Google Shopping feed optimisation for Shopify UK

Product title structure

The single biggest lever. Rewrite from [Brand] Product Name to [Brand] [Product Type] [Attribute] [Colour] [Size]. Example: Being Ecom Merino Wool Jumper Navy Medium. Match how UK shoppers actually query.

GTINs and identifier_exists

Branded resellable products need GTINs (barcode). Own-brand SKUs set identifier_exists: false. Missing GTINs on branded items get feed items disapproved or throttled.

Pricing and availability

• All UK feed prices in GBP, VAT-inclusive.
• Delivery configured at merchant centre - Google penalises feeds without accurate UK shipping cost.
• Availability updated at least daily; sold-out items pulled within 24h.

Custom labels for PMax

Set 5 custom labels for asset group segmentation:

• margin_tier: high / mid / low.
• bestseller: true / false.
• new_launch: true / false (last 60 days).
• price_band: sub_25 / 25_75 / 75_plus.
• category: internal category code.

These let PMax bid harder on your best-margin SKUs.

PMax vs Standard Shopping

Recommended structure: brand-only PMax (defensive), non-brand PMax (growth), Standard Shopping campaign for your top 20 SKUs (control). Exclude brand terms from non-brand PMax with negative brand keywords at account level.

Product reviews feed

Enable the product reviews feed via Judge.me, Yotpo or Loox integration. Star snippets in Shopping ads lift CTR 15-30% for UK DTC brands with 25+ reviews per SKU.

Feed quality checks

• Image size 800x800 minimum, white background where possible.
• All required attributes present (colour, size, gender, age_group where relevant).
• Zero disapproved items on the merchant centre diagnostics.