Google Shopping catalogs

Google Shopping: Tips for Success, Best Practices, and Competitor Analysis

Google Shopping is a powerful price comparison tool, and understanding how it works is crucial for success in the world of digital marketing. In this article, we'll cover key aspects, requirements, best practices, and competitor analysis techniques for optimizing your Google Shopping feeds and campaigns.

Understanding Google Shopping

Google Shopping serves as a powerful price comparison platform, enabling users to easily discover and compare products tailored to their specific search queries. By delivering pertinent information, Google Shopping not only empowers users to make well-informed decisions but also drives high-quality clicks for advertisers seeking increased visibility and improved conversions.

Creating a High-Quality Feed

To advertise on Google Shopping, you need a data feed containing comprehensive product information. The more information you add to your catalog the higher the chances of qualitative audiences finding your products.  

We suggest incorporating the following fields into your catalog:


A unique identifier for each product


The product's title, ideally keyword-rich


A detailed description of the product that highlights its features and benefits. Ensure it is well-written and contains relevant keywords.


The main product image URL. Layouts, texts, logos…are not accepted. 


Your custom product category that reflects your store's taxonomy. This field can be used for better campaign organization and bid management.


Assigning products to the most accurate Google Product Category can help improve ad relevance. 


The availability status of the product (e.g., in stock, out of stock, or preorder).


The product's price, along with the currency, formatted as per Google's requirements (e.g., 19.99 USD).


The discounted price of the product, if applicable, along with the currency (e.g., 15.99 USD).


This identifier is used for products that have multiple variations, such as size or color, to group them together.


The condition of the product (e.g., new, used, or refurbished).


The color of the product.


The size of the product, which can be in different dimensions like clothing sizes or dimensions for electronics.


The target gender for the product (e.g., male, female, or unisex).


The target age group for the product (e.g., adult, kids).


The URL of the product page on your website where users can purchase the item.


Global Trade Item Number (if applicable)


Manufacturer Part Number (if applicable)


Include for products without GTIN/MPN to prevent disapproval.


The product's brand name


A concise version of the product title. Ideal for display, gmail…


URLs for additional product images


URLs for lifestyle images showcasing the product in use

product highlights

Key features and highlights of the product, in bullet points

custom labels (0 to 4)

Up to five custom labels that can be used for better campaign organization, bid management, or reporting purposes.


Shipping information, including the shipping cost, service, and shipping label (if applicable). You can choose to share this info directly through GMC. 


Discover how to create these fields by exploring Google's dedicated resource on the subject.

Factors Affecting Product Visibility

Product visibility on Google Shopping depends on multiple variables. The most common ones are: 

  • User behavior: user preferences, searching and buying activity…
  • Campaign optimization: bidding strategy, product selection…

Compliance with Google Shopping Requirements

To advertise on Google Shopping, you must have an online store with a secure payment gateway and a product catalog. Your website must meet specific requirements, such as displaying visible prices, SSL encryption, and clear shipping and return policies. Providing accurate and detailed product information will increase your chances of success on Google Shopping.

Competitor Analysis Techniques

To stay ahead in the competitive landscape, it's essential to analyze your competitors' strategies and performance on Google Shopping. You can do this by:

  • Benchmarking: Compare your product listings, pricing, and ad performance with those of your competitors. Identify gaps and areas where you can improve to stay competitive.
  • Analyzing competitors' ad copy and creative: Review your competitors' ad copy and visual elements to identify trends or techniques that resonate with your target audience. Adapt and improve your own ads accordingly.
  • Monitoring competitors' promotions and discounts: Keep an eye on your competitors' promotional strategies, such as discounts, bundles, or free shipping offers. Adjust your own promotions to stay competitive and attractive to potential customers.
  • Tracking competitors' keyword usage: Use keyword research tools to identify the keywords your competitors are targeting in their campaigns. Incorporate relevant keywords into your own campaigns to increase visibility and reach.

In conclusion, optimizing your Google Shopping campaigns requires a thorough understanding of the platform's requirements, best practices, and competitor analysis techniques. By creating a high-quality product feed, adhering to Google's guidelines, continuously monitoring and adjusting your campaigns, and staying ahead of your competitors, you can achieve better visibility, relevance, and success in the competitive digital marketing landscape.

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