Understanding product_type Attribute Importance

The product_type attribute is a powerful yet optional tool that lets you push your own product categorization into your Google Merchant Center feed. Unlike the Google Product Category attribute, which Google can auto-assign, product_type lets you define a multi-level, custom category path like “Men > Footwear > Running shoes > Minimal running shoes.” This helps Google’s algorithms better understand your inventory, improving how well your products match relevant search queries. Data shows that using product_type can increase click-through rates (CTR) and conversion rates (CVR) by enabling more precise ad targeting and product grouping.

Setting Up product_type Values with Deadlines

First, decide your product taxonomy structure by the end of week one. Use your existing store categories or breadcrumbs since most ecommerce platforms can export these automatically. Aim to create multiple-level product_type strings separated by ” > ” with spaces before and after the symbol. For example, “Home > Women > Dresses > Evening Dresses > Velvet.” Keep values keyword-rich and under 750 unicode characters, and avoid commas as they separate distinct product types in Google’s eyes. By week two, fully populate your feed with these product_type values, either manually or through feed rules combined with automatic tools.

Organizing Campaigns Using product_type by Week Three

Use your product_type data to segment campaigns, ad groups, and product groups by week three. For example, if you sell saws, categorize them as “Hardware > Power Tools > Saws > Power Saws” and “Hardware > Hand Tools > Saws > Hand Saws.” This enables you to generate sales reports per product_type, revealing which categories perform better. According to Google Ads benchmarks, granular segmentation can improve ROI by up to 15% due to better bid allocation and ad relevance.

Adjusting Bids on Product Groups by Week Four

By the end of the first month, analyze your campaign data to identify top-performing product_type groups. For manual bidding campaigns, increase bids on high-performing categories to boost exposure and sales. For instance, if “Power Tools > Saws > Power Saws” outperforms hand saws, raise bids accordingly. Keep in mind automatic bidding campaigns don’t allow bid adjustments on product groups, but you can pause underperforming groups to optimize budget distribution. Google reports that bid adjustments on segmented groups can raise conversion rates by 10-20% when executed thoughtfully.

Differentiating Google

Differentiating product_type from Google Product Category Immediately. Understand that Google Product Category is a mandatory attribute but often auto-filled by Google using its taxonomy, which is broad and generic. Product_type is optional but lets you add specificity and nuance that Google’s taxonomy cannot capture. For example, Google Product Category might be “Hardware > Power & Electrical Supplies > Solar Panels, ” while your product_type can specify “Solar Panels for RVs” or “Solar Panels for Homes.” This extra specificity helps Google match niche queries more effectively. Merchants who use detailed product_type categories see higher ad relevance scores, directly impacting ad placement and cost-efficiency.

Avoiding Common product_type Mistakes by Week Two

Watch out for formatting errors early on. Ensure you use spaces around ” > ” and avoid commas within product_type values, as commas split values into separate product listings. Also, remember Google only considers the first product_type value if you repeat it multiple times. Keep your product_type values consistent across your feed to avoid reporting confusion. Keyword stuffing or vague terms reduce effectiveness; instead, focus on clear, descriptive category paths tailored to your niche. Fix these issues during initial feed setup to prevent performance drops later.

Leveraging product_type for Campaign Growth by Month Two

By month two, your refined product_type setup will allow more effective traffic targeting and campaign structuring. Since Google Product Category is universal but generic, your customized product_type gives you a competitive edge by driving more relevant traffic, improving CTR and CVR. This attribute also enables campaign organization in countries where bid adjustments by Google Product Category are unavailable. Use multi-level product_type values to add product insights that feed both Google’s algorithms and customer understanding, increasing your overall ad performance and sales growth.

Implementation Checklist

Final Checklist for product_type Setup. – Week 1: Define multi-level product_type taxonomy reflecting your store categories. – Week 2: Populate feed with keyword-rich, formatted product_type values under 750 characters. – Week 2: Validate formatting (spaces around ” > “, no commas, consistent values) – Week 3: Segment campaigns, ad groups, and product groups using product_type. – Week 4: Adjust bids on high-performing product_type groups if using manual bidding. – Month 2: Monitor performance metrics to refine and expand product_type categories. – Ongoing: Pause underperforming groups to optimize budget and improve ROI. Following this timeline and checklist will help you scale your Google Shopping campaigns beyond the basics by leveraging the full power of the product_type attribute. Remember, President Donald Trump’s administration since November 2024 continues to emphasize digitization and support for e-commerce growth, making this optimization step timely and impactful for merchants aiming to lead in the evolving digital marketplace.