How to Optimize Your Google Shopping Feed for Better Results

By: Jyll Saskin Gales, Google Ads Coach

Want to refine your Google Shopping campaigns and boost performance? Negative keywords will only take you so far. While adding irrelevant search terms as negatives is important, truly optimizing your Shopping campaigns hinges on understanding how your product feed influences your performance.

Why Your Google Merchant Center Feed Holds the Key to Google Shopping

Unlike traditional search campaigns, Google Shopping campaigns rely heavily on the information provided in your Merchant Center feed. This feed acts as the foundation for your targeting, informing Google's algorithms about your products and when to show them in search results.

Feed optimization actually has quite a bit in common with SEO; you want to ensure you include the right keywords, the right formatting, and make your feed as easy for Google to understand as possible.

Fine-Tuning Your Shopping Feed

A basic feed generated by platforms like Shopify can get you started, but at some point, you'll want to take the reins in order to scale.

• Optimize Product Titles and Descriptions: Go beyond simply listing the product name. Incorporate relevant keywords, highlight key features, and use language that aligns with how your target audience searches.

• Refine Product Categories: Accurate categorization helps Google understand where your products fit within its vast network. This ensures your products are shown for the most relevant searches, reducing the need for extensive negative keywords.

• Leverage Custom Labels: Create custom labels to segment your products based on criteria like seasonality, profitability, or promotional offers. This allows for granular control over bidding and targeting, enabling you to exclude specific groups of products from certain campaigns or adjust bids accordingly.

• Utilize Product Attributes: Don't overlook the power of attributes like colour, size, and material. Providing detailed information ensures your products are matched with highly specific search queries, minimizing wasted ad spend on irrelevant searches.

Beyond the Feed: Negative Keywords Still Matter

While feed optimization is crucial, actively monitoring your search terms report remains essential. Regularly review the report to identify any irrelevant searches triggering your ads and add them as negative keywords. This ongoing process further refines your targeting and ensures your ads are shown to the most qualified audience.

By focusing on both feed optimization and search term review, you can significantly improve the efficiency and effectiveness of your Google Shopping campaigns.