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Improving the quality of your Google Merchant Center (GMC) feed is essential to boosting the performance of your Google Ads Shopping campaigns. A well-optimised feed ensures your products appear in the most relevant searches, attract more clicks, and convert better. 

You can also apply the same rules to improving feeds for other channels, such as Comparison Shopping Engines and CSS providers.

Here’s how you can enhance your feeds for maximum impact.

1. Optimise Product Titles

• Why it matters: Titles are the most critical aspect of your feed as they heavily influence when and where your product appears.
• How to optimise:some text
  • Include key attributes like brand, product type, and important specs (e.g., “Nike Air Max 270 Men’s Running Shoes”).
  • Place the most relevant keywords at the beginning of the title.
  • Tailor titles based on the product type or category (e.g., prioritise colour for fashion items, size for electronics, etc.).
  • At SearchUp we like to test ordering the words in different ways.

2. Enhance Product Descriptions

• Why it matters: Descriptions provide Google and users with more context about the product; Google is more likely to prioritise listings with more details.
• How to optimise:some text
  • Include relevant keywords naturally but avoid keyword stuffing.
  • Highlight unique selling points like features, materials, and benefits.
  • Keep descriptions concise yet informative.

3. Use High-Quality Images

• Why it matters: Images directly impact CTR and conversion rates.
• How to optimise:some text
  • Use high-resolution, clear images that meet Google’s image requirements.
  • Avoid using placeholders, watermarks, or promotional overlays.
  • Showcase the product from different angles if applicable.

4. Ensure Accurate Pricing and Availability

• Why it matters: Mismatched pricing or availability between your feed and website can result in disapprovals and poor user experience.
• How to optimise:some text
  • Use dynamic feed updates to reflect real-time pricing and stock levels.
  • Ensure consistency between the Merchant Center feed and your landing pages.

5. Utilise Custom Labels

• Why it matters: Custom labels allow you to segment products for targeted campaigns.
• How to optimise:some text
  • Create labels for bestsellers, seasonal items, or high-margin products.
  • Use custom labels to prioritise specific products for promotions or testing.
  • At SearchUp, we use custom labels for some clients to identify high-margin products that we want to spend more promoting.

6. Categorise Products Correctly

• Why it matters: Proper categorisation ensures your products are shown in the right context.
• How to optimise:some text
  • Map products to the most relevant Google Product Categories.
  • Use specific subcategories whenever possible.

7. Refine Attributes for Better Targeting

• Why it matters: Comprehensive attributes improve visibility in relevant searches.
• How to optimise:some text
  • Include detailed attributes like size, colour, material, and pattern.
  • Add unique identifiers like GTINs (Global Trade Item Numbers), MPNs (Manufacturer Part Numbers), or brand names.

8. Leverage Feed Rules

• Why it matters: Feed rules in GMC let you adjust and improve your feed without modifying the original data source.
• How to optimise:some text
  • Automatically append keywords to product titles.
  • Create default values for missing attributes (e.g., “Colour” or “Size”).
  • Map and transform data fields to meet Google’s specifications.

9. Exclude Underperforming Products

• Why it matters: Poorly performing products can drag down the overall efficiency of your campaigns.
• How to optimise:some text
  • Identify products with low CTRs or conversion rates using Google Ads reports.
  • Use feed exclusions to remove these items from your Shopping campaigns.
  • It might be worth keeping an eye on these products’ performance from other channels over time in case they start selling well or go into sale… in these situations, you may want to reactivate them

10. Regularly Audit Your Feed

• Why it matters: Regular audits ensure your feed is always in top shape.
• How to optimise:some text
  • Use the Diagnostics Tool in GMC to identify and fix errors or warnings.
  • Review product disapprovals and resolve issues promptly.
  • Monitor performance metrics to identify areas for improvement.

Conclusion

Optimising your Google Merchant Center feed is a cornerstone of successful Shopping campaigns. By refining titles, descriptions, images, and attributes, and leveraging tools like feed rules and custom labels, you can significantly improve your Google Ads performance.

At SearchUp, we specialise in crafting high-performing feeds tailored to your goals. Reach out today to transform your product data into a sales-driving powerhouse!

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