What is a GTIN and Why Do I Need It for Google Shopping: T-Time With Tillison

Summary

In this informative video, Mark explains the importance of GTIN (Global Trade Identification Number) for Google Shopping campaigns. He clarifies the necessity of GTINs for products that have them and the differences between UPC, EAN, and GTIN. Mark also demonstrates how Google uses GTINs to create rich snippets and improve product visibility. He suggests tools for finding GTINs and emphasizes including GTIN, brand, and manufacturer's part number for better reach in Google Shopping.

Takeaways

• 📚 GTIN stands for Global Trade Identification Number, similar to an ISBN for books, serving as a unique identifier for products in global trade.
• 🛒 Google Shopping and Google Merchant Center require GTINs for products that have them, to ensure accurate product listings and prevent disapprovals.
• 🔍 Not all products have a GTIN, but if a product does, it must be included in the Google Shopping feed to avoid disqualification.
• 🏭 Branded products are more likely to have GTINs like UPC or EAN, which are specific types of GTINs used in North America and Europe respectively.
• 🔄 The difference between UPC and GTIN is essentially non-existent; a UPC is a type of GTIN used in North America.
• 📦 Similarly, an EAN is a type of GTIN used in Europe, and should be entered in the GTIN field for products sold in those regions.
• 🔑 For a rich snippet in search results, Google uses the GTIN to aggregate product information, allowing users to compare prices and details.
• 🔍 Tools like 'a-search.org' can perform a reverse lookup to find the GTIN for a specific product when you know the product name or model.
• 🇺🇸 For North American products, 'UPC Zilla' is a tool that can identify UPCs by entering the product name or code.
• 📈 Including GTINs in your Google Shopping feed can increase product visibility and ensure listings are approved.
• ✅ To maximize reach, it's beneficial to include the manufacturer's part number (MPN), GTIN, and brand, although only two out of these three are required.

Q & A

What is a GTIN and why is it important for Google Shopping?

A GTIN is a Global Trade Identification Number, similar to a barcode or ISBN for books. It's important for Google Shopping because it helps uniquely identify products, ensuring accurate product listings and preventing disapprovals in the Merchant Center.

What are the Merchant Center requirements regarding GTINs for products?

Google Merchant Center requires GTINs for products that have them. If a product is known to have a GTIN, such as an EAN or UPC, and you don't include it, there's a chance the product will be disapproved until the GTIN is added.

Do all products require GTINs for Google Shopping campaigns?

Not all products require GTINs. It's only necessary for products that have a GTIN, such as branded products, which typically have these identifiers.

What is the difference between a UPC and a GTIN?

A UPC (Unique Product Code) is a type of GTIN used in North America. There is no difference; a UPC is simply a GTIN used in a specific region.

What is the difference between an EAN and a GTIN?

An EAN (European Article Number) is also a type of GTIN used in Europe. Like the UPC, there is no difference; an EAN is just a regional GTIN.

How can I find the GTIN for my product if I don't have it?

You can use online tools like 'a-search.org' for a reverse lookup to find the GTIN by entering the product name or model number.

How can I find the UPC for my product in North America?

You can use a tool like 'UPC Zilla' to find the UPC by entering the product name or code.

Why is Google requiring GTINs for products in Google Shopping?

Google requires GTINs to ensure accurate and consistent product information across its platform, which helps in creating rich snippets and improving the user's shopping experience.

What happens if I don't include the GTIN in my Google Shopping feed?

If you don't include the GTIN and Google knows the product should have one, your product listings may be disapproved in the Merchant Center until the GTIN is added.

How can including GTINs improve the visibility of my products on Google Shopping?

Including GTINs ensures that your product listings are accurate and consistent, which can lead to better visibility and higher chances of being included in rich snippets and product comparisons.

What are the additional identifiers that can be included along with the GTIN to increase product reach on Google Shopping?

Along with the GTIN, you can include the brand and the manufacturer's part number (MPN). Including all three can significantly increase the reach of your products.