• product_feed_management

What is product feed management?

The key to successful ads is showing necessary information to the right audience. When creating Shopping Ads, Google draws these information from a product feed that you create. This feed contains everything about your products that should be displayed to the potential customers in an ad. The form and organization of this feed really matters – the better it is, the better will be the performance results of your ad. In this article, we will give you advice on how to organize and manage your feed to achieve the best results.

What is a product feed?

The product feed is a centralized list of all the products you offer in your e-shop and it should include all the important information that define and specify these products.

It is a file that you can upload to Google Merchant, where it is crawled by Google and used it to create Shopping Ads. Without the feed you cannot get your products listed in Google Shopping.

Why do you need product feed management?

  • Understand and be in control of your data
  • Monitor and improve the quality of your feed
  • Include all the relevant information
  • Boost performance thanks to an optimized feed

What are the features of a good product feed management tool?

  • tool should first be able to download a product feed from your online store
  • it constantly monitors your feed, quickly identifies and corrects errors so that it always works as efficiently as possible
  • it has the ability to quickly adapt to the changing state of your inventory
  • adding and removing products as needed
  • 24/7 support team

A good tool ensures that your product feed is constantly up-to-date, which is reflected in the ad visibility and various indicators of its performance, such as ROI, ROAS, or generally increased sales and profits.

1. Understand and be in control of your data

The data in your product feed are key to creating compelling ads in Google Shopping. You have to know what you want to tell the people. Only this way you will understand and be in control of your data in the product feed.

What do you want to tell the customers?

You want to provide your customers with relevant and truthful information about your products to persuade them to make a purchase. Such data must therefore also be part of your product feed in the Google Merchant Center. Put explicitly – if you fill your feed with garbage, customers will see this garbage in your Shopping ads.

2. Monitor and improve the quality of your feed

Product feed management consists mainly of optimizing your feed to show relevant products for relevant queries. It means exactly what you think – adjusting the information about your products so that it is clear, relevant and correctly worded. At the same time, the information must always be up to date.

The first step to a quality product feed is to find out if you meet the requirements of Google Ads including advertising policies, landing page requirements, tax and delivery rates, or currency and language. Read the full list and explanation of the requirements.

3. Include all the relevant information

If you meet these requirements, you can continue to check the feed. First, you have to find out if it contains all the relevant information about the products you offer. The products may be defined with various attributes or labels. Some are required, others are not, but we recommend you to fill as much information as possible about the items you are selling via Google Shopping, for you can never be 100% sure which parts will the potential customers include in their search query.

1. Product title

The product name replaces the keywords from the classic text ads, as well as their headline. It is therefore important that it is as apt as possible. If you are wondering about the correct wording order of the product title, we have created some recommended structures for your inspiration:

Apparel: Brand + Gender + Product type + Attributes (color, size, material)
Consumables: Brand + Product Type + Attributes (Weight, Quantity)
Hard goods: Brand + Product + Attributes (size, weight, quantity)
Electronics: Brand + Attributes + Model Type + Model
Seasonal: Opportunity + Product Type + Attributes
Books: Title + Type + Format (hardcover, eBook) + Author

Optimalize product feed

The most important information must come first. While Google provides you with 150 characters for the product title, some ad impressions in Shopping may only show the first 70 characters. That’s why it’s important to think carefully about what information you want customers to see in all cases. If you are still struggling with the right formulation, use a search term report to see what queries have the potential to trigger your ads (and should be therefore contained in the title)

optimalize shopping ads

2. Product description

When describing a product, use the same description as on the product’s landing page. The description should consist of factual and objective information. Avoid promotional marketing phrases – these should be reserved for the standard text ads.

3. Product URLs

he URL refers to the landing page of the product, that means the place where the product is located in your e-shop. The address must start with http:// or https:// and should link directly to the product, without unnecessary redirects that lower load speed performance.

Of course, advertising is not the only source of success. A lot also depends on how you set up your landing page, because it can discourage customers from buying just like a bad ad. To make sure that your landing pages are not below standard, check out our recommendations on how to create landing pages that are as user-friendly as possible.

4. Product images

Because of the way ads are displayed in Shopping, the correct product images are the second most important thing in the feed after the ad title.

Images represent your specific product:

  • they must therefore be authentic and clear
  • they should not be covered by watermarks, shadows, text that is not part of the product
  • no other products should be part of the image

Keep in mind that Google Shopping works on the principle of a catalogue. You are advertising one specific product, not your entire e-shop.

When using inappropriate images the affected ads will be disapproved. To avoid this, read through these tips on how to choose the optimal image for your product feed.

Other required information

The title, URL, image, and description are required labels that must be included in each product feed. In addition to those, you must also list the identification number (ID) of the product, its brand, price and availability.

Optional product information

Besides the required labels, you can include various optional onesl. Depending on the niche / area of your business and the products you advertise some of these non-required attributes may be very relevant or not relevant at all.

Check out the full list of non-required product feed attributes here and find out if you can upgrade your feed quality with a few extra information.

Custom labels

If your products require an attribute that is not directly offered by Google, you can also use up to 5 custom labels in your Google Merchant account.

These serve for better organization your product feed, easier bidding or relevant reports. They will help you to categorize your products. Their value will not appear in the created ads. An example of the use of custom labels can be, for example, the expected increase in sales related to a holiday or sale.

Boost performance thanks to an optimized feed

The more you optimize your product feed with effective product feed management, the higher your chances of running successful Shopping ads. Thanks to higher relevance and higher quality scores, a well-optimized product feed also tends to result in a higher return on investment (ROI).

BlueWinston meets these requirements and offers much more

BlueWinston is connected to the Merchant Center via an API, which means that a change in price or product availability on the website will immediately update your product feed and your Shopping ads within just a few seconds. It can also create feeds from CMS ecommerce platforms such as Shopify or Magneto.

In addition, you get:

  • the ability to create ads within unique types of campaigns;
  • automated keyword generation
  • automated text ad creation

Try it today and get 30 days for free.

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About the Author:

Silvia Sýkorová
Account Manager and Content Creator at BlueWinston. I take an interest in online marketing, design, SEO and websites.