Collin Schmelebeck
Collin Schmelebeck

@SchmelebeckPPC

12 Tweets 1 reads Jan 23, 2023
Here's The Easiest Way to Maximize Shopping & Performance Max Campaigns Revenue
7 Tips on Data Feed Optimization
/Google Ads Thread/
Log into Google Merchant Center
Go to your products
Sort Products by Most Clicks
You want to optimize your winner's first
Edit Product (✏️ icon)
Follow this checklist
#1 -- Product Identifiers
This is required for all products
If you have them --> you give Google backend access to all other advertisers who have the same product (and all the data that comes with it)
If not --> mark it as unique
#2 -- Product Data
Title
> this is your best chance at improving your shopping performance
> make sure you're keyword & attribute specific + including brand (front if major, back if small)
Brand
> brand
Description
> product page
Image
> another area to test creatives
#3 -- Price & Availability
> Personally I don't mess with this unless I have to, should be pulled from Shopify directly or your feed application
#4 -- Product Description
Condition
> New or Used
Color
> required for apparel
Size
> required for clothing/shoes
Gender
> unisex in most cases
Age Group
> easy way to tell Google audience
#5 -- Shipping, Tax, and Returns
This should be set up from your main feed
if you need to go deeper
--> turn it to 'advanced' mode and don't freak out
#6 -- Shopping Campaign Attributes
If you have more than 10 SKUs you're going to want to start using Custom Labels
I would create custom labels on the following (as needed)
*Collection
*Category
*Product Type (Bundle/Single)
*Profit Margin
*Seasonality/Holiday
#7 -- Product Category
SUPER important for the algo when you have a wide arrange of products & target audiences
Google Product Category --> Google defined taxonomy
> text or # category
Product Type --> Personally defined taxonomy
Use both and be as descriptive as possible
Now that you have optimized the feed itself
--> make sure your products are getting the right searches with standard shopping campaigns
then move to Smart Shopping (or Performance Max)

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