How to Optimize Product Feeds for Google Shopping: A Guide to GTINs, MPNs & Beyond

If you’re running an e-commerce business, Google Shopping is probably a big part of your strategy. But getting your products listed is just the start—optimizing those listings to increase visibility and drive conversions is where the magic really happens.

Why Product Feed Optimization Matters

Google Shopping works like a comparison shopping engine, which makes it super competitive. When people search on Google their algorithm relies on your product data to decide if and where your product will show on the SERP. By fine-tuning this data, you’re not only helping Google understand your products better, but you’re also increasing the chances of your listings matching relevant searches, gaining impressions, and, ultimately, boosting sales.

Getting GTINs and MPNs Right

Two of the most crucial fields in any product feed are GTINs (Global Trade Item Numbers) and MPNs (Manufacturer Part Numbers). These identifiers help Google match your products to user searches and similar items from other sellers. Here’s why they matter:

• GTINs give your product a globally recognized identifier, making sure it appears correctly in searches. Plus, they help Google show it alongside the same item sold by other vendors.

• MPNs are manufacturer-specific identifiers, useful if a GTIN isn’t available. They give Google a better idea of what your product is, especially if it’s from a smaller brand or manufacturer without a global identifier.

By including these identifiers, you make each listing unique, helping Google categorize and display it to the right audiences. Without them, your listings could miss out on key search opportunities.

Filling Out Essential Data Fields

To make the most of your product feed, make sure you’re also filling in these key fields:

• Brand: It’s easy to overlook, but adding the brand name helps with brand recognition and search relevancy. Just be sure the name is accurate and standardized.

• Product Titles: Include keywords that shoppers are likely to search for. For example, instead of “Women’s High Heels,” a title like “Jimmy Choo Women’s 4-Inch Green Stilettos with Ankle Strap” is more descriptive and likely to match relevant searches.

• Product Descriptions: Google’s algorithm reads these, so write descriptions clearly and keep them relevant. Focus on unique selling points and features, and start with the most important keywords since descriptions often get cut off in search results.

• Category: Stick to Google’s predefined taxonomy when assigning categories. Getting this right helps ensure your product shows up in the right searches.

• Images: Use high-quality images that show off the product. While images aren’t part of the text data, they can boost clicks, which impacts your product’s performance in Google’s algorithm.

Monitoring Feed Health with Google Merchant Center

Once your product feed is set up, Google Merchant Center becomes your best friend. Use it to:

• Identify and correct errors: Merchant Center flags data issues, like missing GTINs or disallowed keywords, that can impact ad performance.

• Track feed diagnostics: Regular diagnostics can help you stay on top of any issues and keep your feed in shape.

• Analyze performance data: Check impression, click, and conversion data for each product to see what’s working best.

Testing and Iterating

Optimization doesn’t stop once your feed goes live. Testing and iterating continuously is key. Try out different titles, descriptions, and images to see what your audience responds to best. Track the changes, and keep tabs on which adjustments lead to more clicks, impressions, and conversions. Over time, this data-driven approach will help you understand what works best and refine your feed.

Product feed optimization is essential for a successful Google Shopping campaign. By using accurate GTINs, MPNs, and other key data, you’re helping Google serve your ads to the right people, boosting your chances of conversion, and making your marketing dollars go further. With an optimized feed, your products will stand out in Google Shopping’s crowded space, setting your business up for success.

Posted: 10/1/2024