[intro]In this Guide, you’ll find lists of different Custom Attributes that you can add to your Products according to what they are to help them be more visible in Google Shopping. Before you begin, you must ensure you have enabled Custom Attributes using this Guide and open a Google Merchant Centre account.[/intro]

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You should aim to apply as many of these Custom Attributes as possible to ensure that your Products are listed correctly in Google Shopping results. This provides a firm foundation for investing in paid advertising on the platform in the future—essential for EKM online shops, where their product range is in a highly competitive industry.

The following Custom Attributes are listed on the EKM online shop platform and can be applied to your Products, if applicable before you submit them to Google Shopping. 

adult

  • If your EKM online shop retails adult Products, you need to add this Attribute.
  • Submit ‘yes’ if the Product contains nudity or sexually suggestive content. If this Attribute is not submitted, the default is automatically ‘no’. Learn more about Google’s adult-orientated content policy here.
  • Required by Google Shopping for adult Products

adwords_redirect

  • You would use this URL to specify a landing page other than your Product Page.
  • Example: https://www.evestestshop.com/
  • Max 2000 characters allowed.
  • Optional

age_group

  • Support values: 'newborn' (up to 3 months old), 'infant' (between 3-12 months old), 'toddler' (between 1-5 years old), 'kids' (between 5-13 years old) and 'adult' (typically teenagers or older).
  • Required for all apparel products that are for sale to customers in Brazil, France, Germany, Japan, the UK and the US, and all products with assigned age groups, such as toys, games and jigsaws
  • Optional for all other Products and countries of sale

availability_date

  • This is the date a pre-ordered product becomes available for delivery.
  • Supported values: YYYY-MM-DD
  • Optional

color

  • Use one color per product, such as ‘black’ not ‘redgreenblue’. 
  • You need to use the American spelling of 'color', not the British 'colour'.
  • Required for all clothing items for customers in Brazil, France, Germany, Japan, the UK and the US as well as any Products that are available in different color variations
  • Optional for all other Products and countries of sale

energy_efficiency_class

  • This Custom Attribute allows you to include your product's legally required energy label.
  • Supported values: 'A+++', 'A++', 'A', 'B', 'C', 'D', 'E', 'F', 'G'
  • Must be used in conjunction with min_energy_efficiency_class and max_efficiency_energy_class
  • Optional - available for shops within the UK and Channel Islands only, may be required by local laws or regulations

excluded_destination

  • This is a setting that you can use to prevent this Product from being displayed in a specific type of Google Ads campaign
  • Supported values: 'Shopping Ads', 'Shopping Actions', 'Display Ads', 'Surfaces across Google'
  • Optional

gender

  • Supported values: 'male', 'female', 'unisex'
  • Required for all apparel and gender-specific items for sale to people in Brazil, France, Germany, Japan, the UK and the US
  • Optional for all other Products and countries of sale

gtin

  • Stands for ‘Global Trade Item Number’
  • It consists of around 13 numerical digits
  • In place of a GTIN, you can use an EAN, UPC, JAN, ISBN or ITF-14 (for multipack Products)
  • If your Product doesn’t have these numbers, please see identifier_exists
  • Required for all Products assigned with a GTIN by their manufacturer
  • Optional but strongly recommended for all other Products

identifier_exists

  • If your Product does not have a GTIN, EAN, MPN or ISBN - for example, if it is a custom-made item - you need to add this Custom Attribute instead
  • Supported values: FALSE
  • Required if a GTIN or equivalent has not been added to the Product
  • Optional

included_destination

  • You can use this Custom Attribute to include a Product in a specific type of Google Ads campaign
  • Supported values: 'Shopping Ads', 'Shopping Actions', 'Display Ads', 'Surfaces across Google'
  • Optional

material

  • Supported values:, 'leather', 'silk', 'cotton', 'viscose'
  • Required if distinguishing different Variants, one Variant available in 'velvet' whilst another Variant of the same Product is available in 'silk', for example
  • Optional for all other products

max_energy_efficiency_class

  • This Custom Attribute allows you to include the legally required energy label of your Product
  • Supported values: 'A+++', 'A++', 'A', 'B', 'C', 'D', 'E', 'F', 'G'
  • Must be used in conjunction with energy_efficiency_class and min_energy_efficiency_class
  • Optional - available for shops within the UK and Channel Islands only, may be required by local laws or regulations

max_handling_time

  • This is the longest period between the Product being purchased and it being dispatched
  • This is recorded in business days
  • Supported values: '1', '2', '3', '4', '5', '6', '7', '8', '9', '10'
  • For Products that are dispatched the same day, use 0
  • Use this Custom Attribute ID you want to display the overall time that it takes for the Product to arrive
  • Optional

min_energy_efficiency_class

  • This Custom Attribute allows you to include the legally required energy label of your Product
  • Supported values: 'A+++', 'A++', 'A', 'B', 'C', 'D', 'E', 'F', 'G'
  • Must be used in conjunction with energy_efficiency_class and max_energy_efficiency_class
  • Optional - available for shops within the UK and Channel Islands only, may be required by local laws or regulations

min_handling_time

  • This is the shortest period between the Product being purchased and it being dispatched
  • This is recorded in business days
  • Supported values: '0','1'
  • For Products that are dispatched the same day, use 0
  • Use this Custom Attribute ID you want to display the overall time that it takes for the Product to arrive
  • Optional

mpn

  • Stands for ‘Manufacturer Part Number’
  • It consists of around 13 numerical digits
  • Required if your Product does not have a manufacturer-assigned GTIN
  • Optional for all other Products

multipack

  • Use this Custom Attribute if you have a group of identical Products which you’re selling as a multipack
  • Submit the number of units in your multipack - if you don’t populate this field, the default is '0'
  • Supported values: '2','3' ,'4', '5', '6', '7', etc.
  • If the Product’s manufacturer (and not you) assembled the multipack, don’t use this Custom Attribute
  • Required for multipack Products on sale to customers in Australia, Brazil, Czechia, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, the UK and the US
  • Optional for all other Products and countries

pattern

  • Supported values: 'paisley', 'polka dot', 'striped'
  • Required if distinguishing between different Variants of a single Product
  • Optional for all other Products

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[contact] If you need our help with your EKM online shop, contact your Ecommerce Expert or the Customer Support Team, who will be able to point you in the right direction. We're open from 8am-6pm weekdays and 9am-5.30pm weekends. If you'd like to suggest a feature or an upgrade on any of the EKM platforms, please let us know on the EKM Suggestions Board. If you have a non-account-specific question to ask the EKM Team, join us in the EKM Community. [/contact]