New GTIN Requirements For Google Shopping
Last year, Google started to require Global Trade Item Numbers (GTINs) for products made from over 50 designated brands. But, starting in May, the search engine giant will expand this GTIN requirement to include every product that has a GTIN assigned from a manufacturer.
The reason for this expansion is — according to Google — to help them better understand what retailers are selling, so that they can boost ad performance. Statistics show that merchants who’ve added correct GTINs have seen increased conversions of up to 20%.
By expanding their GTIN requirement, Google also states that retailers’ ads will also be able to appear in more places, including Google, YouTube, and partner sites.
Who Is Impacted By This GTIN Expansion?
Starting on May 16, 2016, GTINs will be required whenever a merchant targets ads in Australia, Brazil, the Czech Republic, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, the UK or the US. After this date, Google will disapprove relevant products that don’t meet the requirements.
In fact, Google has already begun to show item-level warnings in the Diagnostics tabs in Merchant Center for any products that don’t have or have an incorrect GTIN. Not sure how to find a GTIN, here’s a basic guide from Google.
If you sell products that are used, custom-made, handmade, or vintage, then chances are this GTIN expansion won’t impact you. However, you can still improve ad performance by adding unique product identifiers to your product data, whenever these identifiers are available.
What Can You Do Next?
If you sell brand-name products that are sold by multiple merchants, then we strongly urge you to closely examine these new requirements and ensure that your product data is correct and up-to-date. May is just around the corner.
Fortunately, you’re not alone in your efforts. OperationROI is currently assisting clients in ensuring that they abide by the expanding GTIN requirements on the horizon. Depending on the number of products you sell, this could be a huge undertaking. Let us help. Contact us today at 1-888-277-5429 or by filling out our contact form.
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