3 levels of product feed optimization

Almost every eCom brand I know runs shopping ads.

But very few optimize it to their fullest potential.

In 99% of brands we audit, we've found one consistent revenue killer:

Poor product feeds.

Google pulls data from your product feeds to advertise.

The better Google understands your products, the better it can match them to searchers.

So how much revenue you make is directly proportional to how optimized your product feeds are.

The formula is simple:

Better feeds = More relevant clicks = Higher CTR = More Sales = More ROAS

So how do you optimize product feed?

There are 3 types of attributes you should focus on.

1. The Essential Foundation

Start by fixing any disapproved items in Google Merchant Center.

If you don’t resolve them, they won’t show up in ads.

Next, tackle product warnings as they can limit impressions.

Fix product identifiers like brand, GTIN, and MPN to help Google recognize your product.

2. The Performance Boosters

These attributes will directly drive your results.

First, 80% of your performance comes from product titles.

Follow industry best practices.

Add relevant terms that potential customers search for.

The second thing is product images.

Your products need to pop in search results.

Experiment with lifestyle images, product-only shots and different backgrounds.

A slightly different variation can lead to significantly higher CTRs.

Another important thing is price.

If the customer knows what they want to buy, price becomes a big factor in their decision-making.

Use the “Price competitiveness” report in GMC to compare your price with competitors.

Make sure the price on the landing page and your ads actually match.

Lastly, product descriptions.

Most users won’t see them, but Google does.

The algorithm uses them to find which search queries are relevant to your products.

This is your chance to add keywords you don’t have in product titles or landing pages.

Lastly, don’t neglect additional product details like size, color, etc.

Not as important as the others. But it does play a role in your performance.

3. The Management Tools

Finally, you have some tools to organize your feed to have better control over ad targeting.

These don’t directly improve your performance.

But they make it easier to manage your products and tailor your strategy to specific product segments.

Which will improve performance down the line.

2 main attributes are Product Type and Custom Labels.

Product Type lets you assign categories and subcategories.

For example: Lamps > Table Lamps

Custom Labels provide a flexible way to organize products.

You can have different product segments based on price, stock status, seasons, product margins, best sellers, etc.

Extremely useful as you can have different advertising plans for each segment.

That’s the full guide to product feed optimization.

I understand this is boring and takes a lot of time.

But it’s crucial to get the most out of your Shopping Ads.

Google rewards players who play its game.

And just like I said…

The more you optimize, the better your performance.

Think of your product feed as the foundation of your shopping ads.

Build it right, and everything else becomes more effective.

Jackson,

Founder and CEO of Echelonn.

P.S

In case you haven’t got our GMC & Product Feed Optimization checklist, grab it here:

https://resources.echelonn.io/gmc-feed-2146127682

This is the exact one we use for our in-house clients.

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