GTINs – how to maximise your advantage on 16 May


We’ve written and spoken about this a lot over the last month, but the deadline is now looming…

Google Shopping PLAs will require Global Trade Item Numbers (GTINs) from Monday 16 May.

Some reports are suggesting that up to 50 per cent of all Google Shopping ads will be affected and could be blocked by Google.

So if you are affected, it could have a big impact on your bottom line.

But it you’re not affected, it could your biggest opportunity of the year.

Dream Agility chief executive Elizabeth Clark said: “The introduction of GTINs is a significant opportunity for savvy retailers who’ve got their stock ready and prepared.

“Other less pro-active retailers may end up being blocked, so it’s a great chance to really make the most of any advantage you get from the reduction of your competitors’ Google Shopping visibility.”

On 16 May your competitors might not be ready.

So if you find yourself with increased visibility as a result, then one further step could secure your position: make sure you can increase your spend on the day in order to reinforce your advantage while the rest of the field is still weak.

What is a Global Trade Item Number (GTIN)?

GTINs are identifiers that enable product information to be stored, and looked up in, a database – most often through a bar code scanner.

GTINs are eight, 12, 13 or 14 digits long.

What’s happening with GTINs on Google Shopping?

Google are changing their requirements for Product Listing Ads (PLAs), with GTINs becoming compulsory parts of all PLAs from 16 May 2016.

These regulations apply to you if you target any of America, Australia, Brazil, France, Germany, Italy, Japan, Spain, Switzerland, the Netherlands, the Czech Republic, or the UK.

Ignoring this requirement could lead to your products being disapproved and prevented from appearing on Google Shopping.

Click here for more information and background.