Your product data shapes the way your ads behave and perform on Shopping ads. To make your Shopping campaigns as successful as possible, you need to provide and maintain high quality product data.
Use these tips to create a strong set of data and help you see results from your campaigns.
Think strategically about your customers
Use what you know about your products and your audience to plan ahead.
- Map out your customer journey from Shopping ad to checkout. Identify opportunities that will create a better shopping experience, such as improvements to your product data, landing page, and checkout process. Customers are more likely to purchase if they can quickly find what they want to buy, if they can use rich content to help them make an informed decision, and if they can complete the transaction in just a few steps.
- Prioritize your most valuable products when allocating resources. Focus on products that have the most impact on your performance. Make sure you provide complete product data and fix any critical issues for those products.
- Run experiments to identify optimization techniques that are most effective for your products and target audience. For example, try adding color to your apparel product titles and measure the change in your key performance metrics. Test different tactics to determine what will drive results for your business.
- Take advantage of opportunities to differentiate your ads with Merchant Promotions, Product Ratings, Customer Reviews, and Local Inventory Ads. Highlight your unique offers and value propositions to set your Shopping ads apart from your competitors’.
Highlight important product details
Use your product titles to attract people to your ads.
- Include important attributes in your
title, such as strong brand names, age group, gender, size, color, size type, or personalization options. Provide customers with the most relevant information about your product to better match search queries and drive performance lift.
- Put key details at the front of your product
title, especially if they’re not visible in the image. Product titles are truncated in most ad formats, so show your most relevant and compelling content at the beginning of the title to inform customers before they click through to your site.
Use high quality images
Use great images to make the best impression and improve product performance.
- Provide the highest resolution
image_linkyou have available. Products with high quality images are more likely to show for relevant search queries and will capture your customer’s’ attention, especially on today’s high resolution smartphones.
- Avoid placeholder images, or images that include promotional messages or logos. Deliver a professional image to capture your customer’s attention.
Provide your most accurate product data
Use the most up-to-date and complete information you have to build trust with your customers.
- Maintain up-to-date price and availability, including tax and shipping, by using automated feed delivery (including intraday updates), the Content API, or structured data markup. Customers will leave your site if they don’t see the price or availability they expect. Mismatches will also cause disapprovals.
- Provide the most detailed
product_typevalues that you have and use google_product_category values that are at least 2-3 levels deep. Arrange your product_type to start with a broad group and end with a more specific group. Avoid adding synonyms, search query terms, or promotional text. Products should only be categorized by type. For example: Apparel & Accessories > Clothing > Outerwear > Coats & Jackets > Denim Jackets.
- Use a unique product
titlevalue for every item in your product data. Using the same, consistent id with each item will preserve its historical data. In addition, through a differentiated
title, you can showcase the details and attributes of each product to help customers quickly find what they’re looking for.
gtinwhenever available for your products. GTINs help us understand exactly what product you're selling. When we understand what you're selling, we can help boost your ad performance by adding valuable details about the product and serve your Shopping ad in a more relevant way to users. This also means that your ads can appear in more places on Google, YouTube, and our partner sites.
Merchants who've added correct GTINs to their product data have seen a 20% increase in clicks on average.
Match your product data to your landing pages
Follow landing page requirements to make sure your customers’ expectations are met.
- Use the same product
descriptionthat you do on your landing page. Don’t use synonyms or search query terms that aren’t included in your product’s landing page. Customers expect your Shopping ad messaging to match your landing pages. Differences can create a poor shopping experience or cause users to leave your page without buying anything.
- Use product landing pages that show the same product variant that you use in your Shopping ad. It can be a frustrating experience for customers, especially on mobile, to have to select a product variant, like color or size, on your landing page after clicking on that variant in your Shopping ad.
- Use the same color names in your product data that appears on your landing page. For example, don’t change a color like “Midnight Sky” into “Dark Blue”. Your account may be disapproved or you may confuse customers if you show a different name of color in your Shopping ad than on your product landing page.