How to Optimize Your Google Shopping Feed?

Google Shopping campaigns are a great way to attract qualified prospects to your website. They give users who search on Google access to all the key product information (price, visuals, colors, materials...), so they only click if they have a genuine interest in the product. As you can see, Shopping campaigns help reduce unnecessary clicks and prevent you from spending your budget on the wrong audience.

Here are some tips to optimize your Shopping feed and improve the delivery and ranking of your ads. 

It's important to fill in as much information as possible in your product feed.

Optimize your titles:  

• Use all 150 characters available for your titles. 
• Put the most important information first: users typically see only the first 70 characters.
• Use keywords: product name, brand, specific product details (color, size...).

Optimize your descriptions:  

• Use as many characters as possible (up to 5,000 characters).
• Include the most important information in the first 160 to 500 characters.
• Add the most relevant characteristics and visual details of your product.

Some attributes matter more than you might think:

• The GTIN code (sometimes called EAN) is a unique code provided by the manufacturer. It improves performance. On average, when a GTIN code is provided, you see +40% more clicks and +20% higher conversion rates.
• The "Product Type" attribute is essential. It allows Google to categorize your products to better structure campaigns and show them for relevant searches.
• Add customer reviews to your ads to add value to your products.

You can apply changes to your feed by creating a supplemental feed in Google Merchant Center. 

While optimizing your Shopping campaigns is important for improving performance, Google recently announced the end of standard Google Shopping campaigns in early 2022, in favor of Performance Max campaigns. As a reminder, Performance Max campaigns are automated campaigns that allow you to serve your ads across all Google channels (Gmail, Shopping, Search, YouTube, Display, and more). 

It's therefore time to start preparing to migrate to Performance Max now.

Want expert guidance on your digital marketing strategy? Don't hesitate to reach out!