How to set up a product Feed at Google Merchant Center

In previous articles we talked about the Advantages of Google Shopping campaigns And how they help us to increase our online sales. Today we are going to talk about how to set up a feed of 10 in Google Merchant Center and which are the best optimization strategies.

Unlike search ads, which are managed in the AdWords interface, Shopping ads are managed through the Google Merchant Center.  AdWords can be used to structure campaigns, set up product groups, and set bids for products, while the product feed is the one that Generate the different search terms for our ads to appear and is the one that needs the most optimization work: optimization of titles, images, descriptions and promotions.

The more relevant the data that is sent to the Google Merchant Center, the greater the probability that Google will match the search terms with the product data and to show our Shopping ads.

Product Feed Format at Google Merchant Center

It is necessary to choose the format that best suits the needs of the merchant. Currently, Google supports the product feed in two formats: text (. txt) and XML (. xml). The text format is preferred for small advertisers and does not require high technical knowledge. The feed can also be sent through the Google API or through third-party e-commerce platforms.

In Addition, Google has feeds specifications that need to be accurate and updated for the campaigns to run correctly. Once the feed has been uploaded, Google will process it and prove it; This process can last up to 72 hours, depending on the size of the file. It is important to remember that the products expire after a period of 30 days, when it will be necessary to re-send the feed so that the products will continue showing in the Results Of Google Shopping.

If the price, availability, and bid price of a store change frequently, this information can be updated through the product Inventory Update feed. This feed can be sent on a daily basis or as often as the products change or update. As a general rule, it is important for the customer to click on a website and see the same product information (price, availability, etc.) as presented in the Google Shopping results.

The feed should be carefully monitored to detect warnings and errors and correct them. To See the status of your feed, you can enter Adwords-> Tools-> Google Merchant Center, where you can see the data quality indicators, with the type of signal and the percentage of products affected. This information can also be seen within the Merchant Center.

Feed Products Google Merchant Center


Feed Attributes in Merchant Center

The information about the product sent through these attributes constitutes the basis of the Shopping ads. Some attributes are needed while others are recommended.

If the attributes required for an item are not included, that item will not appear in the Google Shopping results. If you do not include recommended attributes for an item, that element will appear less frequently in Google Shopping results.

Some of the mandatory attributes of your product feed are as follows:

  • ID: Unique identifier of the product
  • Title: Product Name
  • Description
  • Link: Product Destination page
  • Image
  • Availability
  • Price
  • Category: Google product Category
  • BrandName: Product Brand
  • GTIN: Global commercial Product Code

You can find more information about these and other mandatory/recommended attributes in the following Link.

Google Merchant Center Feed Optimization

Just like, to optimize an Adwords Search campaign, you have to optimize your ads, destination pages and keywords, in the case of an Adwords Shopping campaign includes the optimization of the feed through tests of different images of products, titles and descriptions.

This can be done by accurately describing all the elements, and being sure that the titles of your products, the description fields, the promotional texts, the values of the Google categories, etc., are optimized so that each product is shown with Relevant key-word phrases that have high conversion rates.

Some Recommendations:

  • Titles must contain descriptive keywords of the product and have less than 70 characters. For example, for the clothing category we recommend to include the brand, style and gender of the product.
  • Like the title, the description must contain specific keywords of the product. You have to write an accurate description and match the target page.
  • Unique product identifiers or GTIN are probably the most important attribute in the feed. The GTIN you send to one of your products must have the same value as your competitors, as a universal value. In this way, Google can use these values to group similar products.
  • Make sure that each product has received the most specific product category available. It includes a unique and the most relevant category. Make sure you have included the full path of the category or the NUMERIC category ID.

Some aspects of managing Google Merchant Center Data feeds can be complicated, but the main requirements are simple: provide as many attributes as possible and keep the product feed up to date, allowing Google show the most relevant products for the searches of our potential clients. We Hope you have learned a little more about how to set up a feed through this article; Don't hesitate to share your experience with Google Shopping and Google Merchant Center. Until Next post!

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SEM · 08/12/2016

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