What’s changing for feeds and shopping?
If your product feed is still an afterthought, it’s time for a rethink. With shopping going in a distinctly agentic direction with developments including direct-through-LLM purchases on the way, it’s time to take advantage of the latest attribute options announced by Google on their latest Marketing Live.
Very different to the standard attributes we all know and love, the following are now available to add via a supplemental feed or through Merchant API. (Yup – they actually mention supplemental feeds! Very 2019).
What are the conversational attributes released?
These “conversational” attributes could soon be the difference between ranking in AI Mode and Gemini and falling behind; the additional context they provide help Google’s AI to really understand your product’s relevance to highly specific questions being asked by customers.
What do these attributes mean?
Question and answer provides the opportunity to address FAQs upfront (and potentially save time answering these questions);
Document link allows you to upload related documents such as manuals, training guides or instructions in PDF format;
Related product allows you to specify how products are related (for example the relationship between a coffee maker and coffee pods);
Item group title allows you to group multiple variants;
Variant option allows you to break down variants further, for example specifying long or short versions of the same sized product.
Popularity rank, however, is a bit less straightforward. It’s the popularity ranking of your product as a percentage of inventory, translated into a score from 1-100. This could become tricky for brands with 1000s of SKUs, or a fast-changing inventory, as it would require updating based on stock, performance etc and so far there does not appear to be a way to make this dynamic. Here’s what Google have to say.
If you’re not yet looking into this, it’s time to get started!
