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Optimising the feed for shopping campaigns

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# 1
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What is the best way to optimise the data in Google Merchant Centre for Shopping Campaigns? Should we work on the description section for each product?

 

Thanks

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Accepted by topic author J_Leicester
September 2015

Re: Optimising the feed for shopping campaigns

Top Contributor Alumni
# 6
Top Contributor Alumni

You're welcome. 

 

Description snippets are shown in results when items are not grouped under comparible results (... from 50 shops, ) To view these, you must ensure your results are being shown in list view and not grid. 

 

Description is only shown on shopping results (https://www.google.com/shopping or equivant country domain.), it will not be displayed in ad's found in an organic search. (https://www.google.com or equivant country domain)

 

Descriptions can be anywhere up to 10,000 characters, however, Google do recommend using between 500-1000 characters. The snippet shown although a fraction of this will usually display the most relevant information from your full description, however, the entire content of the description will affect the relevancy of the item, so be sure not to only pay attention to the start of the description.

 

Tom Wilson
Freelance Adwords & Google Shopping Consultant

If you find this or another response helpful within the forum "please accept as solution" to further assist and direct others.

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Re: Optimising the feed for shopping campaigns

Top Contributor Alumni
# 2
Top Contributor Alumni

Hi J_Leicester

 

There are many areas you can look at when optimizing your DataFeed for use in shopping campaigns. This can range from the feed content and set-up to how to organize your products into groups.

 

Descriptions should be rich, accurate most importantly relevant to the product, no promotional text should be included.

 

Titles should be informative and again hold the most relevant information in terms of the product, brand, model etc..

 

Be sure to make use of all the available attributes and include all those you have available information to complete. 

 

Manufacturer and GTIN information is very important to include, if available (products actually have this data available) this information is used frequenetly to include products with the same item in comparisions and also to display further details of the item in some search results. 

 

Basic terms, the more information you supply the better, along with a competitive bid, you are relying on a strongly word, keywords rich feed, as Shopping Campaigns do not use keywords in the normal Adwords manner, having this information within the description and title attributes is key. 

 

Please note, Do not apply long lists of keywords to attributes, this is against policy. 

 

Negative keywords can also be used in order to gain more accurate results to your products if you so wish to use them. 

 

Tom Wilson
Freelance Adwords & Google Shopping Consultant

If you find this or another response helpful within the forum "please accept as solution" to further assist and direct others.

Re: Optimising the feed for shopping campaigns

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# 3
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What attributes should be used?

Thanks

Re: Optimising the feed for shopping campaigns

Top Contributor Alumni
# 4
Top Contributor Alumni

Hi

 

Attributes will be dependant on your item type

 

However, a full list of attributes available for use and which should be used are available here 

 

Feed Specification Attributes

Required Attributes

 

Tom Wilson
Freelance Adwords & Google Shopping Consultant

If you find this or another response helpful within the forum "please accept as solution" to further assist and direct others.

 

 

 

Re: Optimising the feed for shopping campaigns

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# 5
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Thanks. Is the description actually displayed anywhere or is it just used to show items in Google Shopping?
Marked as Best Answer.
Solution
Accepted by topic author J_Leicester
September 2015

Re: Optimising the feed for shopping campaigns

Top Contributor Alumni
# 6
Top Contributor Alumni

You're welcome. 

 

Description snippets are shown in results when items are not grouped under comparible results (... from 50 shops, ) To view these, you must ensure your results are being shown in list view and not grid. 

 

Description is only shown on shopping results (https://www.google.com/shopping or equivant country domain.), it will not be displayed in ad's found in an organic search. (https://www.google.com or equivant country domain)

 

Descriptions can be anywhere up to 10,000 characters, however, Google do recommend using between 500-1000 characters. The snippet shown although a fraction of this will usually display the most relevant information from your full description, however, the entire content of the description will affect the relevancy of the item, so be sure not to only pay attention to the start of the description.

 

Tom Wilson
Freelance Adwords & Google Shopping Consultant

If you find this or another response helpful within the forum "please accept as solution" to further assist and direct others.