Campaign side changes can drive more performance but when it comes to formats like pMax and Shopping are the bigger wins elsewhere?
Accurate & Keyword-Rich Product Titles and Descriptions
By ensuring your product titles and descriptions are accurate and rich in relevant keywords, you significantly increase the likelihood of your products appearing.
With users only seeing a short snippet of the title, it's crucial that it accurately reflects what they are searching for. A simple and effective structure for your product titles might be:
Product | Brand Name | Relevant Keyword | Feature | CTA
This format ensures the title is keyword-rich and communicates essential information quickly.
Your product description should expand on the title, incorporating additional key features. This provides users with enough information whilst they’re in the exploratory phase of their buying journey.
Ensure that the description includes:
- Core features of the product
- Benefits of using the product
- Key unique selling points that differentiate you from competitors.
Updating Product Categories
Relevancy is key so update your product category to the most appropriate option. Some tools and websites such as Productcategory.net can help you identify the most specific categories, sending clearer signals to Google about your product and ensuring you are showing where your customers are looking.
An example format would be:
Animals & Pet Supplies > Pet Supplies > Dog Supplies > Dog Beds
Very often when products are exported via integrations such as the Google channel in Shopify this is something that is neglected.
High-Quality Images
High-quality images are more likely to serve users than low-quality images. You can upload images or source them from your website through the image URL. If you’re using the image URL, make sure your Google can crawl your website through this tool.
Best practices include:
- The product is prominently displayed with minimal background staging.
- Don’t overlay promotional text such as delivery times or pricing over the product.
- Avoid displaying multiple products in one image.
Reviews and Business Information
You can connect trusted and approved review platforms if you have gathered over 50 reviews.
These reviews act as trust signals, setting your products apart from competitors and are visually displayed to the user with a star rating.
High-quality reviews can significantly influence potential buyers during their decision-making process.
One thing to note: Despite connecting your reviews, Google will determine when to show the user the ratings so it may not show on every search
Shipping and Returns Policy
Clearly outline your shipping and returns policy in your Merchant Center feed. This transparency builds trust, highlighting the “power of now” heuristic as well as enhances the overall quality of your product listings.
Users are more likely to purchase from sellers who provide clear, straightforward policies.
The longer a customer waits for a product, the weaker the proposition becomes.
Why Does It Matter?
Structured data plays a role in helping Google understand your product and display it effectively.
Here’s why optimising your Merchant Center feed is crucial:
- Efficient Ad Targeting: Targeted ads reach users who are more likely to buy, maximising your return on ad spend (ROAS).
- User Satisfaction: Providing accurate information helps users make informed decisions, giving them the answers they need during their exploratory and evaluation phases.
- Competitive Edge: Regularly auditing and refining your product feed ensures you stay competitive and on top of any issues like disapproved products or changes in shipping/return information.
In conclusion, optimising your Merchant Center feed is not a one-time task but an ongoing process that can significantly impact your campaign success.
By focusing on accurate, keyword-rich titles and descriptions, updating product categories, leveraging reviews, and maintaining clear business information, you can ensure the right audience sees your products and drives higher conversion rates.
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