Guide
Google Shopping Feed Optimisation Guide
Your feed is the foundation of Shopping performance. This guide covers everything from titles to custom labels.
Why Feed Quality Matters
Google Shopping doesn't have keywords. Your product feed IS your targeting. The quality of your product data directly impacts:
- Which searches trigger your products
- How much you pay per click
- Conversion rate from qualified traffic
Product Titles
Titles are the most important feed attribute. Structure them for maximum relevance:
Running Shoes - Blue
Nike Air Max 90 Men's Running Shoes Navy Blue UK 10
Product Descriptions
Descriptions support titles and provide additional keyword coverage. Include:
- Key features and benefits
- Use cases and occasions
- Materials and specifications
- Synonyms for primary keywords
Custom Labels
Use custom labels (custom_label_0 through custom_label_4) to segment products for bidding and reporting:
Image Best Practices
- Minimum 800x800 pixels (1200x1200 recommended)
- Clean white or light background
- Product fills 75-90% of frame
- No watermarks, text, or promotional overlays
- Multiple additional_image_link entries for variants
Supplemental Feeds
Use supplemental feeds to enhance your primary feed without modifying source data:
- Add custom labels based on analytics data
- Override titles for specific products
- Add sale_price during promotions
- Exclude products via excluded_destination
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