What is GTIN? Make Best Results of Your Google Shopping Ads
If you want to run Google Shopping ads, it’s not just providing the required information but also thinking how to make your products stand out in Google search results. Google Shopping Ads has announced that products must provide a GTIN (Global Trade Item Number) in the product feed. GTIN helps Google quickly identify and categorize products, displaying the most appropriate product information when consumers search for them. What is GTIN? How to get a GTIN for your products? What essential information are needed when listing products?
What is GTIN (Global Trade Item Number)? How to Get a GTIN?
GTIN is a unique identifier for trade items, developed by the GS1. It’s a globally recognised system used to identify products, allowing participants and trade partners in the supply chain to accurately access product information. Each GTIN is unique to a single product, much like an identity card, and cannot be duplicated. If you look at any product with a GS1 barcode, the number below the GS1 barcode is the GTIN.
If you have a registered company in Hong Kong, you can apply for a GS1 barcode through GS1 Hong Kong. Upon successful application, you will receive barcodes starting with 489 (GS1 Prefix) and a GS1 company number. You can then assign an item reference number and a check digit to your products, forming the complete GTIN.
What are Google Shopping Ads? How Do They Help Your Products Sell?
Most people do online research before making a purchase, checking brands and products. For example, searching for “sneakers” on Google can display search ads (text ads) promoting discounts on certain sneaker brands, or Shopping ads that show various sneakers, brands, and prices at the top of the search engine results page or in the right column. Google Shopping ads can directly showcase product images and prices, which is why many brands use them to promote their product offers.
According to the requirements of the Google Shopping ads platform, uploading high-quality, complete, and consistent promotional messages with your webpage can optimise ad exposure and enhance the shopping experience for consumers, leading to sales growth for your brand. In addition to the brand name and image, the GTIN is one of the eight mandatory attributes of information required by the Google Shopping ads platform.
Mandatory Product Barcode GTIN for Google Shopping Ads to Enhance Ad Exposure
Google Merchant Center is a platform provided by Google that allows brands to upload their brand and product information. After getting a Google Merchant Center account and linking it to Google Ads, brands can run Google Shopping ads. Brands must upload product data (feed) through the Merchant Center platform. If the website data and feed data are inconsistent, the platform may reject the product listing, and the account could be suspended.
Google mandates that eight product attributes must be provided when listing products. Failure to meet these requirements can result in the rejection of the product listing:
1. ID [id]
Use a unique code to identify each product. Brands/advertisers can use the ID to look up the product and monitor ad performance. Google recommends using the product’s SKU as the value for this attribute.
2. Title [title]
Accurately describe the product name to match the title of product shown on the landing page. It is recommended to include distinguishing descriptions, such as "blue jacket" or "carbonated drink (grape flavor)." Other attributes such as color [color] and size [size] can also be submitted.
3. Description [description]
Accurately describe the product features: special features, size, material, shape, pattern, and intended age range. Providing accurate descriptions helps users find your product more easily.
4. Link [link]
Set the URL of the webpage to which users will be directed when they click on the product ad. The URL must include http or https, be mobile-friendly, and accessible to Google for crawling.
5. Image Link [image_link]
Provide a link to an image that only shows the product, clearly displaying its actual appearance. Avoid using an image that contains promotional text, barcodes, brand names, or price information.
6. Availability [availability]
Indicate the current stock status of the product, ensuring consistency with the stock status on the landing page, and confirm the ability to ship the product. Supported values include: in stock [in_stock], out of stock [out_of_stock], preorder [preorder], and backorder [backorder]. Note that preorder [preorder] should only be used for new products that have not yet been released. If a product is out of stock and expected to be available later, use backorder [backorder].
7. Price [price]
Clearly display the product price and currency. Do not include shipping costs in the price.
8. Global Trade Item Number [gtin]
Use the Global Trade Item Number (GTIN) authorized by GS1, such as UPC or EAN, and ensure the GTIN is accurate. When providing GTIN data, Google may also require brands/advertisers to provide the brand [brand] and Manufacturer Part Number (MPN) [mpn]. Providing GTINs helps Google identify the products, accurately match products, and provide suitable information to consumers, making it easier for them to find your products. When uploading a dynamic feed, if the product has different variants (e.g., different colors, different sizes), a unique GTIN must be provided for each variant.
*GS1 Hong Kong is the ONLY organization authorized by GS1 to issue GS1 barcodes (GTIN) in Hong Kong.
4 Key Points to Avoid Violating Google Shopping Ads Policies
1. Avoid Selling Prohibited Items
Google’s platform prohibits and restricts the sale and promotion of counterfeit goods, weapons, or dangerous items. Additionally, the sale and advertising of adult merchandise or alcoholic drinks are restricted; for example, advertisements for alcohol must not imply any health or therapeutic benefits. Healthcare-related content is also restricted by local advertising regulations in different countries.
2. Avoid Landing Pages Exposed to Information Security Risks
Ensure the landing page accessed after clicking the ad is correct. Users should be able to clearly identify the payment methods accepted at checkout, and the website should feature an easy-to-identify “buy” button to ensure have a secure checkout process.
3. Avoid Providing Incorrect GTINs that Affect Google's Identification
GTINs authorized by GS1 must be provided for all products and their different variants. Do not fabricate or use incorrect GTINs.
4. Avoid Images Containing Watermarks or Promotional Text
Provide high-resolution product images that clearly show the product’s appearance. Ensure that images do not contain watermarks, promotional text, etc.
If any of the above violations occur, the quickest way to correct them is to remove the violating items from the feed list. If the platform misjudges, the advertiser can apply for a manual review.
By following these Google Shopping ads guidelines, you can quickly list products and optimise your ads. Don’t have a GTIN yet? Contact us to apply for a product barcode (GTIN) now and enjoy more benefits as a GS1 HK member.
Frequently Asked Questions about GTIN
Where can I find the GTIN number for product?
If your product already has a GS1 barcode, you can find a number (12 or 13 digits) on the product packaging below the barcode, which is the GTIN. If you haven’t applied for a GTIN for your product yet, you can submit an application form to us.
Do I need GTINs to sell online?
Not necessarily. If you sell products on your brand’s official website or some small online platforms, you might not need to provide a GTIN. However, listing products on global large e-commerce platforms like Amazon or eBay, or running Google Shopping ads, requires GTINs. GTIN is not only helpful for online sales but can also be used in offline retail stores to help accurately manage inventory and restock in real-time.
Why is Google asking for GTIN?
GTIN is a globally unique trade item number that allows Google to accurately identify products, effectively deliver ads to the target audience, and help users easily see product ads when searching for related products, thereby increasing product exposure and click-through rates.
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