Your product feed optimization will be the most important factor in your success with Google Shopping.
Google Shopping uses your product information as they decide where to place your ads. This means that your product feed can’t just be accurate, it also needs to be full of clear and useful information for your customers.
In the same way that the Google search engine crawls your website, Google Shopping will search your feed to decide if one or more of your products is useful for a particular Google search.
If your products show up for the right searches, you will get more clicks and more sales.
It can be helpful if you’re already familiar with the basics of ecommerce SEO, because these skills will help you with Google Shopping feed optimization.
Google Shopping does not target keywords. That doesn’t mean that keywords aren’t important. What it means is that your success depends on the details you include in your product feed.
As you prepare to enter your products into your store, think about getting your products to show up for the right search, getting your customers’ attention, and getting them to click.
8 Important Factors for Google Shopping Feed Optimization
1. Product Title
3. Product Pictures
5. Product Description
6. Product Category
7. Product Type
8. Advanced Feed Considerations
Bonus: Unique Product Identifiers
A strong product title will have an exponential effect on your ecommerce site traffic. Your product title needs to be accurate, descriptive, and search engine friendly so that Google matches your ads with the right search queries.
Those tips are important, but still pretty general. To create the perfect product title for Google Shopping us this checklist:
Fill every character with useful information
Google’s keyword character limit is 150 characters. Don’t waste characters on promotions, promotional text in your title can create errors that you will need to fix before your ads will run.
Put the most important information at the start of your title
Google reads titles from left to right. This is different from the way school teaches most people to write, so it may take some practice to write “T-Shirt – Red, Women’s, Small, Cotton” instead of Small Women’s Red Cotton T-Shirt”.
Use your keyword research
Include your top keyword in the title if it applies to your product but limit it to one important keyword.
Use the most common name of your product
It’s great to be original and to show your personality, but it’s also important for your customers to be able to find what they want.
Write in the most common case for your product
Titles written in ALL CAPS will create errors and could affect feed approval.
Add product details like brand, color, gender, and size
Customers are more likely to buy if they writing out a longer search query, so details like these can increase the likelihood that someone will click when they are searching.
Think about what is important to your customers’ as they shop
If the model, year, or any other detail is important, make it a part of your product title.
Keep an eye on your product titles
The internet moves fast, and so does the way your customers search for products. Update your product titles regularly and consider their influence on the performance of your product listing.
You may have your own brand, or you may be reselling another brand, either way, you will usually need to include the brand of every product in your feed.
Your brand might not be a “brand name” yet. If that’s the case, include your brand a little later in your product title and emphasize more searchable terms to attract customers to your products.
That being said, a brand can be a powerful selling tool, and if you’re reselling products from a well-known brand, it is often effective to start with the brand name.
Searching by brand name can be another way that shoppers indicate their intention to buy, and adding a recognizable brand to your product title can increase your click rate.
Images are an important part of search results online today because data says that images get more attention than lines of text.
Great product images are incredibly important for your Google Shopping ads. High-quality, well lit, and well-composed images can sell themselves. Read this for perfect product photography advice.
For Google Shopping image specifics, You’ll also want to follow these tips:
- Make sure your image is easy to see in a thumbnail and on your mobile phone
- Google requires a white background behind your products
- Leave out any text, watermarks, or brand logos, these will create errors and delays
Once your product image and title have attracted a customer, the price of your product is the factor that inspires clicks. It can be tempting to choose a price for your product and stick with it, but ecommerce moves fast.
Monitor your analytics carefully and keep an eye on competitors to make sure that your price point is in the right spot for clicks, sales, and profit.
The product description is another important opportunity to optimize keywords. Get specific about your product and its features.
It can be tempting to use this space to tell a story about your product and company, but that strategy won’t bring you the most value on Google Shopping.
This is because your product description in your Google Shopping product feed optimization is more for Google than it is for your customers.
Use your 5,000 character product description to bring your product to life with your top keywords. Approach writing your product description the same way you would a game of “I Spy.“
Think about and describe:
- Who uses your product
- How they use it
As you write your product descriptions, also pay attention to the product title tips listed earlier in this article.
Another challenge for some newcomers to Google Shopping is picking a category. You’ll pick from an extensive list of over 6,200 categories and subcategories.
Google’s list of categories and subcategories can be a little overwhelming.
The list is useful because it lets Google know how to group your product with other similar products. This ensures that your products show up for the right Google searches.
You can choose only one category for your product, so be thoughtful about your selection.
You may not be able to find a perfect category match. If that’s the case, your best strategy is to choose the closest category. Then you can use the optional product type section to get more specific.
This section lets you independently define the category for your product. Naming your product type lets you specifically target your niche with your product listing.
Advanced Feed Considerations
As your business begins to enjoy the value of Google Shopping, you’ll also want to take advantage of more custom features within the platform.
For instance, custom labels are helpful when you want to optimize bids. These labels don’t affect search queries for your ads, so they provide an opportunity to refine your business process.
Other Information to Prepare in Advance
You’ll want to pull together a few more details before you optimize your product for your Google Shopping feed.
- A unique link to your product detail page (Link to your specific product, not to your home page)
- Product availability
- Condition of your product (especially important for resellers)
You’ll also need to clarify whether your product is for adults or all ages.
If you sell products like books, music, and movies, the sections above are all you need to think about. If you sell any other type of products, like clothes, there are more fields you’ll need to complete and optimize.
Unique Product Identifiers
Unique Product Identifiers are codes used nationally, internationally, or both, to easily identify your product.
These numbers are usually found on the barcode on the product packaging of manufactured products. If you can’t find the number there, you’ll need to inquire with the manufacturer.
The process of finding these numbers can be a challenge for some businesses, but their addition to your product listing will pay off. This unique code will help your product show up in more specific searches.
A short glossary of the most common UPI codes:
GTIN – Global Trade Item Number
The original manufacturer assigns this unique identifying number.
If you need to enter the GTIN for your product, you will also need to submit the brand attribute. For North America, we recommend including the MPN.
If your product doesn’t have an assigned GTIN, submit both the brand and MPN numbers instead.
UPC – Universal Product Code
This number is the same as the GTIN and is the most commonly used identifier in North America.
ISBN – International Standard Book Number
This number is used globally for books.
MPN – Manufacturer Part Number
The original manufacturer assigns this unique identifying number.
There are more product details that you’ll need to enter if you run a business that sells clothing or other products with variants. You can read more about the comprehensive unique product identifier requirements here.
Get Started on Your Google Shopping Feed Today
The Selz integration with Google Shopping directly connects your Selz account to the Google Merchant Center.
This simple and powerful integration lets you list all your products and product variants with Google Shopping at once. Your Google Shopping listings will automatically update as you add new products.
You can create the perfect Shopping Ads feed directly from your Selz dashboard. Start adding products to your Selz store today!