Product Feed Optimisation

The quick and easy way to take control of Product Feed Optimisation.

1 - Connect to Shoptimised

Connect your existing shopping feed to the Shoptimised platform and load all of your current product data.

2 - Optimise & Improve

Start optimising, editing and improving your product data in our easy and powerful product feed editor.

3 - Upload to Merchant Centers

Upload your new and improved product feed to your Merchant Centers as your primary product feed.

What is Product Feed Optimisation & why is it important?

Product Feed Optimisation is the process of optimising the data within your product feeds to ensure your products are shown for highly relevant search terms in channels such as Google, Bing, Facebook, Amazon, eBay and many other channels.

Optimising the keywords within your Product Titles, Product Descriptions and Product Types is the main way to influence which search terms your products will appear for other than utilising negative keywords which are only available in Google, Bing and Amazon.

Depending on the strategy you select for optimising your products you can either choose to target highly relevant traffic, traffic with high search volumes or a mixture of both.

Product Feed Optimisation makes up 50% of the management process for getting the best results out of your Google Shopping Campaigns, Marketplaces and Affiliate Networks. However, Feed Optimisation doesn’t just help to improve and control the search terms your products appear for. The way your feed is structured directly influences the way you can structure your Google Shopping campaigns which has a major impact on both growth and performance.

The quality of your product feed also has a direct impact on the performance of your shopping campaigns. The more accurate data you provide for your products (such as genders, age groups, sizes, weights, materials etc), the better your data quality score will be in the Merchant Centre. This results in your products appearing more frequently and higher for more relevant search terms.

Finally, Product Feed Optimisation can also help you to fix and remove product warnings and suspensions far easier and quicker than website development.

How Shoptimised Works

Start Your 14 Day Free Trial

Start Your 14 Day Free Trial

Start your 14 day free trial today. No payment details are required, just add your feed & optimise!

What channels & marketplaces does Shoptimised integrate with?

& many more of the worlds leading channels, market places & affiliate networks. Get in touch with us today to find out more.

Our users

What do our users think?

Will Chalk, Analytics & Paid Manager, End Clothing

Product Feeds are a hugely important part of our online marketing and we needed a tool that gave us the ability to make quick changes, manage and syndicate our feeds to all of our channels. Shoptimised has helped us to do this and more. The software has become an essential part of marketing and the support from the Shoptimised team is great.

Evie Davies, Associate Director, 360i

I have worked with Shoptimised in a feed solution/ CSS tech capacity. The team are really easy to work with and forthcoming with troubleshooting, as well as having the fastest turnaround times imaginable. The striking thing about this business, however, is their willingness for feedback on the product itself so they can continue to improve the product offering.

Also, this feels like a premium service but the prices are anything but- the service, in conjunction with the pricing, is a no-brainer for most businesses.

Enjoyable to work with and frustration free- rare in the tech industry and a product/service I wholly recommend!

Hannah Strong, Head of Paid Search, Silverbean

Great value, great tool, fast support whenever there are (very minimal) issues. Easy to use and has made a real different to our client revenue and ROI.

Neeraj Maisura, Head of Ecommerce, Push Group

Excellent service & support – Shoptimised are always willing to help and go the extra mile. Pleasure to work with the whole team & I 100% recommend them to anyone looking for a comprehensive and robust platform to manage their feed / data quality.

Matt Janaway, Marketing Labs, Managing Director

Super platform for enhancing, organising and optimising product feeds!

Christopher Hankinson, Acquiro, Director

A fantastic company to deal with. Always at the other end of the phone to offer assistance and help. Everyone I have dealt with has been very knowledgeable and efficient.

Colin Mackay, PPC Manager, Attacat

When we were looking for shopping feed software we came across this tool and it fits in so perfectly with what we do. The team is amazing, and it was built by people who were looking for workable solutions to shopping feed optimisation. Nothing to dislike about this tool, it has now grown to be a major point in what we do.

Our prices

In House

£99 per month

  • Up to 3 Product Feeds
  • Up to 3 AdWords Accounts
  • Automated Reporting
  • Intelligent Dashboards
  • Efficiency Audits


£199 per month

  • Up to 10 Product Feeds
  • Up to 10 AdWords Accounts
  • Automated Reporting
  • Intelligent Dashboards
  • Efficiency Audits


£349 per month

  • Up to 30 Product Feeds
  • Up to 30 AdWords Accounts
  • Automated Reporting
  • Intelligent Dashboards
  • Efficiency Audits


£499 per month

  • Up to 50 Product Feeds
  • Up to 50 AdWords Accounts
  • Automated Reporting
  • Intelligent Dashboards
  • Efficiency Audits

All prices exclude VAT.  Book an online demo of the Shoptimised platform or contact us to find out more information about our custom enterprise plans.

Product Feed Scrapes & creation have an additional annual cost, for more information, click here.

Free Product Feed AuditThe worlds only fully automated & free product feed audit

1 - Simply enter your feed URL, XML, CSV or TXT File.

2 - We will email you a detailed product feed audit.

3 - Start improving your product feeds and increasing sales.

Product Titles

Last updates: 3/12/2019

Optimising your product feed is hugely important for creating and managing successful Google Shopping Campaigns. Product Titles alone are one of the most important factors in whether Google considers your product to be relevant to the user’s search term.

Approximately 80% of every Search Term your Shopping Ads appear for are matched to words and phrases within your Product Title.

Far too often, it’s said that PPC Managers can only control Shopping Search Terms by adding negatives. This isn’t true – you can control them by optimising your Product Titles. 99% of Product Feeds will pull the title from your websites meta title or H1, so it’s important to make sure you can change the title in your Product Feed without impacting your website. If you don’t have the ability to change one without the other, then make sure you consider the impact on your SEO and where your products rank organically.

Optimising your Product Titles can increase your impressions and reach within Google Shopping, which can ultimately increase your shopping impressions, conversions and revenues.

Word order is critical. Make sure you front load your most important information to the beginning of your product titles. Google weight the importante of the words within your Product Titles from left to right.


Product Title Information

You can also optimise your Product Titles to narrow your reach and focus directly on lower volume and higher converting search terms. The point being, that by optimising Product Titles, you have much more control.

We have carried out numerous tests, and Google’s algorithm always favours the words at the beginning of your product title to be the most important factor when it decides which ads and advertisers are most relevant for the search term.

Analyse your Search Term reports to discover which search terms and words feature more prominently within your converting search terms. You can also utilise the Shoptimised Converting Terms Report to make that analysis much easier.


Product Title Examples

High Level Title Best Practises:

1 – Avoid vague titles. Make sure it’s clear what the product is to improve search relevance. Utilise available characters.

2 – Include relevant attributes that are important to a user searching for that product (ex. Brand, Colour, Material, Size, etc). Improves offer quality and likelihood of showing for relevant searches.

3 – Front-load important attributes in the title. The number of characters that show will depend on the ad unit being shown and in most cases, 70 or fewer characters will be displayed in Google Shopping dependent upon your device or screen size, but Google will read up to 150 characters within your Product Titles

But there is far more to Feed Optimisation than just optimising your Product Titles. The quality of your data and the way that your data is organised is also a hugely important factor for your success.

For a full list or Product Title specifications, click here.

Product Feed Optimisation Guide Video
Optimise Product Feed Titles Using Your Feed Attributes
Optimise your shopping feed product titles, quickly utilising your feed attributes.

Product Types

Most Product Feeds only utilise Product Types to inform their campaign structure or they are copied from the websites navigation structure. However, Product Types play a far more important role in your performance.

Product Types are used by Google to categorise your products within their Shopping filters and to match against search terms. You should make sure you provide an accurate and robust category structure in the Product Type field to improve performance. Google recommended to have at least 3 nodes in your Product Types whilst we recommend 5 nodes.

Benefit from optimising the ‘product type’ attribute:

  • Provides Google with critical information to match products with user searches.
  • Produce a good structure for Shopping campaigns
  • Improve search relevance for the product

Wrong: Trainers > Adidas

Right: Trainers > Adidas > Mens > Black > Originals > Dragon

Also make sure that you do not contain promotional sections within your Product Types or violate the Product Type policy by spamming Product Types.

Promotional: mens > trainers > sale > 40% off section

Spam: mens trainers > cheap trainers > cheap Adidas trainers > black trainers> Adidas Originals on sale


Product Descriptions

Whilst not as important as your Product Titles, your Product Descriptions provides you with a great opportunity to build in more keywords. You can add up to 5,000 characters into your Product Description, but make sure you keep them relevant to the actual product. Product descriptions that contain characters of 800 to 1,000 have on average +30% impressions. Describe colours, sizes, material, styles, weight, uses and benefits. Make sure you avoid using any promotional text or repetitive content throughout your product descriptions.

Avoid special characters and capitalisation. Make sure you reiterate terms which may be found in Google Product Category and your Product Types.

Product Descriptions

Color Attribute

Make sure you are utilising the colour attribute to describe your product’s colour. This information helps create accurate filters, which users can use to narrow search results within the Google Shopping tab. If your product have variants that vary by colour, then provide that information through this attribute and make sure you add the different colours within your Product Titles.

Products with more than one colour input will receive warnings within the Google Merchant Center. If your product is multi-coloured, you can still to specify more than one colour value using slashes and hyphens, but you may not separate values with commas.

Right: Red/Green/Brown

Wrong: Red, Green, Brown


Make sure your images are of a good quality, especially when considering how much traffic comes from mobile devices. Don’t include text over your images or watermarks which make the image unclear. Make sure that your product variants all have the correct picture and do not just use the parent picture.

100×100 is the minimum resolution allowed across all verticals, except apparel where the minimum is 250×250.

However, 800×800 resolution images can lead to higher impressions/clicks due to their higher quality score.

Product Images

Item Group IDs

Whilst a lot of ecommerce websites struggle to take advantage of Item Group IDs, they can have a such a positive impact on your revenue when you do include them. You can group products together that differ by one or more of the following attributes:

  • color [colour]
  • size [size]
  • pattern [pattern]
  • material [material]
  • age_​group [age_​group]
  • gender [gender]

This will deliver those options directly within the Search Results. This further qualifies the intent of the user before they click into your website, which has the desired impact on your conversion rate and sales.

Item Group IDs
Create Item Group IDs with Shoptimised and deliver more products into Google Shopping results to increase your sales.

Promotion IDs

Utilising Promotion IDs is a great way to stand out within Google Shopping results during key trading times and within sale periods. Whilst many advertisers choose to blanket their promotion IDs, you will have greater control and a better bottom line by creating more granular promotions that you can apply on a brand, product or category level within your feed.

Adding Promotion IDs to your Shopping Feeds can be slow and frustrating. Use Shoptimised to add and manage multiple Promotion IDs in minutes.
Promotion IDs

Custom Labels

OK, so Custom Labels don’t really enhance your feed in terms of you being found. But utilising Custom Labels can have such profound impact on your ability to structure your Shopping Campaigns and get the most out of your performance. Here are a few of our top tips:

1 – New Products

You need to give new products a fair crack of the whip when it comes to Google Shopping campaigns. You will always have consistent performers and you’ll find the budget and clicks is skewed in their direction. Make sure you can split out your new products, so you can fully test whether they are going to become your next top sellers!

2 – Sale Items or Price Drops

Having the ability to split out sale items into their own Campaigns helps you to have great control over your budgets. Either limit or take advantage of these items by driving more traffic to products that will have bigger discounts.

3 – Top Sellers

Ensuring your top selling products are always visible and have enough budget is essential to any Google Shopping effort and the ability to grow your sales further.

4 – Price Bands

Most retailers have a variety of price bands, and by creating price band custom labels such as £0.00 to £5.00 or £29.99 to £49.99 helps you to create an intelligent bid strategy that will ensure you don’t pay too much for clicks that will eat into your profits.

5 – Margin Bands

Like price bands, margin bands are an even better way to go, if you know the margin you have in each product. However, should you decide to have a sale, offer discounts or reduce your prices, you will need to make sure you update your custom labels to make sure your bidding strategy doesn’t start to hinder your performance.

Google Shopping Experts & Their Top Tips

Google Shopping is one of the most profitable channels in Pay per Click. But, it’s also one of the most inefficient with 100% of revenue and conversion coming from an average of 18% of your investment. We asked some leading Google Shopping Experts what their biggest Google Shopping Pain Points are, along with their top tips and whether they focus more on campaign optimisation or product feed optimisations.

Kole Ogundipe, Associate Director, Croud

What are your biggest Google Shopping pain points?

The separation between Google AdWords and Google Merchant Center is far from ideal. Google does not link campaign performance, held in AdWords, with the details of the feed, held in Merchant Center.

Therefore, it is challenging to tie back feed changes to campaign performance.

What is your top tip for improving Google Shopping?

Segmentation is key. Often advertisers run just one or two Shopping campaigns, instead of creating multiple campaigns based on category and/or performance.

Advertisers often have a wide array of products with varying levels of popularity, competition and revenue margins. Running fewer campaigns and ad groups makes it much more difficult to ensure that advertisers are investing more in their top performing products to maximise ROI.

Advertisers tend to follow these rules to maximize their Search returns, but forget these effective optimisation tactics on Google Shopping.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

At Croud, in most instances, we focus on Campaign optimisations first; capitalising on quick-wins and addressing poor performing areas.

From analysing campaign performance, we build up a picture of the key opportunities for the advertiser on Google Shopping.

With those insights, we then turn our attention to the feed and tailor the feed to maximise ROI of our campaign performance.

Matt Bullas, CEO & Founder, Click Consult

What are your biggest Google Shopping pain points?

Clients’ websites not having bespoke landing pages for the exact product clicked (ie images or GTINs), which means the feed doesn’t conform to Google’s conditions and best practices. This reduces performance and could potentially result in suspension.

Even though we have a system, creating complex search term based structures using priorities and negatives.

Splitting out large accounts (time-consuming).

What is your top tip for improving Google Shopping?

Product Feed Optimisation. First you need to make sure all attributes are assigned to your products all the way down to the finest detail. This will enhance the quality of your product and provide the basis for strong Title optimisation. Title optimisation is the most important factor of Feed Optimisation due to the contextual matching system Google uses to show your products.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

Shopping Campaign Optimisations are fairly static, aside from bid changes and negative keywords, once your initial structure is set up. Shopping Feed Optimisations never end as your search query report constantly provides new research for information that could be added to titles to increase volume.

Neeraj Maisuria, Head of E-commerce, Push Group

What are your biggest Google Shopping pain points?

Typically it tends to be shaping a product feed. Some of the issues we face are working with feeds that have missing information (GTINs, brand and similar), poor feed structures (that makes structuring shopping campaigns difficult) and working with disapproval’s due to mismatch data in the feed versus the website.

What is your top tip for improving Google Shopping?

Really focus on your product titles because this is the main way Google Shopping works out which keywords to show your item for. Check the structure, content and ensure they reflect the sort of searches you want to be appearing against. Also, I advise using automation/AI to get the most back from your campaigns – especially those with 1000’s of products to control against a ROAS or CPA target.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

Both are as important as each other and neither should be dismissed. The quality of a product feed has a correlation to the performance of a campaign. Once we have the feed in a good state, the focus naturally switches to Shopping campaign optimisation to grow performance, however, we always keep an eye on the feed because this is the core. Without the feed, there is no Shopping campaign to optimise.

Matt Janaway, CEO & Founder, Marketing Labs

What are your biggest Google Shopping pain points?

Lots of businesses don’t have the data required to correctly run a Google Shopping campaign. For example, unless they have a physical store (or have previously set up some Google Shopping campaigns), EAN’s often tend to be missing. It can be time-consuming organising and optimising this data correctly.

What is your top tip for improving Google Shopping?

4 top tips…

Ensure that images are high quality and show off the product for searchers.

Optimise the product name in the feed for the chosen keywords to increase visibility.

Look for times of the day where the clicks are cheaper and ensure you have good visibility during those times.

Analyse data to determine which devices work the best and therefore should have a higher proportion of your budget.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

We try to split this 50/50 or at least encourage our clients to improve the data in the feed. Both are equally important, and optimisations can yield great results.

Darren Taylor, Marketing Manager, The Big Marketer

What are your biggest Google Shopping pain points?

The biggest Google Shopping pain point for me is identifying and rectifying disapproved products within the feed. It’s a time killer and some of the issues like dynamic pricing and the use of some special characters on a can be a nightmare to rectify.

What is your top tip for improving Google Shopping?

What is your top tip for improving Google Shopping? Like anything PPC, focus heavily on optimising the product titles and descriptions. It may sound simple but you will be surprised at the number of campaigns I’ve seen promoting a product that isn’t even mentioned in the title or description!

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

It’s hard to pick one, they are both so crucial. The I think for me, feed optimisation comes first, as no matter how well your campaign is optimised, if the feed isn’t up to scratch, then your optimisations won’t have the best impact.

Jeff Whitfield, Freelance Paid Search Expert

What are your biggest Google Shopping pain points?

The clicks generated from Google Shopping has increased significantly over the last couple of years, especially from mobile devices. Ensuring correct products are displayed for high volume generic searches on mobile devices is key to the success of your campaigns.

What is your top tip for improving Google Shopping?

Ensure your target keywords are in your product title & product type fields, these two fields carry the most weight to help increase specific visibility for your best performing search queries.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

There are plenty of tasks to focus on in both areas but I would suggest that product feed optimisation will generate the best return over the long term, helping you to target your best keywords.

Eugene Henry, Freelance PPC Manager

What are your biggest Google Shopping pain points?

A badly optimised feed can really hinder campaign performance as it doesn’t allow for granular segmentation, or ensure products are shown for the most relevant terms.

A well-optimised product feed puts a shopping campaign on the front foot, ensuring no disapproval’s and more effective optimisation within AdWords.

What is your top tip for improving Google Shopping?

Work with developers/feed managers to create the feed in the correct format

Include an ‘all products’ campaign to capture any searches which might fall through the net. Then build new ad groups around these and also exclude any underperforming products.

Run search query reports for shopping activity as they will help identify new terms for search activity and help with optimization This will pull back on bidding on search keywords which perform better for shopping activity. Therefore, aiding better apportion budget.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

Both. It is important to ensure the feed is set up in a manner that can be easily replicated and optimised within AdWords. For a shopping campaign to be successful, both areas must be looked at and it is worth frequently reviewing the merchant centre to ensure there are no errors or issues impacting campaign performance.

Kieran Giles, Digital Marketing Manager, WBECS

What are your biggest Google Shopping pain points?

The biggest pain points are not having full information from the manufacturers, no SKUs or MPNs, incomplete information.

What is your top tip for improving Google Shopping?

Treat Google Shopping like SEO, ensure your fields are filled out, imagine you are the customer and you’re trying to find your product. Is it easy?

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

Both the Campaign Optimisation and Shopping Feed Optimisations are important. Do not neglect either. We try to ensure both are as accurate as possible.

Sarah Beeson, Founder, Beeson Media

What are your biggest Google Shopping pain points?

Shopping promotions can be incredibly effective and using these are a must if you want to compete with the big players. But with so many different website setups out there, it can be really difficult to keep up with all of the different ways feeds are sent through to Google Merchant Centre. Shopify, WordPress, Woocommerce, Magneto, etc, they all have their little quirks and some are great, some are not so great. Implementing Shopping promotions with some of these integrations can be next to impossible (without something like Shoptimised!) and that can mean things even tougher for the little guys.

What is your top tip for improving Google Shopping?

Creating a strong structure for Shopping campaigns is always the first thing I do when taking on Shopping campaigns. It’s crucial to get the basics right, having a low priority catch all campaign with low bids as a foundation, medium priority campaigns for segments that work well, as well as high priority campaigns for best sellers and worst sellers (with bids of 1p to stop wastage). Following this, I can’t recommend Brainlabs 24 hour bidding script enough to reduce wastage at low converting times. If you don’t have enough conversion data from AdWords to implement this, try starting with data from Google Analytics and adapting it.

Do you focus more on Shopping Campaign Optimisations or Shopping Feed Optimisations?

There has to be an element of both here. Optimising campaigns in AdWords is great but you will get to a point where you max out your spend. That’s where optimising the feed comes in. It’ll help you improve your click through rate through various testing but also massively increase your reach to make sure you’re getting in front of as many eyeballs as possible!

Google Shopping Feeds Training: Best Practices for Product Feed Optimisation

Follow our do's and don'ts of product feed optimization for Google Shopping success: Google Shopping Best Practice PDF.