Google Shopping ads account for 76.4% of all retail search ad spend. A well-optimized Google Shopping feed is the secret sauce to high-performing Shopping Ads. It’s the bridge between your amazing products and potential customers searching for them. But with so many data points to consider, how do you ensure your feed is firing on all cylinders? This post dives into essential Google Shopping feed optimization tips to supercharge your campaigns.

Craft Compelling Product Titles

Imagine your product titles as flashing neon signs on a busy street. They need to grab attention, inform potential customers, and entice them to click. Here’s your secret weapon for crafting winning titles in Google Shopping feeds:

• Brand Up Front: Start with your brand name. It establishes trust and recognition, especially if you’ve built a strong reputation. Think of it like a familiar face in the crowd—it instantly sparks interest.
• Feature Frenzy: Next, highlight the key features that make your product stand out. Is it a wireless noise-canceling headphone? A breathable, moisture-wicking athletic shirt? Shoppers are drawn to unique selling points, so showcase what makes yours special.
• Specs Speak Volumes: Don’t leave them guessing! End your title with relevant specifications that provide crucial details. Include size (e.g., “Men’s Large”), color (“Navy Blue”), material (“Organic Cotton”), or anything else essential for a buying decision.
• Automate: For similar products with variations, consider using regular expressions (regex) to automate title creation. This saves you tons of time without sacrificing quality. Regex might sound fancy, but it’s a powerful tool that lets you create templates with dynamic elements (like size or color) that automatically populate based on your product data.
• Embrace Clarity and Concision: Remember, Google Shopping titles have character limits. Strive for clarity and conciseness while incorporating all the necessary elements.

Follow this formula and utilize automation tricks to craft compelling titles that act as magnets, attracting the right customers and boosting your click-through rates in Google Shopping.

Use Different Shopping Feed Types

Google Shopping feed types are an essential part of any successful e-commerce campaign. Google provides different types of Google Shopping feeds, so do not hesitate to incorporate those into your activities. Each of these feed types has its own unique functionality that can significantly improve the way your products are displayed and promoted.

To learn more about Google Shopping feed types, see this blog post—What Are Google Shopping Feed Types and How to Use Them?

Unleash the Power of GTINs

Imagine millions of shoppers hunting for that perfect item on Google. GTINs are like ID badges for your products, helping Google recognize them exactly. Without a GTIN, Google might mix yours up with similar things, hiding your product deep in search results.

Think of it like this: You want your ad to show up for searches like “red running shoes, size 8” instead of just “red shoes.” GTINs make that magic happen.

By understanding your product perfectly, Google can match your ads with super-relevant searches. This means more people who actually want what you’re selling will see your ad, leading to more clicks and potentially more sales for you.

GTINs also help Google’s clever algorithms work their magic, optimizing your campaigns for better performance. Plus, they make managing your inventory across different channels a breeze.

GTINs might seem small, but they can unlock a world of benefits for your Google Shopping presence. They build trust with shoppers, improve campaign performance, and get your products seen by the right people. So, don’t underestimate the power of these little product ID badges.

Master the Art of Image Optimization

High-quality images are crucial for grabbing attention and showcasing your products in their best light. Here’s a deeper dive into mastering the art of image optimization for Google Shopping.

Technical Specifications

• Resolution and Size: Aim for high-resolution images (ideally at least 250×250 pixels for apparel and 100×100 pixels for non-apparel) while keeping the file size under 16MB. This ensures clarity on various devices without slowing down loading times.
• Format: Use common image formats like JPEG or PNG. Avoid uncommon formats or animated GIFs.

Image Content

• Focus on the Product: The product should be the main star of the show. Avoid cluttered backgrounds, distracting props, or excessive use of text overlays. Let the product speak for itself.
• Clean Background: Solid white or light grey backgrounds are ideal for most products. This creates a professional look and keeps the focus on the item.
• Multiple Angles and Zoom: Showcase the product from various angles, including front, back, sides, and any other relevant views. Include zoom options for detailed features or intricate designs.
• Lifestyle Shots (Optional): Consider including lifestyle images that show the product in use. This can be particularly helpful for apparel, furniture, or other products where functionality and context matter.

Lighting and Quality

• Professional Lighting: Invest in good lighting to capture clear, well-lit images. Avoid harsh shadows or overly bright spots.
• Color Accuracy: Ensure the colors in the image accurately represent the actual product. Consistent color portrayal builds trust with potential buyers.
• Sharpness and Focus: Images should be sharp and in focus, allowing shoppers to see product details clearly.

Additional Tips

• File Naming: Use descriptive file names that include the product name and color (e.g., “blue-running-shoes.jpg”). This helps with organization and potential image search benefits.
• Image Consistency: Maintain a consistent style across all product images for a polished and professional brand image.
• Mobile Friendliness: Make sure your images are optimized for mobile devices, where a significant portion of Google Shopping browsing takes place.

By following these guidelines and putting extra care into your product images, you’ll create a visually appealing and informative shopping experience that entices potential customers and increases conversions.

Don’t Skimp on Color Attributes

Shoppers often filter by color. Here’s why it matters:

• Increased visibility: When you use generic colors like “red,” your products compete with a wider range of items in generic searches. By using specific colors (“cherry red” or “scarlet”), you target more precise searches, making your products more likely to show up for relevant shoppers.
• Improved click-through rates (CTR): Shoppers who use color filters are typically further along in the buying journey. They know what they want and are actively searching for specific colors. Using accurate color terms increases the chances that your product listing will catch their eye and they’ll click through to learn more.
• Enhanced user experience: Specific colors provide shoppers with a clearer idea of what they’re getting. Imagine searching for a “blue dress” and seeing results with a variety of shades. Wouldn’t it be easier to find the perfect dress if the listings said “navy blue” or “powder blue”? Specific colors set expectations and lead to a more satisfying shopping experience.

Tips for using color attributes in a Google Shopping feed:

• Match the manufacturer’s terminology: Many brands have specific names for their colors. Use these whenever possible to ensure accuracy and consistency.
• Go beyond basic colors: Don’t just stick to “red,” “blue,” and “green.” Expand to include a variety of shades and tones to capture the full range of your product offerings.
• Use color thesauruses: If you’re unsure of the exact color name, online thesauruses can help you find the most accurate term.
• Consider using color swatches: While not directly supported in Google Shopping Feeds, some platforms allow you to include color swatches alongside the text description. This can further enhance clarity for shoppers.

Invest time and effort into using specific color attributes to improve the performance of your Google Shopping Feeds and reach a more targeted audience.

Include All Relevant Product Attributes

Imagine a shopper searching for “dress shoes” on Google Shopping. A sea of generic results pops up. But what if yours stood out? Product attributes make your product shine in relevant searches.

These attributes are like detailed labels, going beyond just “dress shoes” and specifying things like:

• Condition: New? Pre-owned? Let shoppers know.
• Size: Cater to everyone with specific size mentions (e.g., “Men’s 10”).
• Material: Is it luxurious leather or comfy canvas? Highlight the details!
• Style: Loafers, oxfords, brogues? Specify the style to target the right searches.
• Color: Don’t leave them guessing! Black, brown, or a bold shade?
• Additional Details: Pattern (striped, polka-dotted)? Features (lace-up, buckle)? The more specific, the better!

By including all these relevant attributes, you’re helping Google understand your product precisely. This ensures your product shows up in the most relevant searches, attracting shoppers who are actively looking for exactly what you’re offering.

As a result, you get more targeted ad placement, higher click-through rates, and ultimately, more sales! So ditch the generic descriptions and embrace the power of detailed product attributes. They’re the key to unlocking a world of higher visibility and increased conversions in Google Shopping.

For more tips, see a blog post with a dedicated section on how to optimize Google Shopping feed attributes.

Embrace Dynamic Repricing

Dynamic repricing for Google Shopping uses real-time data to automatically adjust your prices, keeping you competitive and maximizing your profits.

Here’s how it works:

• Continuously monitors competitor prices on Google Shopping.
• Analyzes market trends to understand what’s hot and what’s not.
• Adjusts your prices based on this data and your pre-set minimum profit margins.

The benefits of dynamic repricing include:

• Effortless competition: Stay ahead of the game without manually checking prices.
• Smarter profits: Set minimum margins to ensure you never lose money on a sale.
• More time for you: Focus on what matters while dynamic repricing handles the rest.
• Increased sales: Attract more customers with competitive pricing and win the Google Shopping buy box.

If you want to get smarter with pricing your products on Google Shopping, see the blog post on how to compare Google Shopping prices of competitors for more.

Promote Smartly with Promotions

Have a special offer or sale? Use Google Shopping feed promotions to highlight them! This entices potential customers with discounts and drives conversions. Read this blog post to learn more about using Promotion on Google Shopping.

Leverage Custom Labels for Granular Control

Custom label	Your definition	Your choice of possible values
custom label 0	Season	Winter, Spring, Summer, Fall
custom label 1	SellingRate	BestSeller, LowSeller
custom label 2	Clearance	Clearance
custom label 3	Margin	LowMargin, HighMargin
custom label 4	ReleaseYear	1900 to 2100

Custom labels are like product tags that allow you to categorize and segment your products beyond standard categories. This empowers you to create highly targeted campaigns and gain deeper insights into campaign performance.

Use Google’s Feed Rules

Google Shopping allows you to apply ‘Feed Rules‘ to modify your product data within the Merchant Center, adapting it to meet campaign requirements without altering your original website data. This feature can be incredibly useful for customizing product titles, availability statuses, and more based on the campaign you’re running.

By implementing these Google Shopping feed optimization tips, you’ll be well on your way to crafting a feed that attracts shoppers, boosts sales, and propels your Shopping Ads to new heights.

And remember to check other useful blog posts on Google shopping optimization:

• Creating a Google Shopping Product Feed
• 6 Essential Google Shopping Optimization Tips
• Top Google Shopping Issues and How to Fix Them
• 10 Tips for Optimizing Google Performance Max Shopping Campaigns

Also, don’t forget to download BrightBid’s ebook—23 Google Shopping Optimization Tips.