Google Merchant Center Product Feed Optimization

Google Merchant Center Product Feed Optimization | Rainier Brandworks

Google Merchant Center Product Feed Optimization: The Key to Better Shopping Ads

Most advertising agencies spend their time optimizing Google and Microsoft Ads campaigns, bids, budgets and audiences. But many overlook one of the most important parts of a successful PMAX or Shopping campaign: Product feed optimization.

Your product feed is the foundation of your Google and Microsoft Shopping Ads. If your product information is incomplete, inaccurate, or poorly optimized, you could be paying for clicks from shoppers who were never the right customers in the first place.

At Rainier Brandworks, we make product feed optimization a priority.

Your Product Feed Matters

Google and Microsoft uses the information in your Merchant Center product feed to understand what you sell and determine which searches your products should appear for.

That means important product information needs to be accurate and optimized, including:

  • Product title

  • Product description

  • Brand

  • Manufacturer Part Number (MPN)

  • GTIN

  • Proper Image

  • Google product category

  • Product attributes

  • Price

  • Availability

  • Vehicle or product compatibility (if selling automotive parts)

  • Custom Labels For Specialized Targeting (using scripts or manual imput)

Getting these fields right gives Google and Microsoft better information to match your products with relevant searches.

Optimizing Product Titles for Google Shopping

One of the biggest opportunities we see is poorly optimized product titles.

Manufacturers often provide short or generic product names that make sense in a catalog but don't provide Google with enough information.

For example:

Manufacturer Title:
"RB Trail Series Rack 2021-2026 Ford Bronco 4-Door"

Optimized Shopping Title:
"2021-26 Ford Bronco 4-Door RB Trail Series Roof Rack"

A properly optimized product title can communicate the brand, product type, vehicle or application, model, and important product characteristics while naturally incorporating relevant search terms. Despite bad information online and adopted by many agencies, if you are selling products for specific vehicle applications, ALWAYS include the Year - Make - Model first. Why? Depending on what device or browser customers are using to search, a majority of the title may be cutoff in the ads or search results. It will be obvious by the image that its a roof rack, but how will the customer know if it fits their vehicle without clicking on the ad only to realize it doesn't. This poor result will result as a bounce and a wasted click (aka $$).

The goal isn't keyword stuffing. It's giving Google and Microsoft and the customer the information they need to understand exactly what you're selling before clicking the ad and wasting your advertising budget and the customer's valueable time.

Brand, MPN and GTIN Accuracy

Your brand, MPN, and GTIN are critical product identifiers.

Incorrect or missing information can make it harder for Google or Microsoft to identify your products and match them with relevant searches.

For ecommerce stores with hundreds or thousands of products, maintaining accurate product identifiers can be challenging. That's why Merchant Center feed management should be an ongoing part of your advertising strategy, not a one-time setup task.

Stop Paying for the Wrong Clicks

Better product data can help Google and Microsoft understand which searches are relevant to your products.

That matters because the goal isn't simply to generate more clicks.

It's to generate the right clicks.

If your product feed isn't optimized, you can end up spending advertising dollars on searches that aren't relevant, reducing conversion rates and hurting your return on ad spend.

Rainier Brandworks takes a different approach.

We look at your Google Merchant Center product feed and your advertising campaigns together. We optimize product information so your shopping campaigns have better data to work with.

We also apply the same approach to Microsoft Shopping campaigns, helping ensure your product data isn't being overlooked across multiple advertising platforms.

Rainier Brandworks Product Feed Optimization

At Rainier Brandworks, we specialize in helping ecommerce brands improve the data behind their advertising.

Our Google Merchant Center product feed optimization services can include:

  • Product title optimization

  • Product description optimization

  • Brand, MPN and GTIN validation

  • Google product category optimization

  • Product attribute optimization

  • Product feed cleanup

  • Supplemental feed optimization

  • Merchant Center troubleshooting

  • Google Shopping campaign optimization

  • Microsoft Shopping feed optimization

  • ROAS analysis and optimization

  • Photography

We don't believe Merchant Center should be treated as a checkbox that gets marked "complete" when your campaigns launch.

Your product feed is part of your advertising strategy.

When your product data is accurate, complete, and optimized, Google and Microsoft has a better understanding of what you're selling and who should see it. Resulting in better search intent matching and accurate search results.

And when the right products reach the right shoppers, you have a much better opportunity to turn advertising dollars into revenue.

At Rainier Brandworks, our goal isn't simply to spend your monthly budget like many agencies. We want to help you generate profitable revenue and push toward 1000%+ ROAS whenever the product, market, and demand support it.

If you're spending money on Google Shopping or Microsoft Shopping campaigns and haven't had your product feed properly optimized, let's take a look at it.