In the evolving landscape of Google Shopping and new Generative AI search experiences, your product feed is the single most critical asset for online retail success. It acts as the central intelligence Google uses to match your inventory with customer search queries.
A poor or incomplete feed means low product visibility, higher ad costs, and missed sales.
At Pattern, we’ve developed an AI-Powered Feed Optimisation Tool to ensure your product data doesn’t just meet Google’s minimum requirements, but is fully optimised to thrive in competitive search results.
Click here to understand how your product feed stacks up with a complimentary feed audit.
Read on to discover how we drive maximum performance for our partners.
The Challenge: When Good Products Go Unseen
Many brands face common feed issues that limit their growth:
- Low Product Visibility: Under-indexing products fail to appear in relevant search results, especially for non-branded terms.
- High Advertising Costs: Subpar data quality scores inflate Cost Per Clicks (CPCs), draining budget and lowering Return on Ad Spend (ROAS).
- Missed Free Traffic: Unoptimised feeds miss opportunities for increased non-paid organic Shopping listings.
- Missing Critical Attributes: Empty or generic product fields prevent Google’s algorithms from accurately identifying and serving your product to the right customer.
Our Solution: The AI-Powered Feed Optimisation Process
Our methodology ensures your product data is flawless, leveraging technology and expertise across three key phases.
Phase 1: The Deep-Dive Audit & Foundational Optimisation
The process begins with an essential diagnostic: a comprehensive 40-category Feed Audit Deep-Dive. This audit provides a clear view of your current feed hygiene and highlights every area needing immediate attention.
Key categories assessed include:
- Customer-Facing Attributes (e.g., Titles & Descriptions)
- Internal Attributes (e.g., Brand, GTIN, Material)
- Key Shopping Content (e.g., Product Type, Product Conditions)
- Google Merchant Center Hygiene
- Shipping & Delivery
Example Audit: In a recent assessment for a new client, the feed received an Overall Score of 58% – well below the average benchmark of 80%. This immediately highlighted opportunities in core areas like Customer-Facing Attributes and Internal Attributes.
Phase 2: Attribute Enrichment & GMC Structuring
This phase leverages our AI tool to transform your product data, focusing on alignment with Google’s mandatory and highly recommended attributes.
Optimising Titles for Maximum Relevance
Titles are arguably the most prominent part of your listing, influencing both visibility and click-through rate. Our tool ensures:
- Structure: Titles follow the recommended structure: Brand + Product Type + Attributes (e.g., color/size/material), which is critical for verticals like Fashion, Consumables, and Electronics.
- Front-Loading: We ensure critical details (brand, product type, variant) are prioritised early, as only the first 70 characters are typically visible on most screens, even though the attribute allows for up to 150 characters.
- Standardisation: Naming conventions are standardised across all titles and descriptions.
Enriching Descriptions for Visibility
Descriptions are vital for giving potential customers the information they need to purchase and for improving your product’s relevance to a wider range of searches.
- Priority Placement: We ensure the most important product details and keywords appear within the first 160-500 characters to maximise visibility in the preview displayed on Google Shopping results.
- Keyword & Feature Inclusion: Descriptions are updated to include essential features, visual attributes, and relevant keywords. We integrate characteristics such as Material, Colour, Pattern, Texture, Shape, Size, and specific Features & Benefits, using the full 5,000 character limit where appropriate.
- Attribute Filling: We add missing critical attributes such as Genders, Age Group, Product type, and GTIN.
Phase 3: Quarterly Refresh & Scale Maintenance
To ensure content quality is maintained as new listings are regularly added (e.g., based on 20+ new SKUs per fortnight), we recommend a continuous cycle of refreshing the optimisations performed in Phase 1 & 2.
The Output: Performance Driven by Data
Our AI-driven optimisations deliver significant, measurable growth by making your product feeds radically more descriptive.
Content Expansion
For one client, our content rework across 1,700 products led to massive increases in descriptive content:
- Average Title Length: Increased by 44 characters (from an average of 49 to 93).
- Total Description Length: Increased by over 3.7 million characters added to the entire feed.
This strategic content expansion immediately improves relevance and maximises the volume of search terms your products can appear for.
Anonymous Client Performance Uplifts
Following feed optimisations, our clients consistently track and report strong performance:
|
Client Case Study |
KPI 1: Visibility/Impressions |
KPI 2: Advertising Costs |
KPI 3: Engagement |
|
Client 1 |
+70% VISIBILITY |
+4% ROAS |
+11% CLICKS |
|
Client 2 |
+186% FREE LISTING VISIBILITY |
-10% CPC |
+38% AD CLICKS |
|
Client 3 |
+38% More Products Getting Impressions |
-13% CPCs |
+77% Free Listing Clicks |
Investment in Performance
Pattern offers a two-tiered offering designed for maximum impact and sustained growth:
- Phase 1: Feed Audit & Foundational Optimisation
- Includes a Detailed Feed Audit and the full rework of Titles and Descriptions to align with best practices.
- Phase 2: Attribute Enrichment & GMC Structuring
- Includes adding all missing attributes and a Full GMC Health Check/Custom Label Structuring.
- Phase 3: Quarterly Refresh & Scale Maintenance
- A recommended retainer to maintain content quality and re-optimise new products added to the feed.
Why Choose Pattern? The Competitive Edge
In a crowded agency landscape, Pattern offers a unique combination of technology and expertise that drives superior results for our partners:
- AI-Powered Precision: We don’t rely on manual checks or generic rules. Our proprietary AI tool quickly and accurately identifies content gaps and generates a fully compliant, high-relevance supplemental feed far faster than traditional agencies. This precision ensures adherence to the specific formatting rules for titles, descriptions, and attributes set by Google.
- A Focus on Google Best Practices: Our 40-category audit and subsequent optimisation are built directly around Google Merchant Center guidelines, focusing on mandatory requirements and best practices for product content and attribute enrichment.
- End-to-End Visibility to Profitability: Our project goals are directly tied to your bottom line: improving visibility, lowering advertising costs, and increasing ROAS. We don’t just fix the feed; we track the performance uplifts that matter, such as impressions, CPCs, and free listing click-through rate (CTR).
- Experience Across Verticals: We have a proven track record of delivering significant gains in visibility and cost efficiency across diverse product categories, evidenced by our detailed case studies and clear KPI uplifts.
Ready to Future-Proof Your Google Ads Performance?
The first step to unlocking significant growth is understanding your product feed’s current capabilities.
Click here to claim your complimentary Feed Audit.
