How to create and improve a Google Shopping feed in EffectConnect

1. Before you start
2. Create your Google Shopping feed
3. Use extra attributes for better visibility
4. Use conversational attributes in the feed template
5. Check your feed in Google Merchant Center
6. Keep your Google Shopping feed up to date

Before you start

Make sure your product data is complete and up to date before you create your Google Shopping feed. Think of clear product titles, strong descriptions, prices, stock levels, images, brand details and GTINs.

Also check which products you want to send to Google Shopping. This helps you createthe right product selection straight away and prevents errors in Google Merchant Center.

It is also worth going through Google Shopping’s product data specification. This shows you which elements are required and which format they need in your feed or product data.

Do you have the product data, but is it not in the right format yet? No problem. With our custom attributes module, you can easily adjust the format of your values so they meet Google’s requirements.

Create your Google Shopping feed 

Follow these steps in EffectConnect:

1. Go to Apps.
2. Open Feed Manager.
3. Create a new feed.
4. Choose the Google Shopping template by clicking More info.
5. Click Create feed based on this template.
6. Give the feed a name and click Create feed.
7. Check the default fields in the template and connect your product data to the right Google Shopping attributes.
8. Save the feed.
9. Add any missing data through your catalogue, custom attributes or additional sources.
10. Test the feed before you use it in Google Merchant Center.

The Google Shopping template helps you use the right structure faster. You do not have to build your feed from scratch. You can still add elements that may not be included in the default template.

Use extra attributes for better visibility 

Have you set up the basics? Add extra product information to make your feed stronger.

Think of:

• colour
• size
• material
• pattern
• gender
• age group
• product type
• shipping information
• return information
• product highlights
• product details
• conversational attributes

This extra data helps Google understand your product better. This is especially useful for categories such as home & living, consumer electronics, DIY, garden and pet products.

Use conversational attributes in the feed template

Useconversational attributes in the feed template

The Google Shopping feed template also includes fields for conversational attributes. These fields are optional, but valuable if you want to make your products easier to find in AI-driven search experiences.

Google states that conversational attributes help AI systems and conversational agents understand product details better. They add extra context to your regular Merchant Center product data.

You can use, among others, the following fields:

Question and answer [question_and_answer]

Add frequently asked product questions and answers. Use questions that customers actually ask, for example from your FAQ or questions customers often contact you about.

Document link [document_link]

Add a manual, assembly instruction or data sheet, for example.

Related product [related_product]

Refer to accessories, spare parts or products that are often bought together.

Item group title [item_group_title]

Give a clear title to a product group with variants.

Variant option [variant_option]

Name variant characteristics, such as size, colour or version.

Popularity rank [popularity_rank]

Show which products are more popular within your assortment.

Check your feed in Google Merchant Center

After creating your feed, add the feed URL to Google Merchant Center.

Then check:

• whether Google can read the feed correctly;
• whether any products have been rejected;
• whether important attributes are missing;
• whether prices and stock levels match your webshop;
• whether variants are grouped correctly;
• whether images meet Google’s requirements.

Fix any error messages first. After that, continue with further optimisation.

Keep your Google Shopping feed up to date

A feed is not a one-off setup. Your prices, stock levels and product information change all the time. Set up a smart product selection and custom attributes that you can connect to your feed. This keeps the time you spend checking your feed to a minimum.

Use EffectConnect to manage your product data centrally and share it automatically through your feed. This helps you avoid manual work and reduces the risk of errors.

Check your feed regularly, especially when you add new products, change categories or use extra attributes.

Questions?

Do you have any further questions? We are happy to help! 

You can always contact us any time without obligation:

📩 Email us at support@effectconnect.com
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