Google Merchant Center feed optimisation: fix disapprovals and win more Shopping clicks
How to set up and optimise a Google Merchant Center product feed: required attributes, GTINs, titles, custom labels and fixing common disapprovals.
How to set up and optimise a Google Merchant Center product feed: required attributes, GTINs, titles, custom labels and fixing common disapprovals.
Required attributes
- id, title, description, link, image_link
- price and availability (must match the landing page)
- brand and gtin (or mpn) for branded products
- condition
- shipping and tax settings (in Merchant Center or feed)
Optimise titles first
Google matches searches mainly against your title. Front-load what shoppers search for: Brand + Product type + Key attributes (size, colour, material, model). For example: “Sealy Posturepedic Double Mattress – Medium Firm, Pocket Sprung”. Avoid promotional text like “SALE”.
Products disapproved or not showing?We fix Merchant Center feeds and set up Shopping campaigns that bid by margin.Get a free Google Ads audit →Use custom labels to control bidding
custom_label_0 to custom_label_4 let you segment campaigns — by margin band, best-sellers, seasonal, clearance or price range. That lets Performance Max and Shopping spend more on profitable products.
Fix common disapprovals
- Price or availability mismatch — enable automatic item updates and fix caching
- Missing or invalid GTIN — use the manufacturer’s barcode
- Image issues — no watermarks, text overlays or placeholders
- Misrepresentation — add clear returns, delivery and contact information
- Landing page errors — make sure product URLs return 200
Free listings and beyond
Enable free listings in Merchant Center so products appear in the Shopping tab at no cost. The same feed can power Microsoft Shopping, Meta catalogues and many marketplaces.
Common mistakes to avoid
How we help with ecommerce
Frequently asked questions
How often should my feed update?
At least daily; hourly for fast-changing prices or stock.
Do I need GTINs?
Yes for branded products sold by multiple retailers. Custom or own-brand products can use brand + MPN or identifier_exists = no.
What is a supplemental feed?
A second feed that overrides or adds attributes (like custom labels) without changing your main feed.