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Optional attributes

In this lesson we will look at the optional attributes

that will help supplement the feed.

This way we can have better performing campaigns.

Go for it.

I'm going to tell you about these optional attributes,

which I consider one of the most important.

To start with, we can talk about the additional image,

which is two or three images that you can have of the product

where you display the item differently,

with another angle, with other details ...

We can have a maximum of ten in the catalog.

The offer price, as I have mentioned before.

You have the real price of the product, the maximum that you usually have,

and then you have an attribute which is the offer price.

In this way, when the price is on sale or on sale,

the original price may be crossed out in the ad

and show the sale price as more attractive.

Then we have the attributes that are understood by themselves,

color, size, design, material, age, sex,

who is it for and the condition

that I am going to show you later in Excel.

Then we have the Google category, the type of product

and custom tags, which are one of the attributes

most important that we can have within this course,

because it's the way we'll segment later

our campaigns within the platforms.

Therefore, we must look very carefully,

especially in the last two, 5 and 6,

although the fourth is also important.

We now turn to the "spreadsheet".

As you can see, on this side we have

all the attributes we have seen before,

that are very simple,

and, from here we see the optional ones.

Really, if you are selling clothing or textiles,

color, material, size, gender, condition

they are very important, in fact, they are mandatory.

So if you work with the textile sector,

remember to add them.

In this case, I have set the color of the bike

or the product it touches, its size.

As you can see, there may be different size formats,

you can put the size of the bike,

in this case, they are bicycles and the sizes are in centimeters.

In the rest, they are the typical sizes S, M, L,

but they can also be

those of the United Kingdom, four, five and six, etc.

Regarding gender we have to take into account

what the Google specifications tell us.

In Google Product Data Specifications

let's look for sex or gender,

and so we can see what the supported values are.

We can put man, woman or unisex.

In this case, my bikes and my products

there are some that are unisex, others are women.

The point is that I here

I can't put "girl", for example, or "women".

It has to be the specs that Google tells me.

In the case of material, Google

does not have a list of all materials,

because this bike, for example, is Hi-ten steel,

because it is a specific steel.

So, I can indicate it like this.

Regarding the "condition" attribute

it is also important that you highlight it.

It must be put exactly new, reconditioned or used.

In my case, all the items are new,

there are none that are repaired, or that are second-hand.

Therefore, I put them all new.

Regarding the sale price, or "sale price",

here I put those products that have a sale price.

If they don't have it, I'll leave the box blank and that's it.

Here I show you how the format has to be.

As you can see, this has to be with a point,

Google tells me directly.

"Sale price".

In the example it says: € 15.00. I directly put it like this.

As you see here, I have a bicycle

in which I not only show the main image of the bicycle,

in which it is seen in full, but I can show the details.

Here I show the saddle and here details of the wheel, etc.

Then we will see these last three,

of the most important, the Google Product Category.

This attribute is how Google can identify

what kind of product it is, in a classification it has.

Although you have it in resources,

I can google "google taxonomy",

and I go directly to the Google Support,

which is the official one, I change it to Spanish.

Here we can see, for example, here, in a plain text,

all the rankings that Google has.

I am showing bicycles in my catalog,

therefore I can search here

bikes.

So, I copy all of this:

sports equipment, outdoor activities,

cycling, bicycle accessories.

Copy, and, directly, paste.

What does a jersey show? Well, I'm going to the Google taxonomy.

I am looking for a "jersey" and this one is as good as this one,

because they are the same, from cycling to cycling.

I copy it and paste it here.

So I am implementing all the Google categories,

so that he can recognize what kind of product it is.

It is very good for us to have seen

the definition of the google category

so you can see this attribute, "product type", product type.

This type of product is its own categorization

what do we do

from our e-commerce or online store.

If I don't want to put

"sports equipment", "outdoor activities",

because then I'm not going to do a segmentation of this type,

I can put "bikes" and in this case it is foldable.

Google has not specified it so much,

because Google does not have it, but I can put it.

So I do it with a separation

with this symbol right here, and I put "folding bikes."

My next bike is not a folding bike, it is a touring bike.

I put this categorization on it.

Here I show you another categorization a little longer,

what is accessories, security and bells,

because I have other security products later.

For example, padlocks, or other types of security elements.

Instead of segmenting only ringtones within campaigns,

I will do a segmentation of a higher level.

For example, I want to show all security items

to an audience, whatever.

Or I want to show all the accessories,

or all bicycles.

It depends on which groupings

I want to do later in my campaigns,

this is how i am going to order this attribute.

Another interesting example is grouping all the clothes together.

It is possible that, as I sell bicycles

and other products related to them within my website

I am more interested in focusing

on bicycles and their different types.

However, it is possible that the clothes I like to group them all together

and that the socks can go, with the jerseys and the tights.

I will be able to make a grouping only of clothes.

If I wanted, I could separate the jerseys on one side

and the tights for another.

Then there is the "custom label", the custom labels.

There are up to five.

Strangely Google has called them zero, one, two, three, four,

instead of one to five.

These attributes are super interesting,

because we can put here the attributes that Google does not have.

There are none that have served me, neither mandatory nor optional.

So what I do is invent an attribute.

We can see this case more clearly.

In the custom label one I have put those elements

that are summer, or of a specific seasonality.

For example, the jerseys are short-sleeved,

therefore, I have put them for summer.

The rest are bicycles and they are timeless products.

What happens? That later I can do groups only in summer.

So in summer I will activate those products of this season.

The timeless ones I can leave them all year long,

But, if I had another winter product,

or various winter products,

you could run a campaign only with winter products.

Also, I can use other types of custom labels,

you just don't have to use all of them, you can just use one or two.

Another of the superinteresting labels

is to make groupings

based on the margin you have on the product.

The margin you know what it is

the total price of the product less the cost of production,

that is, the profitability you can have.

For example, there are some bikes that give me very low profitability.

However, the bicycles that I make,

If you remember I had some bikes that the supplier gave me,

and others that I make,

since those of own manufacture have a much higher margin,

I earn much more.

Therefore, you could invest more budget there

because I know I have more profit.

If some have low margin,

it could even exclude them and not advertise them.

This custom label is super interesting

and I recommend you implement it.

We already saw the most interesting optional attributes.

In the next lesson we will see how to upload the feed to Merchant Center

and how to configure this platform.