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Tips for optimal product data on Google Shopping

Google is very clear on this point: quality product data is essential for efficient ads and effective Shopping campaigns. However, it's not always easy to optimize your product feed, given the number of categories and, often, the number of products presented. Fortunately, there are a few simple tips and innovative solutions to help you optimize your product data as efficiently as possible!

Understanding product data and its importance

Product data, or feeds**, are files containing the** product information** you wish to promote in the Merchant Center. This may include product name, price, description, category, EAN, etc. Product data is essential to the success of your campaigns. In fact, the better your product feed, the more relevant product information will be available to Internet users, helping them to make their purchases. In fact, Google recommends that you provide high-quality product data if you want your Google Shopping campaigns to be as effective as possible.

Highlight crucial information

It's essential to attract customers and let them see the important product information at first glance. This involves, among other things, ads and cards containing important product attributes in the titles, such as name, age range, gender, size, color, etc. By communicating relevant information, you'll be able to match web users' search queries as closely as possible, and thus improve your performance.

It's advisable to place this important information at the beginning of your product title, especially if it doesn't appear on the image. The title is often truncated in most ad formats.

Use high-quality images

To improve the performance of your products, we strongly recommend using high-quality images. Images with maximum resolution are more likely to be displayed among the corresponding search queries. They are also more likely to attract the attention of your prospects.

Provide the most accurate product data possible

If important information is to be highlighted, all product data attributes have their part to play. The information provided must be recent and as complete as possible. This means that the price and availability of your products must be updated regularly, as well as taxes and shipping costs if applicable.

In addition to regularly updating your product data, you need to provide precise values for product type and the Google product category attribute [google_product_category]. The latter allows you to assign a product category and classify your products according to its category. For best results, we recommend defining your product categories at two or even three levels of detail. This way, you can start with a broad attribute and end with more precise groups.

Each of your attribute identifiers and titles must be unique for each product. The identifier [id] makes it easier to find your product, check its performance, define its bids and so on. It is not visible to customers. The title [title] is used to clearly name your product on the ad. These two attributes must be unique in order to differentiate your products and make it easier to find the ones you're looking for.

Finally, if available for your product, we advise you to indicate the GTIN code (Global Trade Item Number). This code uniquely identifies your product. In France, this is the EAN, a 13-digit code often found below the barcode. It enables Google to better understand the nature of the product presented and to better classify it.

Please note: when you first import your Google product data, Feedcast will optimize the feed and correct any errors. You can then access the view of your products and any errors encountered to optimize your feed from our platform.

Maintain consistency between product data and landing pages

There are certain requirements for landing pages that must be met.

First and foremost, you must use the same titles and descriptions for your products in your product data and on your landing pages. This means no synonyms. Customers expect to find exactly the same information in the presentation of your products in the ads as on their landing page. Any inconsistency can lead to customer doubt and create a bad buying experience or prompt the customer to leave your page without making a purchase.

Titles and descriptions aren't the only elements that need to remain consistent - so do product variants. As far as possible, your landing pages should match the product variant displayed on your Shopping ad. This applies in particular to mobile users who have selected a specific color and size variant of your product and, after clicking on it, have to select the desired variant again.

Finally, color names must also remain consistent in your product data and on your landing page. Any inconsistencies may mislead the customer or lead to your account being rejected.

Product data contains information that is essential for effective and optimal campaigns. It must be accurate, powerful, up-to-date and consistent. While managing product data can be tedious, our solution makes it easy. From our Feedcast platform, you can access an overview of your products and easily optimize the information for each of them.

Updated on: 08/02/2024

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