How to Download Google shopping feed from Google Merchant Center?

What is Google Shopping Feed? 

The digital world has, without a doubt, come to our rescue in more ways than one. It has become the pinnacle of benefits and made a lot of jobs a lot easier. 

Online selling or retailing is one of them where people who want to put up their products and sell them have found various means of doing so very effectively. 

To put it into simple words, a Google shopping feed is a very organized way of listing the products you want to sell on a spreadsheet. It is a very effective way of putting your product catalog in order so that Google as a search engine finds it easier to find your product and understand its uses, specifications, and benefits. 

Google’s job is to seep into the websites or feeds of these shopping advertisers, and based on the spreadsheets, it helps them to determine the relevance of a particular ad based on the search queries. 

Therefore it is necessary for you to make sure that the listing of your products in the spreadsheet which is basically your Google shopping feed is orderly enough to help Google understand the relevance of these ads. 

So in a way you are providing all the necessary information on this hopping feed so that when people search for such particular queries, your feed has the relevant information and hence will pop up when searched by the users.

So for example – It is always suggested to be very specific in the title of your product. Do not use too many keywords because that negates the optimization process of your shopping feed. 

So instead focus on any one keyword that should be very close to the beginning of your title –So say if someone is searching for an insulated water bottle, your product listing should be something like – Minimal – Insulated Water bottle – orange – In that way, your product will pop up because the title is specific with the keyword placed properly. 

This is how you ensure maximum optimization of your product on your shopping feed and make sure your ad has the relevant information distinctly presented.

Download Google shopping feed

Why do you need to download it from Google Merchant Center?

With an opportunity as thrilling as Google shopping ads, online selling has embarked on a journey of its own. There are many benefits that come along with it and it is important that you are made aware of the right tools and the right ways to do so.

So before we get down to understanding how to Download Google shopping Feed from Google Merchant Center, it is essential for us to understand why we need to do so. The benefits have to be convincing enough to motivate online retailers to list their products and boost their selling chances.

Coming to Google merchant center is the first and easiest step to getting your product featured in attractive shopping ad campaigns. As and when your products get updated or you add new ones to your shopping feed, the changes can be made accordingly in the inventory so that the relevant information is always listed on your shopping feed and your customers are guided towards it in an organic way.

Now to get a more concrete answer to how a Google shopping feed download can prove to be a great way to boost your e-commerce business – the best thing it can do is to help you understand what is the kind of relevant information or data that Google looks for in your product feed, which will be used to serve your specific Google shopping PLA’s. 

When you get to know that, you can be even more careful in choosing the right kind of information to be flashed on your shopping feed so that Google gets exactly what it is looking for in order to show your product when the users search for it. 

Downloading the latest copy of your Google Merchant Center product will also help to make an audit of your latest product data feed. The feedback received can be used to ensure better facets of optimization and also performance improvements that can prove to be fruitful in the process of selling the products. 

There is a time span of 30 days provided to download from the Google merchant center once it is uploaded.

Now let us dig deeper into understanding the steps that are involved in How to Download Google shopping Feed from Google Merchant Center.

How to Download Google Shopping Feed from Google Merchant Center?

Now that the benefits of a Google shopping feed download have been well established and proven with an example. It is important to be shown the steps that are needed to do so. The process comes with a set of instructions and certain steps that need to be followed to make it simpler for online retailers to make use of the benefits that it reaps. 

Hence the steps are as follows:

1 . Log in to your account on the Google Merchant Center  

The first step needs you to have an account on Google and then log into your Google Merchant Account using those credentials. The downloading cannot take place unless you have a registered account on the same platform.

2. Navigate to the account/sub-account

Once your account is made and you have successfully logged in, you are now required to navigate your cursor to the icon named account and then click on the sub-account once the dropdown is seen.

3. From the left-hand menu, select “Products” and then “Feeds”

Once the page of the sub-account opens, you need to drag your cursor to the menu on the left side of the screen. There you will find the option of “Products”, and once you click on that, the dropdown that follows will show you the next option called Feeds that you need to select.

4. Click the name of the feed container you want to download

Now, this is the part where the specifics come in. Once the feeds open the list of containers, you need to select the name of the particular feed container that you would want to download. 

Usually, it is the one that consists of the listing of your products that you want to analyze and get a better understanding of how Google is using the relevant information listed on the feed so that you can make the necessary improvements as mentioned in the list of reasons as to why you need to download this.

5. Download the file

Once you have selected the particular feed container, you will spot an icon with 3 dots on the right-hand side of it. This 3 dots icon is the last step in how to download Google merchant center feed, where a drop-down option is seen as soon as you click on the 3 dots and the option to download the file is there. 

Thus those are the 5 steps that need to be followed in order to get hold of a downloaded copy of your Google merchant center feed.

Google shopping feed FAQ

 FAQs are always present to make the task of getting you started on a process a tad bit easier by answering some of the most basic questions. A similar process is done for the Google shopping feed as well where retailers planning to list their products might have some generic queries that need to be sorted in the process of what a Google merchant feed means, how one creates an account or how one downloads their shopping feed and so on.

So here are the FAQs most asked and answered for the same reasons.

How do you create a Google shopping feed?

 You need to log in to your Google merchant center account with your credentials. In the merchant center you need to select the option Products on the navigation menu, and then select the Feeds option. You will find a tiny button in the primary feed section, by clicking that you will be able to create a new primary feed for your own use.

What is the Google Merchant feed?

A feed is nothing but a format of a file that consists of the listing of your products. It has an accumulated list of all the attributes of that product category which makes it much easier to define the characteristics of each of the products in a very unique way. 

In the merchant center, all the products that you list appear on the primary feed. Once you have made that primary feed, your products can easily be added to the programs you have opted for.

How do I set up a feed in Google Merchant Center?

Involves the same set of steps where you need to have a Google merchant center account, once you log in you tap onto the option of Products which you will find on the navigation menu, and then Feeds which will appear in the dropdown menu under Products. 

Your primary feed can easily be made once you click on the button on the primary feed section in the dropdown Feeds menu. 

What does Google Merchant Center use as the primary?

Google merchant users need a data source that helps in displaying their listed products on Google. This source is the primary feed that Google Merchant uses. The more specific your product details are to the product data specifications listed by Google, the the Google merchant center only needs your primary feed to be used.

How do I submit product data to Google ads?

In order to submit the details of the data of your product, you need to set up a primary feed in Google Merchant Center which will have all the data of your product. 

Inside the list of this product data, there will be further specifications such as “availability” and “condition” which will further help to give more information on the product and how exactly you are planning to sell it.

Which of the Google Shopping feed attributes is not required?

While there are a few steps that are of utmost importance while creating your Google shopping feed and devising the essentials, there are a few things that can be left out. 

So the URL for an additional image for your product or the mobile-optimized landing page URL of your product, when there are different URLs for the mobile and desktop, such things can be omitted as they are optional.

What is Google Product Category?

The simplest definition for this is that, when you create a primary feed for your product, a category is automatically allotted for that product. They are assigned a relevant category as Google is constantly updating its category taxonomy. 

This helps in the proper demarcation of the different products and how they range from category to category due to their usage and variations.


Hence once the reasons and steps behind how to download Google merchant center feed are sorted, the rest falls into place automatically. A few technical terms and instructions are paramount to set up this account in the Google merchant center and see how it boosts your e-commerce prospects. 

Google is the most used search engine and with the advent of Google shopping ads and feed and the additional range of benefits that come with the Google Merchant Center, most online retailers have now sorted to their online business. 

Ever since the inception of these Google shopping ads, there have been plenty of business retailers who have gotten a lot of advantages out of it. As times have passed, Google shopping feeds have evolved with time and updated themselves to suit the uses of retailers. 

The critical and step-by-step guide helps in making the process of setting up an account easier, also providing reasons and a list of benefits as to why downloading the shopping feeds helps in a better understanding of what kinds of improvements might be necessary for the listing of the products online, and the relevant information that will help in pulling in more traffic – all these details ultimately help greatly in the rise of the selling of the products and also helps in establishing a recognition. 

You have to keep in mind the key factors that would help in getting your list of products to be recognized by Google when they are collecting relevant information to make sure your ads and products come up first when users search for them.

Such detailed analysis and description are provided in order to help future online retailers who plan to form a solid foundation and recognition of their products on a platform as massive and with such a great reach as Google.

Further readings on Google Feed 

  1. How to Troubleshoot your Google Shopping feed?
  2. What are the Requirements for the Google Shopping feed?
  3. Tips to Optimize Your Google Shopping Feed
  4. How to create the correct Feed for multiple countries?
  5. Google Shopping Feed Guide.

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