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There are many aspects of your product data that will affect their performance in Google Shopping:

1. Title

   1. Add additional information like brand, color, size, or gender but also remove .

   2. Remove unwanted parts of the title . if or modify it otherwise(e.g ensure correct upper and lower case).

   3. If the title is too long you can define a rule for the priority of the attributes to appear.

2. Description

   1. Ensure no Description is empty. We can check different fields and append them together if necessary. At the very least we can use the title as a description.

   2. We can check different attributes and append them together if necessary.

3. Link

   1. Add a URL parameter indicating the specific SKU (so the product is pre-selected with the proper size or color)

4. Main Image Link

   1. Define a rule to select what is to be used as the main image (the rule can be optimized based on Clicks)

5. Additional Image Links

   1. Make sure as that up to 10 additional image links are provided

6. Availability

   1. Go beyond in-stock/out-of-stock: add products to the feed which are available for pre-/backorder

7. Unit pricing measure

   1. Define what should be the standard base measure. so instead of 10Sfr/kg it could be 1Sfr/100g

   1. Use the unit pricing measure attribute to define the measure and dimension of your product. This value allows users to understand the exact cost per unit for your product. e.g. 10 Sfr. / 100 ml

8. Google Product Category

   1. Add it where missing based on the shop categories (if at least one item in that category has the google product category)

9. Product Type

   1. The naming of shop categories is not always accepted by google. We can modify the product type so it will be accepted by Google.

   2. If it is desired to send more than one product category the setup can be very complex. Fix the product type so it will be accepted by Google. Additionally, define custom rules It is possible to use up to three five product types in the feed.

10. Identifier

    1. Make sure the proper identifier is always provided for all cases based on Brand/GTIN/MPN

11. Age Group

    1. Infer it from other attributes with a mapping to another attribute like ege.g. target_group. "Frauen/Männer" will change to "adult" and "Mädchen/Jungs" to "kids"

12. Item Group ID

    1. Use the item group ID attribute to group product variants in your product data. When you use an item group ID to group your products, you can ensure that your product and its variants are shown to customers as a group, instead of separately.

13. Shipping

    1. Some products may not comply with the account shipping settings in Merchant Center. e.g. products which include free shipping in the price. With this attribute it is possible to overwrite the default values per product.

A full review of your Google Shopping data is a good place to start to identify optimization opportunities.

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For example, if a customer searched for a specific color or motif of cloth and clicked on a specific picture in Google Shopping, it might be a good idea to pres-select preselect this variant on the landing page, without the customer having to select the right variant again.

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• Achieved Margin: not only the margin of the advertised products but the real margin generated

• Customer Acquisition: the expected lifetime value of acquired customers (to which degree are products good at bringing acquiring new customers versus getting existing customers again through a repetitively paid channel? And how much does the first product(s) this new customer buy indicates buys indicate their future purchase potential?)

• Promotion: strategic products which you want to promote

• Zombie: products (products that have had no clicks recently in Google Shopping are likely to be demoted and simply circling them through another campaign can have a positive effect on their promotions) (as recommended by Google Best Practice: Targeting Low Volume SKUs)

• %Sales Availability: Current variants availability according to their sales contribution (a product like a running shoe might be in stock only in sizes 10% of your customer's order, while this makes the product out-of-stock for most customers it would still be considered as active and in-stock by your systems and bring paid traffic)

• Out: while Google Shopping avoids to some extent bidding on non-performing products, it is relevant to explicitly exclude segments of your products that are not possible to promote in a profitable way

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While segmenting your products in several performance campaigns (see point 24) is a good start, it is also interesting to modify the Conversion Value which is used by Google Ads to define your ROAS.

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We can correct the conversion value with offline conversion tracking if the order was canceled, or returned, or if another event reduced the revenue value for you.

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7. Target your Google Ads with Audiences

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