Ever since its introduction, Google Shopping has been one of the best tools in the toolkit of any modern-day marketer. No brand, business, or vendor wants to miss out on the opportunity of topping the Google Search Engine Result Page (SERP). This way, eCommerce vendors can easily scale up their businesses in no time, improving their sales & revenue over time. 

However, how many of you did you know that your feed plays a significant role in placing such ads? Yes, your Google Shopping feed plays a significant role in affecting the success of your campaigns and business. This post is all about the different XML Google Shopping Feed examples that you can use, depending on your business and its needs. Let’s have a look at some of them: 

Shopify Google Shopping Feed

What is an XML Google Shopping Feed? 

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

Wonder how it works? Here’s a simplified look at the entire process: 

When you include your products on a Shopping feed, it requires you to use relevant attributes to individual items. Once the vendor has finalized and uploaded their Google feeds, the search engine’s crawlers use these attributes to cross-reference and index your products over the Merchant Centre.  

Talking of an XML feed, such as Shopping Feeds helps you define the feed using the XML schema which is a format acceptable by the platform. These schema references are used to add a specified list of elements and the following attributes in your vocabulary. They are: 

  • To link attributes such as string, integer, etc., or, define variants such as size, sock_colour, etc.
  • It constrains the placement of attributes and elements.
  • To upload format in a way that it can be analyzed by both humans and machines.

Interestingly, there are multiple types of feeds that define different stages of operations in a Merchant Center. The types of feed used by a vendor depend on the scale of their operations and the demand of their customers. Let’s have a look at some of the XML Google Shopping feed examples

XML Google Shopping feed examples

Google Merchant Center Feed 

Your Google Merchant Center Feed is the one that contains all the relevant information around individual products that present in your online store. Uploaded over. XML or. TXT format, this XML Google Shopping feed is responsible for updating your Google Merchant Center and highlighting all the changes in your store. 

Listed below are some mandatory fields used in your Merchant Center Feed.

  • id, link, description, title, price, image_link, condition, availability, brand, identifier_exists, and GTIN.


  1. If you are a seller of apparel or deal with different brands of cloth, you’ll be required to fill up some additional data fields like size, age groups, pattern, material, gender, and color.
  2. To ensure that your feed contains all the necessary fields and matches your business category, ensure that you run a quick check through the list of fields mentioned in the google guidelines and requirements section. 
  3. Ensure that every product you upload carries a similar GTIN (Global Trade Item Numbers), as assigned in the feed
Shopify Google Shopping Feed

Let’s have a look at the Shopping Feed example of a store that deals in electronics:  

<rss xmlns:g="http://base.google.com/ns/1.0" version="2.0"><channel><title>Example - Electronic Outlet</title><link>http://www.xyzelectronics.com</link><description>This part carries all the required information that highlights the value of your product </description><item><g:id>TV_198536</g:id><g:title>LG 98KL510 - 32" LED TV - 720p (UltraHD)</g:title><g:description>This section needs to contain all the necessary information (paired with relevant keywords) to entice customers and educate them more about the product. </g:description><g:link>http://www.example.com/electronics/tv/198536.html</g:link><g:image_link>http://LGtv.example.com/TV_198536.png</g:image_link><g:condition>brand new</g:condition><g:availability>updated stock</g:availability><g:price>199.00 USD</g:price><g:shipping><g:country>AUS</g:country><g:service>Standard</g:service><g:price>14.99 USD</g:price></g:shipping><g:google_product_category>Electronics > Video > Televisions > Ultra HD Televisions</g:google_product_category><g:product_type>Consumer Electronics > TVs > Ultra HD Televisions</g:product_type></item></channel></rss> 

Google Online Inventory Product Update Feed 

You need the Google Online Inventory Product Update feed if you deal with products that need to be updated or modified at frequent intervals. Let’s say you deal with products that are often going under sale updates, price drops, or discount offers; such changes are made to your Product Update Feed. 

However, such feed configuration can also be used by retailers to propagate fields with the availability of products and other similar inventory updates that are consumer-friendly to the Merchant Center. This way, retailers can easily amend to the live changes in their field without undergoing a change in the main layout of their Google feed.

Listed below are some mandatory fields used in the Inventory Product Update feed: 

availability, id, price, sale price, and the effective date of the sale price. 


  • When you make changes to the Inventory Product Update Feed, ensure 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, beware. 
  • Sellers can make unlimited changes every day.

Let’s have a look at the Google Online Inventory Product Update Feed example of a store that deals in candies:

<rss xmlns:g="http://base.google.com/ns/2.0" version="3.0">


<title>Example - Candy Store</title>



This part carries all the required information that highlights the value of your product 




<g:price>1$ each </g:price>

<g:sale price>Buy one, get one candy free</g:sale price>


This section needs to contain all the necessary information (paired with relevant keywords) to entice customers and educate them more about the product. 






Google Promotions Feed 

As the name suggests, these are your go-to feeds if you are looking to mark a promising sale event for your store. This way, when you can curate a promising event, you can easily improve the sales of your business by two folds by using the promotions feed to boost the product ads listed in the CTR over Google Shopping.


While the feed update is only a part of selected countries like Germany, India, Australia, France, the UK, and the US. The program is expected to roll out for other countries as well. 

Let’s have a look at the Google Promotion Feed example of a store that deals in apparels jeans:

<rss xmlns:g="http://base.google.com/ns/1.0" version="2.0">


<title>Example - Apparel Outlet</title>



This part carries all the required information that highlights the value of your product 




<product_applicability> Specific Products</product_applicability>

<promotion:title>Buy one, get one pair of Levis jeans free</promotion:title>


This section needs to contain all the necessary information (paired with relevant keywords) to entice customers and educate them more about the product. 






Shopify Google Shopping Feed

Google Local Inventory Ads Feed 

The Google Local Inventory Ads feed is a useful tool when it comes to including physical functionalities in your store. This feed allows you to add all the relevant information about your store and comprises pieces of information like store timings, location, and directions to reach your local store.

Using the local ad feeds is a great way to ensure your physical presence and boost the location of your store. However, to ensure the proper success of such feeds, merchants need to include 3 additional feeds, besides the possible list of product keys that are being sold in stores.

The suggested feed configurations are: 

  1. Business information feed – This field carries a list of all the details around the information of your business.
  2. Google Local Products Feed – This field uses relevant information around the products that are available in your brick-and-mortar store. 
  3. Google Local Product Inventory Feed – This feed carries information around all the stock, including the product price and individual store locations. 


To be able to use the Google Local Inventory Ads feed, you need to use the ”item_id” attribute.

<rss xmlns:g="http://base.google.com/ns/1.0" version="2.0">


<title>Example Name</title>



This part carries all the required information that highlights the value of your product 



<store_code>ideal location of your store</store_code> 


<quantity>Define the available quantity </quantity> 

<g:price>Price of the item</g:price> 

<availability>Stock Availability</availability> 




Product Rating Feed

Developing a relationship with your customers is entirely based on the level of trust they have in your brand. Talking of trust, there are very few elements that you can utilize in your eCommerce store to improve sales and goodwill. Using product ratings and reviews is one such element that you can leverage to influence sales. 

This feed is a genuine mixture of a review (a form of description) and the ratings of the customer. The stars and reviews (in general), play a significant role in driving sales and are purely on the buyers. 

Here’s an example of a normal XML feed that discusses product rating and reviews: 

<?xml version="3.0" encoding="RTF-8"?>

<feed xmlns:vc="http://www.example.org/2018/XMLSchema-versioning"






        <name>Reviews Aggregator</name>



        <name>Retailer </name>




                <name is_anonymous="true">Anonymous</name>





            <content>The gadget is indeed great! loved it!</content>


                <pro>Resurfaced design</pro>

                <pro>Doesn't gets heated fast</pro>



                <con>Bit priced material</con>


          <review_url type="singleton">http://www.example.com/review_14295.html</review_url>










                <overall min="1" max="5">4.4</overall>





















                    <product_name>Xbox 360</product_name>








Shopify Google Shopping Feed

Dynamic Remarketing Feed

Don’t we all just hate it, when a potential buyer, that is about to complete their checkout abandons their cart? Cart abandonment issues have been a real-time problem for a wide variety of reasons. While the reasons are numerous, there is always a need for dynamic remarketing. 

These feeds help you relocate and try to entice your customers for completing the sale process. This way, you can easily pair the abandoned cart issues with tailor-made ads and use the same to entice customers for a successful sale. 

Besides using the regular fields, you need to use the suggested fields that need to be submitted, they are display_ads_title, display_ads_id, display_ads_similar_id, display_ads_value, display_ads_link, excluded_destination, adwords_grouping, and Adwords_labels.

To help you understand the same, here’s an example in XML format: 

<?xml version="3.0" encoding="RTF-8"?>

<rss xmlns:g="http://base.google.com/ns/1.0"xmlns:xsi="http://www.example.org/2018/XMLSchema-instance"version="3.0"xsi">



<display_ads_title>Any suitable title </display_ads_title> 

<display_ads_id> DF1058965</display_ads_id> 

<display_ads_similar_id> GY548CS6</display_ads_similar_id> 

<display_ads_value>5 </display_ads_value> 

<display_ads_link> www.anysuitablelink.com </display_ads_link> 

<excluded_destination>Asia </excluded_destination> 

<adwords_grouping> individual </adwords_grouping> 

<Adwords_labels>any suggested label </Adwords_labels>




Google Manufacturer Feed XML feed

Each company has its demeanor on how the customer needs to perceive the brand. Google Manufacturer Feed offers liberty to the manufacturer to present his goods in a standardized way with complete accuracy on google shopping and other google services.

At Google Manufacturer Center, you can customize and upload rich and authentic content that defines uniqueness to your brand, and showcase it to both the shoppers and retailers alike. Not only will this regain your control over your brand, but will also drive more traffic to your website and increase the conversion rates.

Also, it is very important 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 merchant’s products in the Google Merchant Center. 

Google Manufacturer feed requires 6 mandatory fields to be submitted: id, gtin, title, description, image link, and brand. Nevertheless, it is recommended to fill additional attributes too, to make your customers find your product on google search easily.

<?xml version="3.0" encoding="RTF-8"?>

<rss xmlns:g="http://example.google.com/ns/3.0"xmlns:xsi="http://www.example.int/2019/XMLSchema-instance"version="3.0"xsi:noNamespaceSchemaLocation="http://physicallocation.google.com/files/Manufacturer-Center-Product-Feed.xsd">


<title>Example - Electronic Market</title>

<link> http://www.emarket.com</link>

<description> This part carries all the required information that highlights the value of your product </description>


<g:id>DO12356 </g:id>

<g:brand> Apple, Sony, MI, Samsung</g:brand>

<g:title>Any suitable title </g:title>

<g:gtin>123695 </g:gtin>

<g:description>This section needs to contain all the necessary information (paired with relevant keywords) to entice customers and educate them more about the product.  </g:description>

<g:image_link> www.imagegallery.ce</g:image_link>



Shopify Google Shopping Feed

How to create XML Google shopping Feeds

Going all the way to create your own XML file can be a challenging task, especially if you have no idea about writing codes as such. Thanks to the presence of the Google Shopping app by AdNabu, creating Google feeds is as easy as the suggested steps:  

  1. Step 1: Select all the desired products that you want to highlight over your menu in Merchant Centre Account
  2. Step 2: Select the option that reads – Create Product feed. 
  3. Step 3: Check the desired countries where you want to sell your products.  
  4. Step 4: Select the languages in which you want to display your feed. 
  5. Step 5: Assign a name to the primary feed
  6. Step 6: Review your feed and ensure that they align with the qualities. 
  7. Step 7: Once done, save the settings. 
Shopify Google Shopping Feed


It can be a great move to move from your physical store and shift to an online platform. However, you need to remember that your Shopping feed is one of the most crucial aspects of the success of your online store, prepare your feed wisely.  

We hope this article provides you with all the relevant information around the use of Google Shopping Feeds, its types, and its role in the success of your products. All the best!  


Karthik Ramachandiran is the SEO Manager at AdNabu. He loves to help Shopify stores grow their business with Google Shopping & Google Ads, using advanced features like multi-currencies, multi-languages, and Metafields. Karthik has a lot of experience in SEO and Content Marketing. Also, he enjoys exploring new ways to make content more effective for both readers and search engines.