- Your product feed decides where and how your products appear on Google, in free listings and in Shopping ads.
- Every product needs an id, title, description, link, image link, availability and price, plus brand and GTIN where they apply.
- Only submit a GTIN you are sure is correct: a wrong GTIN gets the product disapproved, and a missing one can limit visibility.
- Keep feed prices and availability identical to your product pages, and check Merchant Center diagnostics every week.
What does a small store need in its Merchant Center feed?
A complete, accurate product feed: a unique id, title, description, product link, image link, availability and price for every item, plus brand, GTIN or part number and condition where they apply, all matching what the product page shows. Google uses the feed to decide where your products can appear, in free listings and in Shopping ads. A clean feed is the single most important thing a small store controls on Google Shopping.
Here are the basics we set up for clients, whether the store runs on Shopify or on WooCommerce.
What is a product feed?
A product feed is a structured list of everything you sell, with one row per product or variant and one column per attribute. You send it to Google Merchant Center by connecting your store platform, uploading a file or using an API. Merchant Center checks each item against its specification and policies, then makes approved products eligible for free listings and, if you advertise, Shopping ads in Google Ads.
Which attributes are required?
Google's product data specification lists these as required for most products (Merchant Center: product data specification):
| Attribute | What to provide |
|---|---|
id | A unique value for each product, up to 50 characters. Keep it stable over time. |
title | The product name, up to 150 characters, with the details people search for. |
description | Plain text, up to 5,000 characters, describing the product accurately. |
link | The product page URL, starting with http or https. |
image_link | The URL of the main product image. |
availability | in_stock, out_of_stock, preorder or backorder. |
price | The price with an ISO 4217 currency code. |
brand | Required for new products, except movies, books and musical recordings. |
gtin / mpn | GTIN strongly recommended when the product has one; MPN required only if there is no GTIN. |
condition | Required if the product is used or refurbished. |
Variants such as size and colour need extra attributes, including an item group id that ties them together.
What are the rules for GTINs?
A GTIN is the barcode number that identifies a product worldwide, such as a UPC or EAN. Google is strict about it: only provide a GTIN if you are sure it is correct, because an incorrect GTIN gets the product disapproved, while products that have a GTIN but are submitted without one may get limited visibility (Merchant Center: product data specification). For handmade or own-brand products without a GTIN, provide the brand and a part number if you have one.
How do you write titles and choose images that work?
- Titles: lead with what the product is and the details buyers search for, such as brand, material, size or colour. Skip promotional text such as "best price" or "free shipping".
- Descriptions: factual and specific. Describe the product, not your shop.
- Images: clear photos of the actual product on a clean background, without watermarks or promotional overlays, at a good resolution.
- Variants: each variant gets its own image where it looks different.
Why do products get disapproved?
Merchant Center lists issues per product in its diagnostics. The most common ones for small stores are:
- Price or availability in the feed does not match the product page.
- Missing required attributes, or invalid values such as a wrong currency.
- Incorrect or made-up GTINs.
- Images that do not meet the image requirements.
- Landing pages that do not load, need a login, or lack clear return and contact information.
Fix problems at the source, in your store's product data, so the next sync does not bring them back.
What are free listings, and how do they differ from Shopping ads?
Free listings let approved products appear at no cost on Google Search, the Shopping tab, Google Images and Lens, and other Google surfaces. Google notes that enabling them does not guarantee your products will be shown, because matching depends on the product data you provide (Merchant Center: free listings). Shopping ads use the same feed but are paid placements managed in Google Ads, where you set budgets and bids. Many small stores start with free listings, fix the feed, and then add Shopping or Performance Max campaigns through our Google Ads management.
How do Shopify and WooCommerce stores send their feed?
Both platforms have official Google integrations that connect the store to Merchant Center and keep products in sync, so most stores never touch a spreadsheet. The integration is only as good as the store data, so before connecting, fill in brand, GTIN or part number, product type and variant details in the store itself. Larger catalogs sometimes need a feed tool or custom rules, for example to improve titles or exclude products. Our ecommerce development team handles that clean-up and setup.
How do you keep the feed healthy?
Check Merchant Center diagnostics weekly, fix new issues quickly, and review any product that suddenly stops getting impressions. Re-check the feed after theme changes, price changes or new apps, because they can change what the product page shows. A fast, clear product page matters too, since Google compares it with the feed and shoppers land there; our guide to Core Web Vitals covers page speed.
Frequently asked questions
Do I need to pay for Google Shopping?
No, not to appear. Free listings can show your products on Google Search, the Shopping tab, Google Images and other surfaces at no cost once your products are approved in Merchant Center. Shopping ads are the paid option and run through Google Ads, using the same product feed.
What if my products do not have GTINs?
Handmade, custom and own-brand products often have no manufacturer GTIN. In that case leave the GTIN empty and provide the brand and the manufacturer part number where one exists. Never invent a GTIN: an incorrect value gets the product disapproved.
How often should the feed update?
Whenever prices or stock change. Shopify and WooCommerce integrations usually sync automatically, which keeps the feed close to the live site. If you upload files by hand, update them at least daily, because a price or availability mismatch with the product page is a common reason for disapproval.
Why are some of my products disapproved?
Merchant Center's diagnostics list the reason for each item. Typical causes are a price or availability that differs from the product page, a missing or invalid GTIN, images that break the image rules, missing required attributes, and policy issues with the product or landing page. Fix the source data in your store, not only the feed.
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