Google Merchant Centre Feed Optimisation: The Complete UK Guide

Why Your Product Feed Makes or Breaks Your Google Ads

Your Google Merchant Centre feed is the foundation of every Shopping and Performance Max campaign. Get it wrong, and you're throwing money away. Get it right, and you'll outperform competitors bidding twice as much.

The Feed Optimisation Checklist

1. Product Titles

Your title is the single most important feed attribute. Here's how to structure it:

Formula: Brand + Product Type + Key Attributes (Size, Colour, Material)

Example: "Nike Air Max 90 Running Shoes - White/Black - UK Size 10"

UK-specific tip: Always include "UK" sizing where relevant. UK shoppers search differently to US ones.

2. Product Descriptions

While less visible, descriptions matter for:

• Matching to long-tail searches
• Providing context to Google's AI
• Improving Quality Score

Include keywords naturally. Mention materials, use cases, and benefits.

3. GTINs and Identifiers

Google now requires GTINs for most products. Missing GTINs = disapprovals or reduced visibility.

If you sell products without GTINs (custom items, bundles), use the identifier_exists attribute correctly.

4. High-Quality Images

Requirements:

• Minimum 100x100 pixels (500x500 recommended)
• White background preferred
• No watermarks, logos, or promotional text
• Show the actual product

5. Pricing and Availability

Mismatched prices between your feed and website = instant disapproval. Use automated feed solutions that sync in real-time.

Common Merchant Centre Errors (And Fixes)

• Missing shipping settings: Set up UK shipping in Merchant Centre settings
• Price mismatches: Use automated feed tools
• Missing GTINs: Add them or correctly mark as identifier_exists = false
• Image issues: Follow Google's image requirements exactly

Need Help With Your Feed?

As a specialist Google Merchant Centre agency, we fix feeds daily. Our Merchant Centre set up service gets you approved fast.