Product feed optimization for e-commerce advertising

Product titles, descriptions, attributes and identifiers help advertising platforms understand what you’re selling, determine which products are eligible to appear, and match them with relevant searches.

When that information is incomplete or inaccurate, products can be disapproved, appear for less relevant searches, or miss opportunities to reach potential customers.

I manage product feeds as part of your PPC management, making sure your product data and advertising campaigns work together.

Because I handle both, I can identify issues that affect campaign performance, improve the information being submitted to advertising platforms, and adjust campaign strategies based on how your products are performing.

What product feed optimization includes

• Product titles and descriptions. Improving product information to better reflect how potential customers search, while keeping it accurate and relevant.
• Product attributes and identifiers. Reviewing categories, product types, GTINs and other attributes that help advertising platforms understand and classify your products.
• Custom labels. Organizing products into meaningful groups that can be used to structure campaigns and manage advertising budgets and targets.
• Merchant Center diagnostics. Identifying and addressing product disapprovals, warnings, data quality issues and account-level problems, including investigating suspensions.
• Supplemental feeds and feed rules. Improving or correcting product information without requiring changes to your website when the issue can be resolved through the feed.
• Ongoing feed maintenance. Monitoring product data as your catalog changes, including new products, pricing, promotions and availability.

How I manage your product feeds

I make changes to your product feeds, not directly to your e-commerce store.

Depending on your setup, I work through Google Merchant Center or a feed management platform such as DataFeedWatch. I regularly work with product feeds from Shopify and other e-commerce platforms, using the tools that best suit your existing setup.

This allows me to optimize the information submitted to advertising platforms without changing your product pages, descriptions or other content on your website.

There are exceptions where a problem needs to be corrected at the source.

For example, if a product’s price doesn’t match its landing page, or an essential product identifier is missing, changing the feed alone may not resolve the issue.

In those situations, I explain what needs to be corrected and why, so your team can make the appropriate changes.

Advertising platforms and multilingual feeds

I work with product feeds for Google Merchant Center, Microsoft Merchant Center and Meta’s product catalog, along with platforms such as Pinterest, TikTok and Amazon when they’re relevant to your advertising strategy.

For Canadian businesses advertising in both English and French, I also manage language-specific feeds.

That means maintaining the appropriate product information for each language, including titles, descriptions and other relevant attributes, so your advertising reflects the language of the customers you’re trying to reach.

Common product feed challenges

Products are disapproved or missing from your campaigns

Product disapprovals can happen for several reasons, including incorrect pricing, availability mismatches, missing identifiers and policy violations.

When products are disapproved, they can stop appearing in your Shopping and Performance Max campaigns, reducing the products available for advertising.

I investigate the cause, correct issues that can be resolved within the feed, and identify anything that requires changes to your website or additional action.

Your products aren’t appearing for relevant searches

Product information is often written for visitors who are already browsing your website, not necessarily for people searching on Google.

A product title that makes perfect sense on your website may be missing important details that help Google understand what you’re selling.

I review product titles, descriptions and attributes to make the information clearer and more complete, improving its relevance for the searches you want to reach.

You need more control over how products are advertised

Not every product needs to be advertised the same way.

Custom labels allow me to organize your catalog into groups based on your business priorities. Those groups can then be used to create more targeted campaign structures, with different budgets, bidding strategies and performance targets where appropriate.

This provides additional control over how your advertising investment is allocated across your product catalog.

Your product catalog changes frequently

New products, price adjustments, promotions and inventory changes all need to be reflected accurately in the data sent to advertising platforms.

When that information is outdated or inconsistent, it can lead to disapprovals, incorrect product information or missed advertising opportunities.

I monitor feed health and address issues as your catalog evolves, helping keep your advertising aligned with the products you actually have available.