Your Product Feed Determines Shopping Ad Performance
Google Shopping campaigns are only as good as the product data feeding them. A well-optimised feed improves ad relevance, reduces wasted spend, and increases click-through rates. Our PPC management includes comprehensive feed optimisation.
Feed Setup on Shopify
Google Channel App
Shopify’s official Google channel app syncs products to Google Merchant Center automatically. It maps Shopify product data to Google’s required fields. For basic stores, this provides adequate feed quality with minimal configuration.
Advanced Feed Management
For larger catalogues or stores needing more control, use feed management tools like DataFeedWatch, Feedonomics, or Channable. These provide feed rules, custom labels, advanced mapping, and multi-channel feed distribution.
Title Optimisation
Title Structure
Optimal title format varies by product type: Brand + Product Type + Key Attributes + Model. For fashion: “Nike Air Max 90 Men’s Running Shoes – White/Black.” For electronics: “Samsung Galaxy S24 Ultra 256GB Smartphone – Titanium.”
Keyword Inclusion
Include the most searched terms for your product. Research how customers actually search — “running shoes” versus “athletic sneakers.” Front-load the most important keywords within the 150-character limit. Combine with SEO keyword research for consistency.
Custom Labels
Custom labels (0-4) segment products for campaign structure. Use them for: margin tiers (high/medium/low), seasonal relevance, bestsellers vs slow movers, new arrivals, and clearance items. This enables bid strategy differentiation by segment.
Common Disapproval Fixes
- Price mismatch: Ensure feed price matches landing page price including currency
- Missing GTIN: Add barcode/EAN numbers via Shopify product fields or metafields
- Image quality: No watermarks, promotional overlays, or placeholder images
- Availability errors: Sync inventory status in real-time to prevent advertising out-of-stock items
- Policy violations: Review Google’s policies for restricted categories and content requirements
Feed Performance Monitoring
Review Merchant Center diagnostics weekly. Monitor feed processing errors, item disapprovals, and data quality scores. Track impressions and clicks at the product level to identify underperforming listings that need optimisation.
Supplemental Feeds
Use supplemental feeds to override or add data without modifying your primary feed. Add custom labels, promotional text, sale prices, and enhanced attributes. This keeps your primary feed clean while adding campaign-specific data.
Need feed optimisation? Our PPC team optimises feeds for maximum Shopping campaign performance.
