Congratulations, now that you’ve decided to start your own online business! So, how do you make sure that your products are reaching the right customers? Contrary to popular belief, driving up web traffic to your online store will not necessarily guarantee sales. 

Product type – Google Shopping Feed Specification Guide

You should also plan to reach customers who are searching specifically for a product that fits your catalog. This is where you must optimize your shopping ads such that they maximize the Google search index and rank high in searches.

Shopify Google Shopping Feed

Submitting your product data to Google in the right format is essential for creating successful ads for your products. Most potential customers follow a particular form when searching for a specific product. This format has been optimized by the Google search index to showcase the ads that meet the query the closest. To have your product rank high on the Google search index, you must also follow this format for all your shopping ads.

In today’s age of rampant online shopping and an almost equal platform for both big and small businesses, you must hone your marketing efforts to maximize exposure amongst potential customers. Google is the biggest search engine in the world, and you must use its abilities to ensure the success of your business.

Using the Google feed specification guide for your products is important. Here is a guide you must follow to effectively utilize Google’s Merchant Centre.

Product type: Definition

Use the Product type attribute to include your own product categorization system in your product data. Unlike the google_product_category attribute, you choose which value to include. The values you submit for a Product type can be used to organize the bidding and reporting in your Google Ads Shopping campaign. 

 Required / Optional

  • Optional for each product
Shopify Google Shopping Feed

Formatting guidelines

  • Type – String (Unicode characters. Recommended: ASCII only)
  • Limits – 0 – 750 characters
  • Repeated field – Up to 5 times, but keep in mind that only the first Product type value will be used to organize bidding and reporting in Google Ads Shopping campaigns. Separate multiple product types with a comma (, ). Don’t use a comma (,) within a submitted product type value, since we would interpret this as separate product types. (For example, if you submit Appliance, TV, the value Appliance is interpreted as a separate product type from TV.)
  • Example – Home > Kids > Pants > Denim Pants

Best practices

  1. Use > to separate multiple levels in a category. Also, include a space before and after the > symbol. For example: Home > Kids > Pants > Denim Pants.
  2. Submit Product type for products used in any campaign type. When you submit a Product type, [Product type] Google can better understand what you’re selling, and when Google understands what you’re selling, they can help connect users with your products. Plus, you can also use the values that you submit to organize your Shopping campaign by values of your own choosing.
  3. If you use Product type to organize your bidding and reporting in Google Ads, don’t submit more than 1 value.
  4. If your own product categorization includes multiple levels, include all the levels. For example, if your products belong in Denim Pants, list the full string: Home > Kids > Pants > Denim Pants.
  5. Use the full “breadcrumb” information. Wherever possible, include more granular categories as it classifies your product more precisely. For example, Books > Non-Fiction > Sports > Cricket is better than Cricket.
  6. It’s acceptable to give Google the same values for google_product_category [google_product_category] and Product type [Product type] attributes, but the google_product_category [google_product_category] value has to be a supported Google product category.
Shopify Google Shopping Feed


1. Product type with multiple levels

  • Product – Maxi dress
  • Product type [Product type] – Home > Women > Dresses > Maxi Dresses
  • Product – Google Nexus 6
  • Product type [Product type] – Product > Mobile Phones > Android
  • Product – SLR camera lens
  • Product type [Product type]  – Home > Photography > Lenses > SLR Lenses


Managing Google Merchant Centre and optimizing it to suit your business needs is a great way to increase revenue. Making sure that your products are listed in a way that Google can fully understand their attributes and then connect them to the right customers will give you a higher rate of conversion. There are many different ways in which you can optimize the Google Merchant Centre. This includes managing product groups, optimizing for different product categories, and more. If you are looking for further information, you can visit the Google Merchant Centre feed guide. 

It is essential to leverage the reach of Google and put your business and products firmly in front of potential customers.

Shopify Google Shopping Feed

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.

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.