Tips for Optimising Your Product Feed in Google Shopping Ads

You can't even think about creating a Google Shopping campaign until you have correctly defined your product data feed (a list of all the products you sell) and have a system in place to update it as product details, availability, and pricing change. This is critical because if your data feed does not mirror your website, Google will not display your ads.

Some businesses use Google spreadsheets for this. While using a Google spreadsheet gives you the most control over your ads, it may not be a viable option if you are advertising a large number of products. In these cases, hiring a Google Shopping agency to keep your product feed info updated and in sync with your website is a wiser choice.

An accurate and consistent data feed is essential to the success of your Google Shopping Campaigns. Here are a few key points to remember:

• Make sure your product titles and descriptions include the right keywords — Google analyses this data to decide whether your products are relevant to a user's query. You can still add negative keywords to your ads to minimise undesired traffic, but be cautious; you don't want to lose all of your traffic inadvertently!

• Ensure your prices are accurate, especially if you are dealing in foreign currencies — Google will not display your products if this information is incorrect!

• If you want to advertise in multiple countries, you will need a product data feed for each one. Google Shopping Campaigns are country-specific; therefore, you will need to create a new campaign for each country you advertise to.

• Product images are one of the most crucial components of Google ads, so be sure the images you use are of great quality!

• Ensure that all destination URLs point to live pages rather than 404s or dead pages. Google will not display your ads if they have dead links!

Get your feet wet before diving in! If this is your first-time performing eCommerce PPC management, start with a small product data feed of high-margin products or hire a professional Shopping agency.