Google Assigns May 16 as Deadline for Updating GTINs in Product Listing Ads - The Search Marketing Shop
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Google Assigns May 16 as Deadline for Updating GTINs in Product Listing Ads

By February 12, 2016 June 26th, 2019 No Comments

Are you promoting products having GTINs? Make sure that update your feeds for including them. Google has set May 16 as the date this year for disapproving all relevant products which will not meet the requirements. If you are targeting your ads in the following countries, they will need GTINs:

  • The United Kingdom
  • United States
  • Spain
  • Germany
  • France
  • Japan
  • Italy

And the Czech Republic, Australia, the Netherlands, Switzerland, and Brazil.

In fact, the search engine has already started displaying item-level cautions within Diagnostics in Merchant Center against products without GTIN or with the wrong GTIN.

It was only a year ago that the search engine started asking for inclusion of GTINs against products from 50 brands. But now everyone will have to meet this requirement. If you are selling brand-name products, which are being sold by many merchants, this update is important for you.

Reasons Behind the New Google Shopping Changes

Google has also given some reasons why it is making this mandatory. The Global Trade Item Number helps Google in getting a clear idea of your products, and this helps them in improving ad performance. They add valuable information and serve the ad more relevantly.

This is also going to help Google in serving your ads in different places such as:

  • Google
  • YouTube,
  • Google partner sites

According to the search giant, those who have added GTINs have experienced up to 20% increase in their conversion rates.

What Should You Do?

If you are selling branded products through multiple merchants, check all your product data and update it with the respective GTINs. On the other hand, if you are selling the following products you may not have to worry:

  • Custom products
  • Used
  • Vintage
  • Handmade

But if you can add unique product identifiers, you will be able to improve your ads’ performance.

What are Unique Product Identifiers?

Unique product identifiers help define products at a much better level than the ‘ID’ attribute. They help in defining the products being sold. The three common identifiers are:

  • GTINs
  • Manufacturer Part Numbers (MPNs)
  • Brand names

When you product these identifiers, your ads will become more informative and easier for everyone to find.

So even if you are not targeting your products in the above-mentioned countries, it will help improve your conversion rates if you update the GTINs.

Do you want to promote your products through Google Shopping Lists or improve your campaigns? It is recommended to get the help of industry-leading Google Shopping experts. Visit for more information.