Feed optimisation is an essential part of running successful Google Shopping Campaigns. Your product feed can have a significant impact on the performance of your shopping ads. To ensure your products are always accurately displayed to your potential customers, you should follow some key best practices for the most effective and impactful Google Shopping feed optimisation.

Here are four top tips for managing your feed effectively within Google Merchant Centre.

1. Submit High-Quality Product Data

Before we start with any feed management, we need accurate, complete, and up-to-date product data. Your product feed must include attributes such as titles, description, price, availability and image link for each individual product. Provide accurate and complete information about all required attributes.

You should use high quality images that clearly display your products, to minimise and avoid using watermarks, borders, or promotional text.

Make sure you monitor and update any changes you make to your product data regularly.

2. Use Structured Data Markup

Structured data markup is a way to provide additional information about your products to Google. This additional information helps Google understand your product data better and can help improve your shopping ad’s visibility and CTR rates. You should use data markup to provide additional details such as brand, product ID, MPN (Manufacturer Part Number) and GTIN (Global Trade Item Number). Making use of structured data also allows you to take advantage of advanced Google Shopping features like product ratings, promotions and local inventory ads.

3. Optimise Product Titles and Descriptions

Product titles and descriptions play a crucial role in how your products are displayed in Google Shopping. You should use relevant and descriptive titles that actively reflect your products’ attributes, such as size, colour and material.

Google will consider words at the beginning of each product title as the most important when determining the relevancy of an ad to a search query. So make sure your key information is up front.

One such product title structure to follow could be:

Brand + Product Type + Colour + Material,

Avoid using vague or generic titles that don’t give shoppers enough information about your products.

The same goes for descriptions, which should provide additional details and specifications that help shoppers make informed purchase decisions.

4. Use Custom Labels to Segment Your Products

Custom labels are a powerful way to segment your products into specific categories or groups. You can use custom labels to apply specific bidding strategies or targeting options to specific product groups.

For example, you might want to create custom labels for high-margin products or seasonal items that you want to promote more aggressively. Segmenting your products also helps you to optimise your ad performance and target specific customer groups.

Managing your feed within Google Merchant Centre is critical to running successful shopping ads. Following specific best practices, like those mentioned above, can improve your ad performance and help you reach more qualified customers. Learn more about our Google Shopping management services.