Google Makes Feed Optimisation Easier

Since my previous blog post on the 5 Top Tips To Improve Your Shopping Feed, Google has created a new tool called Merchant Centre Feed Rules, which helps you submit your product data into the correct Shopping Feed Format.

Finding the right customers on Google Shopping is completely dependent on how well optimised and structured your product feed is. The feed houses your product and Google uses this to help search engine users find what they are looking for.

However, it’s a pretty well known fact in the digital world that creating and maintaining a complete and compliant data feed can be a challenge.

This is where Google’s new Merchant Centre Feed Rules can help. Feed Rules is a self-service tool to help you transform your existing data from your inventory management systems into the format accepted by Google Shopping. It helps you streamline your data feed uploads, whether you’re already running Shopping campaigns or you’re just getting started.

The new Feed Rules creates rules to allow you to do the following within the Google Merchant Centre:

• Map your column headers – ensure your feed headers are in line with those supported by Google Shopping
• Change attribute values– all values within your feed adhere to the policy guidelines
• Populate missing attribute values – ensures all cells are populated to avoid missed opportunities

The below picture outlines where you will find where to create these rules within the Google Merchant Centre:

Google Merchant Centre > Feeds > Feed Rules

Once you specify the rules, all future uploads of this feed will be automatically processed so there is no worry of having to go back in and creating them over and over again.

If you wish to read more about the new Feed Rules you can check out the blog post by AdWords here, or even more information on the Google Help Centre Article.

For now that’s it from me, but don’t forget if you wish to learn more about PPC why not check out our PPC training service here.

Take care and catch up soon!

Andrew