Product Feed Optimisation Guide

Your product feed is the foundation of every Shopping campaign. Google uses it to match your products to search queries. A poorly structured feed means wasted spend on irrelevant searches and missed opportunities where your product should appear.

• Front-load the most important keywords (Brand + Product Type + Key Attribute)
• Include colour, size, material where relevant
• Keep under 150 characters but use the space

• Write unique descriptions for each product (not manufacturer copy)
• Include long-tail search terms naturally
• Describe the product as if the shopper cannot see the image
• Minimum 500 characters for meaningful descriptions

• Use Google's product taxonomy (google_product_category) accurately
• Add custom product_type values for granular campaign structure
• Be as specific as possible

• Use high-quality images on white or clean backgrounds
• Add additional_image_link for lifestyle or alternate angle shots
• Fill in all optional attributes: material, pattern, age_group, gender, size, colour
• Use custom labels to segment products by margin, season, or performance tier

• Add structured data (Product schema) to your product pages
• Ensure prices, availability, and GTINs match between feed and website
• Use merchant promotions to stand out in Shopping results
• Keep your feed updated daily (price and stock changes)