Top Tips for Feed Management Optimisation

In today’s competitive retail landscape, it is important to get the small things right so that you and your products stand out in a crowded marketplace- and feed optimisation is key. From product titles and prices to visuals and landing pages, these should all be optimised within your feed to ensure you’re maximising product visibility, engaging your customer when it matters and driving those key sales. 

Below we’ve looked at key things you should be optimising to improve product listing and shopping ad performance. 

Product Titles: 

When creating product titles, you should lead with the most important attributes to ensure maximum visibility and relevance. Start with the product name, followed by other key details like the brand, size, colour, and any standout features. Keep in mind that most ad platforms display only the first 150 characters, so positioning critical information at the beginning helps capture shopper attention quickly. A well-structured title not only improves search rankings but also makes your product easier to find for consumers searching with specific keywords. 

By focusing on clarity and prioritising essential details, you increase the chances of getting noticed in competitive online spaces. 

Price: 

Staying competitive with pricing is key to driving sales, especially for your best-selling products. By utilising the Price Competitive report in the Merchant Center you can monitor how your prices compare to those of your competitors, ensuring you don’t lose potential customers due to higher pricing. 

It’s also important to include the correct currency code (EUR, GBP, USD, etc.) to avoid confusion and build trust with international customers. Displaying accurate and transparent pricing is critical for reducing cart abandonment and improving overall user experience. 

Image: 

High-quality visuals are essential in online shopping and automatic image improvements can make a significant difference in how your products are presented. By enabling automatic image enhancements in your Merchant Center, you ensure that all your images meet platform requirements and are optimised for the best possible presentation. Since visuals are often the first thing customers see in your shopping ads, having professional and clear images can greatly increase the likelihood of clicks, conversions, and customer trust. 

One downside to enabling these are that you are handing more control over to Google regarding your images, so doing this completely comes down to personal choice! 

Product Landing Page: 

Your landing page should provide a seamless user experience that matches the intent of your ad. If your ad promotes a specific call-to-action, such as signing up for a newsletter or making a purchase, the landing page should clearly reflect that goal. For example, if the ad promises a discount or special offer, the landing page should highlight this offer immediately. A consistent and well-aligned ad-to-landing page experience not only boosts customer satisfaction but also increases conversion rates. 

By delivering exactly what was promised in the ad, you reduce friction, build trust, and guide users toward taking the desired action. 

Description: 

Your product description is a key opportunity to persuade potential buyers, so it should be detailed yet concise. Focus on what makes your product stand out—highlighting important aspects like size, material, usage, and unique features. Think about what customers care most about when making a purchase decision and emphasise those elements. Use simple, straightforward language that is easy to understand, while still engaging and appealing.  

Descriptions that are clear and engaging not only help to inform but ultimately encourage audiences to click the “buy” button. 

Shipping: 

Shipping information can make or break a sale, especially in today’s fast-paced environment. While shipping details are required in most Merchant Center setups, many retailers overlook the importance of clearly communicating shipping speeds. Fast and transparent shipping options can heavily influence customer decisions, especially when they are comparing several similar products. 

It’s also crucial to ensure that the shipping information in your product feed matches the details on your website. Any discrepancies can result in disapprovals in the Merchant Center, reducing visibility and potentially losing sales. Keeping shipping details accurate, consistent, and visible can boost customer confidence and drive more conversions. 

Over the Golden Quarter this attention to detail can be the difference between a sale and a missed opportunity. With these optimisations in place, you’re well-equipped to stand out and succeed in a competitive market.

For more information reach out to us at info@productcaster.com

Written by James Murgett