google shopping terms

The 7 Google Shopping Terms You Need to Know

In Advertising by @cobblemedia

If you’re trying to engage and convert customers online, then you need to keep pace with the ever-changing customer search universe—and, now more than ever, that includes Google Shopping. While this powerhouse platform has a lot in common with more “traditional” search and aggregation sites, there’s still a lot to learn. And if you want to maximize your presence on this popular shopping destination, you’ve got to get your head around it now.

Our advice? Start with these seven essential google shopping terms that, together, will help you connect the dots on your next campaign.

Google Merchant Center

Consider Google Merchant Center the brains of the operation. This backend destination gets you and your brand signed up and onboarded. Then, once you’re “in,” Google Merchant Center will be your go-to to keep your merchant feed in good working order while, at the same time, enabling you to manage campaigns and sync with AdWords.

Product Feed

No matter your size, scale or type of business, all information on Google Shopping comes through its Product Feed. Brands can choose to set up automatic feeds or manual feeds, ensuring the platform syncs all available products for purchase.


If you’re selling new items from one of these 50 brands, Google requires you to have a Global Trade Item Number (GTIN). Without a GTIN, Google Shopping won’t list your products—this number is a universal identifier that ensures the product visual Google shows syncs with the actual product. This helps Google deliver a better ecommerce experience for both sides.

Product Identifiers

In all categories except apparel, accessories, media and software, Google offers preset product groupings you can select to streamline the listing and search process. For example, if you’re selling dog supplies you could opt for your products to appear in Animals & Pet Supplies, then Pet Supplies, then a very controlled category such as Dog Toys, Dog Treadmills, Dog Treats, Dog Houses and a variety of other product-level identifiers.

Product Listing Ads (PLAs)

Before Google Shopping was branded Google Shopping, it had a number of different names. One of the longer-standing names was Google Product Listing, and its ads were dubbed Product Listing Ads (PLAs). Many resources use the names and terms interchangeably.

Target Attribute

Within the Merchant Center, the Feed Rules section enables brands to transform feeds, set rules and assign attributes. Use the target attribute drop down to create rules for attributes from any Product Feed Specification, leveraging data pulled from any field within your feed.


Microdata from your product landing page in Google Shopping can be used to pull real-time information directly from your brand website. By tapping into microdata and automatic item updates, you can create a consistent, cohesive user experience.

These Google shopping terms are only the tip of the iceberg when it comes to understanding how to get the most from your Google Merchant feed. Want to find out how to make your e-commerce website increase sales with pay per click shopping ads? Shoot our team a note and we can put together a custom strategy for your website.

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