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How to Optimise Shopping Ads for Product Feed Quality
In order to run a successful Google Shopping Ads campaign, you need to understand the importance of your product feed quality. Product feed is the foundation of your strategy. When your feed is well-optimised, your products will appear in the relevant searches, standing out against competitors, helping to turn more users into customers.
Ensure your product titles in Google Merchant Centre are optimised to include the brand name, product / model name, along with the product name. While you are given 150 characters, we recommend working to approximately 35 characters to avoid your title being cut off in results pages.
Products in the Merchant Centre are assigned a category from a list from Google. In order to ensure your products are placed under the correct category, Google recommends you provide high quality product information, including your product title, description, pricing, brand, and product identifiers.
There are three product identifiers you can add to your Merchant Centre listing to interpret your products. These help to boost user experience. The three product identifiers include:
Ensure you include high quality and relevant images, complying with Google's image guidelines. We recommend submitting more than one image to increase the changes of image carousels that users can click through. Google advises that non-apparel images should be 100x100 pixels or less, while apparel images should be no more than 250x250 pixels.
Ensure you add a link to your product page. Align with best practices by matching your product feed data with the information on your product page. Google does state that you should not link to an interstitial page, unless it is legally required.
You will be required to enter the URL of your products image. Ensure it can be crawled by Google's search and image crawlers, increasing your chances of appearing in SERPs.
Custom labels provide you with the opportunity to classify your products. This can include limited edition items, seasonal items, best-seller, or clearance products. You can also monitor and report on these labels in the Merchant Centre.
Now that you know what you need to do to optimise your product feed, let's take a closer look at the Best Practices you should follow:
When you add your products to Google's Merchant Centre you can boost visibility, clicks, and sales. A fundamental part of your success lies in your product feed quality. Follow the best practices above, or contact Genie Crawl now to optimise your product feed for success in 2025.
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