GMC Product Feed Optimisations

The quality of your product feed has a major impact upon the performance of your Shopping campaigns. It is responsible for every search term that your Shopping ads appear for. By optimising your product feed you can increase your reach (i.e. impressions), increase clicks and improve your ROAS. 

Here is our best practice guide to optimise your product feed:

Product Titles

Product titles are the most important attribute that you can optimize in your feed since ~80% of all the search terms your Shopping Ads appear for are matched to words and phrases within your product titles.

The recommended title structure for apparel and consumables is:

Brand + Product Type + Attributes (colour, size, weight etc.)

For example:

• Product:   Ruffwear – Front Range Harness
• Title:      Ruffwear – Front Range Harness, Campfire Orange, Small 

Place important information at the beginning of the titles, in case your title gets truncated on the results page, that way the important information will still show.

Product Descriptions

Google scan your product descriptions to match keywords to search terms. Around 15% of all the search terms your Shopping ads are shown for are matched to words and phrases within your product descriptions. Therefore it is vital that your product descriptions contain a high quantity, product specific description. 

GTINs (Global Trade Item Number)

If your product has a GTIN, then it is essential that you include that within your Product Feed. Google understands which products should have GTINs based on the brand and Google Product Category. Products that should have a GTIN but do not include them in the feed will be restricted to limited impressions.

MPNs (Manufacture Part Numbers)

Whilst not as important as GTINs, you should still include the MPN if you have them.

Google Product Category

Choose the most accurate Google product category to ensure your products are being found in the correct auctions at the right time.

For example:

• Product:  Ruffwear – Front Range Harness
• google_product_category:  Animals & Pet Supplies > Pet Supplies > Dog Supplies > Dog Apparel

Product Type

The product type is your own product categorization system which Google uses to match products with user searches and also helps to improve search relevance for the product.

For example:

• Product:  Ruffwear – Front Range Harness
• Product_type:   Dog Supplies > Harnesses > Ruffwear

Other Product Attributes

Google has the following eight standard product attributes that you should always include within your product feed where relevant. Utilising the correct product attributes improves the overall quality of your product feed and improves the performance of your products within the Google Shopping Tab.

• Brand
• Colour
• Gender
• Age Group
• Material
• Pattern
• Size
• Size Type
• Size System

We hope you found this guide useful. If you have any questions, or if we can assist further, please contact your Client Manager directly.