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Digital Marketing News & Best Practices - Adlucent Search Pros(e)

6 Best Practices for Google Shopping Feed Optimization

Posted by William Baltz on October 29, 2020

It's essential to have an optimized Google Shopping feed to make the most of your budget and boost sales. Keeping the various feed attributes in mind, you can implement certain best practices to improve your Google Shopping campaign outcomes. Taking the following steps to perfect your feed can help yield better results and prevent wasting ad spend.

Source: Google

Obtain a Global Trade Identification Number (GTIN)

The most important feed attribute to consider is a GTIN, essentially a Universal Product Code (UPC). If a product requires a GTIN, it's needed for shopping feed optimization. Google's matching algorithm will look for the GTIN and reward products that include it. While Google may still approve products that are missing a required GTIN, they will be set at a lower priority than products with this number. 

Companies that want to include a GTIN for their products can obtain one from the product manufacturer. Having this attribute in place can mean the difference between going unnoticed and significantly increasing conversions.

Make Full Use of the Title Character Limit

While GTIN is considered the most crucial attribute for matching, the title used to take that spot – and still comes close. Advertisers are given a total of 150 characters for feed titles. Although only around 70 of those characters will show on the Google Search Results Page (SERP), try to use all characters for full optimization. Start by frontloading the title with the most important and relevant information, including brands, descriptors, and other details.

It's best to conduct a search query analysis to identify which queries and phrases match the corresponding product. Include all relevant terms within the title, as long as they fit within the 150 character limit. It's also important to consider which terms are most appropriate for a given product. For example, when selling a chaise lounge or a sofa, including the word "couch" in a title could cheapen the product from the consumer’s perspective.

Maintain Consistency of Age, Gender, Size, and Color

The four attributes of color, gender, and size are needed for products in the "Apparel & Accessories" category. It's also a good idea to include these attributes in the title for better optimization. Feeds should also maintain consistency across these attributes in their titles and descriptions. The following are some specific aspects to keep in mind when optimizing product titles and categories with these attributes.

  • Color — All colors listed in the product feed title need to reflect standard colors, such as red, blue, navy, and ivory. Meanwhile, the feed attribute colors should reflect what appears on the landing page, which may be unique color options such as "orange burst" or "cinnamon apple." If product colors are also materials used in the product, such as silver, brass, or gold, use both the "color" and "material" feed attributes. Always avoid using "multicolored" or "multiple colors" as descriptors, which are too vague. List the three main product colors, separated by a forward slash.
  • Gender — Be careful when listing the "gender" for a product. Just because it's pink doesn't necessarily mean that it's a product specifically designed for women. It's often best to avoid classifying gender entirely unless the product is intended for a specific gender for a meaningful reason. Featuring unisex products can help further boost sales among all audiences. 
  • Size — Consistency is key when it comes to size. For instance, if the landing page lists sizes as “Small, Medium, and Large” instead of  "S, M, L," make sure the feed attributes list the same.

Use the Full List of Attributes Supported in the Feed

Ensure you are also using the full list of attributes that the feed supports. These attributes include "pattern," "material," "size_type," and "is_bundle." If there's any additional information about products worth including in the feed, it may not fall under these attributes. In these cases, it's possible to have them with the "product_detail" attribute. Including as many details as possible about a product will improve relevancy and matching in the long run.

Use Custom Labels

It's possible to use Custom Labels 0-4 for any values for a product feed. Custom labels are a great way to segment products in a Product Listing Ad (PLA) campaign structure. Feel free to get creative with custom labels, providing even more information about products for Google.

How Adlucent Can Help You Get the Most from Product Feeds

Google Shopping feeds are the lifeblood of PLAs. For a PLA campaign to be successful, it's necessary to include accurate and robust information that improves matching with Google's algorithm. Having consistent, accurate, and in-depth details about products can also maximize product offerings by preventing disapproved products.

Quick and Effective Changes to Each Feed

Through the use of DS, we can optimize, and change product feeds with ease. We can quickly download entire feeds, optimize and edit attributes, such as title, or populate missing attributes to make sure disapproved products get approved. We also can make one-off changes or optimize your feeds in bulk. Working with us, you can even change images with just a few clicks.

Instant Updates

Once the changes are made to each feed, these changes are uploaded via API directly to the Google Merchant Center. We can also upload them to other channels if needed. All updates are completed within minutes to get your feeds up and running without delay, which is a big difference from the days it can take when updating them manually. 

Easy Reverting

Whenever we make changes to feeds, our system maintains each feed's historical value, enabling us to revert to previous changes and edits quickly. We also send and receive the feed multiple times throughout the day, which helps keep data such as product availability, prices, and other details consistently up-to-date.

With the help of Adlucent behind your PLA campaigns, you'll be able to optimize and maintain consistency across your product feeds effectively. If you would like to learn more about how we can help you get the most from your feeds, contact us today.

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Topics: digital marketing, ecommerce, Featured Post, Google advertising, google shopping, paid search

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