How to Use a Supplemental Feed in Google Merchant Center Next: A Step-By-Step Guide

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If you manage online advertising for an e-commerce business, you're likely familiar with Google Merchant Center Next (formally Google Merchant Center.) It’s a platform designed to simplify product management and optimize listings for Google Shopping.

In short, to have your products appear in Google Shopping, whether as free listings or ads, you need a Google Merchant Center Next account.

Google Merchant Center Next provides useful tools for advertisers to efficiently manage, segment, and optimize product listings. A key feature is the ability to use supplemental feeds to enhance the primary feed without modifying the original feed.

In this guide, we’ll explain what supplemental feeds are, walk you through setting up and importing one in Google Merchant Center Next, and provide you with a feed file template you can use to get started.

Table of Contents

What Is A Google Merchant Center Supplemental Feed?

A Google supplemental feed is an additional data source used to enhance or update your primary product feed in Google Merchant Center. It allows advertisers to add missing attributes, correct outdated information, or include custom labels without altering the primary feed.

Supplemental feeds work alongside the primary feed and are particularly useful for making targeted adjustments to improve product listings.

What’s the Difference Between a Google Merchant Center Supplemental Feed and a Primary Feed?

It's important to understand the difference that a supplemental feed works alongside your primary feed by providing additional or updated data. However, it cannot replace or function independently of the primary feed.

Instead, it’s used to modify, update, or enhance existing product information based on a matching identifier – which is most commonly the ID attribute.

For example, you might use a supplemental feed to:

  • Add missing attributes such as color, size, or material
  • Update stock availability for specific products
  • Update product titles or descriptions for increased visibility
  • Apply custom labels for campaign segmentation
  • Update or fix pricing issues
  • Fix data issues such as correcting GTINs or MPNs
  • Testing new strategies before applying them to your primary feed

Steps to Setting Up a Supplemental Feed

1. Decide Which Method You're Going to Use

There are many different ways you can import your supplemental feed into Google Merchant Center Next.

  • Google Sheets: Use a template or create a custom spreadsheet to input the supplemental data, then upload it directly to Merchant Center.

Pro Tip: If you’re planning to make changes to this supplemental feed in the future, it may be easiest to use a Google sheet. As you make changes to the file, it will automatically update the product in Merchant Center rather than going through the process of reimporting the file.

  • CSV or TSV Files: Manually upload a supplemental feed file in CSV or TSV format from your local computer or a URL.

Pro Tip: Google provides a feed file template within Merchant Center Supplemental Sources. However, we’ve provided a free template you can use at the bottom of this post.

There are also some options that require developer assistance, which is your best bet when you have quality feed hygiene:

  • Scheduled Fetch: Host the supplemental feed file on your website or server, and set Merchant Center to fetch it automatically at scheduled intervals.
  • Content API: Use the Google Content API to programmatically manage and update your supplemental feed for more dynamic or large-scale changes.
  • FTP/SFTP Uploads: Upload supplemental feeds directly to Google Merchant Center using FTP or SFTP if you have the appropriate server setup.

In this guide, I’ll be walking you through importing a supplemental feed using a Google Sheet or a CSV/TSV file. This process is generally straightforward and does not require a developer.

2. Prepare Your Supplemental Feed File

Before uploading a supplemental feed, you need to ensure the file is formatted correctly. Supported file formats are CSV, TSV, XML, or Google Sheets.

Pro Tip: These options are preferred if you have a large catalog and a rigorous structure for product updates due to the fact that this Supplemental Feed can be uploaded regularly on a set cadence. One issue that can happen is that if you have updates in your e-commerce platform but fail to manually update a Google Sheet, there may be data discrepancies – but regular, chronological updates can mitigate this.

Required Columns

The first column must include the ID attribute – a unique identifier that matches the product IDs in your primary feed. These IDs, which are typically a mix of letters and numbers, ensure the supplemental feed links correctly to the primary feed.

Additional columns should contain the attributes you want to update or append.

Pro Tip: You only need to include attribute columns if you are updating or modifying them.

Here’s a list of common columns you might include in a supplemental feed to enhance or update your primary feed:

  • ID: The unique product identifier that matches the primary feed (required)
  • Custom Label [custom_label_X]: Used for segmentation, such as grouping products for campaigns
  • Product Title [title]: Updates or corrects product titles
  • Product Description [description]: Adds or improves product descriptions
  • Product Category [google_product_category]: Specifies or updates the product category
  • Condition [condition]: Updates product conditions (i.e. new, used, refurbished)
  • Sale Price [sale_price]: Adds or updates temporary sale pricing
  • Availability [availability]: Updates product stock status (i.e. in stock, out of stock, preorder)
  • Image Link [image_link]: Updates or corrects product images
  • Additional Image Link [additional_image_link]: Adds supplementary images for a product
  • Brand [brand]: Updates or adds the product brand
  • MPN [mpn]: Updates or adds the manufacturer part number
  • GTIN [gtin]: Updates or adds the global trade item number
  • Shipping [shipping]: Adjusts shipping costs or settings
  • Excluded Destination [excluded_destination]: Specifies channels to exclude the product from (i.e. Shopping Ads)
  • Promotion ID [promotion_id]: Links the product to a specific promotion

Example CSV Column Headers:

IDcustom_label_0promotion_id
shopify_US_123456789best_sellerspromo_black_friday

Ensure your file is properly formatted and does not contain any formulas or filters. This will help you avoid errors during your import.

Pro Tip: If you are updating pricing, it must be in plain text format and include the currency. (Example: 18.00 USD)

3. Upload Supplemental Feed File To Merchant Center Next

Once you’ve completed formatting your supplemental feed file, you’re ready to upload it into Google Merchant Center.

After you log into your Merchant Center Next account, navigate to the feeds section and follow these steps:

1. Click on the gear icon in the top right corner of the navigation bar

2. Select “Data Sources” from the dropdown menu

3. Locate “Supplemental sources” to the right of "Primary sources,” and select “Add supplemental product data”

4. Upload Your Feed File

If you're using Google Sheets, connect your Google account, then select or upload your spreadsheet.

Pro Tip: If you're using a Google sheet, ensure you’ve shared “viewer” access with “anyone with link” to ensure Merchant Center can read the file.

If you're still having trouble, you can share access with the following Google account directly:

[email protected]

Pro Tip: You can edit the frequency of your Google Sheets sync with Merchant Center using the “Edit Schedule” feature.

If you're using CSV or TSV Files, upload the file directly from your computer or use a hosted file URL.

If you're using XML, provide the URL where the XML file is hosted.

4. Ensure Attributes Mapped Correctly

With Merchant Center Next, your feed file should automatically process and map the necessary fields. You'll be ushered to review the file’s "source detailed." Here, you can identify any errors and troubleshoot them if necessary.

If not, your field file has been processed successfully and you can check your products to find the updates reflected.

5. Schedule Regular Updates

As I mentioned earlier, supplemental feeds can be fetched manually or scheduled for automatic updates. To automate, set a fetch frequency (daily, weekly, or monthly) in the supplemental feed settings.

Supplemental feeds should be viewed as a temporary solution for making changes or addressing issues in your primary feed. If you’re using them to fix a problem, it’s important to address the root cause in the primary feed rather than relying on the supplemental feed as a long-term solution.

Best Practices for Using Supplemental Feeds

  • Keep It Simple: Only include attributes you need to update. Avoid duplicating all primary feed data.
  • Test Before Full Rollout: Test your supplemental feed with a small subset of products before applying it to the entire catalog.
  • Use Consistent IDs: Ensure that the IDs in your supplemental feed exactly match those in your primary feed to avoid mismatches.
  • Document Updates: Maintain clear documentation of changes applied via supplemental feeds for easier troubleshooting and management.

Get Started With Our Template

Supplemental feeds provide an efficient way to enhance and refine your product data in Google Merchant Center without altering your primary feed. By implementing them correctly, you can ensure your product listings remain accurate and competitive, helping to drive better results.

If you need help managing or optimizing your Google Merchant Center feed or aren't sure where to start, our team of expert marketers is here to assist. We'll ensure your feed is set up for success, helping you drive more traffic, improve visibility, and reach your marketing goals.

Download our Supplemental Feed template by clicking the button below, and reach out if you need help or have any questions.

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Maggie-Web
Senior Digital Marketing Manager

Maggie Humphrey

Maggie is a Senior Digital Marketing Manager who helps lead our Rochester office. A specialist in both PPC and SEO strategy, she works daily on account management, client service, user experience, brand strategy, and social media marketing. She also helps manage our internal marketing team's workload and co-hosts our monthly The Agency Scoop podcast.

A Rochester native, Maggie graduated from the University of Brockport. With more than five years of marketing experience, she brings a wealth of knowledge and expertise to our team, having worked in various marketing roles in both in-house and agency settings.

Maggie’s journey with Cypress North started in 2019 when she joined our agency as a Digital Marketing Intern while still in college. She went on to gain additional experience at another agency for two years before returning to join us full-time as a Digital Marketing Manager.

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