Google Shopping ads show your product image, title, price and store name right in Google search results. Unlike search ads, you do not write keywords for them. Google decides when to show your products based on your product feed. That makes the feed the most important part of any Shopping campaign. Here is how to get it right.
What a product feed is
A product feed is a structured list of your products and their details, uploaded to Google Merchant Center. Shopify and most other platforms can create and sync the feed automatically through an app or integration. Once Merchant Center approves your products, you can use them in Shopping and Performance Max campaigns, and often in free product listings too.
The key attributes
Each product needs a set of details, known as attributes. The most important include:
- ID: a unique code for each product or variant.
- Title: the product name shown in the ad.
- Description: an accurate summary of the product.
- Link: the product page on your website.
- Image link: the main product photo.
- Price and availability: these must match your website exactly.
- Brand and product identifiers: such as GTIN (barcode) or MPN, where they exist.
- Condition: new, used or refurbished.
Google's Merchant Center help pages list the full requirements, which can vary by category and country.
Write better product titles
The title is the strongest signal for when your product appears. Put the most important words first and include what shoppers search for, such as brand, product type, and key details like size, colour, material or model. For example, "Brand Men's Leather Hiking Boots Waterproof Brown Size 10" tells Google and shoppers far more than "Explorer Boot".
Use high-quality images
Use clear photos of the actual product on a plain background, without watermarks, promotional text or borders. Products with poor images may be disapproved, and good images attract more clicks.
Keep prices and stock in sync
If the price or availability in your feed does not match your website, Google may disapprove products or limit your ads. Use automatic syncing and check that sale prices and shipping costs are set up correctly.
Fix common Merchant Center errors
- Price or availability mismatches between feed and website.
- Missing GTINs or brand information.
- Images that are too small or have overlays.
- Missing shipping or return policy settings.
- Landing pages that do not load or are not mobile-friendly.
Check the Diagnostics section in Merchant Center regularly and fix issues quickly.
Use custom labels
Custom labels let you group products in ways that matter to your business, such as best sellers, high margin, seasonal or clearance. You can then set different budgets and bids for each group, so you spend more on products that make you more money.
Measure what matters
A great feed only pays off if you measure sales correctly. Make sure conversion tracking records purchases and their value. Our guide to Google Ads conversion tracking explains how.
Get help with Shopping ads
We set up and optimise product feeds, Merchant Center and Shopping campaigns for online stores, with clear monthly reporting. See our Google Ads management service. The first consultation is free.
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