What we do to your product feed
Shopping ads and Performance Max have no keywords. Google reads your feed and decides from it which search shows a product and what that product is worth. A weak feed costs you reach and margin at the same time.
Product titles
Rebuild titles around how people search, with the key terms in the first 70 characters.
Attributes
Fill GTIN, brand, color, size, material and category completely and the same way across the catalog.
Margin classes
Fill custom labels by contribution margin, sell-through and season, so each class gets its own target.
Merchant Center
Fix disapproved products, warnings and mismatched prices or availability.
Feed rules
Push changes through rules or supplemental feeds, so your store platform doesn't overwrite them on the next sync.
Campaigns after the feed
Feed and campaigns belong together. We rebuild both, your team only approves.
Product titles: 150 characters, about 70 visible
According to Google Merchant Center Help, a title can run up to 150 characters, but shoppers usually see only the first 70 or fewer, depending on screen size. Brand, product type and the main feature go up front. Use the rest for details Google reads when it matches your product to a search.
| Vertical | Structure | Example |
|---|---|---|
| Apparel | Brand + product type + gender + material + color + size | Brand X Merino Crew Neck Sweater Men, Navy, Size M |
| Supplements | Brand + product + dose + count + form | Brand X Magnesium Glycinate 400 mg, 120 Capsules, Vegan |
| Tools | Brand + product type + model + spec + kit | Brand X Cordless Drill BS18, 18V, with 2 Batteries |
| Furniture | Brand + product type + material + size + finish | Brand X Solid Oak Dining Table, 72 x 36 in, Natural |
A title like "Nord Sweater" matches almost no searches. Add material, gender and color, and the same item matches "merino sweater men navy" and its variants. Google Merchant Center Help also bans price, sale dates, shipping details, your company name and promotional text in the title.
The attributes that decide your reach
| Attribute | What Google uses it for | Typical error |
|---|---|---|
| gtin, brand | identify the product and compare it with other sellers | GTIN missing or replaced by an internal SKU |
| google_product_category | category in Google's taxonomy | too broad, for example only Apparel |
| product_type | your own category, usable in campaigns | empty, or copied from a store menu with promo names |
| color, size, material, gender | match searches by color, size and material | missing, only mentioned in the description |
| price, availability | price and stock in the ad | differs from the product page, item gets disapproved |
| image_link | product image in the ad | text or discount badges on the image |
| custom_label_0 to 4 | only for you: split campaigns and bids | unused |
The last row matters most for profit. Custom labels are the only column where your margin data can enter the account.
Custom labels: split your catalog by margin
Google does not know your margin and optimizes for revenue. The five custom labels, custom_label_0 to custom_label_4, are where you hand Google your economics. According to Merchant Center Help, each label allows up to 1,000 unique values account-wide, each up to 100 characters. We start from this schema:
| Label | Content | Values |
|---|---|---|
| custom_label_0 | Margin class | margin_high, margin_mid, margin_low |
| custom_label_1 | Break-even ROAS | be_under_2, be_2_to_4, be_over_4 |
| custom_label_2 | Sell-through | bestseller, midfield, longtail |
| custom_label_3 | Season and promotion | new, sale, seasonal |
| custom_label_4 | Stock level | stock_high, stock_low |
With these labels each margin class gets its own campaign, or in Performance Max its own asset group, with its own target ROAS. Products with a 20% margin need more than twice the ROAS of products with 50%. Put both in one campaign with one target, and Google loses money on the first group while it holds back the second. At Luca Faloni we segmented Google Shopping by product labels.
One margin class per product is enough to start. Add the other labels once the first split runs.
How working with us runs
- 01
Intro call with Tobias
30 minutes. We look at your feed, Merchant Center and numbers.
- 02
Day 0: lock in the baseline
The same 90 days last year plus your trend, measured in your shop backend minus returns.
- 03
Day 1 to 14: stop the waste
Bring disapproved products back and take loss-making items out of the budget.
- 04
Day 15 to 45: rebuild
Rework titles, attributes and custom labels, then split campaigns by margin class. Detailed review on day 30.
- 05
Day 46 to 89: scale
Budget moves into the classes that earn contribution margin. Weekly status with shop numbers.
- 06
Day 90: measure in your shop backend
+$100,000 in revenue or all three monthly retainers back.
Results with reworked feeds
We have managed $720M in revenue. At NuBest, brand and new customers were mixed and Shopping was left unused. We restructured Google Ads, reworked the feeds and steered budget by profit.
Revenue +90%. Same budget.
ROAS 2.5 → 5.5 after restructuring Google Ads and feeds
Italian premium fashion.
Google Shopping segmented by product labels
+$100,000 revenue in 90 days at the same ad spend.
No +$100,000 on day 90? All three monthly retainers back. Measured in your shop backend, not the ad account.
The guarantee starts at $3M annual revenue. You can still book a call below that. See the conditions
How to spot good feed management
- It reports shop revenue after returns, not only the count of approved products.
- It asks for your margins and puts them into custom labels.
- It pushes changes through feed rules, so the next sync doesn't wipe them.
- It changes the campaigns to match the new labels.
Feed work pays off only when the campaigns use it, so we run both as a Google Ads agency. If your store runs on Shopify, read our page on Google Merchant Center on Shopify. What a click costs you after the feed work is in our guide on Google Ads cost.
We see ourselves as a growth partner. The guarantee applies from $3M in annual revenue, and the conditions are in writing. You can still book a call below that.
Google Shopping feed questions
What is a Google Shopping feed?
A file with one row per product and one column per attribute, such as title, price, image and availability. Google reads it through Merchant Center and uses it to show your products in Shopping ads and Performance Max.
Which attributes does a Google Shopping feed need?
At minimum an ID, title, description, link, image link, price and availability, plus brand and GTIN for most branded products. Apparel in the US also needs color, size, gender and age group.
How long can a product title be?
Up to 150 characters. Shoppers usually see the first 70 or fewer, so brand, product type and the key feature go up front.
What are custom labels for?
Custom labels are five free fields that only you see. Use them to split products into campaigns or asset groups, for example by margin class, season or stock level.
Do you work with our existing feed tool?
Yes. We push changes through Merchant Center rules, supplemental feeds or your current tool, so your store platform does not overwrite them.
How much does feed management cost at Harucon?
That depends on the size and starting point of your brand. After the intro call you get a fixed offer in writing, before anything starts.
How much profit sits in your feed?
On the intro call Tobias looks at your feed and margins with you and shows which products run below break-even. 5 quick questions, then book straight with Tobias.
Book your free intro call→