In this case study, I explain how product feed optimization helped an e-commerce brand improve Google Shopping visibility by 40% and achieve more consistent performance from paid and free listings.
This project highlights why Shopping performance is not just about ad spend, but about feed quality and structure.
Business Challenge
The brand was running Google Shopping ads, but performance was unstable.
Key problems identified:
- Products were not appearing consistently in Shopping results
- Feed errors and warnings in Google Merchant Center
- Poor product titles and descriptions
- Limited attribute coverage
- Feed was treated as a one-time setup, not an ongoing optimization process
As a result, visibility and click potential were restricted.
Objectives
The goals for this project were:
- Improve product visibility in Google Shopping
- Reduce feed errors and disapprovals
- Optimize product data for search relevance
- Build a scalable feed optimization process
The focus was on feed quality, not increasing ad budgets.
Product Feed Optimization Strategy
1. Google Merchant Center Audit
The first step was a detailed Merchant Center review, focusing on:
- Account diagnostics and policy issues
- Disapproved and limited products
- Attribute gaps affecting visibility
- Title and description quality
This helped identify issues directly impacting impressions.
2. Product Title Optimization
Product titles were rewritten to match how users search, not internal naming.
Improvements included:
- Brand + product type + key attribute structure
- Removal of unnecessary or repetitive terms
- Alignment with high-intent search queries
- Clear and readable formatting
Titles were optimized for both relevance and clarity.
3. Description & Attribute Enhancement
Descriptions and attributes were optimized to improve data completeness:
- Clear product descriptions focused on benefits
- Added missing attributes (material, size, color, etc.)
- Improved consistency across variants
- Better alignment with Google’s feed requirements
This increased product eligibility and ranking potential.
4. Feed Structuring & Categorization
To improve performance further:
- Correct Google product categories were assigned
- Product types were structured for better segmentation
- Variant handling was improved for clarity
This helped Google better understand and classify products.
5. Ongoing Feed Monitoring
Instead of treating feed optimization as a one-time task:
- Regular checks were done in Merchant Center
- Errors and warnings were resolved proactively
- Feed updates were aligned with product and pricing changes
This ensured long-term stability and performance.
Results Achieved
After optimization, the brand achieved:
- 40% improvement in Google Shopping visibility
- Reduced feed errors and account warnings
- Better product coverage in Shopping results
- Improved consistency across paid and free listings
- Stronger foundation for Shopping ad performance
The improvement came without increasing ad spend.
Key Learnings
- Product feeds directly impact Shopping visibility
- Titles and attributes matter more than most people realize
- Feed optimization is an ongoing process, not a setup task
- Clean, structured data improves both ads and organic Shopping results
Conclusion
This project shows how product feed optimization can unlock hidden performance in Google Shopping.
By focusing on:
- Feed quality
- Attribute completeness
- Search relevance
The brand achieved measurable visibility growth and better campaign efficiency.