Finally an improvement from Google … After several recent failed attempts to make AdWords better, this new feature is actually going to make our job a little better. The biggest problem with feeds was always formatting and you’d have to do it manually in Excel or use third party tools, but now we can do it right in the GMC!

Here’s the article from AdWords Blog:

Finding the right customers on Google Shopping starts with your Merchant Center product feed: it contains all the information about the products you sell to help online shoppers find just what they’re looking for. But we know that creating and maintaining a complete and compliant data feed can be challenging. To make feed management easier, we’re excited to introduce Feed Rules, a self-service tool to help you transform your existing data from your inventory management systems into the format accepted by Google Shopping. Feed Rules helps you streamline your data feed uploads, whether you’re already running Shopping campaigns or you’re just getting started.

Use Feed Rules to set up and maintain your feed in Google Shopping format 
Feed Rules allows you to perform basic transformations of your existing product data — making it easier than ever to get your data feed up and running. You can export and submit your product data in your own format, and use different rules to transform it into product attributes and values that follow the Google Shopping feed specification, directly in Merchant Center:

  • Map your column headers to the attribute names supported by Google Shopping. For example, if you have an existing feed with the unsupported column header “main title”, you can set up a rule in Merchant Center to have it recognized as the supported attribute name, “title”.
  • Transform the values in your feed to values supported by Google Shopping. For example, to submit gender specifications for your products, you can transform the unsupported value “for women” in your existing feed to the supported value “female”.
  • Populate missing attribute values with a fixed value, or with different values based on conditional criteria. For example, if the “condition” attribute is missing and you’re only selling new products, you can set up a rule to have this attribute automatically set to “new”.

Once you specify new rules for a feed, all future uploads of this feed will be processed according to those rules.