Are you combining your own products and creating a bundle for your ecommerce store? Then you need to use the Is_Bundle and tell Google what is in the bundle for your shopping feed.

Today I want to talk about a cool attribute in your Google Shopping feed: Is_Bundle, which lets you tell Google that you are grouping a set of products together to create your own bundle to sell on your store at a set price. The Is_Bundle attribute is how you distinguish your item from a manufacturer-created bundle or multipack (or other products without accessories).

Some other areas of your shopping feed that need work when you want to optimize attributes for different SKUs:

Custom Labels
Product Title
Product Images

You can also look a using a Supplemental Feed to help optimize your shopping feed if you are not using a shopping feed management platform. Now on with the show. A product title should contain the following:

Bundle Guidelines

An example of a bundle is a doll with a set of clothes that aren’t packed with the doll, that you combine, and sell on your site. This example would need to use the is_bundle attribute. All the following shopping feed attributes should describe the base item (doll) of your bundle:

  • google product category
  • item group id
  • product type
  • unique product identifiers (brand, GTIN and MPN)
  • adult
  • variant attributes

All other attributes that are not listed above should describe your bundle and not your base item (doll). You may be asking, why would you not use the is_bundle for a manufacturer-defined bundle or even a multipack?

The big reason is that a manufacturer-defined bundle & multipack will already have a unique product identifiers (brand, GTIN and MPN) for that specific bundle/multipack. All the other attributes in the feed will be based on the unique product identifiers.

What’s the difference between a bundle and multipack? Bundles are several different items that you combine into a new SKU, whereas multipacks are multiple items of the same kind packed together (i.e. selling 4 red race cars together).

Bundle Examples

1. Group toys with accessories such as a doll with clothes.

Product: Android doll with sequin outfits
Title: 18” Android Doll + Matching Sequin Shirt and Pants
is_bundle: yes

2. Group video game console with three video games, the video game console is the main item.

Product: PlayStation 4 with 3 Video Games
Title: Sony PlayStation 4 + Uncharted 1, 2 & 3
is_bundle: yes

Increase Your Average Order Value with Bundles

One struggle most ecommerce stores have is increasing the average order value (AOV) each year. A lot of stores sell a few items (~20%) that make up the majority of their revenue each year.

This could be because you sell a main items and accessories that are not as popular. Or your sell tons of items and people don’t spend a lot of time just poking around your store. Bundles are a great way to help solve both problems above.

Sell Main Item & Accessories

What you would do is take your main item and package that with a few of your popular accessories for a higher price. The higher price will be a few dollars cheaper then if someone bought each item individually but it’s still at a higher price then if someone only bought your main item.

Sell Tons of Items

Bundles are great when you sell a ton of product and not everyone is going to spend time looking around your store. If you know what your top selling products are. You can combine each popular item with accessories to help push up your average order value (AOV).

Now when someone is on your site looking at your main item, you should show them this bundle as another option. You could also show them the bundle during the checkout process for an upsell.

This works for either situation above and any other example where a bundle might make sense. You can show what the discount is on your bundle to help convince people who love to save money to buy it. Now you can’t use a bundle in every country but the countries below are where you need to use Is_Bundle if you do create your own.

Countries That Use Is_Bundle

Required if you’ve created a bundle containing a main product and you’re targeting any of the following countries:

  • Australia
  • Brazil
  • Czechia
  • France
  • Germany
  • Italy
  • Japan
  • Netherlands
  • Spain
  • Switzerland
  • United Kingdom
  • United States

Bundle Shopping Feed Format

If you are going to setup your shopping feed yourself, then you need to take the following format into account. You want Google to be able to read and understand your shopping feed. Remember that you don’t submit is_bundle for a manufacturer-defined bundle.

Type: Boolean 
Supported Values: yes, true, no, false
(Text and XML feeds)

Supported Values: true, false
(Content API feeds)
Repeated Field: No

Bundle Best Practice

  • Describe the entire bundle. For example, submit content for image_link, title, and description that take into account the entire bundle.
  • Submit the correct condition. For example, if any item in the bundle is used, then submit the condition as used.
  • Use the is_bundle attribute to let us know that the product includes customization like engraving or other personalization.

Bundles are not always used in an ecommerce store to increase your average order value (AOV) but they should be. The higher your AOV, the more you can spend on acquiring a customer and move them from purchase to retention. Don’t underestimate the power of a bundle. That is it for this week. See you next time.

Where to find more information:

Ever wondered how to elevate your Google shopping feed, or how Google ranks their shopping offerings? Take Some Risk has started a digital learning space for all things paid search: Introducing the TSR Academy. Follow along with Duane Brown as he runs you through what it means to push success and clarify some of the mystery behind paid search.