Google Merchant Center Feed Optimisation Checklist

Google Merchant Center Feed Optimisation Checklist

A comprehensive guide to optimising your product feed for better visibility and performance

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What is Google Merchant Center?

Google Merchant Center (GMC) is a free tool that helps shoppers discover, explore, and buy your products on Google. It serves as a central dashboard where you can upload and manage your product data so that your products appear across Google Search, Shopping, Maps, YouTube and more.

Why Google Merchant Center Matters:

  • Increased visibility across Google's platforms
  • Free product listings for basic exposure
  • Options for paid promotion via Shopping ads
  • Detailed insights about how shoppers find your products
  • Competitive advantage through optimised listings

This checklist will guide you through setting up and optimising your Merchant Center account and product feed for maximum effectiveness in the UK market.

Account Setup Checklist

1. Create Your Merchant Center Account

Visit the Google Merchant Center sign-in page and create an account

Use an existing Google Account or create a new one specifically for your business

Why it matters: A properly set up account ensures Google understands your business correctly and can display your products to the right audience.

2. Configure Basic Account Settings

Provide accurate business information

Include your business name, country, and timezone

Verify and claim your website URL

Follow Google's verification process to prove you own the website

Set up shipping settings

Configure accurate delivery rates and timeframes for the UK

Configure tax settings

Ensure VAT is properly configured for UK sales

Why it matters: Accurate shipping and tax information ensures customers see the total cost upfront, reducing cart abandonment. Website verification confirms you're the legitimate owner of the site.

3. Link Related Google Services

Link your Google Ads account

Essential if you plan to run Shopping ads

Link Google Analytics

To track performance and customer behaviour

Why it matters: Linking accounts creates a seamless ecosystem that provides better data and more efficient management of your online presence.

Product Feed Basics Checklist

1. Choose Your Feed Upload Method

Select the most appropriate method for your business size and technical capability:

  • Manual upload (spreadsheet or XML file)
  • Google Sheets template (good for smaller inventories)
  • Content API (for developers and large catalogues)
  • E-commerce platform integration (Shopify, WooCommerce, etc.)
Why it matters: The right upload method ensures you can effectively manage your product data at scale without creating unnecessary work.

2. Understand Required Attributes

Ensure all required attributes are included for each product:

  • ID [id] - Unique identifier for each product
  • Title [title] - Product name
  • Description [description] - Detailed product information
  • Link [link] - URL to product landing page
  • Image link [image_link] - URL to main product image
  • Availability [availability] - In stock, out of stock, preorder
  • Price [price] - Current price with currency
  • Brand [brand] - Manufacturer or brand name
  • GTIN [gtin], MPN [mpn], or Brand + MPN - Product identifiers
  • Condition [condition] - New, used, or refurbished
Why it matters: Missing required attributes will cause product disapprovals. Complete data ensures your products can be displayed on Google.

3. Setup Feed Submission Schedule

Configure regular feed updates

Daily updates are recommended, hourly for rapidly changing inventory

Set up alert notifications

Be notified of feed processing errors or product disapprovals

Why it matters: Regular updates ensure your product information stays current. Outdated information leads to poor customer experience and potential account penalties.

Feed Optimisation Checklist

1. Product IDs Optimisation

Use SKUs as product IDs where possible

Consistent with your internal inventory system

Ensure each product variant has a unique ID

E.g., 12345-Red, 12345-Blue for colour variants

Keep IDs stable over time

Don't change product IDs once assigned

Use the same ID across different countries for the same product

Maintains consistency across international listings

Why it matters: IDs help Google track performance history of products. Changing IDs resets this history and can cause tracking issues. Consistency helps maintain product performance data.

2. GTIN Optimisation

Include valid GTINs for all eligible products

Use UPC, EAN, JAN or ISBN as appropriate

Only omit GTINs for products that truly don't have them

Custom, vintage, or handmade items may qualify for exemption

Validate your GTINs before submission

Ensure they follow the correct format and checksum

Why it matters: GTINs help Google understand exactly what you're selling, which can boost performance by up to 20% in clicks. They enable your products to show in price comparison listings and appear for "best" and "top" searches.

3. Title Optimisation

Place important information at the beginning of titles

Especially crucial as titles may be truncated in search results

Include key attributes based on product category

Follow these patterns:

  • Apparel: [Brand] + [Gender] + [Product Type] + [Attributes]
  • Electronics: [Brand] + [Model] + [Product Type] + [Key Features]
  • Home goods: [Brand] + [Product Type] + [Material] + [Size/Dimensions]

Match titles with your landing page content

Ensure consistency between feed and website

Avoid excessive keywords or "salesy" language

Focus on descriptive, factual content instead

Why it matters: Titles are one of the most important elements for matching your products to search queries. Well-structured titles improve click-through rates and help Google show your products for relevant searches.

4. Description Optimisation

Write unique, detailed descriptions for each product

Avoid duplicate content across multiple products

Include important features, specifications and benefits

Focus on what makes the product unique or valuable

Match description content with your website

Ensure consistency between feed and product page

Aim for 500-1000 characters for comprehensive descriptions

Provide enough detail without being excessively long

Why it matters: Detailed descriptions help Google understand what you're selling and match products to relevant searches. They also help customers make informed decisions before clicking through to your site.

5. Image Optimisation

Use high-resolution images (at least 800x800 pixels)

Higher quality images perform better, especially on mobile

Show products clearly against a clean, white background

The product should take up 85-90% of the image area

Ensure image matches the exact variant (colour, size, etc.)

Don't show a blue shirt if the product is red

Avoid promotional overlays, watermarks or text on images

These can cause disapprovals and reduce performance

Include additional images where relevant

Use the additional_image_link attribute for multiple angles

Why it matters: Images are the first thing shoppers see when your ads appear. High-quality images build trust and increase click-through rates. Poor images or mismatched variants can instantly turn off potential customers.

6. Price and Availability Optimisation

Keep price and availability current with frequent feed updates

Update at least daily, more frequently for dynamic inventory

Include VAT in your prices for UK listings

Ensure pricing follows UK regulations for inclusive pricing

Use automated feed delivery or API for real-time updates

Especially important for frequently changing prices or stock levels

Ensure price matches your landing page exactly

Avoid price mismatches which cause disapprovals

Why it matters: Price or availability mismatches between your feed and website can cause disapprovals and lead to poor customer experience. Accurate pricing builds trust with potential customers.

7. Product Categorisation Optimisation

Use the most specific Google product category possible

Go at least 2-3 levels deep in the taxonomy

Choose categories based on the product's main function

E.g., a smartwatch is primarily a watch, not a phone accessory

Provide detailed product type values in a hierarchical format

E.g., "Apparel > Women's > Dresses > Casual Dresses"

Download and reference Google's current taxonomy list

Available from Google's developer documentation

Why it matters: Proper categorisation helps Google understand your products and apply the correct policies and requirements. It also ensures your products appear in relevant category searches and improves ad targeting.

8. Colour Attribute Optimisation

Use the exact colour names that appear on your website

Don't change "Midnight Blue" to just "Blue" in your feed

Provide one primary colour and up to two secondary colours if relevant

E.g., "Navy Blue / White" for a two-tone item

For precious metals, combine material and colour

E.g., "Gold" or "Silver" for jewellery

Write out full colour names rather than codes or abbreviations

Use "Dark Green" not "DG" or "#00FF00"

Why it matters: Colour is a key attribute for many product categories. Mismatched colour information between your feed and website can cause disapprovals, while accurate colour data helps customers find exactly what they're looking for.

9. Custom Label Optimisation

Create up to five custom labels for segmentation

Use custom_label_0 through custom_label_4

Use labels for seasonality, performance, margin, price position

Examples:

  • Price ranges: budget, mid-range, premium
  • Margins: low, medium, high
  • Seasonality: spring, summer, autumn, winter
  • Best sellers: top 10%, top 25%, etc.

Create logical groupings that make sense for your business

Tailor labels to your specific marketing strategy

Update labels as products change categories

Keep labels current as product performance changes

Why it matters: Custom labels don't affect how products appear to customers but allow you to group products for bidding and reporting in Google Ads campaigns. This enables more strategic budget allocation and performance optimisation.

10. Promotions and Special Offers

Create a promotion_id attribute in your feed

Apply to products with active promotions

Configure promotions in the Merchant Center promotions tab

Set up offer details and redemption information

Specify start and end dates for time-limited offers

Ensure promotion timing matches your website

Consider using a separate promotions feed for complex promotions

Helpful for frequently changing promotional offers

Why it matters: Promotions can increase conversion rates by up to 28% according to Google data. Special offer indicators make your listings stand out and attract price-conscious shoppers.

11. Landing Page Alignment

Ensure product landing pages match feed information exactly

Check titles, descriptions, prices, and availability

Send users directly to the specific variant they clicked on

Pre-select colour, size, etc. when possible

Ensure fast page load times and mobile-friendly design

Aim for under 3 seconds loading time

Maintain consistent messaging between feed and website

Ensure product benefits and features match

Why it matters: The landing page experience is crucial for conversion. Mismatches between your feed and website create a poor customer experience and can lead to account disapprovals.

Advanced Optimisation Techniques

1. Dynamic Repricing

Monitor competitor pricing with dedicated tools

Consider services like Price Watch or Prisync

Implement dynamic pricing based on competitive position

Adjust prices automatically to stay competitive

Create custom labels for price competitiveness

Label products as "most competitive," "competitive," or "premium"

Why it matters: Pricing strategy significantly impacts conversion rates. Dynamic repricing helps you stay competitive without manually monitoring the market, allowing for strategic positioning based on real-time data.

2. Regular Expression (Regex) for Feed Management

Learn basic regular expressions for feed optimisation

Useful for finding and replacing patterns

Use regex for cleaning up formatting issues

Remove extra spaces, fix capitalisation, etc.

Apply systematic changes across large feeds

Maintain consistency across thousands of products

Why it matters: Regular expressions allow you to make systematic changes across large feeds, saving time and ensuring consistency. They're particularly valuable for fixing formatting issues that would be tedious to address manually.

3. A/B Testing Product Content

Test different title structures

Compare performance with attributes in different positions

Experiment with various image types

Test product-only vs. lifestyle vs. context images

Try different description formats

Test bullet points vs. paragraphs, technical vs. benefit-focused

Use performance data to inform optimisation decisions

Track CTR, conversion rate, and ROAS for each variant

Why it matters: Systematic testing reveals what works best for your specific products and audience, allowing you to optimise based on data rather than assumptions. Small changes can lead to significant performance improvements.

4. Supplemental Feeds

Create supplemental feeds to enhance your primary feed

Add optimised titles, descriptions, or custom labels

Use supplemental feeds for temporary promotions

Add seasonal attributes without modifying your main feed

Create market-specific optimisations

Tailor content for specific regions or customer segments

Why it matters: Supplemental feeds allow you to enhance your product data without modifying your primary feed structure. They're especially useful for teams that don't have direct access to modify the primary feed but want to optimise for Google Merchant Center.

Troubleshooting Common Issues

1. Disapproved Products

Review the Diagnostics section in Merchant Center regularly

Check for specific issues and error messages

Check for common causes of disapprovals:

  • Mismatched landing page information
  • Missing required attributes
  • Policy violations
  • Invalid GTINs
  • Prohibited product categories

Address issues promptly and systematically

Prioritise products with highest sales potential

Why it matters: Disapproved products can't be shown to potential customers, reducing your visibility and sales potential. Prompt resolution ensures your full catalogue is available to shoppers.

2. Poor Performance

Analyse performance data to identify underperforming products

Look at CTR, conversion rate, and impression share

Check for common causes of poor performance:

  • Weak titles and descriptions
  • Low-quality images
  • Uncompetitive pricing
  • Wrong categorisation
  • Poor landing page experience

Systematically test improvements for underperforming elements

Change one element at a time to identify what works

Why it matters: Even approved products may not perform well if they're not optimised for visibility and conversion. Regular performance analysis and improvement is essential for maximising ROI.

3. Feed Processing Errors

Use Feed Rules to fix common issues

Adjust formatting, add missing attributes, etc.

Check for common processing problems:

  • Incorrect file format
  • Encoding issues (use UTF-8)
  • Syntax errors
  • Server connectivity problems

Validate your feed before uploading

Use feed testing tools to identify issues before submission

Why it matters: Feed processing errors prevent your products from being imported correctly, leading to delays in product availability or missing products. Proper feed formatting ensures smooth, reliable imports.

Conclusion

Optimising your Google Merchant Center feed is not a one-time task but an ongoing process. By following this comprehensive checklist, you'll be well-positioned to maximise your visibility on Google Shopping and drive more qualified traffic to your website.

Remember that the key to success lies in providing accurate, detailed, and current information that helps both Google understand your products and customers make informed purchasing decisions. Regular monitoring and continuous improvement will keep your feed performing at its best.

Use this checklist as a reference guide for initial setup and ongoing optimisation. As you gain experience with your specific product category and audience, you'll discover additional optimisations that work particularly well for your business.