Creating a Dedicated Feed for Free Listings in Google Merchant Center
Managing separate feeds for paid and free product listings in Google Merchant Center can be challenging, especially when using the standard Shopify Google & YouTube app which doesn't allow product-level control over listing types.
The Free Listing Challenge
Limited Control with Default Integration
When using Shopify's Google & YouTube app, you can only designate an entire feed as "free" or "paid + free," with no product-level control. This limitation forces merchants to create a separate feed specifically for products they want to list as free only.
Managing Variants Effectively
With 250+ products including variants, creating and maintaining a separate feed can quickly become overwhelming if not approached strategically, especially when dealing with size and color variations.
Requirements Compliance
Even free listings need to comply with Google Merchant Center's product data specifications, but some requirements are less stringent for free listings than for paid Shopping ads.
Free Options for Creating a Dedicated Free Listings Feed
Google Sheets Template
- Zero cost solution
- Direct integration with GMC
- Scheduled automatic updates
- Complete control over attributes
Verdict: Best free option for most merchants
Custom Feed Export + FTP
- Zero cost (if you have dev resources)
- Highly customizable
- Automated refresh possible
- Technical complexity higher
Verdict: Good for technically skilled merchants
Scheduled URL Feed
- No monthly subscription
- Leverage existing exports
- Requires external hosting
- Less control than Google Sheets
Verdict: Viable but less flexible
Google Sheets Method: Step-by-Step Guide
1. Access Google Merchant Center
Log in to your Google Merchant Center account and navigate to "Products" → "Data sources" → "Add product source" → "Google Sheets."
2. Create Your Feed Sheet
Select "New feed" and choose your target countries. Google will generate a template spreadsheet with all required headers.
3. Configure Feed Settings
Name your feed (e.g., "Free Listings Only") and select "Free listings" as the destination (not Shopping ads). Set your fetch schedule (daily is recommended).
4. Add Product Data
Fill in the required fields for each product. For free listings, the minimum required fields are:
- id
- title
- description
- link
- image_link
- availability
- price
- brand
- google_product_category
Simplified Variant Handling for Free Listings
Do variants need size in the product title?
For free listings, including size in the product title is not mandatory, but it is recommended for improved visibility. Google's requirements are less stringent for free listings than for paid ads.
How to handle variants efficiently?
Instead of creating separate entries for each variant, you can:
- Use item_group_id: Group variants under a common item_group_id while giving each a unique id
- Add separate columns: Create dedicated columns for size, color, and other variant attributes
- Leverage the 'additional_image_link' field: Include images of different color variants rather than creating separate listings
Best approach for 250+ products with variants?
For this scale:
- Create a master Google Sheet with all product data
- Use separate tabs for different product categories if needed
- Implement simple formulas to generate variant rows automatically
- Schedule weekly maintenance rather than trying to update everything daily
Pro Tips for Free Listing Feeds
Streamline Data Entry
Set up a one-time export from Shopify to get your initial product data, then paste into Google Sheets and modify as needed. This saves hours of manual entry.
Use VLOOKUP for Updates
Create a system where you can paste updated inventory and price data from Shopify exports, then use VLOOKUP to update your Google Sheets feed automatically.
Error Minimization
Use Google Sheets data validation features to prevent incorrect entries and ensure your feed stays compliant with Google's requirements.
Monitoring Schedule
After setting up the feed, check the Google Merchant Center diagnostics weekly to catch and fix any issues before they affect your free listings.
Alternative Approach: Custom Feed with FTP
If you have technical resources available, a custom-generated feed file uploaded via FTP offers more automation capabilities than Google Sheets:
1. Create a CSV Export Script
Develop a simple script (using Python, PHP, etc.) that exports only your free listing products from Shopify in the correct Google Merchant Center format.
2. Set Up FTP in Google Merchant Center
In GMC, go to "Products" → "Data sources" → "Add product source" → "Scheduled fetch" and choose FTP as your upload method.
3. Automate with Cron Jobs
Schedule your script to run automatically and update the feed file on a regular basis, ensuring your listings stay current without manual intervention.
Which Method Is Right for You?
For most merchants looking to create a dedicated free listing feed without investing in paid apps:
- Google Sheets is the ideal solution if you have 250+ products and limited technical resources
- Custom feed with FTP makes sense if you have developer resources and want greater automation
- Start small with your most important products first, then expand the feed as you become more comfortable with the process
Remember that while free listings don't require the same level of detail as paid ads, more complete product information typically results in better visibility in Google Shopping results.