Google’s product data specification requirements ensure that all product data submitted to Merchant Center is formatted correctly to optimize the success of both Shopping ads and organic Shopping listings.
Every year, the search giant updates these specifications in an effort to improve shopping on its platform. Updates for 2024 have now been announced, and below is a summary of all the changes you should be aware of.
The following changes took effect on April 9, 2024:
New Product Data Specification Attributes for AI-generated content in shopping ads and free listings: Google introduced new attributes that now require merchants to disclose text content created with generative AI. From now on, you will need to use the structured title [structured_title] attribute and the structured description [structured_description] attribute when you use AI-generated titles and descriptions in your product data.
New loyalty program [loyalty_program]: Now you can use the loyalty program [loyalty_program] attribute to set pricing for members and loyalty points in the US and Japan. By adding the attribute, Google can accurately represent the benefits of your loyalty program (as configured in Merchant Center) in Google Properties.
New minimum price [auto_pricing_min_price] attribute: You can now use the minimum price [auto_pricing_min_price] attribute to set the lowest or minimum advertised price (MAP) to which a product’s price can be reduced. Google uses this information for features such as suggested retail prices, automated discounts, and dynamic promotions.
Updated payment guide [installment]- offers based on: Google is updating its instructions on using the installment payment attribute. An offer using this attribute will be considered one in which the product can be purchased by paying the full price in advance using the price attribute or in installments. With this update, Google extends the installment payment attribute by introducing a new down payment sub-attribute to specify whether the product requires a partial upfront payment. Previously, these down payments had to be provided using the price attribute.
Also, Google is adding a credit type [credit_type] quota sub-attribute [installment] attribute specific to vehicle ads. This allows you to specify whether the installment loan type is leasing [lease] or finance [finance].
New Free Shipping Threshold [free_shipping_threshold] attribute: Sellers in all countries can now use the free shipping threshold [free_shipping_threshold] attribute to indicate the minimum order value above which shipping is free.
Updated guidance on including government-imposed fees on shipping [shipping] attributes: Google is updating its instructions on using the submit attribute. Do not include government-imposed fees such as import duties, recycling fees, copyright fees, or state-specific retail shipping charges in the shipping cost.
Changes from July 31
Expanding the list of countries where shipping costs are required: Google is expanding the list of countries where the shipping cost is mandatory and applies to other countries. Offers without shipping fees will now be rejected in these countries:
Changes from September 1
Collection method [pickup_method] will be optional for local inventory ads: Google is simplifying inventory management for LIA merchants using the pick-up-today or pick-up-later features using the pick-up method [pickup_method] optional Collection method [pickup_method] it will no longer be required to enable the collection of your offers. More information about the LIA inventory feed specification.
Removal of energy_efficiency_class attributes: Google deprecates energy efficiency attributes in favor of certification attribute certification [certification] which was launched in 2023.
Removal of price usage [price] attribute for down payments when used in combination with payment [installment] attribute: Google is removing support for offering a down payment with the price [price] attribute after September 1.
Why we care Following the Merchant Center guidelines, including the aforementioned updates, ensures that your product listings are eligible to appear in search results. New attributes like loyalty programs could incentivize customers to return, while the free shipping threshold could encourage them to spend more, ultimately increasing your ROI.
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deep dive. Read Google’s announcement in full for more information.
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