The product feed is king: how to get it right

Posted: Thursday 19th June 2014 in Paid Media, Thought Leadership.

When it comes to comparison shopping the product feed is king

Summit recently attended the Google Shopping Event at Google HQ in London. Google dignitaries from far and wide were flown in especially to present on their market leading approaches to search and search tool development. Our very own Hedley Aylott, CEO at Summit, was also
invited to sit on the panel of experts.

Despite all the new tools and interfaces available and exciting new products under development, there was a consistent theme throughout
the day. Your product feed content and quality is sacrosanct and will ultimately determine your success in any feed driven activity.

It was reassuring to see that all Google best practices presented at the event are already being implemented here at Summit, and have been for a while.

So, with that in mind here are Summit’s top tips for a tip top feed.

Ensure your feed is complete

Make sure that not only required attributes but also additional attributes are present with respective values. Ensure these are formatted correctly, without abbreviations, special characters or duplicated data. Variable attributes such as availability and price need to be maintained and updated regularly as well.


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Review the attribute structure

For titles and descriptions, ensure the key product attributes are towards the front. Tailor the approach dependent on the attribute. For product titles, optimise them for display on the Google results page. You’re limited to 70 characters, the first 25 of which should be optimised for the user; the latter are truncated and not always in view, but will impact your propensity to serve and your relevancy score. These need to be carefully organised to maximise performance.

Enrich your feed

Enrich the content of your feed attributes based on how consumers search for your products. You need to translate terms and synonyms into attributes that are keyword rich and best suited to the common user.

Colour is a quick win; normalise these for the everyday user. Your Google product categorisation should also be as detailed as possible.

  • Is your printer wireless or airprint?
  • Is it a couch, settee or sofa?
  • Is it a cherry or red cushion?
  • Is the Google category – “Bed”, or “Bed>Divan>Double”

Google Shopping feed enrichment should be based on the search terms that convert. Use search query reports and the Google tools available to analyse the terms that drive impressions, clicks and ultimate value, then tweak your attributes to include these terms.


Google keyword tool

Feed enrichment should be based on key converting terms


















Take the time to do the groundwork; feed attribute enrichment is what really sets you apart from the competition and helps you move up the Google shopping ranks.

Customer first, Google second: feed changes should always be made with the consumer in mind. Attributes need to include relevant information, however this needs to be aesthetically appealing and make sense to the prospective customer.

Manage your Google shopping feed & campaigns in alignment: Remember, the most important part of feed optimisation is managing it in alignment with your shopping campaigns. Which products are in promotion and which are achieving above benchmark cost per click? These should dictate where you focus your time and effort.

Many of our clients here at Summit utilise our feed enrichment service to get the most from their feed and maximise shopping performance potential. There are no real secrets to what we do; our retail expertise and tech support combined with good old hard work, planning and attention to detail are what yield the best results. Invest in high quality data; it won’t let you down.


If you’ve got a question about Google shopping or our feed enrichment service we’d be more than happy to answer it. Contact Dave Trolle, Head of Direct Response.

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