Google Shopping Feed Optimisation: A Checklist for Shopify Stores

In Google Shopping, you don't choose keywords the way you do for search ads. Google decides when to show your products based on your product feed: the titles, descriptions, categories and attributes you send to Merchant Center. A weak feed means your products appear for the wrong searches, or not at all, however much you spend.

This checklist covers the feed fields that matter most for Shopify stores, and how to improve each one.

1. Product titles: the most important field

Google leans heavily on titles to match products to searches. Most Shopify titles are written for the store's own shoppers ("The Classic") rather than for search ("Men's Leather Chelsea Boots – Brown, Size 10").

A reliable title formula:

Brand + Product type + Key attributes (gender, material, colour, size) + Model or variant

Tips:

• Google allows up to 150 characters, but only the first 70 or so usually show. Put the most important words first.
• Use the words shoppers search for ("sofa" or "couch"? Check your search terms report).
• Don't use all caps, promotional text ("SALE!", "Free shipping") or keyword stuffing. These can get products disapproved.

2. Descriptions: detail, not marketing

Descriptions (up to 5,000 characters) help Google understand the product and match longer, more specific searches. Include:

• what the product is and who it's for;
• materials, dimensions, compatibility and care instructions;
• the key differences between variants.

Leave out links, promotions, and comparisons with other brands.

3. Product identifiers: GTIN, brand and MPN

For branded products, Google expects a GTIN (the barcode number: UPC, EAN or ISBN). Correct identifiers help Google match your product to its catalogue and show it for the right searches.

• Selling other brands' products? Add the manufacturer's GTIN to each Shopify variant's barcode field.
• Selling your own products without barcodes? Submit brand + MPN if you have them, or set identifier_exists to no rather than inventing a number. Invented GTINs can get products disapproved.

4. Google product category and product type

• google_product_category: pick the most specific category in Google's taxonomy (for example Apparel & Accessories > Shoes > Boots, not just Apparel).
• product_type: your own category path (for example Men > Footwear > Boots). You can't use it for matching, but it's very useful for structuring campaigns and bids.

5. Images: the thing shoppers actually see

Your image is most of your Shopping ad. Follow Google's rules, then aim higher:

• Minimum size: 100×100 px (250×250 px for apparel), but use at least 800×800 px so Google can show it large.
• Plain white or light background for the main image, with the product filling most of the frame.
• No watermarks, logos over the product, promotional text or borders. These are common reasons for disapproval.
• Add additional images (lifestyle shots, different angles) with the additional_image_link attribute.

6. Variants and attributes

Every size and colour should be its own item in the feed, linked by item_group_id. For apparel, color, size, gender and age_group are required. Missing them is one of the most common feed errors for fashion stores.

7. Price, availability and shipping must match your site

Google checks your landing pages. If the feed says "in stock, $49" and the product page says "sold out" or "$59", the item gets disapproved, and repeated mismatches can put your whole account at risk. Keep things in sync:

• keep inventory in sync automatically, not by hand;
• make sure sale prices use the sale_price attribute with a valid date range;
• set up shipping and return policies in Merchant Center so Google can show them.

8. Check the Diagnostics tab weekly

Merchant Center's Diagnostics (in Merchant Center Next: Products → Needs attention) lists disapprovals and warnings. Fix item-level issues in order of how many products they affect, and recheck after every big catalogue update.

9. Test, then iterate

Feed optimisation is never finished. A simple routine:

1. Pick one product category.
2. Rewrite its titles using the formula above.
3. Compare impressions and click-through rate over the next four weeks against a category you didn't touch.
4. Roll out what works across the catalogue.

Automate the repetitive parts

Rewriting hundreds of titles by hand doesn't scale. The Product Feed Optimizer in the Devcom Digital suite automatically cleans up titles, descriptions and images for Google Shopping and Meta. Inventory & Price Sync helps keep stock and prices consistent between Shopify and your other sales channels. Both are included in one subscription; see pricing.