I hate to say this…

But almost every account we audit.

Yes, even brands that are in the 7-figures…

Are hemorrhaging money on Shopping ads.

And it always comes down to feed optimization.

So, I thought I’d break down the priority list when we look at our accounts.

Because, to be honest, it’s complicated and a bit nerdy, but having your Shopping ads dialed in is 100% necessary.

Poor shopping ads = Massive loss in potential revenue (Google shopping accounts for the majority of eCom sales)

1. Add the essentials. Make sure you have ALL these required attributes:

- ID

- Title

- Description

- Link

- Image link

- Price

- Availability

- Brand

- GTIN (or MPN if you don't have GTIN)

- Condition

2. Level up with recommended attributes (helps CTR, ad rank and QS):

- Sale price

- Product type

- Item group ID

- Custom label

- Google product category

- Shipping info

- Additional image links

3. Then optimize these 5 key fields (in order of importance):

a) Title: Add category and brand + relevant keywords.

b) Description: Populate from your backend. Add information that goes beyond repeating what the title says.

c) Product type: Use a 3-level structure (e.g., Electronics > Cables > Lightning charging cables)

d) Custom label: Use for campaign structure and performance analysis.

e) Google product category: Match Google's taxonomy as closely as possible.

4. Clean your data:

- Fix misspellings

- Correct capitalization

- Translate to the local language if needed

Use a feed optimization tool to make your life easier.

Trust me, it's worth it.

This might seem like a lot of work. But here's the thing...

Every single optimization you make compounds.

Suddenly, you're showing up for more relevant searches.

Your click-through rates skyrocket.

Your conversion rates climb.

I hope you guys find this helpful.

See you in the next one,

Jackson

CEO and Founder of Echelonn

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