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Keywords and google shopping

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# 1
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i am new to shopping campaigns and I want to understand how google determines which products to show based on a keyword. In other posts I have seen product title and description being the most important ones.


How about product category? I have fidget spinners and I am listing them under Toys & Games > Toys > Activity Toys > Spinning Tops, but i have seen that my competitors are using Sporting Goods->Exercise&Fitness->Hand Exercisers. I don't think this is relavant but since all the competitors use that category I have a doubt.


Also how can I make use of the custom fields, I have put some tags there but it is not clear how I can use them.





2 Expert replyverified_user

Keywords and google shopping

[ Edited ]
Top Contributor
# 2
Top Contributor

shopping-ads do not use keywords.

results in the shopping-ad auctions are mainly
determined by the bid and quality related factors.

generally, there are only two ways to improve performance --
increase the bid or improve quality.

yes, a primary determinant of relevancy is the quality of the title;
title should simply name the exact physical item using standard text --
a best-practice is to include the physical item's characteristics,
product-name, brand, and specific item details, within the first
70 or so characters -- although all 150 characters will be used
for indexing and search relevancy.


most all other visible attributes may help directly influence quality --

such as description, product_type, google_product_category, and

especially any global-trade-data (brand, gtin, mpn) that is submitted;

global-trade-data must be assigned by the manufacturer -- not merchants.


other attributes may also influence quality --

for example, any submitted or set shipping

must be accurate and valid for the item;

for example, the price is a critical factor;

for example, image quality is also a factor.

both google_product_category and product_type attributes are used to:
(a) help google determine which attributes are required for the type of item;
(b) segment items in a shopping-campaign to create effective bid-strategies;
(c) help google find a specific physical item during searches
on google-shopping and for grouping relevant shopping-ads.

all three uses should be taken into account when deciding on category values.


google_product_category requires an exact google-defined value

that is relevant with respect to the physical inventory item;

product_type may use any set of > breadcrumb categories

that are relevant with respect to the physical item.


there is no guarantee that google will use submitted

category values within any google-shopping results.

custom_label_ attributes are mainly used to create more abstract
bid-strategies -- such as bidding lower on low-margin items and
higher on high-margin or seasonal sets of items; google does not
use these directly for indexing, ad-search, keywords, or quality.


a best-practice is to measure results before, during, and after,

any change to any submitted (feed) data or the campaign --

while carefully monitoring the overall shopping-campaign.


Keywords and google shopping

Top Contributor
# 3
Top Contributor



My understanding is that price and title are the key factors. But there are many others, as Celebird has pointed out.


Usually there is only one category that is a good fit for a product, so this question is unusual.


I have experimented with changing categories of products and seen no difference in the results. 


If the product has a GTIN/MPN/Brand then the category should be irrelevant. Without those, the category might help Google determine which other products it is the same/similar to.


The custom fields are to help you group different products in your campaign.