Google Shopping and Merchant Center feeds
If the feed is dirty, the campaigns start out badly.
Generic titles, wrong availability, missing GTINs, weak categories and absent custom labels can waste budget even when Google Ads looks well configured.
Generic titles, wrong availability, missing GTINs, weak categories and absent custom labels can waste budget even when Google Ads looks well configured.
What we check
- Product titles and descriptions.
- GTIN, brand, MPN and identifiers.
- Price, availability and product links.
- Google category and internal category.
- Images, variants, promotions and shipping.
- Custom labels for margins, seasonality and best sellers.
Why it affects sales
- Google understands the product better.
- Shopping matches more relevant queries.
- PMax receives more readable segments.
- You can split budget by margin and priority.
- Fewer disapproved or badly pushed products.
Connections needed
- The eCommerce catalogue.
- ERP and warehouse.
- Merchant Center.
- Google Ads.
- Order tracking and real value.
It isn't just an XML file
A serious feed is a commercial structure. It has to know which products carry margin, which are seasonal, which are loss-leaders, which are in stock, which deserve budget and which should be excluded.
See also Google Ads for eCommerce and ERP integration, which is where feed data usually comes from.
See also Google Ads for eCommerce and ERP integration, which is where feed data usually comes from.
FAQ
Are custom labels mandatory?
No, but they are extremely useful for organising campaigns, analysis, margins, seasonality and commercial priorities.
Can Merchant Center block products?
Yes. Products with incomplete data, unsuitable images, inconsistent prices or wrong availability can hit approval or performance problems.
Does the feed matter for Performance Max too?
Yes. PMax uses the feed to work on products. If the feed is weak, the automation starts from weak data.