{"id":19220,"date":"2015-09-07T00:00:00","date_gmt":"2015-09-06T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/gtin-and-other-new-google-shopping-elements\/"},"modified":"2015-09-07T00:00:00","modified_gmt":"2015-09-06T22:00:00","slug":"gtin-and-other-new-google-shopping-elements","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/gtin-and-other-new-google-shopping-elements\/","title":{"rendered":"GTIN and Other New Google Shopping Elements"},"content":{"rendered":"

Google is revamping several things. It recently surprised us with its logo change, dropping the serifs from its letters, which got a lot of people talking. But there\u2019s another change keeping those of us in online marketing busy, involving one of the options within the Google Display Network.<\/p>\n

In case you didn\u2019t know, from September 15<\/strong> we need to have the new Google Shopping data feed<\/strong><\/em> ready, with the changes Google has been announcing for a few weeks. One of the biggest surprises this summer is that a previously optional field has become mandatory: the now-famous \u201cGTIN<\/strong>\u201d<\/p>\n

\"gtin-and-other-new-google-shopping-elements\"<\/p>\n

What is the GTIN?<\/h2>\n

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

It\u2019s the number that identifies each trade item and is unique worldwide. It lets you identify any product without looking up specific information, since all that data is already encoded in a series of numeric combinations. Every product has one, and the vast majority of brands display it on their products.<\/p>\n

There are different types of GTIN for different international markets: EAN<\/strong> for Europe, JAN<\/strong> for Japan, UPC<\/strong> for the USA and ISBN<\/strong> for books.<\/p>\n

Since creating a data feed requires specifying the country where we want to publish our Google Shopping feed, that\u2019s what determines which numbers go in the GTIN.<\/p>\n

In our case, since almost all the data feeds we build are for European markets, we need to identify the EAN (European Article Number)<\/em><\/strong> and place it in the feed\u2019s GTIN<\/strong> attribute.<\/p>\n

For a US data feed you need to enter the UPC<\/strong> code, and for a feed for Japan you must provide the JAN<\/strong>.<\/p>\n

If you\u2019re creating a feed to sell books, use the ISBN<\/strong> (International Standard Book Number) regardless of the country you\u2019re targeting.<\/p>\n

The GTIN<\/strong> in the Google Shopping feed<\/a> is vital for stores selling electronics, sportswear, fashion or multi-brand products, as Google is notifying that from September 15 it\u2019s a mandatory field<\/strong> for anyone selling products from some of the best-known brands, including Nike, Adidas, Toshiba, Lenovo, Michael Kors, Nikon and Oakley.<\/p>\n

How do you find the GTIN for Google Shopping?<\/h2>\n

Finding the GTIN is as easy as finding the barcode on each product\u2019s packaging. Just locate the numbers below the barcode and you have the product\u2019s GTIN. The number of digits varies depending on the product\u2019s country of origin or the sales market.<\/p>\n

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

The GTIN for products sold in Europe or Japan, or for books anywhere in the world, has 13 digits and is found below the barcode. This is the GTIN we need to specify if our feed targets any European country.<\/p>\n

UPC<\/h4>\n

To sell products in the United States, you need to enter the UPC in the GTIN field. It has 12 digits, which also appear below the barcode, as shown in the image below.<\/p>\n

GTIN and Brand attributes: an inseparable duo.<\/h4>\n

But it\u2019s not just about having the GTIN<\/strong> in your data feed: along with this new attribute, you also need to specify the Brand<\/strong>. Both are mandatory for anyone running a Google Shopping campaign and selling new products.<\/p>\n

For now this is only mandatory for those who sell products<\/a> from certain brands specified by Google, and the list will keep growing. At the end of this post you\u2019ll find the list of brands that require both elements.<\/p>\n

GTIN for handmade or self-produced items.<\/h2>\n

If you sell products without a unique product identifier because they\u2019re handmade, enter the following label in the GTIN field for each product: [identifier exists]<\/strong>. This exempts you from entering a numeric value.<\/p>\n

But this does NOT work as a \u201cwildcard\u201d for other products backed by a brand. When there\u2019s a brand behind a handmade product, it means there\u2019s an established company that had to register it commercially to sell it, and it most likely has a trade number.<\/p>\n

You can try entering this value, but at some point your data feed will be reviewed and you may be notified that you\u2019re breaching some of the criteria. If you sell products that are NOT on the brand list and you\u2019re still unsure which GTIN to use, it\u2019s better to leave the field empty.<\/p>\n

Google Shopping data feeds for eCommerce<\/h2>\n

In LogiCommerce<\/strong> we have a set of fields for entering each item\u2019s GTIN, so you have all the fields required for a Google Shopping campaign.<\/p>\n

Since this field will gradually become standard for any campaign, it\u2019s a good idea to start filling in this information now.<\/p>\n

But beyond the GTIN, there are other relevant changes to the Google Shopping feed<\/em><\/strong> to keep in mind for September 15.<\/p>\n

Simplified Google Shopping taxonomies<\/h3>\n

Changes have been made to simplify the paths for finding the taxonomy, especially for products such as clothing, footwear, medicines and video game accessories.
\nAnd, presumably given how hard it was to find the right taxonomy for some food and drinks, subcategories have been added.
\nThe categories with the most changes are listed below, and Google recommends reviewing them to assign products to the right taxonomy:<\/p>\n

    \n
  • DIY & hardware<\/li>\n
  • Home d\u00e9cor<\/li>\n
  • Arts & crafts<\/li>\n
  • Sporting goods<\/li>\n
  • Vehicle parts & accessories<\/li>\n<\/ul>\n

    Some sporting goods, especially sportswear, have been moved into the clothing taxonomy. For example, there\u2019s no longer a taxonomy for sports skirts; it\u2019s now enough to assign them to the skirts taxonomy.<\/p>\n

    Detailed product attributes<\/h3>\n

    Some markets are already asking for a set of attributes relevant to identifying the product, and it\u2019s a good idea to start specifying them too. For now they\u2019re optional, but given how feeds are being refined, they\u2019re sure to become mandatory.<\/p>\n

    If your online store sells clothing or footwear, keep the following attributes in mind:<\/p>\n

      \n
    • Size<\/li>\n
    • Color<\/li>\n
    • Gender<\/li>\n
    • Age group<\/li>\n<\/ul>\n

      Automatic extensions<\/h3>\n

      If you use promotional text to announce free shipping or special offers on your products, from September 30 you\u2019ll no longer be able to do it this way.<\/p>\n

      For this, they\u2019ve defined a sale price attribute [sale_price], where you can specify the price after any discount offered.<\/p>\n

      As for shipping, it will be specified directly in the attributes Google is enabling for that purpose.<\/p>\n

      This is precisely one of the biggest changes coming to the Google Shopping feed<\/strong><\/em>, with a deadline of February 1, 2016<\/em><\/strong>. But since it\u2019s quite an important and broad topic, we\u2019ll cover it in another post to make clear what changes the feed will have by then.<\/p>\n

      Finally, here\u2019s a list of the brands for which Google is starting to require the product GTIN. If you currently have an active Google Shopping campaign and sell products from brands that will require this attribute, you may have received an alert that your products will be disapproved if the data feed isn\u2019t updated correctly. If you haven\u2019t received this alert, you still have time to add this information.<\/p>\n

      Brands requiring GTIN on September 15<\/h5>\n

      Here\u2019s the list of brands that must provide the GTIN by September 15 to have a data feed on 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 is revamping several things. It recently surprised us with its logo change, dropping the serifs from its letters, which got a lot of people talking. But there\u2019s another change keeping those of us in online marketing busy, involving one of the options within the Google Display Network. In case you didn\u2019t know, from September […]<\/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":[2507],"tags":[],"class_list":["post-19220","post","type-post","status-publish","format-standard","hentry","category-emarketing"],"yoast_head":"\nGTIN and Other New Google Shopping Elements | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Google is revamping several things. 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