Google Shopping, previously known as Product Listing Ads, is a service that allows advertisers to market their products within Google search results. It’s not surprising that many businesses use this platform because it has high visibility, and it’s very effective when combined with other advertising channels.
Google shopping feed optimization is vital for many reasons. First and foremost, it helps you gain traffic to your website. Secondly, it increases the number of sales that you make daily. As such, Google Shopping Feed optimization plays a significant role in improving search rankings. It also provides quality content for users who visit your website through organic search results or paid ads on the Google Shopping platform.
But only a few people know what it takes to get their products listed on Google shopping feeds and how they can optimize this channel for better performance. This article will cover all the necessary steps for you to understand how you can optimize your product data feed for better performance in this channel.
What Is Google Shopping Feed Optimization?
Google Shopping Feed Optimization (GSFO) is optimizing your product feed for Google’s shopping search engine. This includes making sure the data in your product feed matches what shoppers will see when they search on Google.
To optimize your product data, you need to understand relevant and valuable content for customers. An excellent way to do this is by using a keyword research tool like KeywordTool.io. Tools like this will help you identify keywords that have high search volume but low competition to use them in your title tags and Meta descriptions on each page. See some questions about Google Shopping Feed Optimization answered below:
– Why Should I Optimize My Google Shopping Feeds?
Shopping Feed Optimization is an important step to convert your product feed as much as possible. It’s a process of optimizing the data in your product feed so that Google can understand what products you sell and what they are focused on. The more optimized it is, the better your conversion rate will be.
For instance, if someone searches for “red shoes,” Google will show them the best results with red shoes in it (and other relevant products). If there are no red shoes in your inventory, they would offer something else with close colors or similar designs like blue shoes or black dresses, etc.
This way, we can say that Shopping Feed optimization helps increase revenue by showing relevant ads which drives traffic directly to your stores through clicks on those ads, which convert into sales. In summary, the main reason for optimizing your feed is to improve your chances of getting more clicks and thus more conversions. This can be done by:
Google Shopping Feed optimization can help you improve the click-through rate of your ads. It ensures that they are relevant to the products sold on Google Shopping. For example: if you sell shoes online, your ad shows up when someone searches for “shoes” instead of “books.”
Decrease CPC (Cost per Click)
In other words, getting as many clicks as possible with the same budget. If you have $10/day and 200 impressions every day with an average CPC of $0.30 per impression, you’re spending $6 each day just on clicks ($10-$3). But if you could optimize your feeds, so you get 1k impressions instead of 200 (without increasing budgets), you would get three times the amount of clicks while still paying only $10/day!
– What is a product data feed?
A product data feed is a file that contains a list of products you want to advertise on Google Shopping. You can create your product data feed or use Google’s automated system.
Product Data Feeds are used in conjunction with Product Ad campaigns, which are the same as regular AdWords campaigns but contain Product Ads instead of standard text ads.
– How Upp AI Optimizes Google Shopping Feed?
You’ve probably heard about artificial intelligence (AI) and how it can help optimize your Google Shopping feed. If you have, you’re probably trying to make sense of what makes Upp AI unique from other tools that also claim to use AI.
Upp AI uses real-time machine learning algorithms that constantly evolve and improve based on real-life data collected from thousands of retailers like yourself. That means our product will always be up-to-date with the latest changes in Google’s algorithm, which ensures that we’ll always provide you with the best advice on optimizing your feed to get more sales.
Unlike other solutions, Upp AI focuses on helping retailers understand their customers’ behavior better through behavioral data analysis rather than just providing them with generic recommendations based solely on keywords or product category names which is often all other tools do.
With this approach, we help retailers discover valuable customer insights, such as their best buyers? What products do they buy together? And What features or attributes do these customers look for when shopping online?
How To Optimize Google Shopping Product Feed?
Google Shopping Feed Optimization is optimizing your Google Shopping feed to improve your product listings’ visibility and performance. Optimizing your product feed can be a complicated process, and we’re here to help. Here are some things you should keep in mind when setting up your Google Shopping product feed:
- Follow the specifications for Google Shopping products.
- Choose the right category for each product.
- Provide a unique title and description for each product.
- Include images of all sizes, including images with white backgrounds.
- Use an appropriate identifier for each variant of a single item, e.g., size or color.
- Set up availability information per variant to see when products will be available. This may mean adding dates as well as names to indicate availability.
Best Practices for Google Shopping Feed Optimization
The foundation of a successful Google Shopping campaign is the product data feed that you submit to Google Merchant Center. If your product data is inaccurate or incomplete, it can severely harm your search engine results pages (SERPs) performance. If you haven’t already done so, learn how to create an accurate Product Data Feed using MerchantWords. Other best practices include:
1. Merchant Center Warnings
It would help if you also kept an eye on Google Merchant Center Warnings to see any problems. These alerts ensure that your data is accurate and free of mistakes. If your information is submitted to the merchant center, you will receive emails informing you of specific issues, disapproval, and warnings if there are any problems.
These notifications will not halt your advertisements from displaying; instead, they will cause you to spend more money on ads than your rivals who have cleaned their feeds. As a result, keep an eye out for errors and correct them right away when they appear.
There are three different levels of warnings in the Merchant center: feed, item,, and account. Here is a close look at what they are:
This warning is the most serious of all three merchant center warnings. If this warning is left unaddressed, they lead to more significant and severe issues like Google shutting down your merchant center. If you are notified of an account-level alert, like issues concerning the verification, it is best to attend to them immediately so your ads can keep running.
The merchant center reviews your data feed for a feed check and double-checks that all data are correct. It also verifies that all files are readable and configured correctly.
Item level warnings are found at the exact product level. The merchant center goes through all of your products and notifies you if you’ve excluded specific attributes, and then it gives you a warning or recommendations. Most issues are found here, and they need to be fixed immediately.
2. Use Original Product Images
Using original product images is preferred by Google; the platform also likes original product descriptions used on your website. Use pictures that are taken explicitly for your store rather than manufacturer pictures. The image rules are to be followed, no logos, no watermarks, and text on the image.
Use quality and high-resolution pictures. Customers will want to zoom in on your product image and see the details. Using low-quality photos won’t appear friendly and may not sit well with some customers. The alt text and title should describe the product perfectly. Using the irrelevant title and alt text won’t do you much good.
3. Update Your Data Feed Regularly
To optimize your data feed and campaigns, you need to learn to regularly update your feed when prices change, the product availability, or inventory changes. For instance, if you sold 200 products the previous month, and now you’re only selling 120, you need to update your data feed. If not, you’ll be paying to market 80 products you are not currently selling. A worse case is the products will appear as a 404 error in the merchant center and will drag down your feed quality.
To efficiently update your feed, google asks their clients for a dynamic file; Google will pull in a new file of a client’s product every day. Google optimizes those products through a custom tool and then uploads the result to the merchant center.
4. Pick Right Categories
Picking the best category will make google place the ads more accurately in the search query. Ideally, five paths down from the parent category will do. This will boost CTR significantly and will result in a much better performance.
It is common for apparel to have a wide range of colors in various sizes. If your store has a lot of parent products with several types, it will be a good spending choice if you upload parent products only, especially if you’re too busy to manage product feed regularly. If you don’t have a schedule for regular monitoring, you can risk presenting incorrect data. But if you can bear the cost of managing parents and variant products, it is better to do this instead.
Separate variants instead of hopping on a parent product and making customers do the work of finding the item that they want. Separating them will be relevant to the end-user, but it will also let you know which variant has low performance.
Advantages of Google Shopping Feed Optimization
Performing a google shopping feed optimization holds several benefits for your business. And in this section, we will take a look at some of the benefits you stand to enjoy:
- With google shopping feed optimization, you can boost your figures in terms of sales due to the increase in traffic flowing to your store.
- You can rely on this optimization process to help you increase the buzz and awareness around your business. This creates a better and excellent exposure and branding of the products and business.
- Seamless channeling potential customers through the sales funnel for better conversion rate and improvement on return on investment.
- Better efficiency means less time spent managing your Google Shopping campaigns and more time for other essential business activities.
What Makes A High-Quality Google Shopping Feed?
A high-quality Google Shopping Feed should contain the following:
- Product ID, Title, and Description.
- Also, include product images with size, format, and other attributes.
- Product Price or price range and currency code if applicable. For example, USD for United States dollar.
- Product Category/Subcategory(s). For example, men’s underwear is in Men’s Clothing and Underwear.
- Brand the product if available; this is optional but recommended because it helps increase click-through rates to your site from search results pages. Your brand will feature prominently on top of search results pages, where keywords appear in bold blue underline text.
Now that you’ve gotten all the information and key takeaways from this article, summarize and review it. Google Shopping Feed Optimization is a process of optimizing your product data to be displayed in the best way to customers on Google’s SERPs.
You should optimize your feed based on what’s most important: sales volume or rankings? The goal should be to get as many conversions as possible. Now that you know how to optimize your feed, implement these changes into your strategy.
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