Google Merchant Center - Feed optimalisation

This article discusses optimalisation of Google Merchant Center (gMC) product feeds, mostly for use in Google Shopping (gSh).

Summary:

• Use GTIN
• Optimize title
• Use all available attributes
• Use custom labels for segmenting the feed in your campaigns
• Test what works
• Research what search terms your public uses
• Dynamic repricing
• Use regular expressions
• Sales & merchant promotions
• Change product IDs for underperforming products.

Title

• Google uses only the title (after GTIN to be precise) to determine whether or not to display a given product. Hence it is important to include all terms that are relevant for visitors in the title
• Use all available 150 characters
• Make use of front loading: Only around the first 70 characters are usually shown
• Use search reports like in Google Ads and Google Search Console to figure out relevant terms
• Do the title as latest field, after all the other fields, so you can easily reuse these other fields
• Don't use sales talk.

Bronnen

• https://www.adlucent.com/resources/blog/6-best-practices-for-google-shopping-feed-optimization
• https://www.datafeedwatch.com/blog/tips-google-shopping-feed-optimization