Product feed optimization: the complete checklist
8 min read
A feed can be approved and still underperform. Approval just means Google will show it; optimization is what makes it show for the right searches and convert. This checklist covers both.
Work through it top to bottom — the early items prevent disapprovals, the later ones drive performance.
Get approved first
- Every required attribute mapped, never blank
- GTINs sent where they exist; identifier_exists set to false where they don't
- Clean product images that load, with no overlays
- Feed price and availability matching the live page
- Working landing-page links and a store with contact + returns info
Then optimize titles and descriptions
- Titles front-loaded with brand, type and key attributes
- No promotional text, ALL CAPS or keyword stuffing
- Descriptions that cover what a buyer would search for
Categorize correctly
Set google_product_category accurately and use product_type for your own taxonomy. Correct categorization helps Google match your product to relevant searches and is required for some categories.
Add performance attributes
- product_highlights and additional images where supported
- sale_price for discounts (keep regular price in price)
- Custom labels to segment products for bidding (margin, season, bestseller)
Control what you send
Not every product belongs in the feed. Exclude out-of-stock items, products below a margin threshold, or SKUs you don't want to advertise. Sending fewer, better products often beats sending everything.
Keep it fresh
A feed that updates frequently keeps prices and stock accurate and prevents mismatch disapprovals. Set a regeneration schedule that matches how often your catalog changes.
Common questions
What's the most important feed optimization?
Titles. They're the biggest lever on which searches you show for. After that, correct identifiers and categories, then freshness so prices and stock never drift.
Should I put every product in my feed?
No. Excluding out-of-stock, low-margin, or low-quality products usually improves overall performance and spend efficiency. A rules engine lets you filter by any attribute.
What are custom labels for?
Custom labels let you tag products (by margin, season, bestseller status, etc.) so you can bid and report on those segments in Google Ads. They don't show to shoppers.
Rather not deal with this yourself?
On our Pro plan, our team builds, configures and runs your feeds for you — zero touch. Or start free and do it yourself with the tools above.