Google is at it again with GTIN requirements for Product Listing Ads
This is not April Fool’s Day
We’ve been busy for the past 2–3 months.
So busy, in fact we’ve hardly had time to put out blog posts. ;)
But we’d like to take some time to talk to you about Google Product Listing Ads.
Product Ads are important. It’s the next evolution of Google’s search business — basically when you search for any item on Google, you’ll start seeing ads for those products from various retailers.
For many retailers, product listing ads are crucial to getting traffic from users to your site, especially when you’re not Amazon.
But Google in recent times has been on a relentless march to standardize and deduplicate products listed for ads on its platform.
There could be a couple of reasons for this: a) to reduce the incidents of fake products being listed (i.e. advertised at a very low price, and often misleading) and b) to ensure that multiple identical products listed are linked together for price comparison.
Google unfortunately has taken a very strong-armed tactic to solve these 2 problems.
Previously, they required all retailers providing product feeds for Google Shopping to now enrich those feeds with GTINs. We spoke about this at length last year, and helped many customers with this problem.
Now, Google is forcing EVERY RETAILER to now provide GTINs for their Product Listing Ads.
Long story short, this is a very big problem because Google:
a) Hasn’t realized how difficult it is to enrich products with UPCs because there isn’t any central authority managing and coordinating the issuance and usage of UPCs. (GS1 is the nominal body in charge of the standards, but has little control over who uses GTINs or UPCs)
b) Hasn’t realized that UPCs and GTINs aren’t even unique. Many products share the same UPC and many products have multiple UPCs / GTINs tagged to them. And guess what? They’re all equally valid.
c) Additionally, there are so many errors introduced in the issuance of GTINs and UPCs. Commonplace errors like manual entry of GTINs into inventory management systems, invalid checksums and incomplete UPCs make it very tough to locate reliable, accurate GTINs for products.
So now we’re fielding tons of frantic calls from retailers asking for help to bring their product catalogs up to Google standards, which frankly, are very very difficult to meet.
But if you’re a retailer trying to grapple with GTIN-calypse, fear not!
Semantics3 has a solution that can help:
Our Datascience-as-a-Service is a world-class offering where all you have to do is send us a dataset of your product catalog with URLs or ASINs — and we’ll map it to our vast catalog of over 10 billion products to hunt down UPCs and GTINs for your catalog.
You don’t need to have your own engineer — we have our own data expert who’ll be assigned to your team to work closely with you to enrich and complete your dataset to bring it up to spec.
We automatically clean-up any GTINs found — cross-matching them to our database, fixing any checksums, and double-checking for accuracy before sending it back to your team.
Long story short: We’re experts in this field, and we’re ready to help you with your headache.
Give us a try by having us perform a sample match of your products to our massive GTIN database, and we’ll give you a first hand look at the magic we can make happen with your data— with a 1-day turnaround. So what are you waiting for?
Call us NOW at 1–844–9-GET-DATA or book a consultation here.
Alternatively, shoot us an email with sample of 200–300 products and we’ll get it going right away.
Flash announcement: We’re exhibiting at GS1 Connect in Washington DC between June 1st and 3rd.
Come chat us up at Booth 42!
Oh, and if you’re thinking of coming but haven’t decided yet, here’s a coupon code to get 10% off your conference pass: 16EXH10-AA-42
Lovingly built in San Francisco, Singapore and Bengaluru by Hari Viswanathan, Calvin Chang, Anna Rogers, and the Semantics3 Team.
Published at: March 31, 2016