How To

Creating a Google Shopping Feed

After your Google Shopping Campaign is created in ChannelAdvisor, you will need to create your Google Shopping Feed.  Your feed content is the backbone of your Shopping campaign. Without detailed and organized feed content, your Shopping campaigns will fail to thrive. At ChannelAdvisor, we’re feed specialists. Optimizing content is at the core of what we do best, and using our Feed Setup Guide will walk you through every step.

In a hurry?
Check out the Creating Your Google Shopping Feed Express Guide related to this topic. 

 
Click below to download the one pager:     
 

Prerequisites


The following steps should be completed prior to this task:

Video


 
Creating a Google Shopping Feed  - In this video, learn more about the fourth step of the Google's Shopping Campaign process with ChannelAdvisor: creating your Google Shopping feed in ChannelAdvisor; then learn about Custom Labels and how they can help your feed. View Transcript

 
 

Tasks to Complete


Before your Google Shopping Feed can be created, you will first need to ensure that your inventory data is complete, and complies with Google's requirements. As a best practice, you should visit Google's site to view their specific list of data requirements. We also provide a list of data points that are required: Shopping Providers Recommended Inventory File Content . You will also have the opportunity to map your inventory data to meet these requirements using the Merchandiser, during the feed setup process.

Then, you need to be sure that Tracking Pixels have been properly installed on various pages of your site to capture traffic, order and event data, if they haven't been already. This data will in turn be pulled into ChannelAdvisor so that you can track performance of your Google's Shopping Campaigns. To learn more about installing tracking pixels, please see the Implementing Tracking Pixels page on the SSC.

After your inventory has been configured and tracking pixels have been installed, you can build your Google Shopping feed, using the Feed Setup Guide:

  1. Select Google Shopping as your feed destination.
  2. Select your inventory.
  3. Select the Google Shopping template.
  4. Use the Merchandiser to transform your data to meet Google's requirements. 
  5. Complete feed settings.
  6. Preview and activate your feed.
     

Select Google Shopping as Your Feed Destination

  1. In ChannelAdvisor, navigate to  Digital Marketing > Marketing Management > Feeds.
  2. Click  +Add New Feed.
  3. Use the search option at the top of the page or click  Comparison Shopping to find the  Google Shopping feed option.
  4. Hover over the  Google Shopping feed option and click  +Add New Site.   The Feed Setup Guide for Google Shopping then opens to the Destination page.
  5. The first page of the Feed Setup Guide is the Destination page. Google Shopping will already be selected as the destination. Continue to complete the following fields:
    1. Feed Name:  "Google Shopping" will be filled in for you, but you may add to that to make a name for your feed that is easy to remember. This is only seen within ChannelAdvisor.
    2. FTP Credentials: Enter your FTP credentials (FTP Domain, FTP Folder/Filename, FTP Username and Password) to send your feed to Google via FTP.
    3. Login Credentials: You may optionally provide your Google login credentials so that we may verify that the feed has been sent successfully and troubleshoot if need be.
  6. Click  Next.  The  Inventory Selection page opens.
 

Select Your Inventory

Your products must have specific labels applied in order to select them for your feed.

  1. On the Inventory Selection page, select the label for the inventory you would like to include in your feed. By default, All Inventory will be selected, meaning the feed will include all of your products.
  2. To edit which products a label is applied to, click Edit (this option will not appear if you select All Inventory). In the table that appears, all products with the selected label will be shown; to remove the label from certain products, check the checkbox next to each product you want to de-label.
  3. If you do not have a label assigned to the products you want to include in your feed, you may alternatively click  Create New Label to create a label on the fly:
    1. In the window that appears, enter a  Label Name.
    2. In the table that appears, use the filters to find the products you would like to apply the new label to. For more information, see Selecting Inventory to Include with Your Feed .
  4. Select whether or not you want to  Include Child Items , which will allow you to include parent and child inventory products on the same label for your feed.
  5. Click  Next. The Template page opens. 

Return to top 

Select the Google Shopping Template

  1. On the  Template  page, you may select which template to use for your Google Shopping feed. We strongly recommend that  Default Google Shopping Template is selected here, as it has already been configured by ChannelAdvisor to adhere to Google's Shopping Campaigns guidelines.
  2. Click  Next. The  Merchandiser page opens.

Return to top 

Use the Merchandiser to Transform Your Data to Meet Google's Requirements

The  Merchandiser is a powerful tool that allows you to map and manipulate your inventory data to your Google Shopping feed. By using tools like Business Rules and Lookup Lists, you can transform your data to meet Google's requirements.

  1. On the  Merchandiser page, the fields of the template you selected in the previous step (typically the Default Google Shopping Template ) are displayed. 
  2. Use the tabs at the top to apply Inventory Fields, Business Rules and Lookup Lists to each field as needed:
    1. Place your cursor in the field to be defined.
    2. Search for and/or select options from the tabs at the top. Inventory Fields will be shown as green text icons in the field, pink for Business Rules, and yellow for Lookup Lists.
  3. Some fields provide a fixed value drop-down list instead of a text field: select the option from the drop-down list as it applies to your products, or uncheck  Use Fixed Value to define the field yourself.
  4. A few fields to take note of:
    • Excluded Destination: Map the  Google Shopping Excluded Destination  business rule that has been pre-created in your account to this field. This rule will exclude a product from your feed if the product’s bid is set to $0.
    • AdWords Redirect: This is an optional field. Map the  Google AdWords Tracking Rule  business rule pre-created in your account for this field if you would like to copy the values you provide in the  Link  field with added ChannelAdvisor tracking.
    • For most product categories, Google requires that you include at least two of the three following unique product identifiers: UPC, EAN or JAN; Brand; or MPN. Use the inventory fields to map at least two of these identifiers into the fields of your template.
  5. The Shopping Campaigns Attributes section allows you to use Custom Labels, which can be helpful if you feel that the attributes in your feed aren't sufficient in grouping your products. Please see the Custom Labels section on this page for more information.
  6. You may find it helpful to filter some of your products out of your feed, especially those that are out of stock or do not have a price listed in the feed, so that you're not wasting money on ads for products that aren't available and frustrating potential customers in the process. This can be accomplished by creating and using business rules that stop certain products from going through the feed. A filtering business rule needs to be written in a way that the outcome is either true or false, so that ChannelAdvisor will know to exclude or include any given product in the feed. A common out of stock filter function that is used in these business rules is ($quantity=0 OR $quantity<0). That business rule can be selected from the Available Rules  column in the Filters section: Select the rule, click  Add , and it will appear in the Rules Applied column.
  7. To preview how a SKU from your inventory data will be transformed, enter the SKU in the Preview field at the top of the page, then review the Preview pane to the right of the Merchandiser fields. Make adjustments to your fields until the Preview displays as intended.
  8. Click  Next. The  Settings page opens.
 

Complete Feed Settings

  1. On the  Settings page, first specify the  Schedule for when the feed will be generated and sent to Google, including a frequency, time, start date and end date.
  2. Optionally provide the name and contact information for your Google Shopping Account Manager if you were assigned one, so that ChannelAdvisor may contact them if the need to troubleshoot arises.
  3. For  Google Shopping Actual or Estimated Cost , select whether you want ChannelAdvisor to use actual or estimated cost during cost processing. If you select  Estimated Cost, complete the fields in the  Google Shopping Estimated Cost section to define how costs should be estimated.
  4. Select whether to enable ChannelAdvisor's Auto Mapping Category tool to map any unmapped categories to match Google's category taxonomy. 
  5. Click  Next. The Summary page opens. 

Return to top 

Preview and Activate Your Feed

  1. On the  Summary page, enter the email address where you would like to send a full file preview of your feed, then click  Create a Full Feed Preview. This may take some time depending on the number of products in your feed. Click  Save  to save your progress on the feed while you wait for the file.
  2. Once you receive the file, review your feed and make sure the data included has been transformed the way you want it to be (and meets Google's requirements). Return to the Merchandiser to make adjustments if anything needs to be changed. Send the preview to yourself, review, edit, and repeat as needed.
  3. When you are satisfied with your preview, return to this page and click  Activate.  This will send your feed to Google. 

Return to top 

Custom Labels


Custom Labels are a new structured way to label products in your data feed, and can be especially useful if the other attributes in your feed are not sufficient. You define the purpose and values that are used for your custom labels, which gives you more control of how you organize and bid on your product groups. Custom attributes like profitability and seasonality are examples of common custom labels.

You are able to use up to five custom labels, so it's best to define what you want the purpose of each label to be before you assign them. For more on this, please see the Best Practices for Your Google Shopping Feed strategy page on the SSC.

Once you determine the purpose of your Custom Labels, and the values that can be used for each label, use the fields of the Shopping Campaigns Attributes section of the Merchandiser to map what should be used for each label. A combination of Inventory Fields, Business Rules, Lookup Lists and Functions can be used to define what to use for each custom label.

Return to top 

Next Step


After your Google Shopping Campaign is created in ChannelAdvisor, you will need to create your Google Shopping Feed.  Your feed content is the backbone of your Shopping campaign. Without detailed and organized feed content, your Shopping campaigns will fail to thrive. At ChannelAdvisor, we’re feed specialists. Optimizing content is at the core of what we do best, and using our Feed Setup Guide will walk you through every step.

In a hurry?
Check out the Creating Your Google Shopping Feed Express Guide related to this topic. 

 
Click below to download the one pager:     
 

Prerequisites


The following steps should be completed prior to this task:

Video


 
Creating a Google Shopping Feed  - In this video, learn more about the fourth step of the Google's Shopping Campaign process with ChannelAdvisor: creating your Google Shopping feed in ChannelAdvisor; then learn about Custom Labels and how they can help your feed. View Transcript

 
 

Tasks to Complete


Before your Google Shopping Feed can be created, you will first need to ensure that your inventory data is complete, and complies with Google's requirements. As a best practice, you should visit Google's site to view their specific list of data requirements. We also provide a list of data points that are required: Shopping Providers Recommended Inventory File Content . You will also have the opportunity to map your inventory data to meet these requirements using the Merchandiser, during the feed setup process.

Then, you need to be sure that Tracking Pixels have been properly installed on various pages of your site to capture traffic, order and event data, if they haven't been already. This data will in turn be pulled into ChannelAdvisor so that you can track performance of your Google's Shopping Campaigns. To learn more about installing tracking pixels, please see the Implementing Tracking Pixels page on the SSC.

After your inventory has been configured and tracking pixels have been installed, you can build your Google Shopping feed, using the Feed Setup Guide:

  1. Select Google Shopping as your feed destination.
  2. Select your inventory.
  3. Select the Google Shopping template.
  4. Use the Merchandiser to transform your data to meet Google's requirements. 
  5. Complete feed settings.
  6. Preview and activate your feed.
     

Select Google Shopping as Your Feed Destination

  1. In ChannelAdvisor, navigate to  Digital Marketing > Marketing Management > Feeds.
  2. Click  +Add New Feed.
  3. Use the search option at the top of the page or click  Comparison Shopping to find the  Google Shopping feed option.
  4. Hover over the  Google Shopping feed option and click  +Add New Site.   The Feed Setup Guide for Google Shopping then opens to the Destination page.
  5. The first page of the Feed Setup Guide is the Destination page. Google Shopping will already be selected as the destination. Continue to complete the following fields:
    1. Feed Name:  "Google Shopping" will be filled in for you, but you may add to that to make a name for your feed that is easy to remember. This is only seen within ChannelAdvisor.
    2. FTP Credentials: Enter your FTP credentials (FTP Domain, FTP Folder/Filename, FTP Username and Password) to send your feed to Google via FTP.
    3. Login Credentials: You may optionally provide your Google login credentials so that we may verify that the feed has been sent successfully and troubleshoot if need be.
  6. Click  Next.  The  Inventory Selection page opens.
 

Select Your Inventory

Your products must have specific labels applied in order to select them for your feed.

  1. On the Inventory Selection page, select the label for the inventory you would like to include in your feed. By default, All Inventory will be selected, meaning the feed will include all of your products.
  2. To edit which products a label is applied to, click Edit (this option will not appear if you select All Inventory). In the table that appears, all products with the selected label will be shown; to remove the label from certain products, check the checkbox next to each product you want to de-label.
  3. If you do not have a label assigned to the products you want to include in your feed, you may alternatively click  Create New Label to create a label on the fly:
    1. In the window that appears, enter a  Label Name.
    2. In the table that appears, use the filters to find the products you would like to apply the new label to. For more information, see Selecting Inventory to Include with Your Feed .
  4. Select whether or not you want to  Include Child Items , which will allow you to include parent and child inventory products on the same label for your feed.
  5. Click  Next. The Template page opens. 

Return to top 

Select the Google Shopping Template

  1. On the  Template  page, you may select which template to use for your Google Shopping feed. We strongly recommend that  Default Google Shopping Template is selected here, as it has already been configured by ChannelAdvisor to adhere to Google's Shopping Campaigns guidelines.
  2. Click  Next. The  Merchandiser page opens.

Return to top 

Use the Merchandiser to Transform Your Data to Meet Google's Requirements

The  Merchandiser is a powerful tool that allows you to map and manipulate your inventory data to your Google Shopping feed. By using tools like Business Rules and Lookup Lists, you can transform your data to meet Google's requirements.

  1. On the  Merchandiser page, the fields of the template you selected in the previous step (typically the Default Google Shopping Template ) are displayed. 
  2. Use the tabs at the top to apply Inventory Fields, Business Rules and Lookup Lists to each field as needed:
    1. Place your cursor in the field to be defined.
    2. Search for and/or select options from the tabs at the top. Inventory Fields will be shown as green text icons in the field, pink for Business Rules, and yellow for Lookup Lists.
  3. Some fields provide a fixed value drop-down list instead of a text field: select the option from the drop-down list as it applies to your products, or uncheck  Use Fixed Value to define the field yourself.
  4. A few fields to take note of:
    • Excluded Destination: Map the  Google Shopping Excluded Destination  business rule that has been pre-created in your account to this field. This rule will exclude a product from your feed if the product’s bid is set to $0.
    • AdWords Redirect: This is an optional field. Map the  Google AdWords Tracking Rule  business rule pre-created in your account for this field if you would like to copy the values you provide in the  Link  field with added ChannelAdvisor tracking.
    • For most product categories, Google requires that you include at least two of the three following unique product identifiers: UPC, EAN or JAN; Brand; or MPN. Use the inventory fields to map at least two of these identifiers into the fields of your template.
  5. The Shopping Campaigns Attributes section allows you to use Custom Labels, which can be helpful if you feel that the attributes in your feed aren't sufficient in grouping your products. Please see the Custom Labels section on this page for more information.
  6. You may find it helpful to filter some of your products out of your feed, especially those that are out of stock or do not have a price listed in the feed, so that you're not wasting money on ads for products that aren't available and frustrating potential customers in the process. This can be accomplished by creating and using business rules that stop certain products from going through the feed. A filtering business rule needs to be written in a way that the outcome is either true or false, so that ChannelAdvisor will know to exclude or include any given product in the feed. A common out of stock filter function that is used in these business rules is ($quantity=0 OR $quantity<0). That business rule can be selected from the Available Rules  column in the Filters section: Select the rule, click  Add , and it will appear in the Rules Applied column.
  7. To preview how a SKU from your inventory data will be transformed, enter the SKU in the Preview field at the top of the page, then review the Preview pane to the right of the Merchandiser fields. Make adjustments to your fields until the Preview displays as intended.
  8. Click  Next. The  Settings page opens.
 

Complete Feed Settings

  1. On the  Settings page, first specify the  Schedule for when the feed will be generated and sent to Google, including a frequency, time, start date and end date.
  2. Optionally provide the name and contact information for your Google Shopping Account Manager if you were assigned one, so that ChannelAdvisor may contact them if the need to troubleshoot arises.
  3. For  Google Shopping Actual or Estimated Cost , select whether you want ChannelAdvisor to use actual or estimated cost during cost processing. If you select  Estimated Cost, complete the fields in the  Google Shopping Estimated Cost section to define how costs should be estimated.
  4. Select whether to enable ChannelAdvisor's Auto Mapping Category tool to map any unmapped categories to match Google's category taxonomy. 
  5. Click  Next. The Summary page opens. 

Return to top 

Preview and Activate Your Feed

  1. On the  Summary page, enter the email address where you would like to send a full file preview of your feed, then click  Create a Full Feed Preview. This may take some time depending on the number of products in your feed. Click  Save  to save your progress on the feed while you wait for the file.
  2. Once you receive the file, review your feed and make sure the data included has been transformed the way you want it to be (and meets Google's requirements). Return to the Merchandiser to make adjustments if anything needs to be changed. Send the preview to yourself, review, edit, and repeat as needed.
  3. When you are satisfied with your preview, return to this page and click  Activate.  This will send your feed to Google. 

Return to top 

Custom Labels


Custom Labels are a new structured way to label products in your data feed, and can be especially useful if the other attributes in your feed are not sufficient. You define the purpose and values that are used for your custom labels, which gives you more control of how you organize and bid on your product groups. Custom attributes like profitability and seasonality are examples of common custom labels.

You are able to use up to five custom labels, so it's best to define what you want the purpose of each label to be before you assign them. For more on this, please see the Best Practices for Your Google Shopping Feed strategy page on the SSC.

Once you determine the purpose of your Custom Labels, and the values that can be used for each label, use the fields of the Shopping Campaigns Attributes section of the Merchandiser to map what should be used for each label. A combination of Inventory Fields, Business Rules, Lookup Lists and Functions can be used to define what to use for each custom label.

Return to top 

Next Step


0
Your rating: None
0
Your rating: None