Product Feed Optimisation

The quick and easy way to manage, edit and optimise your Product Feeds

Step 1
Connect to Shoptimised

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

Step 2
Optimise & Improve

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

Step 3
Upload to Merchant Centers

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

How Shoptimised Works

What ad networks does Shoptimised integrate with?
Shoptimised integrates with the Google AdWords API and the Google Merchant Center API. However, in addition to Google Shopping, our shopping feed output is fully compatible with Bing Ads & Facebook.
In House Marketer


per Month
  • Up to 3 Shopping Feeds
  • Up to 3 AdWords Accounts
14 Day Free Trial
Freelance or Multi Brands


per Month
  • Up to 10 Shopping Feeds
  • Up to 10 AdWords Accounts
14 Day Free Trial
Small Agency


per Month
  • Up to 30 Shopping Feeds
  • Up to 30 AdWords Accounts
14 Day Free Trial
Medium Agency


per Month
  • Up to 50 Shopping Feeds
  • Up to 50 AdWords Accounts
14 Day Free Trial

What is Product Feed Optimisation & why is it important?

Since Froogle became Google Shopping and Product Listing Ads took shape in AdWords, the rise of this channel and the returns it provides has been unrivalled within Google AdWords. But over time, as Cost per Clicks and competition increases, Google Shopping inevitably gets more and more competitive.

With AdWords clicks from Google Shopping expected to overtake Text Clicks in Googles Top Retail Categories for the first time this December, there really hasn’t been a more important time to start optimising your feed.

We have specialised in Google Shopping for a long time now, and we believe there are four very distinct pillars to getting the most out of your Google Shopping campaigns.

1 – Shopping Campaign Structures & Settings

2 – Shopping Campaign Optimisations & Bidding

3 – Negative Keywords

4 – Product Feed Optimisation

Most agencies and in-house PPC Managers who specialise in Google Shopping will be on top of the first 3 areas. However, there are too many who do not optimise product feeds, and this is where a huge opportunity sits for every business who utilises or manages Google Shopping.

Start optimising your product feeds today

Product Titles

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.

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 (hello, we can help you there!). 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.

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.

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.

How To Optimise Product Feed Titles & Descriptions
You can use Shoptimised to quickly edit and optimise your Product Titles.
How To Optimise Product Feed Titles Using Your Feed Attributes
Optimise your shopping feed product titles, quickly utilising your feed attributes.

Start optimising your product feeds today

Product Types

Optimising your Product Types provides two types of benefits within your feeds.

  1. It provides Google with critical information to match products with user searches.
  2. Enables you to create a better campaign structure within AdWords to segment by Campaign or Ad Group.

Start optimising your product feeds today

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.

Start optimising your product feeds today


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.

Start optimising your product feeds today

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 the click into your website, which has the desired impact on your conversion rate and sales.

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

Start optimising your product feeds today

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.

Promotions are not to be confused with the automated ‘Price Drop,’ which is a feature Google automatically apply to your ads if your average price of a product has decreased.

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

Start optimising your product feeds today

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.

Product Feed Titles
Reasons to love Shoptimsed?

Optimise Titles & Descriptions

Optimise, edit and change your product titles and descriptions without changing your website or impacting your organic results. Add best performing search terms and A/B test new search terms to increase your Shopping Campaigns search volume and sales.
Start your 14 day free trial
Custom Labels
Reasons to love Shoptimised

Create Custom Labels

Add Custom Labels to multiple products in seconds. Simply find the products you wish to label, select them, add your custom label and you’re good to go.
Start your 14 day free trial
Item Group IDs
Reasons to love Shoptimised

Create Group Item IDs

Create Group Item IDs to enhance your Shopping feed. This can be done manually by finding product variants or achieved using simple and intuitive feed rules to Group Items together.
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Cloned Products
Reasons to love Shoptimised?

Clone & Create More Products

Clone your products and test different variations of Titles, Descriptions, Categories and Product Types to reach an even bigger market.
Start your 14 day free trial
Automated PPC Reports & Audit
Reasons to love Shoptimised

Automated PDF Reports & Audits

Get weekly & monthly branded reporting automated directly within Shoptimised. As well detailed KPI auditing to improve your performance.
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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.

Matt Bullas, Click Consult

Sarah Beeson, Beeson Media

Matt Janaway, Marketing Labs

Kieran Giles, Wifigear

Jordan Smith, biddible

Kole Ogundipe, Croud

Darren Taylor, The Big Marketer

Jeff Whitfield, Freelance Paid Search Expert

Eugene Henry, Banc Media

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.