How to scale Google Ads campaigns using product feeds

Want to scale your Google Ads campaigns effortlessly? Product feeds are your secret weapon. These structured data files keep your ads accurate, relevant, and easy to manage, especially for large catalogs. Here's what you need to know:

• What is a product feed?
  It's a file with product details like names, prices, availability, and descriptions, uploaded to Google Merchant Center to power Shopping and text ads.

• Why use product feeds?
  They automate updates, sync real-time pricing, improve targeting, and simplify scaling campaigns. Businesses using feeds see higher conversions, better ROAS, and lower costs.

• Key tips to optimize feeds:

  • Craft detailed titles with brand, type, and specs.

  • Use clear, accurate descriptions and high-quality images.

  • Regularly update data like prices, inventory, and promotions.

• Advanced strategies:
  Group products by performance, leverage tools like G-MOS for automation, and use Performance Max campaigns for better results.

Example: Retailers using advanced feed strategies have seen up to a 33% boost in conversions and a 22% higher ROAS.

Focus on accurate data, smart segmentation, and consistent updates to scale your campaigns effectively.

Product Feeds Basics in Google Ads

In Google Ads, product feeds are the backbone of scalable campaigns, providing structured, up-to-date product details. These feeds - essentially dynamic catalogs uploaded to Google Merchant Center - supply Google with product names, prices, availability, descriptions, and unique identifiers. This data fuels both Shopping ads and automated text ads across Google’s network.

Here’s why product feeds are so important for scaling your campaigns:

Key Benefits of Product Feeds

• Automated Updates: Any changes to product availability automatically adjust your ads - no manual updates needed.

• Real-Time Pricing: Price updates sync instantly, ensuring your ads reflect accurate pricing during sales or promotions.

• Better Targeting: Detailed product attributes help create ads that resonate with the right audience.

• Efficient Scaling: Feed-driven automation makes managing large catalogs a breeze. For example, one retailer saw a 620% jump in conversions [2].

To take this further, G-MOS offers tools designed to simplify and enhance feed management.

G-MOS Product Feed Features

G-MOS can handle even millions of SKUs, and keeps your ads accurate with automation. Here’s what it brings to the table:

• Smart Data Validation: Automatically checks your feed against Google’s requirements to prevent issues that hurt performance.

• Dynamic Updates: Ensures inventory and pricing stay accurate across all campaigns in real time.

The platform’s AI also steps in to optimize feed management, adjusting bids, analyzing performance, and uncovering new opportunities. This automation directly supports scalable campaigns, saving time and improving ad results.

For instance, a major online retailer saw a 20% performance boost after implementing inventory update feeds [3]. This example highlights how effective feed management can significantly impact campaign success and business growth.

Improve Your Product Feed Data

High-quality product feed data can significantly enhance your Google Ads performance. Below are actionable tips for refining key feed elements and managing your data effectively.

Core Feed Elements to Update

Focus on these crucial components to improve your feed:

Product Titles
Make the most of available characters by including essential details right at the beginning:

• Brand name

• Product type

• Key specifications like size, color, or material

• Model number (if applicable)

Product Descriptions
Write descriptions that are clear and accurate. They should:

• Match the content on your landing page

• Avoid promotional or salesy language

• Highlight key product features

• Use natural, easy-to-read language

Images and Pricing
Use high-quality, professional images that meet Google's standards, and ensure your pricing is updated in real time.

Expert Feed Management Tips

Updating your data is just the start - effective feed management is key to long-term success.

Smart Product Labeling
Use consistent and accurate labeling, including:

• Unique product identifiers like GTINs

• Correct brand details

• Manufacturer part numbers (MPNs)

• Proper category hierarchies

"The ideal title will capture both general and more specific searches, have a natural flow, and include the most relevant elements at the beginning so the customer can see important features without needing to expand the title." - Ben Kelsey, Onboarding Supervisor, Feedonomics [4]

Set a Regular Update Schedule
Keep your data fresh and accurate with a structured update routine:

• Daily: Check prices and inventory

• Weekly: Review and audit product data

• Monthly: Evaluate performance metrics

• Quarterly: Update category structures

G-MOS's automated validation system ensures your data complies with Google's requirements in real time. Its AI-driven updates keep product information accurate across campaigns, reducing manual work while boosting performance.

Stay on top of Merchant Center warnings and address any issues quickly to maintain accurate pricing and availability.

Scale Your Google Ads with Product Feeds

Group Products by Results

Organizing products effectively can significantly improve your campaign's performance. G-MOS's automated system sorts products based on their Return on Ad Spend (ROAS), helping you focus on what works best.

Here’s how to structure your product groups:

Create Targeted Subdivisions
Break down your inventory (up to 7 levels) using criteria like:

• Brand

• Product category

• Product type

• Custom labels

• Item condition

Focus on Top Performers
This approach allows you to:

• Set higher bids for products with strong ROAS

• Allocate more budget to successful categories

• Experiment with bidding strategies for specific product groups

With G-MOS, these strategies are automated, keeping your campaigns updated and efficient. Once set up, you can enhance performance further with Google's automated campaign tools.

Use Google's Auto-Campaign Tools

Performance Max campaigns are a game-changer for retailers using product feeds. For example, Hairstory, a US-based hair care company, saw a 31% boost in ROAS and a 545% increase in new customer conversions by integrating Performance Max with their product feed [5].

Steps to Get Started:

• Add detailed descriptions and high-quality images to your feeds

• Include local product feeds for inventory ads

• Use custom labels to highlight priority products

• Enable automatically created assets for better ad customization

"Once someone tries our products, we have a very strong retention rate. Our main challenge is driving that initial customer acquisition. With this objective, we focused on new customer acquisition for Search and Performance Max. We're seeing great results so far." - Karthik Paramasivam, Head of Marketing, Hairstory [5]

Monitor and Adjust Campaigns

Setting up campaigns is just the beginning. Regular monitoring ensures they stay effective. G-MOS offers real-time insights, while Google's tools provide essential performance data.

Key Metrics to Watch:

For example, De Bijenkorf optimized their Performance Max campaigns through careful tracking and adjustments, achieving a 68% increase in ROAS [5].

To keep campaigns on track:

• Review performance reports and asset group data regularly

• Analyze bid strategy reports for key signals

• Stay updated on trending product categories

• Monitor price competitiveness to stay ahead

These ongoing adjustments ensure your product feed strategy remains effective and scalable.

Common Product Feed Mistakes to Avoid

Too Many Low-Performance Products

Having a large catalog without proper oversight can quickly eat up your ad budget. It’s smarter to concentrate on products that yield results instead of spreading resources across your entire inventory.

Why Poor Product Selection Hurts:

• Wastes money on items that don’t convert

• Lowers your overall campaign ROAS

• Leaves less budget for high-performing products

• Creates a messy and inefficient campaign structure

G-MOS simplifies this process by analyzing performance data to flag underperforming products. This helps you decide which items are worth keeping in your ads and which ones to cut.

Keeping your feed data up-to-date is the next step in maintaining strong campaign results.

Outdated Feed Information

Accurate and current feed data is crucial for ad performance.

Key Details to Keep Updated:

• Pricing changes

• Stock levels

• Product descriptions

• Shipping details

• Promotions

Products added via a data feed will expire 30 days after the last update. G-MOS takes care of this by scheduling regular feed updates, ensuring your data stays accurate and your products remain active.

Missing Performance Reviews

Managing your feed is only part of the equation. Regular performance reviews are just as important to keep your campaigns running efficiently. Skipping these reviews can lead to wasted budget and missed opportunities for improvement.

"For every optional attribute that you assign - such as the color, suitable ages, and genders for a product - the more likely Google is to place it in front of relevant queries." - Ayima [1]

What to Review Regularly:

• Search query performance

• Product-level ROAS

• Feed attribute accuracy

• Effectiveness of bid strategies

• Competitive pricing trends

G-MOS helps by automating performance tracking and sending alerts when specific products or categories need attention. This not only keeps your campaigns optimized but also saves you time on manual monitoring.

For best results, aim to review performance weekly, focusing on:

• Products nearing the 30-day update deadline

• Items with major price changes

• Categories with declining performance

• Newly added products

• Adjustments for seasonal inventory

Conclusion

Scaling Google Ads with product feeds requires well-organized data, thoughtful segmentation, and regular oversight. The foundation lies in maintaining accurate product information and crafting focused campaign strategies.

"Success on Google Shopping is easily attained, but it won't happen by accident. Your best chances of achieving it will come from a combination of good planning, quality product data, smart bidding strategies, meticulous campaign monitoring and ongoing optimization." - Bryan Falla [6]

G-MOS simplifies this process by offering automated tools to keep product data accurate and optimize campaign performance. With the ability to manage over 50,000 items and provide real-time updates, G-MOS ensures your campaigns run smoothly and effectively.

Here’s how G-MOS supports key aspects of scaling success:

Focusing on these strategies helps streamline your efforts, ensuring your Google Ads campaigns maintain effectiveness and drive better ROI.