Boost Your Shopify Store's Performance on Google Shopping
Table of Contents:
- Introduction
- Understanding the Issue with Missing Identifiers
- The Importance of GTIN, MPN, and Brand Information
- Unique Identifiers for Shopify Store Owners
4.1. Global Trade Item Number (GTIN)
4.2. Manufacturer Part Number (MPN)
4.3. Brand Information
- Challenges for Shopify Store Owners Selling Own Products
- Resolving the Limited Performance Issue
6.1. Accessing the Google Merchant Center Account
6.2. Updating the "Identifier Exists" Attribute
6.3. Changing the Attribute from True to False
- Automating the Product Feed Updates
- Test and Apply the Changes to the Merchant Center Account
- Conclusion
- Additional Resources and References
Resolving Issues with Missing Identifiers on Google Merchant Center
Introduction
When setting up a Shopify store to sell products on Google Shopping, many store owners face the issue of limited performance due to missing identifiers. This issue arises because Google expects every product to have unique identifiers such as the Global Trade Item Number (GTIN), Manufacturer Part Number (MPN), and brand information. However, for store owners who manufacture and sell their own products, these identifiers may not be available. In this article, we will explore the importance of these identifiers, the challenges for Shopify store owners, and provide a step-by-step guide to resolve the limited performance issue.
Understanding the Issue with Missing Identifiers
Google requires product listings to include specific identifiers to ensure that customers can identify legitimate products from trusted manufacturers. These identifiers, particularly the GTIN, MPN, and brand information, play a crucial role in the Google Merchant Center account setup. However, for Shopify store owners who manufacture their own products, obtaining these identifiers may not be feasible.
The Importance of GTIN, MPN, and Brand Information
The GTIN, MPN, and brand information provide vital details about a product's origin, uniqueness, and manufacturer's identification. Google uses these identifiers to verify the authenticity of the products listed on Google Shopping. Customers also rely on these identifiers to make informed purchasing decisions and avoid counterfeit or low-quality products. Therefore, it is essential for store owners to understand the significance of these identifiers in setting up their Google Merchant Center account.
Unique Identifiers for Shopify Store Owners
For Shopify store owners who source their products from other retailers, obtaining the GTIN, MPN, and brand information is relatively straightforward. They can request these details from the manufacturer or supplier and input them into their Google Merchant Center account. However, for store owners who sell their own products, the absence of unique identifiers may pose a challenge.
Global Trade Item Number (GTIN)
The GTIN is an essential identifier for products that have a universal identification code, such as barcodes or UPCs. It helps Google identify and classify products accurately. While obtaining a GTIN is necessary for products sourced from other retailers, store owners selling their own products may not have this identifier available.
Manufacturer Part Number (MPN)
The MPN is a unique identifier assigned by manufacturers to distinguish different models or variations of their products. Store owners who source products from manufacturers need the MPN to provide accurate product information to Google. However, for those selling their own products, the concept of MPN may not apply since they manufacture and sell unique items.
Brand Information
The brand information is crucial for customers to recognize and trust the products they see on Google Shopping. For store owners sourcing products from other retailers, obtaining the brand information is as simple as identifying the brand associated with the product. However, for store owners selling their own products, they may not have a separate brand identity, as the products are manufactured and sold under their own brand.
Challenges for Shopify Store Owners Selling Own Products
Shopify store owners who manufacture their own products face challenges when it comes to meeting Google's criteria for unique identifiers. Since they do not source products from other retailers, obtaining GTINs, MPNs, or separate brand information may not be feasible. This poses a hurdle in the setup of their Google Merchant Center account and can result in limited performance or product listings not appearing on Google Shopping.
Resolving the Limited Performance Issue
Fortunately, there is a solution to eliminate the limited performance issue caused by missing identifiers in the Google Merchant Center account setup. By updating a specific attribute called "Identifier Exists," store owners can inform Google that their products do not require unique identifiers. Follow the steps below to resolve this issue and ensure your products get listed on Google Shopping.
Accessing the Google Merchant Center Account
To begin, log in to your Google Merchant Center account. Once logged in, navigate to the homepage and click on the "Products" tab. From the drop-down menu, select "Feeds" and then click on "Primary Feeds" to access the feed settings.
Updating the "Identifier Exists" Attribute
In the feed settings page, locate and click on the feed name you wish to update. This will open a screen displaying the feed details. Look for the "Feed Rules" option next to the "Settings" tab and click on it. On the following screen, click the plus button to add a new attribute rule.
Changing the Attribute from True to False
In the attribute rule dialog box, type "identifier" into the search field to find the "Identifier Exists" attribute. Click on it to select the attribute. On the right side of the screen, you will see the attribute name set to "true" by default. To resolve the missing identifier issue, change the attribute value to "false."
Automating the Product Feed Updates
If you have set up an automated feed using Google Content API for Shopping, your product information from Shopify is automatically synced to the Google Merchant Center account. This means that any changes you make to your products in Shopify will be updated in the Merchant Center as well. It is highly recommended to set up this automated feed to save time and effort in managing your product feed.
Test and Apply the Changes to the Merchant Center Account
Once you have made the necessary changes to the "Identifier Exists" attribute and set it to "false," click on the "Save as draft" button. This will save the changes as a draft. At this point, you have the option to test the changes or directly apply them. Testing the changes will show you the preview of the impact on your products, while applying them will update the Merchant Center account with the new attribute value.
Conclusion
Resolving the limited performance issue caused by missing identifiers is crucial for Shopify store owners who sell their own products. By updating the "Identifier Exists" attribute to "false," store owners can inform Google that unique identifiers are not necessary for their products. This ensures that their product listings appear on Google Shopping and reach their target audience. Remember to set up an automated feed to keep your product information synced between Shopify and the Google Merchant Center for seamless updates.
Additional Resources and References:
