Articles on: Advices & News

Tips for optimal product data on Google Shopping, Understanding product data and its importance

Articles on : Tips & News

Google is very clear on this point: good product data is essential for successful ads and effective Shopping campaigns. However, it is not always easy to optimise your product feed due to the number of categories and often the number of products shown. Fortunately, there are a few simple tricks and innovative solutions to help you optimise your product data as efficiently as possible!

Product data, or feeds, are files containing the** information about the products** you want to promote in the Merchant Center. This can include product name, price, description, category, EAN, etc. Product data is essential to the success of your campaigns. Indeed, the more your product feed is provided, the more Internet users will have access to relevant information about your products, which will help them make their purchases. Google recommends that you provide high quality product data to make your Google Shopping campaigns as effective as possible.

It is necessary to attract the customer and let them know the** important product information** at first glance. This includes ads and listings that contain important product attributes in the title, such as name, age range, gender, size, colour, etc. By communicating relevant information, you will be able to match the search queries of Internet users as closely as possible and thus improve your performance.

It is recommended to place this important information at the beginning of the title of your products, especially if this information does not appear on the image. The title is often truncated in most ad formats.

In order to improve the performance of your products, it is highly recommended to use high quality images. Images with maximum resolution will have a better chance of being displayed among the relevant search queries. They are also more likely to attract the attention of your prospects.

If the important information is to be highlighted, all attributes of the product data have a role to play. The information provided should be up-to-date and as complete as possible. This means that the price and availability of your products should be updated regularly, as well as taxes and shipping costs if applicable.

In addition to regularly updating your product data, it is necessary to provide accurate values for the 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, it is advisable to define your product categories on 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 identifier and title attributes should be unique for each product. The identifier [id] makes it easier to find your product, check its performance, set its bids, etc. It is not visible to the public. 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 be able to differentiate your products and find the products you are looking for more easily.

Finally, if available for your product, it is advisable to indicate the GTIN code (Global Trade Item Number). This code allows you to identify your product in a unique way. In France, it is the EAN, a 13-digit code that is often found under the barcode. It allows Google to better understand the nature of the product presented and to better classify it.

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

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

Firstly, you must use the same titles and descriptions for your products in your product data and on your landing pages. This means that you should not use 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 a poor buying experience or cause the customer to leave your page without making a purchase.

It's not just titles and descriptions that need to remain consistent, but also product variants. Your landing pages should match the product variant displayed on your Shopping ad as much as possible. This applies in particular to mobile users who have selected a certain colour and size variant of your product and who, after clicking on it, have to select the desired variant again.

Finally, the colour names must also remain consistent in your product data and on your landing page. Inconsistencies can mislead the customer or lead to your account being rejected.

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

Updated on: 12/09/2023

Was this article helpful?

Share your feedback


Thank you!