Why is the GTIN So Important for Google Merchant Center?
Thanks to the GTIN, Google can correctly classify the product and as a result match the ad with more relevant customer queries. The more information you include in your product ads, the more likely you are to appear in relevant searches. GTINs help Google better classify your products in their catalogs and put them in front of the right consumers. This creates more potential for conversions.
If a store doesn't meet the requirement to add a GTIN, it won't enable Google ads. A missing or incorrect GTIN appears in the Diagnostics tab as one of the reasons the product was not approved. Google makes it mandatory to add a GTIN to every product by the fact that it really serves the seller. Such items may also be promoted outside of Google, for example, on YouTube or on the sites of Google's partners. GTIN indirectly improves the quality of an ad and positively affects the conversion rate.
How Product Identifiers Work
A product identifier is a number that allows you to uniquely identify your product.
The GS1 product identification system ensures that the number you assign to your product is unique. Retailers have used GS1 product identifiers (GTINs) to manage their inventory for over 40 years.
Today, with 100 million products listed online on websites and e-commerce marketplaces, this is more vital than ever. Marketplaces use product identifiers to manage product catalogs; so if your product is incorrectly numbered and has the same identifier as another product, it will cause data conflict.
If I Already Have a UPC, Do I Need to Get an EAN?
No. A UPC barcode and 12-digit GTIN do the same job as an EAN barcode and 13-digit GTIN. UPC originated in the USA but is part of the global GS1 System. So if you license UPCs from a GS1 organization, you should have no problem using them globally. When a 13-digit number is required, you can add a zero before your 12-digit GTIN.
Do I Need a Product Identifier?
Yes. If you're trading online in a marketplace like Amazon, e-Bay, or Google Shopping, you'll definitely need a barcode. All now require you to enter a product identifier when you list your product.
Why Do I Need a Product Identifier to Sell My Product Online?
When marketplaces develop their websites, they need more information about what is listed in their catalogs. As with traditional retail, knowing what to buy in e-commerce catalogs is essential to keep customers happy and sell your products.
Why Are Product Identifiers Important for Online Sellers Like eBay and Amazon?
It's a great way to improve traffic to your listings. This is because search engines like Google and Bing also use product identifiers as a way to link together information about your product in a structured way – this will get you listed in relevant search results.
Uniquely identified products also allow marketplaces to better understand what's in their catalogs. Merchandising sites like Amazon and e-Bay use product identifiers to structure product data on their websites so they can improve the shoppers' experience. It is also used to drive features such as product identifiers, product reviews, and create smarter offers for shoppers.
