As we already know, the current state of the world is increasingly getting people online, which is also increasing the demand for online shopping. If you are not already using Google Shopping advertising to promote your online store, now is the right time to take full advantage of it. However, when implementing Google Shopping advertising, many people forget the importance of the Google Shopping product feed. Advertising cannot just be turned on and left to its own devices, it requires regular optimization just like the more traditional Google Ads Search Network advertising. Use this blog to learn how a powerful Google Shopping product feed can reach the full potential of Google Shopping advertising.

Why does google shopping product feed need to be in order?

Now we are delving into their effective use in effective Google Shopping advertising and the steps we take to create and maintain high-quality Google Shopping product feeds. It is of the utmost importance that the Google Shopping product feed is in order whenever we carry out Google Shopping advertising. We add as much relevant information as possible to the Google Shopping product feeds. The richer and higher quality content they get, the better the results will be in principle. Similarly, incomplete data make it unnecessary to expect significant results. However, the work does not stop with getting a high-quality Google Shopping product feed, but it also requires regular monitoring and optimization.

Everything starts with product information in the online store

A rich and high-quality Google Shopping product feed means that you can find the right things in the right way. At least the following information must be found in the product information on the website in good quality in order to be able to even guess the functionality of Google Shopping advertising:

  1. Id
  2. Heading
  3. Description text
  4. link
  5. Picture Link
  6. Availability
  7. Price
  8. GTIN code
  9. Brand
  10. Category

Of course, grammar must also be in order: do not use capital letters in vain, for example, nor type the entire title in capital letters. The title should provide an accurate and clear description of the product, as a bad title quickly expels people. You can use availability information to specify in your feed that ads do not appear if the product is out of stock. So do not run ads if the products are not available, because it is pointless to direct people to a product that cannot be purchased. Without a brand, an ad is not effective, so it is worth highlighting. One essential thing that might be forgotten when implementing Google Shopping advertising is the category. This is very important information, because without it, Google cannot connect the product properly. The more accurately you can add the information to your Google Shopping product feed, the easier it will be for AI to correct any deficiencies.


For example, you can specify in your Google Shopping product feed whether the product has been used, is refurbished, or new.


Depending on the situation, you can also use the following information: condition, delivery, offer price, and product type as information in your product information. As mentioned, the more information you get from Google Shopping feeds, the better. When optimizing, you can choose what and how to use this information. After you have carefully added your product information to your online store, it is possible to build a functional Google Shopping product feed. You can export product information from the online store to the Google Merchant Center, where you can further enrich your Google Shopping product feed.

Tools help you fix Google Shopping product feed

On Google’s marketing platforms alone, you can get your Google Shopping product feed in a moderate condition, but if you want to deliver a high-quality feed and achieve the right results with Google Shopping advertising, you will also need paid tools to do so. With Digital Marketing in Finland, we utilise tools designed specifically for editing the product feed. They allow us to smoothly correct incomplete data in the feed and, for example, to determine that ads do not appear if the product quantity is zero. However, it is important to remember that a Google Shopping product feed built once – even if it is as high quality as possible – will not guarantee results if it is not optimized in the future. Optimizing your Google Shopping product feed is a regular task, just as Google Ads search web advertising needs to be optimized.


The high-quality Google Shopping product feed provides accurate information about the products.


We do not just take advantage of automatedGoogle Smart Shopping advertising, But with our tools, we can also implement Google Shopping advertising according to the Single Keyword Ad Group (SKAG) model, which is familiar from Google Ads search web advertising. In the SKAG model, the individual keywords are in their own ad groups, and the actual keyword is only added to the first headline. However, Google Shopping advertising talks about Single Product Ad Group (SPAG), where individual products are in their own ad groups. In the SPAG model, instead of keywords, the products themselves are monitored. In Google Shopping advertising, it is better to follow the actual search terms rather than just keywords.

However, the importance of keywords should not be forgotten in Google Shopping advertising. It is a good idea to select words as keywords that people are likely to use to search for those products. The right keywords in headings and legend fields improve the results. When products have the right keywords, Google also knows how to more accurately target advertising.

Avoid typical errors in Google Shopping advertising

Poor product information on the website, a lazy Google Shopping product feed and a lack of optimization are common reasons for non-functioning Google Shopping advertising. If you combine these with Google Smart Shopping and give AI all the power, it is a sure way to spend your money without results.

There is a misconception that Google Smart Shopping would be an easy way to automate advertising – at least if you want to dream of results. When done lazily, it is just an effective way to lose the money you spend on advertising.


The importance of continuous optimization of Google Ads search web advertising also applies to Google Shopping advertising, albeit through various development measures. However, without optimization and the development of advertising, the results will decrease over time.


Therefore, we must make the effort to achieve results from the outset and make the preparations as carefully as possible. High-quality and accurate product information on the website, a rich Google Shopping product feed, and continuous optimization are the way to results!

Start Google Shopping advertising now at the latest

If you have yet to try Google Shopping advertising or are not satisfied with its results, we will be happy to help you.