Google adds Merchant Center Feed Rules to make formatting shopping feeds easier

Let’s face it, shopping feeds are a pain. Such a pain that an entire cottage industry has sprung up to help retailers with the nuisance of product feed formatting and management. On Tuesday, Google released Feed Rules to make it a little easier for those advertisers and retailers managing Google Shopping feeds on their own to get feed data formatted correctly. “You can export and submit your product data in your own format, and use different rules to transform it into product attributes and values that follow the Google Shopping feed specification, directly in Merchant Center,” Sven Herschel, product manager for Google Shopping, explained in a blog post. From the new Feed rules tab in Merchant Center, you can now set rules to change column headers and values used in your product data to match those used by Google — e.g., “for women” to “female” as shown in the screenshot from Google below. Additionally, you can add missing attributes by setting rules that can Search Engine Land Source

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