Google Ads
Google Shopping feed optimisation: a practical guide
Shopping ads have no keywords, so Google relies on your product feed to decide when to show them. Better titles, complete attributes and clean images help your products appear for the right searches.
Titles first
Put the words buyers search for at the start: brand, product type and the details that matter, such as model, size, colour or material. Keep it readable.
Complete the attributes
- GTIN, brand and MPN where they exist
- Size, colour, material and gender for clothing
- Accurate Google product category and your own product type
- Correct prices, availability and shipping
Images
Use clear images on a plain background that show the product accurately. Avoid text and watermarks on the main image.
Custom labels
Custom labels let you group products by margin, best sellers or season, so you can set different targets for each. This is often where the biggest gains are.
Keep it healthy
Check Merchant Center for disapprovals and warnings every week, and fix them fast. A product that isn't approved can't show.
FAQs
How often should the feed update?
At least daily, and more often if prices or stock change frequently.
Can feed changes really improve results?
Yes. For Fathom Watches, rebuilding the feed with models, references and sizes was a big part of the turnaround.