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The feed is one of the most important components of advertising, you're free and paid listings on Google. So what exactly is it a feed. Is the product data you provide that Google's merchant center uses to display your products on Google your feet setup will impact when you're ad show on Google. And to whom. You'll also impact how your ads are displayed. Make sure that all products available on your website or in your feet except for the ones you do not plan to sell.
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It's also critical that you've populated all pertinent attributes in your feed The more information Google has about your products, the easier it will be to match your as to relevant searches. Shopify Google channel automatically creates and regularly updates your feed Streamlining the management process. We've found that you can enhance your performance even more by making manual adjustments to your feet.
1:01
First things first, let's talk feed attributes feed attributes are the product data that you share with Google via your feet. There are multiple categories of attributes, including the basics like title, description and price. Each attribute included in your feed should be written in the way you'd like it to be viewed by your prospective customers. We'd like to think of attributes in $2.
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Those that are required and those that are optional required attributes are those that must be in place in order for your feed to be approved and your ads to run the Pacific list of the required attributes differs by country. But typically all core attributes are required including product ID title, description link image link condition price and availability.
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It goes without saying that you need to make sure these are included on your feet. If you're using the Shopify app. They automate this process for you. But simply adding them is only half the battle. The real opportunity comes from optimizing the data you're adding to your feed You can optimize all of your feet attributes. But we really like to focus on the title and product type, which will have the biggest impact on your performance.
2:18
Let's start with titles. You can write a product title gazillion different ways. Let's say you're selling a bike. You can advertise it as a blue bicycle a brand new sports bike or a top of the line cyclotron. The key is to write something that resonates with your audience. It's very important to focus on your word choice. Here's how we build compelling messaging for our titles.
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First make a list of the search phrases someone might use when looking for the product next round out your list with a little competitive sleuthing. How are your competitors describing their products. Finally head to Google trends a free tool that allows you to see search volume by phrase. Plug your list of potential titles into the tool to get a sense for, which is the most popular in your target market.
3:08
You can optimize every element of your title and even your product description. Using this method. Now that you know how to build a great title. Let's look at the product type attribute. You can address these in the Shopify interface specifically within the Google channel go to approved products, then edit Google shopping fields. Google uses your product type to understand what you're selling and match your ads to relevant searches.
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When we build product types we'd like to use a nested structure where each level is more specific than the last featuring subcategories within categories. For example, let's take a dog blanket and we start with home and decor. We can branch down into furnishings bedroom blanket and finally dog fleshing out your product type at every level of relevance that's all there is to it. Between optimizing your titles and organizing your product type attributes you'll ensure that you're setting your feet up for success.
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Thank you for joining our optimization course. Feel free to click on the link below slice bread dot agency to learn more about sliced bread and how we can help you manage your online advertising.
