What You Need to Know About the New Updates to Google Shopping Feed Specifications
Google Shopping, and Product Listing Ads (PLA’s) continue to play a quintessential role in retailers’ advertising efforts. Particularly as PLA’s grow to dominate the mobile SERP, it’s always important to ensure that your content and product information is both displaying correctly, and up to par with any changes to Shopping Feed specifications.
Google recently published some updates that will take effect beginning June 26th, but rest easy, none of them are as major as last year’s GTIN update. As consumer expectations for the shopping experience increase, Google has made simultaneous efforts to provide all of the information necessary to make an easy, fast and informed buying decision.
What to Look For – Shipping Weight & Price
What’s most critical to note about this latest change, however, is the introduction of maximum values for the ‘shipping’ and ‘shipping_weight’ attributes. If not followed correctly, retailers run the risk of having product listings rejected – meaning, they won’t be visible to shoppers. According to the updated feed specs, here are the new limits to pay close attention to:
Maximum supported values for ‘shipping_weight’:
- For imperial: 1–2000 lbs
- For metric: 1–1000 kgs
For the following currencies, these are the range of supported values for ‘shipping’ price:
- For AUD, CAD, CHF, EUR, GBP, NZD, SGD, USD: 1-1000
- For AED, BRL, CNY, DKK, HKD, MYR, NOK, PLN, SEK, TRY: 1-5000
- For ARS, CZK, MXN, ZAR, TWD: 1-20000
- For INR, JPY, PHP, RUB: 1-100000
- For CLP: 1-500000 For COP: 1-2000000
- For IDR: 1-10000000
Any items that do no stay within these limits will be disapproved starting June 26th, 2017, so we recommend reviewing your settings now.
There are two further updates related to shipping information within PLAs: adding Handling Time into the feed, and the expansion of Minimum Order Value.
For Handling Time, merchants can now enter a minimum and maximum handling time in the feed so that Google can display an estimated delivery date in the shopping ad. We have yet to spot this estimated delivery date in the wild, but we are currently testing across several accounts. Minimum Order Value can now be used outside of the food and beverage category. In the simplest terms, this just means that a merchant requires a shopper to order a minimum dollar amount before they can ship an order. Shoppers will only see this minimum order value message for products with prices lower than the stated threshold. This minimum can be set up in the Shipping Settings in the Google Merchant Center, and the “shipping_label” attribute can be used if only certain products are affected.
For more information around these updates, check out Google’s support page.
We’ll be keeping on top of these changes, and will continue to watch for any future updates that may impact retailers.