Shopify Metafields for Google Shopping

Shopify Metafields can be a powerful resource to customize your Shopify store experience and product data.

Common Use Cases for Metafields

  • Used by apps to customize your store’s functionality. For example adding recommend products or adding product customization.
  • Add extra images or videos to product pages.
  • Add custom data to customer account.
  • Add custom sliders or header to blog posts and/or pages.
Shopify Metafields can also be very helpful for creating an optimized Google Shopping Product Feed.  The easiest solution for getting started with Google Shopping ads with your Shopify store is using the free Made by Shopify Google Shopping App. This app makes it easy to connect to Merchant Center and setup your products. However for stores with extensive product catalogs or store owners who want to customize their feed data you may need another solution.Metafields can be used to create custom feed data which can then be used by your feed creation tool of choice.If you look at the Product Data Specifications for Google Shopping feeds you will notice that there are lot of fields that are required and even more that are optional. However keep in mind that the most complete and optimized your data is the better your chances are for creating a high return Google Shopping campaign.

Use Cases for Metafields

Basic Feed DataCreating logical and optimized product types.Categorizing your products into the correct and most appropriate Google Product Category.Set Age group, gender, size type, color.Setting the pattern of your item, e.g. Stripe, Polka dot, Argyle etc.Setting the material of your item, e.g. Leather, Suede, Stainless Steel etc.Depending on how your site is structured a lot of this basic data can be set using your tags and product types.  However you may find that the you cannot be as granular as you want to be with your product data. I also find that using Metafields is typically faster to edit the product data when combined with the Shopify Bulk Editor.Advanced Feed DataEven if you are using tags combined with logic in your feed tool you still could benefit from Metafields when it comes to setting some of the more obscure product attributes.Custom LabelsCustom Labels are as the name suggests, custom and can be used in any way you want. You can set up to 5 custom labels per product using custom_label_0, custom_label_1, custom_label_2….You can create custom labels using the Metafields and then push those labels to your feed which allows you to use them in reporting and structuring your shopping campaigns. One example is setting products by seasonality using custom_label_0.The labels would be Fall, Winter, Spring, Summer. Inside of AdWords you could then separate your products using the custom label.Another example would be using custom labels to organize products by price. For example using custom_label_1 to separate products $10-$50, $50.01 – $100, $100.01 – $150 and so on.  You could then use this custom label to create separate campaigns filtered by the price of the product.PromotionsRunning a promotion using Google Merchant Promotions? You can set the promotion_id attribute using a Metafield which would allow you to run the promotion on a set of products in your catalog.  You can use a Metafield to set the promotion id to for example BlackFriday and using Merchant Center promotion create promotion for products that have the promotion_id set to BlackFriday.     

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