Optimising your Google Merchant Center feed is critical to ensuring your products reach the right audience and drive conversions. During my recent appearance on PPC Zone in July 2024, I shared valuable insights on how to optimise your feed for maximum success.
Here’s a summary of the key strategies I discussed.
1. Understand the Evolution of Google Merchant Center
Before diving into optimisation tactics, it’s essential to note that everyone has now migrated to Google Merchant Center Next, which began rolling out in May 2023 and was completed in September 2024.
Merchant Center Next introduces new features, such as AI-generated product images and automated site scraping to pull product information directly from your website. Initially, some key features—like supplement feeds (which allow you to add and optimise additional data) were missing during the rollout. However, these were finally released shortly after my talk in July 2024, alongside the announcement that all users would be fully migrated by September.
2. Prioritise Feed Categorisation
Incorrect categorisation is one of the most common issues I encounter in feed audits, and it can seriously impact your product visibility.
Two core fields need careful attention: Google Product Category and Google Product Type.
This is a required field that must accurately reflect your product. In many cases, this information is automatically passed through from your website’s backend. However, for websites not using platforms like Shopify, this field often needs to be added manually. I’ve encountered instances where retailers failed to pass this data properly.
For example, a client selling Warhammer figurines ended up with their products categorised under “car parts” — clearly irrelevant! Always double-check your product categories to ensure they align with what Google expects.
Unlike the Google Product Category, this is optional and allows for more granular control over your product classification. It can help structure products according to your website hierarchy, providing more specific context. For example, if you sell women's clothing, you could add product types like “midi dress”, “summer dress”, or “long-sleeved dress”. These layers of detail help Google better match your products to relevant searches.
3. Optimise Product Titles
Your product titles are one of the first things users see, and a well-optimised title can significantly boost click-through rates (CTR). Make sure the most important information is within the first 70 characters, as this is what appears on most mobile devices.
When crafting or refining your product titles, aim to include essential details such as:
Product type (e.g., dress, shoes)
Colour and size
Material (e.g., vegan leather, cotton)
Brand name
For example, instead of just “Women’s Dress”, a better title would be “ASOS Design Women’s Midi Dress with Sleeves – Leopard Print”. This detailed title is much more likely to attract clicks because it provides more context, helping users make informed decisions faster.
4. Test and Refine Images
Images are a critical aspect of your feed that can often be overlooked. While many businesses rely on the default images passed through from their website, it’s worth experimenting with different image styles. Try testing lifestyle images versus product-only images to see what resonates more with your audience.
In one of my campaigns for a department store, we saw a significant improvement in click-through rates simply by using images of open fridges rather than closed ones. Testing small variations like this can make a noticeable difference. However, remember that Google won’t show you which specific image performed best if multiple are uploaded. To gain insights, ensure you have a solid testing plan and carefully track which primary image is performing well.
Final Thoughts
Optimising your Google Merchant Center feed is an ongoing process, not a one-off task. From categorisation to product titles and images, every detail plays a role in how your products perform. By focusing on these areas, you’ll increase the chances of your products being seen and clicked by the right audience.
Watch the full talk here:
If you’d like to discuss these strategies further or connect, get in touch today. I’m always happy to exchange ideas on feed optimisation and other paid media topics.
4M Digital is a paid media consultancy specialising in Google Ads, Microsoft Ads, and Paid Social campaigns. With over 13 years of expertise, we help businesses unlock the full potential of their digital advertising strategies through tailored management, audits, and training.
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