There is more to selling on Google than listing your products online and waiting for them to sell. Retailers face the challenges of ensuring that their product information is up to date, their sale prices and regular prices are correct, and that there is enough inventory in stock. Currently, all of this information can be sent to Google in a daily product feed.
A daily product feed contains all of the information relating to the retailers’ products. Product description, brand, price, inventory, product image, and product URL are a few parameters that form part of a typical feed. For a large retailer with thousands of products, it may take Google an hour or sometimes longer to process all of this information. This poses a challenge for retailers that have volatile inventory and prices. The long processing time for the daily product feed makes it difficult to keep Google up to date with current prices and inventory levels. Inventory can change hourly and sale prices could change by the time Google can reflect the new product feed changes.
Incorrect prices and inventory quantities can lead to product disapprovals, or even a merchant account suspension from Google. It can result in out of stock products generating unwanted clicks and ad spend, or cause a retailer to potentially lose thousands of dollars in revenue. To avoid such setbacks, it is important to take preemptive measures when it comes to maintaining an updated Google product feed.
Enter Google Shopping Inventory and Pricing Feeds
Price and Inventory Feeds allow a retailer to instantaneously update only their prices and inventory to Google. This is a much faster solution than sending a daily product feed since all of the other product information that doesn’t need to be updated is omitted from the feed. It is recommended that retailers utilize the Price and Inventory Feed feature as often as they can and imperative for sellers that have volatile inventory or prices that change often. The Price and Inventory Feed feature can help retailers minimize their incorrect prices and inventory levels that Google may display.
As the ecommerce peak season and holidays slowly approach, retailers should consider utilizing Price and Inventory Feeds if they have not already done so. This feature can be great for retailers that participate in flash sales or Black Friday and Cyber Monday deals. Maintaining an error free product feed with current prices and inventory is the first step to being successful on Google Shopping.
How to Get Started
There are a few options to sending a Price and Inventory Feed to Google.
- A retailer can manually upload the feed to Google; however this would need to be done whenever inventory or prices change and is a tedious and time consuming option.
- A retailer can integrate their feed with a 3rd party customer relationship management tool to schedule their feed to be sent to Google.
- A retailer can utilize CommerceHub’s Price and Inventory Feed solution. With this option, CommerceHub would receive the automated price and inventory feed from the retailer and send to Google via API in a matter of seconds.
Obviously, we’re a little biased on that last option, but there is something to be said for speed and efficiency! If you’d like to learn more about the quick price and inventory feed options available with our Product Stream platform, feel free to contact us at any time.