Product Feeds

Applies to: Advertisers

A product feed keeps a native campaign in sync with your shop's product catalogue. Every product in stock becomes a native ad — image, title (with the price if you like), description and a link to the product page — and stays up to date on its own.

What this is#

You give us the address of the product feed your shop already makes for Google Shopping (or a CSV/TSV file with the same column names). We read it on a schedule and keep the campaign's ads in step:

• a new product in stock becomes a new ad;
• a product whose title, description, price, link or image changed has its ad updated;
• a product that is sold out or has left the feed has its ad paused — not deleted, so its statistics stay and it comes back when the product does.

Your products then run wherever native ads run on the network: native zones, content feeds and AI chat ad cards.

When you'll use this#

• You sell many products and do not want to make an ad per product by hand.
• Prices and stock change often and the ads have to follow.

Step by step#

1. Create a native RON campaign (or use one you have). Its budget and targeting apply to every product ad.
2. Open Feeds (tab Product catalogues) and click Add product feed.
3. Pick the campaign and paste your Feed URL: your Google Merchant feed (XML) or a CSV/TSV.
4. Choose how often to read the feed (every hour, 6 hours, 12 hours, once a day, or only when you click Sync now) and how many products at most.
5. Save. The feed is read straight away; the table shows how many products became ads and when it ran.

The feed#

Google Merchant XML (RSS 2.0 or Atom) works as your shop exports it: g:id, title, description, link, g:image_link, g:price (or g:sale_price), g:availability.

CSV / TSV needs a header row with Google's column names: id, title, description, link, image_link, price, sale_price, availability. Comma, tab or semicolon separated.

A product needs an id, a title, an http(s) link and an http(s) image; anything else is skipped. out of stock, sold out and discontinued pause the ad. The feed can be up to 20 MB and 5,000 products.

Options#

Tips#

• Use the campaign's targeting to steer all product ads at once; per-product changes belong in the feed.
• Sync now reads the feed immediately — handy right after a big price change.
• Deleting a feed pauses its ads instead of deleting them.