{"id":18878,"date":"2015-09-07T00:00:00","date_gmt":"2015-09-06T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/gtin-i-altres-nous-elements-de-google-shopping\/"},"modified":"2015-09-07T00:00:00","modified_gmt":"2015-09-06T22:00:00","slug":"gtin-i-altres-nous-elements-de-google-shopping","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/gtin-i-altres-nous-elements-de-google-shopping\/","title":{"rendered":"GTIN i altres nous elements de Google Shopping"},"content":{"rendered":"

Google est\u00e0 de reforma en diversos aspectes. Fa poc ens va sorprendre amb el canvi de logotip, en qu\u00e8 va treure el serif de les lletres, un tema que ha donat molt de qu\u00e8 parlar. Per\u00f2 hi ha un altre canvi que, als qui ens dediquem al m\u00e0rqueting online, ens t\u00e9 treballant i que afecta una de les opcions de la Xarxa de Display de Google.<\/p>\n

Per si no ho sab\u00edeu, a partir del 15 de setembre<\/strong> hem de tenir llest el nou feed de dades per a Google Shopping<\/strong><\/em>, amb els canvis que Google ha notificat des de fa unes setmanes. Una de les sorpreses m\u00e9s grans d\u2019aquest estiu \u00e9s que un camp que abans era opcional ha passat a ser obligatori: el, de moment, fam\u00f3s \u00abGTIN<\/strong>\u00bb<\/p>\n

\"gtin-i-altres-nous-elements-de-google-shopping\"<\/p>\n

Qu\u00e8 \u00e9s el GTIN?<\/h2>\n

GTIN (Global Trade Item Number)<\/h3>\n

\u00c9s el n\u00famero que identifica cada article comercial i \u00e9s \u00fanic al m\u00f3n. Amb ell es pot identificar qualsevol producte sense haver de buscar informaci\u00f3 espec\u00edfica, ja que totes aquestes dades ja venen incloses en una s\u00e8rie de combinacions num\u00e8riques. Cada producte en t\u00e9 un i la gran majoria de marques el col\u00b7loquen als seus productes.<\/p>\n

Dins dels diferents tipus de GTIN, hi ha difer\u00e8ncies entre mercats internacionals: EAN<\/strong> per a Europa, JAN<\/strong> per al Jap\u00f3, UPC<\/strong> per als EUA i ISBN<\/strong> per a llibres.<\/p>\n

Com que per crear un feed de dades hem d\u2019especificar el pa\u00eds on volem publicar el nostre feed de Google Shopping, aix\u00f2 \u00e9s el que determinar\u00e0 quins n\u00fameros hem de posar al GTIN.<\/p>\n

En el nostre cas, com que gaireb\u00e9 tots els feeds de dades que fem s\u00f3n per a mercats europeus, ens interessa identificar l\u2019 EAN (European Article Number)<\/em><\/strong> i posar-lo a l\u2019atribut GTIN<\/strong> del feed.<\/p>\n

Si el que es vol \u00e9s fer un feed de dades per als EUA, cal inserir el codi UPC<\/strong>, i si es crea un feed per al Jap\u00f3, s\u2019ha d\u2019indicar el JAN<\/strong>.<\/p>\n

Si es crea un feed per vendre llibres, cal fer servir l\u2019ISBN<\/strong> (International Standard Book Number) sense importar el pa\u00eds on vulguem participar.<\/p>\n

El GTIN<\/strong> al feed de Google Shopping<\/a> \u00e9s vital per a les botigues que venen productes d\u2019electr\u00f2nica, roba esportiva, moda o per a botigues multimarca, ja que Google est\u00e0 notificant que a partir del 15 de setembre \u00e9s un camp obligatori<\/strong> per a tothom qui vulgui vendre productes d\u2019algunes de les marques m\u00e9s reconegudes, com ara Nike, Adidas, Toshiba, Lenovo, Michael Kors, Nikon i Oakley, entre d\u2019altres.<\/p>\n

Com trobar el GTIN per a Google Shopping?<\/h2>\n

Trobar el GTIN \u00e9s tan f\u00e0cil com trobar el codi de barres que t\u00e9 cada producte a l\u2019env\u00e0s. Nom\u00e9s cal localitzar els n\u00fameros que apareixen a la part inferior del codi de barres i obtindr\u00e0s el GTIN del producte. El nombre de d\u00edgits variar\u00e0 segons el pa\u00eds de proced\u00e8ncia del producte o el mercat de venda.<\/p>\n

EAN, ISBN i JAN<\/h4>\n

El GTIN per a productes venuts a Europa, al Jap\u00f3 o per a llibres a qualsevol part del m\u00f3n consta de 13 d\u00edgits i es troba a la part inferior del codi de barres. Aquest \u00e9s el n\u00famero GTIN que hem d\u2019especificar si el nostre feed s\u2019adre\u00e7a a qualsevol pa\u00eds europeu.<\/p>\n

UPC<\/h4>\n

Si el que es vol \u00e9s vendre productes als Estats Units, cal inserir l\u2019UPC al camp GTIN. Consta de 12 d\u00edgits que tamb\u00e9 apareixen sota el codi de barres, com es mostra a la imatge seg\u00fcent.<\/p>\n

Atribut GTIN i Marca, un duo inseparable.<\/h4>\n

Per\u00f2 no n\u2019hi ha prou amb tenir el GTIN<\/strong> al feed de dades: a m\u00e9s d\u2019aquest nou atribut, tamb\u00e9 cal especificar la Marca<\/strong>. Aquests dos elements s\u00f3n obligatoris per a qui vulgui tenir una campanya de Google Shopping i vengui producte nou.<\/p>\n

De moment aix\u00f2 nom\u00e9s \u00e9s obligatori per a qui ven productes<\/a> d\u2019algunes marques que ha estipulat Google, i aquest llistat anir\u00e0 creixent. Al final del post hi ha el llistat de les marques que han de comptar amb tots dos elements.<\/p>\n

GTIN per a articles artesanals o de confecci\u00f3 pr\u00f2pia.<\/h2>\n

Si vens productes que no tenen un identificador \u00fanic de producte perqu\u00e8 s\u00f3n de confecci\u00f3 artesanal, cal posar a cada producte, al camp GTIN, l\u2019etiqueta seg\u00fcent: [identifier exists]<\/strong>. D\u2019aquesta manera quedar\u00e0s exempt d\u2019indicar un valor num\u00e8ric.<\/p>\n

Per\u00f2 aix\u00f2 NO serveix de \u00abcomod\u00ed\u00bb per a la resta de productes que tenen una marca al darrere. Quan hi ha una marca darrere d\u2019un producte artesanal, vol dir que hi ha una empresa constitu\u00efda que l\u2019ha hagut de registrar comercialment per vendre\u2019l i molt probablement disposa d\u2019un n\u00famero comercial.<\/p>\n

Pots provar d\u2019inserir aquest valor, per\u00f2 en algun moment revisaran el teu feed de dades i possiblement et notificaran que incompleixes algun dels criteris. Si vens productes que NO s\u00f3n a la llista de marques i encara no tens clar quin GTIN posar, \u00e9s millor deixar aquest camp buit.<\/p>\n

Feed de dades a Google Shopping per a eCommerce<\/h2>\n

A LogiCommerce<\/strong> tenim una s\u00e8rie de camps per indicar el GTIN de cada article i, aix\u00ed, disposar de tots els camps necessaris que es requereixen per a una campanya de Google Shopping.<\/p>\n

Com que \u00e9s un camp que de mica en mica s\u2019anir\u00e0 estandarditzant per a qualsevol campanya, \u00e9s convenient comen\u00e7ar a omplir aquesta informaci\u00f3 des d\u2019ara.<\/p>\n

Per\u00f2 a banda del GTIN, hi ha altres canvis rellevants al feed de Google Shopping<\/em><\/strong> que cal tenir en compte per a aquest 15 de setembre.<\/p>\n

Simplificaci\u00f3 de les taxonomies de Google Shopping<\/h3>\n

S\u2019han fet canvis que simplifiquen les rutes per trobar la taxonomia, sobretot per a productes com roba, cal\u00e7at, medicaments i articles per a videoconsoles.
\nI suposo que, veient la dificultat per trobar una taxonomia adequada per a alguns aliments i begudes, s\u2019hi han afegit subcategories.
\nOn hi ha m\u00e9s canvis \u00e9s en les categories seg\u00fcents, i Google recomana revisar-les per poder assignar els productes a la taxonomia corresponent:<\/p>\n

    \n
  • Bricolatge<\/li>\n
  • Decoraci\u00f3<\/li>\n
  • Manualitats<\/li>\n
  • Productes esportius<\/li>\n
  • Peces i accessoris per a vehicles<\/li>\n<\/ul>\n

    En el cas d\u2019alguns articles esportius, sobretot les peces de roba esportiva, s\u2019han incl\u00f2s a la taxonomia de roba. Per exemple, ja no hi ha una taxonomia per a les faldilles esportives, sin\u00f3 que ara n\u2019hi haur\u00e0 prou d\u2019indicar que pertanyen a la taxonomia faldilles.<\/p>\n

    Atributs detallats de producte<\/h3>\n

    En alguns mercats ja es demanen una s\u00e8rie d\u2019atributs rellevants per identificar el producte i \u00e9s convenient comen\u00e7ar a especificar-los tamb\u00e9. De moment s\u00f3n atributs opcionals, per\u00f2 veient com s\u2019estan afinant els feeds, segur que acabaran sent obligatoris.<\/p>\n

    Si la teva botiga online ven roba o cal\u00e7at, has de tenir en compte els atributs seg\u00fcents:<\/p>\n

      \n
    • Talla<\/li>\n
    • Color<\/li>\n
    • Sexe<\/li>\n
    • Franja d\u2019edat<\/li>\n<\/ul>\n

      Extensions autom\u00e0tiques<\/h3>\n

      Si ets dels qui fan servir el text promocional per anunciar que tens enviaments gratu\u00efts o que els teus productes tenen una oferta especial, a partir del 30 de setembre ja no ho podr\u00e0s fer d\u2019aquesta manera.<\/p>\n

      Per a aix\u00f2 han definit un atribut, preu d\u2019oferta [sale_price], on es podr\u00e0 especificar el valor despr\u00e9s del descompte que s\u2019ofereixi.<\/p>\n

      Pel que fa als enviaments, s\u2019indicaran directament en els atributs que Google est\u00e0 habilitant per notificar-ho.<\/p>\n

      Aquest \u00e9s justament un dels canvis m\u00e9s grans que tindr\u00e0 el feed de Google Shopping<\/strong><\/em>, i t\u00e9 com a data l\u00edmit l\u20191 de febrer de 2016<\/em><\/strong>. Per\u00f2 com que \u00e9s un tema for\u00e7a important i extens, millor que el tractem en un altre post per deixar clares les modificacions que hi haur\u00e0 llavors al feed.<\/p>\n

      Finalment, us deixem un llistat de les marques per a les quals Google comen\u00e7a a indicar que es requereix el GTIN del producte. Si ara mateix tens una campanya activa de Google Shopping i vens productes de les marques que requeriran aquest atribut de manera obligat\u00f2ria, possiblement t\u2019ha arribat l\u2019alerta que els teus productes seran rebutjats si no s\u2019actualitza correctament el feed de dades. Si no t\u2019ha arribat aquesta alerta, encara tens temps per anar especificant aquesta dada.<\/p>\n

      Marques que requereixen GTIN el 15 de setembre<\/h5>\n

      Aqu\u00ed tens el llistat de les marques que han d\u2019indicar el GTIN de manera obligat\u00f2ria per a aquest 15 de setembre si volen tenir un feed de dades a Google Shopping:<\/p>\n

      Acer
      \nAdidas
      \nApple
      \nAsics
      \nASUS
      \nAudio-Technica
      \nBeats By Dr Dre
      \nBelkin Components
      \nBose
      \nBrooks
      \nBrother
      \nCalvin Klein
      \nCanon
      \nColumbia
      \nConverse
      \nCrocs
      \nDisney
      \nEpson
      \nFossil
      \nGarmin
      \nHP
      \nJBL
      \nKate Spade
      \nLenovo
      \nLevi’s
      \nLG
      \nMerrell
      \nMichael Kors
      \nMICHAEL Michael Kors
      \nMicrosoft
      \nMotorola
      \nNetgear
      \nNew Balance
      \nNike
      \nNikon
      \nNintendo
      \nOakley
      \nPatagonia
      \nPolo Ralph Lauren
      \nRalph Lauren
      \nRCA
      \nRubie’s
      \nSamsung
      \nSkechers
      \nSony
      \nSperry Top Sider
      \nThe North Face
      \nToshiba
      \nUnder Armour
      \nWestern Digital<\/p>\n","protected":false},"excerpt":{"rendered":"

      Google est\u00e0 de reforma en diversos aspectes. Fa poc ens va sorprendre amb el canvi de logotip, en qu\u00e8 va treure el serif de les lletres, un tema que ha donat molt de qu\u00e8 parlar. Per\u00f2 hi ha un altre canvi que, als qui ens dediquem al m\u00e0rqueting online, ens t\u00e9 treballant i que afecta […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18878","post","type-post","status-publish","format-standard","hentry","category-emarketing"],"yoast_head":"\nGTIN i altres nous elements de Google Shopping | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Google est\u00e0 de reforma en diversos aspectes. Fa poc ens va sorprendre amb el canvi de logotip, en qu\u00e8 va treure el serif de les lletres, un tema que ha\u2026\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trilogi.com\/blog\/ca\/gtin-i-altres-nous-elements-de-google-shopping\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GTIN i altres nous elements de Google Shopping | Blog Trilogi \u2013 The Digital Agency\" \/>\n<meta property=\"og:description\" content=\"Google est\u00e0 de reforma en diversos aspectes. 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