From February 14, 2017, GTIN / EAN numbers has to appear on all items displayed in Shopping Ads on Google AdWords. If this is not the case, your Google Shopping Ads may not appear.
What is a GTIN / EAN number?
The GTIN / EAN values help clarify what item is being sold, so that the advertising value can be increased by adding valuable information to a product. A GTIN number is the same as a EAN number or a barcode number.
What do you do?
If you are a manufacturer you can create a number youself. If you are a reseller, you must contact your manufacturer to get the GTIN number for your products. Often resellers don’t immediatly hold these numbers. For them we recommend contacting the manufacturers and asking for the GTIN / EAN numbers of the products they sell. GTIN numbers are usually something the manufacturer has a database of.
When advertising on Google
Alternatively you can use this app find the GTIN value of the product based on its barcode.
The most common exception to this rule on GTIN numbers are unique custom furniture. These usually don’t have a GTIN value. If the products don’t have an associated GTIN value, instead of adding the attribute ‘GTIN’, you can add the attribute ‘identitier_exists’ and give the products the value ‘no’.
You can read more about how to set GTIN numbers for tailer-made and unique products here.
If you have any questions you are more than welcome to contact us at firstname.lastname@example.org.
You can read more about GTIN from Googles own Adwords Blog here.