A Tactical Guide to Product Feed Optimization
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Learn how to go beyond basic product data. This guide provides actionable strategies for optimizing your product feed, including title and description templates, to improve ad relevance and sales.
Optimizing Your Product Titles and Descriptions
Your product title and description are key to improving ad relevance and click-through rates (CTR).
- Product Titles: The title should be descriptive, accurate, and include relevant keywords. A strong title follows a consistent format and includes essential information first, like brand, product type, and key attributes. Avoid all caps and promotional language like "on sale now," as these can lead to disapprovals.
- Apparel: [BRAND] + [GENDER] + 's' + [TITLE] + 'in' [COLOR] + 'Size' + [SIZE].
- Electronics: [BRAND] + [TITLE] + [SPECS] + [PRODUCT DETAIL] + [MPN].
- Product Descriptions: The first 100 characters of your description carry the most weight, so lead with the most important information. Your description should be detailed and highlight unique selling points without including information about other variants like color or size.
Essential Attributes to Master
Beyond titles and descriptions, these attributes are non-negotiable for a high-performing feed.
- Unique Product Identifiers (UPIs): GTINs (UPC/EAN) and MPNs are crucial for helping Google match your products to the correct search queries. Incorrect UPIs can result in a lower impression share. Only use
identifier_exists with a value of false for truly custom, one-of-a-kind items. - Google Product Category & Product Type: Choose the most accurate Google Product Category possible, getting as far down the taxonomy tree as you can. Use the
product_type attribute to provide additional clarity, using your internal store categorization as a guide. - Images: While images don't directly affect ad relevance, they significantly impact CTR. Use high-resolution images on a white background and provide alternative views and angles to create a virtual showroom experience.
Custom Labels: Use the five available custom labels to group products in ways that are most meaningful to your business, such as by price point, profit margin, or seasonal relevance. This enables you to apply targeted bidding strategies to different product segments.