Working closely with agencies, we get a lot of requests during planning phases, to provide recommendations using a good/better/best (or crawl/walk/run) framework to grow their programs. See below for how we would break down these recommendations:
Crawl :: Essential Data Feed Practices
- Precise Google Product Categorization: Specificity is key. Opt for granular categories like "Clothing > Dresses > Maxi Dresses" instead of broad terms like "Clothing & Accessories." See more here.
- Comprehensive GTIN Coverage: Include Global Trade Item Numbers (
[gtin]) for as many products as possible. This improves product matching and visibility across retailers. See more here. - Daily Feed Updates: Update feeds at least once daily. Discrepancies in price or availability can lead to disapprovals or suspensions, costing money.
- High-Quality Images: Showcase products with clear, high-resolution images from multiple angles. Poor product images can create a poor first impression of your site or product. See more here.
- Review Product Disapprovals and Warnings: Review all disapprovals and warnings. Utilize Google’s bulk review request to address incorrect flags (which do occur).
- Sale Price Representation: If your site displays sale and regular prices on the PDP, ensure both are sent in separate feed columns (
[price]and[sale_price]) to display the sale badge on PLAs effectively. See more here. - Free Listings Opt-In: Participate in Google's Free Listings program to expand product reach.
- Local Inventory Feed: If you have brick and mortar locations, send Google an inventory file for stores so that you can coverage on local searches (28% of these result in same day purchase). See more here.
Walk :: Elevating Feed Performance
- Product Titles: Ensure titles are compelling and include all relevant details. Google prefers specific formats like
Brand + Product Name + Product Type + Color + Sizefor Apparel as an example. See more here. - Product Type Segmentation: Utilize product type attributes for refined campaign organization and bidding strategies. Google will also utilize to better understand the product impacting where/if the product ad will be triggered to show. See more here.
- Dynamic ROAS Custom Label Strategies: Isolate top-performing items and segment campaigns based on performance, allocating resources effectively to maximize revenue and ROAS. See more here.
- Fast and Free Shipping Annotation: If eligible, implement Google's Fast and Free Shipping annotation to highlight shipping benefits and attract customers. See more here.
Run :: Advanced Feed Optimization Techniques
- AI-Enhanced Product Descriptions: Use AI to enhance product descriptions for length, tone, grammar, and style, improving product appeal - at scale. See more here.
- AI-Enhanced Product Titles: Utilize AI to optimize titles with crucial keywords for maximum search visibility and to help prequalify a click thus improving CVR. See more here.
- Dynamic Price Competitiveness Custom Label Strategy: Identify and prioritize products priced lower than competitors to ensure increased visibility during key moments. See more here.
- A/B Testing: Implement dynamic A/B testing on any attribute, ensuring unbiased results. See more here.
- Extra Attributes for PMAX: Utilize additional attributes like
[short_title],[lifestyle_image_link],[product_detail], and[product_highlight]to enhance Performance Max campaigns. See more here. - Google Loyalty Program Integration: Implement Google's Loyalty Program to foster customer loyalty and attract new customers through exclusive benefits. See more here.
- Badges & Annotations : Thoroughly review all available badges and annotations you are eligible for and make sure they are set up properly and showing. In many cases, these extras are what will set you apart from your competitors’ shopping ads. See more here.
Annotations & Badges
Google offers many “extras” that will help your Shopping Ad to standout against competitors in the form of badges and annotations. Most of them require additional steps to set up, either in the product feed or within the GMC settings, etc.
Pick Up Today
The Pick Up Today badge indicates that a product is available for same-day pickup at a physical store. Unlike the In Store badge, which confirms availability, Pick Up Today emphasizes immediate fulfillment.
In Store (LIA)
The In Store badge appears on Local Inventory Ads (LIA) to indicate that a product is available for purchase at a nearby store. Merchants must keep their local inventory feed up to date to ensure accuracy and visibility.
Curbside Pickup (LIA)
The Curbside Pickup badge is available for Local Inventory Ads (LIA) and informs shoppers that they can buy a product online and pick it up outside the store. To enable this feature, retailers must submit curbside pickup availability in Google Merchant Center and ensure their local inventory feed is properly configured.
Sale Price
The Sale Price badge appears when a product’s current price is lower than its regular price, helping attract bargain-seeking shoppers. Unlike Merchant Promotions, which highlight specific deals, the Sale Price annotation is automatically applied based on price changes in the product feed.
Free Shipping
The Free Shipping annotation lets shoppers know that a product qualifies for delivery at no additional cost, making it an effective way to increase click-through rates and conversions. Retailers must configure shipping settings in Google Merchant Center to display this incentive.
Merchant Promotion
The Merchant Promotion annotation adds a special deal or discount to a Shopping ad, such as percentage-off offers or free gifts. Unlike Sale Price, Merchant Promotions require retailers to submit promotions through Google Merchant Center.
Fast & Free Shipping
The Fast & Free Shipping badge signals that a product is eligible for quick and cost-free delivery, increasing consumer confidence and purchase intent. Google determines eligibility based on shipping settings and historical delivery performance.
Product Ratings
The Product Ratings annotation displays a star rating on Shopping ads, helping consumers make informed purchasing decisions. High product ratings can significantly improve ad performance by boosting credibility and trust.
Returns
The Returns annotation reassures shoppers by displaying details about a retailer’s return policy. This can help reduce purchase hesitation and increase conversions. Merchants must provide clear return policy data in Google Merchant Center.
Price Drop
The Price Drop annotation highlights when a product’s price has significantly decreased based on historical pricing trends. Google automatically applies this badge when a retailer lowers their price, making it an effective way to capture deal-seeking shoppers' attention.
In the digital advertising landscape, a well-optimized data feed is the bedrock upon which successful campaigns are built. For brands, retailers, and agencies alike, ensuring a solid data feed foundation is paramount to influencing and enhancing digital advertising efforts. By following the framework shared above, you can achieve growth for your shoppable media program.