Google Shopping is one of the recent trends in modern businesses. It is among the most used tools in any marketer’s kitty. If you are a store owner or an entrepreneur, you know the pride in being at the top of Google Search results!

Likewise, no business wants to miss out on the opportunity of topping the Google Search Engine Result Page (SERP). This helps them scale their businesses quickly, improving their sales & revenue over time. 

But did you know that your feed plays a significant role in placing these ads? Your Google Shopping Feed plays a significant role in the success of your business campaigns. 

We’re bringing you a detailed guide to help you know about all XML Google Shopping Feed examples. Look at Google Shopping Feeds based on your business goals and requirements!

What’s an XML Google Shopping Feed? 

In simple terms, Google Shopping Feed can be described as a file folder or a list with all the products from your store’s inventory. This feed file helps you advertise your products through the Merchant Center. 

Let’s take you through the process!

When you include your products on a Shopping feed, you must add relevant attributes to individual items. 

Once you have finalized and uploaded your Google feeds, the search engine’s crawlers use these attributes to cross-reference and index your products over the Merchant Centre.  

An XML Shopping Feed helps you define the feed using the XML schema. This is one of the acceptable formats on the platform. These schema references add a specified list of elements and attributes.

Some include linking attributes such as string, integer, etc., or defining variants such as size, colors, etc. This also constrains the placement of attributes and elements. 

You must remember to format your variables so that they can be analyzed by humans and machines.

Interestingly, multiple types of feeds define different operations stages in a Merchant Center. 

The types of feed that you choose depend on the scale of your operations and customer demand. Let’s look at some examples of the XML Google Shopping Feed. 

XML Google Shopping Feed Examples

  • Google Merchant Center Feed 

Your Google Merchant Center Feed contains all relevant information about each product on your online store. You can upload this one in a .XML or. TXT format. 

Some mandatory fields you must add to the Google Merchant feed include product IDs, links, descriptions, titles, prices, availability, brands, etc.

As you know, details will vary on the type of your business and its model. For example, if you are an apparel seller, you must fill up additional data fields such as size, age groups, patterns, material, gender, and color.

To ensure your feed contains all the necessary fields, quickly check through the fields mentioned in the Google guidelines and requirements! Moreover, ensure every product you upload carries a GTIN (Global Trade Item Numbers), as the feed assigns.

  • Google Online Inventory Product Update Feed 

Often in business, you may need to discount your products or run festive sales online while dealing with multiple competitors. At such times, you must modify your product details frequently. This is where you use the Google Online Inventory Product Update feed.

This tool is extremely useful in sale updates, price drops, or discount offers! All these changes are made to your Product Update Feed.

Some of the mandatory fields in the Inventory Product Update feed include your product’s availability, ID, price, sale price, and the effective date of the sale price.

Some things you must remember when you make changes to the Inventory Product Update Feed is to cross-check that your product matches the selected product ID in the Merchant Center feed! 

A mismatch of the product ID between your primary and inventory feed can lead to conflicting results on your website. So, be extra cautious at all times. Sellers can make unlimited changes every day.

And guess what? The best part is that, as an owner, you can make permanent changes to your feed in a day! So, don’t worry about anything at all! 

  • Google Promotions Feed 

True to its name, Google Promotion Feed is where you would go for everything related to product promotions. Suppose you plan to host a promising sale event for your store. This feed will be your biggest savior! 

You can enhance your business’s visibility by using the Promotions Feed to boost product ads over Google Shopping. This way, you can easily improve the sales of your business! 

Currently, the feed update is available in select countries like Germany, India, Australia, France, the UK, and the US and is expected to roll out for other countries soon. Besides, promotions get automatically enabled for all such eligible accounts! 

  • Google Local Inventory Ads Feed

The Google Local Inventory Ads feed is one of the most useful tools for any seller! Have you ever checked a restaurant’s timings before visiting? All such things are made possible with this fantastic tool!

It lets you include physical functionalities of your store, such as your store timings, location, and directions to reach your local store.

Using the Local Ads Feed is a great way to enhance your physical presence and improve your store’s visibility. Remember, to be able to use the Local Inventory Ads Feed, you will have to use the attribute “item_id.” 

However, to ensure the success of this feed, you will need to update some additional feeds, which include the following:  

1. Business Information Feed which will carry a list of all the details around your business.

2. Google Local Products Feed that will use all the relevant information on the products available in your brick-and-mortar store.

3. Google Local Product Inventory Feed which has all information about all your stock, including the product price and store locations. 

  • Product Rating Feed

Building brand loyalty is a lot about gaining your customer’s trust. To build this trust factor, you can leverage multiple tools on your online store. For example, getting customers to write personalized reviews can help establish your brand’s authenticity. 

Using product ratings and reviews can also take your sales to higher levels. The Product Rating Feed is a mixture of customer reviews and ratings. The stars, reviews, and comments significantly drive sales and bring back happy customers.

  • Dynamic Remarketing Feed

Don’t we all just hate it when a potential buyer abandons their cart just a step away from checkout? Cart abandonment issues have been a real-time problem for businesses of all kinds. This, in turn, has prompted the rise of dynamic marketing.

These feeds help you to relocate and entice your customers to complete their sales. This way, you can tailor ads to solve the cart abandonment problem and convert successful sales.

Besides using the regular fields, you need to add other fields, which include display_ads_title, display_ads_id, display_ads_similar_id, display_ads_value, display_ads_link, excluded_destination, adwords_grouping, and adwords_labels.

  • Google Manufacturer Feed XML feed

To make your brand stand out, you must have certain ideas about your brand’s identity. Google Manufacturer Feed offers you the liberty to showcase your goods in a custom manner, standardizing the final look across Google Shopping and other Google services.

At Google Manufacturer Center, you can customize and upload rich and authentic content that’ll define the uniqueness of your brand. Such branding is vital to selling to direct consumers and other businesses. Consequently, this will allow you to magnify your site’s traffic and increase conversion rates.

Keep in mind that it is essential to assign the right GTins to all your products. This way, it is easy for Google to match your products listed by the manufacturers in Google Manufacturer Center and the merchant’s products in the Google Merchant Center. 

Google Manufacturer feed requires six mandatory fields to be submitted. These are ID, gtin, title, description, image link, and brand. You can add more attributes to make your customers find your product on Google search easily!

How to create XML Google Shopping Feeds

Honestly, creating your XML file from scratch can be quite challenging. This is especially applicable to those with fairly low knowledge of extensive coding.

At AdNabu, we identified this problem and have developed the Google Shopping app to make lives easier for many. Now,  creating Google Feeds is as easy as the following steps!

  1. Select all the desired products you want to highlight in Merchant Centre Account over your menu.
  2. Select the option – “Create Product feed.”
  3. Check the desired countries where you want to sell your products
  4. Select the languages in which you want to display your feed 
  5. Assign a name to the primary feed
  6. Review your feed and ensure you have everything in place
  7. Once done, save the settings. You are good to go!

Enhancing the Experience for You and Your Customers with AdNabu

It’s great to have a physical and online presence for your store to maximize sales. However, remember that your Shopping feed plays one of the most key roles in your online store’s success! So, be wise and create these feeds with utmost care.

We hope to have helped you understand Google Shopping Feeds better. Team AdNabu is here to help you improve your clients’ experience and grow your store bigger than before!


CEO and co founder of AdNabu. Exploring the intersection of data and marketing