By: Meriem Nacer, Paid Search Consultant
Are you looking to enhance your Google Merchant Center feed and boost your product visibility? Optimising your Merchant Center feed is crucial for driving traffic and sales through your paid advertising. In this post, I'll share three tips to help you get the most out of your feed.
Your Google Merchant Center feed is the backbone of your product listings on Google Shopping. It's how Google understands your products, their attributes, and how they should be displayed to potential customers. A well-optimised feed can significantly improve your product visibility, click-through rates, and ultimately, your sales.
One of the most critical aspects of feed optimisation is accurate categorisation. This involves assigning the correct Google product category to each of your products. This seemingly small detail can have a major impact on how your products are displayed in search results.
Google Product Category: This is a standardised category assigned by Google. Ensure that each product is assigned the most relevant category from Google's taxonomy.
Google Product Type: This is a more specific category that you define yourself. Use this to further refine your product categorisation and include relevant keywords.
By accurately categorising your products, you ensure that they appear in the right search results, increasing the chances of attracting relevant traffic and driving conversions.
Your product titles are the first thing potential customers see in search results. A well-crafted title can entice users to click on your listing and learn more about your product.
Include Essential Information: Make sure your title includes the product type, brand, colour, size, and any other relevant details.
Use Keywords Strategically: Incorporate relevant keywords that potential customers might use when searching for your product.
Keep it Concise: While you want to include all the necessary information, avoid making your title too long. Aim for a clear and concise title that accurately reflects your product.
Remember, your product title is your first impression, so make it count!
Images are a powerful tool for attracting attention and showcasing your products. High-quality, visually appealing images can significantly improve your click-through rates.
Test Different Images: Experiment with different types of images, such as product-only shots, lifestyle images, and images with models. See which ones resonate best with your audience.
Prioritise the Primary Image: Make sure your primary image is the one you want to test and learn from. This will help you understand which image types are most effective for your products.
Think Outside the Box: Don't be afraid to get creative with your images. Try showcasing your products in unique ways to make them stand out from the competition.
By optimising your product images, you can create a visually appealing shopping experience that encourages users to click on your listings and explore your products further.
While most retailers are still using the traditional Google Merchant Center, it's worth exploring the new Google Merchant Center Next. This platform offers exciting features like AI product images and site scrapes, which can streamline your feed management process. However, proceed with caution and ensure that all the necessary features are available before migrating.
Meriem Nacer has 13+ years of paid media experience, specialising in PPC and Paid Social. She offers consultancy, audits, management, and training for global brands and agencies, with budget management experience totalling over £150M annually across various sectors. A published author and certified PTLLS trainer, Meriem enjoys gaming and crocheting animals in her spare time.
You can find her on LinkedIn