Supplemental Feed in Google Shopping

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A data feed is the fundamental start to creating a Google Shopping campaign. Normally this will take the form of an XML feed, a CSV file which sits on the websites server and feeds into Google on a daily basis, depending on your settings. As the feed tends to sit on the server it can be quite tricky to edit, optimise and test without having to re-upload the file, which may cause downtime to your campaigns. There are multiple tools which can ease this pain point but these come at an extra cost and depending on feed types, product numbers and so on it can get costly. For example, if you want to run shopping campaigns in the UK and US across Bing and Google, this already incurs 4 feed inputs normally taking you to the tier two pricing of any platform!

These feeds are known in the Google Merchant Center as the Primary Feed, where you can remove/add inventory and set your language and country targeting too. You must have a Primary Feed to run campaigns on Google Shopping.

In recent months Google has introduced Supplemental Feeds, where you can provide additional data which connects to your existing Primary Feed. These have replaced online inventory update feeds and test feeds. Supplemental Feeds can only work and update your product data when they contain IDs that are already in the Primary Feed.

Some of the elements you can edit using the Supplemental Feed:

  • Custom Labels
  • Promotion ID’s
  • Titles
  • Exclude Specific Products
  • GTIN Data
  • And more

The main thing to remember is the Supplemental Feed must have an ID attribute column along with a second column for the data you want to connect with the Primary Feed.

A huge benefit with a Supplemental Feed is you can use a Google Sheet to connect the data, giving you as a marketer to make changes and test things without the need of the tech department!

Jenny Farnfield
Jenny Farnfield graduated from Southampton Solent University with a 2:1 Degree in Advertising, and brings extensive commercial, digital and marketing acumen to the team at Digital Clarity. Jenny has been recognised by both UK Search Awards and the Ecommerce Awards. Jenny is also IDM certified, and utilises a rigorous, granular approach to digital marketing. With over 6 years’ experience, Jenny digs deep to find solutions and uses an immersive approach in her accounts, turning numbers and data into actionable solutions for her clients.
“Big ideas come from the unconscious. This is true in art, in science and in a
“Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” ― David Ogilvy, Ogilvy on Advertising .
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#madmen #admen #marketing #marketingdigital #digitalagency #digitalclarity #davidogilvy #davidogilvyquotes

Posted 13 hours ago.

“Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” ― David Ogilvy, Ogilvy on Advertising . . . #madmen #admen #marketing #marketingdigital #digitalagency #digitalclarity #davidogilvy #davidogilvyquotes

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- It is always in response to something.
- it always has your best interest at heart. #motivation #wordsofwisdom #thursdayquotes #mindfulness #instaquotes

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Intuition is always right in at least two important ways; - It is always in response to something. - it always has your best interest at heart. #motivation #wordsofwisdom #thursdayquotes #mindfulness #instaquotes

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This is not the end. This is the beginning. Well done lionesses #proud #england #lionesses #worldcup #football #soccer #girlpower #👏 #🏴󠁧󠁢󠁥󠁮󠁧󠁿

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If you are not willing to risk the usual, you will have to settle for the ordinary #motivation #wordsofwisdom #successquotes #wednesdaywisdom #wednesday #success #digitalclarity

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WHAT is this life if, full of care,
We have no time to stand and stare?
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No tim
WHAT is this life if, full of care,
We have no time to stand and stare?
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No time to stand beneath the boughs, And stare as long as sheep and cows:
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No time to see, when woods we pass, Where squirrels hide their nuts in grass: .
No time to see, in broad daylight, Streams full of stars, like skies at night: .
No time to turn at Beauty’s glance,And watch her feet, how they can dance: No time to wait till her mouth can
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Enrich that smile her eyes began?
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A poor life this if, full of care,
We have no time to stand and stare.
.

WH Davies

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WHAT is this life if, full of care, We have no time to stand and stare? . No time to stand beneath the boughs, And stare as long as sheep and cows: . No time to see, when woods we pass, Where squirrels hide their nuts in grass: . No time to see, in broad daylight, Streams full of stars, like skies at night: . No time to turn at Beauty’s glance,And watch her feet, how they can dance: No time to wait till her mouth can . Enrich that smile her eyes began? . A poor life this if, full of care, We have no time to stand and stare. . WH Davies

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