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1. Conduct a product feed review
Check for any warnings or errors before you send your product feed to the channel you’re selling on. This will keep your listings running smoothly and help you avoid any requirement violations from adding up and affecting your account.
You can get started by checking the diagnostics report shown below in your Merchant Center account or by running an automatic feed review with DataFeedWatch.
- DataFeedWatch Feed Review - Check for errors, warnings, and suggested changes any time you’ve made changes to your product feed.
- Common Facebook Ad Errors - Solve common Facebook Product Ad errors with step-by-step instructions.
- Common Google Merchant Center Errors - Solve a wide range of Google Merchant Center errors in all areas like availability, price, feed processing errors, and more.
2. Optimize key feed areas
Fully optimized feeds are the foundation of highly successful campaigns. And there are a few important attributes that will make the most impact on your online visibility and the success of your listings.
Since Google Shopping is such a visual channel, having optimized images is all that more important.
How to get started
Make sure your images meet all Google requirements, like:
- Image sizes
- URL requirements
- Not using placeholders or generic images
- No text or watermarks
Then you'll be ready to make further adjustments to enhance your images.
- Google Shopping Images - 7 rules to follow while optimizing your images that will help your listings stand out from the competition.
Besides images, product titles also work to give shoppers important information about your products and convince them whether to click on your ad or not.
How to get started
Organize your product titles with the most important information at the beginning so that it's sure to be seen. Follow Google's title structure suggestions for your product category as shown in the table below.
- Google Shopping Titles - Use these 8 techniques to fully optimize your titles, with tips on finding the best keywords and making ongoing improvements.
Making sure you have unique product identifiers (UPIs) for your products and that they're correct is vital to the health of your feeds. While no longer required for Shopping campaigns, they will help shoppers find your products more easily and your listings may be given priority over those that don't by Google.
How to get started
Check to see if you have identifiers for all of your products, some of your products, or none of your products. There are 3 to look out for:
If you find that you have some identifiers but not for all of your products, you can add them in a few different ways, like:
- Creating a separate feed
- Filling it in from another part of your feed (by using a feed management solution like DataFeedWatch)
- Adding them in manually if you don't have many products.
- UPIs for Google Shopping - Learn about brand, MPNs, and GTINs plus the benefits of having them and how to add them into your feed if they are missing.
- How to find GTINs - Are GTINs missing completely from your feed? Learn how to find them for your products and add them to your feed.
- Fixing invalid GTINs - Is your GTINs field populated in your product feed, but somehow you're getting an error? Use these 5 steps to troubleshoot and fix them.
Additional feed optimization resources:
- Expert Google Shopping Feed Optimization - If you have more experience with Google Shopping, these advanced optimization tactics are for you.
- [Case Study] Optimizing Key Components of a Product Feed - Discover the areas this digital agency optimized for their client and what they did to achieve results.
3. Use a promotions feed
Shoppers love getting a good deal. And chances are, you have one to share! Make sure it’s being advertised by creating a Google Shopping promotions feed. This will make your listing stand out and also increase your average order value (people tend to buy more when they come from an ‘on sale’ item).
Plan in advance for your sales and product deals by creating a separate feed for your promotions. You'll be able to add the start and end date and the products involved. This saves you from manually adding them in the Google Merchant Center and from worrying if you'll get them set up in time.
- Intro to promotions feeds - An introduction to promotions feeds and how they can enhance your campaigns.
- Google Merchant promotions guide - Learn how to show promotions on your Shopping ads like ‘special offer’ or ‘free shipping’ either by manually adding them or through a promotions feed.
- Show Price Drop in Search Results - Have items that are on sale? Entice shoppers by showing the original price striked out with the new, lower price beside it.
- Promotions in Feed Driven Text Ads - Use this guide to advertise your promotions with Google Search ads.
4. Divide and conquer
Custom labels let you segment your products into any category. Segmenting your products into groups gives you the freedom to bid more aggressively on these specific items and gives you more control over your campaigns.
You can use custom labels to group your products into any categories you can think of, so you need to decide which will be most beneficial for your selling strategy and goals.
Some examples are:
- Seasonal items (winter, summer, etc.)
- Profit margin (high, low)
- Discounted items
- Discount type (clearance, Black Friday sale, etc.)
- Price range (50-100, 100-150, etc.)
- Selling rate (frequent, low)
- Using Custom Labels with Google Shopping - Use these 15 examples to get inspiration for your own custom labels.
- Custom Labels with Facebook Product Ads - Custom labels also work with Facebook ads. This guide will take you through the process of setting them up and setting the right bids.
- [Case Study] 85% in Revenue with Custom Labels - Learn how this agency increased their client’s revenue by implementing custom labels into their Google Shopping product feed.
- Using custom labels to get competitive - Leverage the prices of your competitors by creating a custom label that segments your products into categories that show if they're 'cheaper', 'same price' or '+% more expensive' to showcase the cheaper products you have.
- Using price scrapes to stay competitive - Showcase your products that will convert more easily by separating them into 3 groups: poor, good, and excellent in relation to your key competitors.
5. Combine Shopping and Search ads
What’s better than choosing between using Shopping ads or Search ads? Using them together! In fact, shoppers are 90% more likely to click through to your website if they’ve come into contact with both.
If you're using one and not the other, then the next step is creating a product feed for either Shopping or Search ads. They both have different requirements and abilities (for example, you can only use negative keywords with Shopping ads) so you'll need to get familiar with these and start optimizing.
- Google Shopping vs. Search Ads - A full comparison on the differences between Shopping and Search ads, and when you’d want to use each one.
- Automate Google Search Ads with a Product Feed - Take a new approach to your Search ads with feed-based automation and optimization.
- Guide to Google Search Ads - Learn about 6 key areas of Google text ads like keywords, auctions, and best practices. How to Use
- Google Shopping Free Product Listings - Already listing Search ads and wanting to see how Shopping ads work for you? Try them out with free listings.