Google's latest product feed attributes give retailers new ways to improve product visibility within Google AI-driven experiences. Recent documentation provides an in-depth look at these conversational attributes. To help you navigate this update, we have compiled a high-level summary of the new fields and their applications. While this advancement is an exciting opportunity, we understand that providing this data can feel daunting. VersaFeed is here to simplify the process; our product feed experts and AI-driven feed integration can seamlessly incorporate these enhancements into your existing feed.
Note, the below attributes are all optional (with one exception - [description]) but advertisers that embrace these will win in the coming year and holiday as AI is quickly changing and becoming the go-to for all things. Google does stress the importance of not duplicating information provided in these various attributes. While a little overlap may be unavoidable, repeating the same details in a slightly different format is highly discouraged.
These attributes are primarily intended for use in conversational experiences such as AI mode in Google search.
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Question and answer
[question_and_answer]:: Provide frequently asked questions and give the answers. -
Document link
[document_link]:: Submit PDF documents that contain relevant information about your product. These static documents must be hosted online and a url should point to a PDF file. -
Related product
[related_product]:: Indicate other products in your inventory that are related to this product such as accessories, spare parts or substitutes. This will be used to potentially suggest other products that a user can purchase together with, or instead of, this product in conversational AI experiences. There are 3 additional sub-attributes that need to be included here:[relationship_type]- "Part of set", "Required part", "Often bought with", "Substitute", "Different brand" and "Accessory" are all accepted values here.[identifier_type]- GTIN or ID.[identifier]- specifies the actual identifier value of the other product that is related to this product. It should match the type specified in the[identifer_type].
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Popularity rank
[popularity_rank]- indicates the popularity of your product, ranked as a percentage of total inventory (specify a number between 0 and 100 using at most 1 decimal point). The higher the value, the better performing your product is compared to other products you’re selling. NOTE: This value should be dynamically updated when there is a substantial change in its popularity based on your recent sales.
The below attributes were mentioned in this update, however are expected to have value across the entire shopping ecosystem, not just conversational AI.
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Item group title
[item_group_title]- Use to group your product variants to show the product with a common title. This should align with the same products that are grouped together via the[item_group_id] -
Variant option
[variant_option]- Used in combination with the[item_group_title]and[item_group_id]attributes to specify all variant-identifying properties of this product when it’s available in different variants. There are 2 subattributes that need to be provided:[name]- describe what is different in the variants here, like “memory” for a computer[value]- this is where you put what the value is of the corresponding [name], like “128GB”
These are existing attributes, one of them is actually required, but still worth a mention as they impact the AI ecosystem as well as traditional shopping and free listings.
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Description
[description]- This is required so you should already be sending. However, consider if the information being provided here is rich and robust. AI thrives with more details so this could be a chance to enhance your existing values. -
Product highlight
[product_highlight]- Provide short bulleted lists of the most relevant highlights of your products. -
Product detail
[product_detail]- Provide technical specifications and other additional details that is not explicitly covered by other attributes. There are sub-attributes needed for this including:[section_name](optional)[attribute_name](required)[attribute_value](required)
This is a very exciting advancement toward shaping AI visibility but it can be a lot at the same time. VersaFeed is able to help you every step of the way and in most cases can take on the heavy lift of creating this content for the new attributes with our AI enhancement tools.