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Google Shopping – 2015 and Beyond


As of September 15th 2015, the change to the Products Feed Specification started to take effect, including amongst other markets the US, UK and Germany. This required advertisers to include a GTIN for these designated 50 brands into their feed.

To understand the implications for advertisers, the launch of the Google Manufacturer Center has to be taken into account. It allows manufacturers to transmit structured data about their products – such as images and specifications of their products. Martin Röttgerding describes the product data in more detail.

The rationale is, of course, to connect advertised inventory with centralized product data. As a consequence, retailers will theoretically just need to provide GTINs, prices and availability in their product feeds taking away a lot of the hustle associated with product feed optimization.

But: what looks like a change to make retailers’ lives easier has by far wider implications. And will be – in the long run –mostly beneficial to Google and shoppers. Let’s take a look into the crystal ball.

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