A Deeper Look at Optimising Your Product Feed for Google Shopping
Google Ads is a unique product platform for ecommerce merchants that allows sellers to bid on keywords so that their clickable ads will appear when those terms are searched.
Google Ads can be an incredibly effective tool to sell your products. A study by Online Advertising Firm WordStream found that up to 64.6% of high commercial intent keyword searches were cornered by sponsored advertisements.
The Google Product Feed is a spreadsheet used to describe and categorize a merchant’s product catalogue so that Google can easily crawl it.
What Factors Matter Most For Product Feed Optimization?
When it comes to shopping feed optimization there are three front end factors that are essential to focus on in order to maintain a well optimized feed.
The title alone that is going to tell Google whether or not your product is relevant to a given search query, not to mention providing the seller with the best opportunity to integrate targeted keywords. When it comes to product feed optimization, the title is number one priority.
Best Practices for Optimizing Titles:
1. Stick to a 70 Character Limit – While technically Google allows for a 150 character limit on the title, Google considers the words at the front of the title more important and will truncate the title after 70 words.
2. Include What Is Important, Leave out What Isn’t – The information that needs to be there is the everything that distinguishes this product from other similar products. For example, for apparel think color, size and gender.
3. Use Organic Terminology – When creating the title, think of how people would search for this item and try to keep it as close as possible to the mark. While the title provides a great opportunity to naturally integrate targeted keywords, never mindlessly stuff keywords at the expense of the readability.
Next to the title, product descriptions are the only other chance a merchant has to integrate keywords, and thus factor in very heavily in terms of SEO.
Best Practices for Optimizing Descriptions:
1. Keep it Concise – Avoid overly wordy descriptions and make sure the important terms all land within the first couple hundred words.
2. Use Precise Terminology – The description where the seller has the chance to include everything that gets left out of the title, so focus on nailing it, with, well, the descriptions.
3. Keep It Natural – Same rule goes for above, but since the description is in sentence form, it is all the more important to nail an organic flow.
Google will not only scan product images for marketability, but they are also the face of your product, and customers are unlikely to click on an unappealing.
Thus, when it comes to product feed optimization, images are big.
Best Practices for Optimizing Images:
1. High Resolution – Google scans for resolution when choosing the most relevant image to display, so the higher the resolution, the better.
2. Accurate – Choosing lifestyle images is fine as long as they accurately represent the product. That said, a clean background is often a safer bet in terms of making it clear what you are selling.
3. Nothing Else – Watermarks, promotional material and other obstructions to the product image all risk generating a downvote, so keep those images clean.
When it comes to optimizing your Google Shopping Feed, it is really one of the those things where the time that you put in is what you will get back. Too many merchants neglect their shopping feed only to miss out on a great opportunity to increase their sales. By zeroing in on these key elements, you should see a much larger return on investments.