Supplemental Feed in Google Shopping

Estimated Reading Time 3 minutes

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.
What happens when future customers are looking for your product or service? What
What happens when future customers are looking for your product or service? What keywords convert to sales? Learn more from Google Premier Partner @digitalclarity

Posted 1 day ago.

What happens when future customers are looking for your product or service? What keywords convert to sales? Learn more from Google Premier Partner @digitalclarity

×

Posted 3 days ago.

"The legacy of heroes is the memory of a great name and the inheritance of a great example." Benjamin Disraeli #armistice #armisticeday #rememberancesunday #rememberanceday #remembrance #weshallrememberthem

×
Forever in our hearts #leicestercity #leicester #lcfc #🇹🇭 #kingpower #foxe
Forever in our hearts #leicestercity #leicester #lcfc #🇹🇭 #kingpower #foxes ⚽️❤️✊

Posted 3 days ago.

Forever in our hearts #leicestercity #leicester #lcfc #🇹🇭 #kingpower #foxes ⚽️❤️✊

×
Bing Ads Scripts and Google Ads Scripts are both JavaScript based routines that
Bing Ads Scripts and Google Ads Scripts are both JavaScript based routines that can make changes to and report on almost everything within your paid search account. They can read from external sources and in most cases can write to external data sources like Google sheets, website APIs or databases. What’s the difference between the two? Learn more @digitalclarity

Posted 5 days ago.

Bing Ads Scripts and Google Ads Scripts are both JavaScript based routines that can make changes to and report on almost everything within your paid search account. They can read from external sources and in most cases can write to external data sources like Google sheets, website APIs or databases. What’s the difference between the two? Learn more @digitalclarity

×
Where there is darkness, let there be light. Happy Diwali to our friends, collea
Where there is darkness, let there be light. Happy Diwali to our friends, colleagues and worldwide family 🙏

Posted 1 week ago.

Where there is darkness, let there be light. Happy Diwali to our friends, colleagues and worldwide family 🙏

×
If you are a retailer, take heart and use online to your advantage. Though it se
If you are a retailer, take heart and use online to your advantage. Though it seems like the world only shops online, over 80% of sales are traditional with e-commerce accounting for 18 percent of retail sales in the UK. Learn more @digitalclarity #retail #ecommerce #ecommercebusiness #digitalclarity

Posted 1 week ago.

If you are a retailer, take heart and use online to your advantage. Though it seems like the world only shops online, over 80% of sales are traditional with e-commerce accounting for 18 percent of retail sales in the UK. Learn more @digitalclarity #retail #ecommerce #ecommercebusiness #digitalclarity

×
With eMarketer predicting monthly usage of 16.7m each month, Instagram is a supe
With eMarketer predicting monthly usage of 16.7m each month, Instagram is a super powerful marketing tool that is still misunderstood by brands looking to amplify their message. 
Learn how to make the most of this fantastic platform @digitalclarity #insta #instagram #marketing

Posted 1 week ago.

With eMarketer predicting monthly usage of 16.7m each month, Instagram is a super powerful marketing tool that is still misunderstood by brands looking to amplify their message. Learn how to make the most of this fantastic platform @digitalclarity #insta #instagram #marketing

×
Progress is virtually impossible without change. In the digital world, the only
Progress is virtually impossible without change. In the digital world, the only constant is change. Learn how to adapt and grow @digitalclarity #change #digitaltransformation #changemanagement #digital

Posted 1 week ago.

Progress is virtually impossible without change. In the digital world, the only constant is change. Learn how to adapt and grow @digitalclarity #change #digitaltransformation #changemanagement #digital

×