparison and identification easier for consumers.
By using Supplementary Feeds, companies can provide GTINs for their products even if they are not available in the main product feed. This is particularly useful when products do not have GTINs, such as handmade or custom-made products. By supplementing GTINs through supplementary feeds, companies can improve the visibility and comparability of their products and meet Google Merchant Center requirements.
Google Shopping, source: Google
Conclusion:
Take advantage of the diverse possibilities that supplementary feeds offer in the Google Merchant Center to optimally present your products and achieve your business goals in e-commerce. By using this powerful feature strategically, you can stand out from the competition and achieve long-term success with your Google Shopping campaigns.
