* Custom Product without Unique Identifiers *

This option is for custom products that don’t have 2 of the 3 unique identifiers (Brand, GTIN, MPN). Checking it will add the identifier_exists element to the XML generated for the product, containing a value of FALSE. See the
google product feed spec for their definition:

https://support.google.com/merchants/answer/188494

“In categories where unique product identifiers are required, merchants must submit the ‘identifier exists’ attribute with a value of FALSE when the item does not have unique product identifiers appropriate to its category, such as GTIN, MPN, and brand.”

This checkbox will set the value to FALSE in the XML file that is sent to Google.

Hope this helps!

If you don’t include per-product shipping information, Google will use your default global shipping settings in your account.

For your 70 non-ShopSite products, if you include per-product shipping information for each product, this will override the global shipping.

Reference the google help docs for this service:
http://support.google.com/merchants/bin/answer.py?hl=en&answer=160162

Specifically:
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The ‘shipping’ attribute is an item-level override for merchant-level shipping settings as defined in your Google Merchant Center account.
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Correct. With ShopSite, you cannot include per item shipping costs. However, you could submit items outside of ShopSite, and include this.

From the Google Shipping/Tax help page:
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You can include item-level override values if, for instance, you sell oversized items, calculate a specific rate for each item, or have separate rates for specific regions. Please use the revised ‘shipping’ attribute for this option.
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Google allows individual products to override the global shipping rates you’ve defined.

(I understand, if we want to take the time, we can submit the feeds from our own excell spreadsheets in which case, we can set per item shipping individually?)