Google Shopping Feed Management
Real, incremental sales. Not just reshuffling existing demand.
Your Google Shopping feed is the foundation of your Shopping ads. It contains the product data Google uses to match your items with the right searches.
A well-structured feed ensures your products appear accurately and competitively, helping you reach customers who are ready to buy.
Managing feeds is not straightforward. It involves regular updates, fixing Merchant Centre errors, handling disapprovals and optimising data for maximum visibility. Poorly managed feeds lead to wasted spend and missed opportunities. And if you need to advertise beyond Google, that adds another layer of complexity.
I make this process simple. As an official Channable partner, I take care of feed optimisation, resolve Merchant Centre issues, and apply best practices so your campaigns perform at their best — on Google, Meta, Amazon, TikTok, and beyond. It is time-consuming and frustrating to do yourself, so let an expert handle it while you focus on growing your business.
If you need full campaign management alongside feed management, my Google Shopping Management service covers everything end-to-end.
Get in touch today
Don’t worry, your details won’t be used for newsletters or cold emails!
Expert Product Feed Management
Feed Creation
Creating a Google Shopping feed from scratch is more than just exporting product data. It requires structuring your information in a way that meets Google’s strict requirements while ensuring your products are positioned for maximum visibility. This includes mapping attributes like titles, descriptions, GTINs, and categories correctly, as well as setting up Merchant Centre and linking it to your advertising account.
Doing this manually can be time-consuming and error-prone, leading to disapprovals and wasted ad spend. By letting me handle feed creation, you get a compliant, fully optimised feed from day one. I ensure your products are correctly categorised, enriched with the right data, and ready to perform in Shopping campaigns without the headaches.
Feed Optimisation
Optimising a feed is an ongoing process, not a one-off task. It involves refining product titles, enriching data, improving images, and applying custom labels for smarter bidding strategies. It also means monitoring Merchant Centre for errors and adapting to Google’s frequent policy changes.
When I manage your feed optimisation, I take care of all these details so your products consistently appear in the right searches. This leads to higher visibility, better click-through rates, and improved return on ad spend—all without you having to wrestle with spreadsheets or Merchant Centre alerts.
Feed Audit
If your Shopping campaigns are underperforming, the feed is often the culprit. A feed audit digs deep into your product data to uncover missing attributes, poor titles, incorrect categories, and compliance issues that limit visibility. It’s not just about spotting errors—it’s about identifying opportunities to improve relevance and click-through rates.
I provide a detailed audit that highlights what’s holding your campaigns back and gives you a clear roadmap for improvement. With my expertise, you’ll know exactly what needs fixing and why, so you can stop wasting budget and start driving better results.
Multichannel management
E-commerce doesn’t stop at Google. Platforms like Meta, Amazon, TikTok, and Pinterest also rely on product feeds for dynamic ads. Managing multiple feeds across channels can quickly become overwhelming, especially when each platform has its own requirements and best practices.
I simplify this by creating and maintaining optimised feeds for all your advertising channels. This ensures consistent product data, compliance, and performance everywhere your customers shop. With multichannel feed management, you can scale your reach without scaling your headaches.
Everything I Handle For You
-
Product titles are one of the most important elements in your feed because they determine how your products appear in search results. A poorly written title can mean your product never shows up for the right queries. Titles need to include relevant keywords, product attributes such as size and colour, and comply with Google’s strict formatting rules.
I review and rewrite your product titles to make them clear, descriptive and keyword-rich without sounding spammy. This involves analysing search behaviour, identifying high-value terms and structuring titles so they meet Google’s best practices.
Impact: Well-optimised titles improve your product visibility, increase click-through rates and help you attract customers who are ready to buy.
-
Google Shopping relies on complete and accurate product data to match your items with the right searches. Missing attributes such as GTINs, brand names, sizes or colours can lead to disapprovals and poor visibility. Incorrect categorisation is another common issue that affects relevance and compliance, meaning your products may not appear where they should.
I audit your feed to identify gaps and errors, then enrich it with the missing details and map each product to the correct Google category. This involves sourcing accurate product attributes, applying structured data and ensuring everything meets Google’s specifications.
Impact: A fully enriched and correctly categorised feed improves targeting accuracy, reduces errors and ensures your products show up in the most relevant searches, giving you better visibility and higher conversion potential.
-
Custom labels are a powerful way to segment your products for better bidding and reporting. Without them, you’re forced to treat all products the same, which can waste budget and limit performance.
I create strategic custom labels based on factors like seasonality, profit margins, best-sellers and promotional items. This allows you to bid more aggressively on high-value products and manage campaigns with precision.
Impact: Smarter segmentation means better control over spend and improved return on ad spend.
-
Images are the first thing shoppers notice. Poor-quality or non-compliant images can lead to disapprovals and lower click-through rates. Google has strict image requirements, and meeting them is essential for success.
I optimise your product images by checking quality, removing overlays or watermarks, and testing variations to see what drives the best engagement.
Impact: High-quality, compliant images increase clicks and improve overall campaign performance.
-
Merchant Centre errors and disapprovals can stop your products from appearing altogether. These issues often arise from incorrect data, policy violations or feed formatting problems.
I monitor your Merchant Centre account regularly, identify issues quickly and apply fixes before they impact your campaigns.
Impact: Continuous compliance ensures your products stay live and visible, avoiding wasted spend and lost sales.
-
Feeds degrade over time as products change, stock updates occur and Google introduces new requirements. Without regular checks, errors accumulate and performance suffers.
I carry out scheduled audits to keep your feed accurate and compliant. This includes fixing broken links, updating attributes and ensuring everything meets Google’s latest standards.
Impact: A healthy feed means consistent visibility and fewer disruptions to your campaigns.
-
Google frequently updates its policies and feed specifications. Missing these changes can lead to sudden disapprovals or reduced visibility.
I stay on top of Google’s updates and proactively adjust your feed to meet new requirements before they become a problem.
Impact: You avoid unexpected issues and maintain campaign stability.
-
Promotions are a great way to attract clicks, but incorrect sale data can lead to disapprovals or misleading ads.
I manage promotional updates by ensuring sale prices, start and end dates, and promotional messaging are accurate and compliant.
Impact: Your offers display correctly, boosting visibility and conversions during key sales periods.
-
Manually updating feeds for price changes, stock levels and promotions is time-consuming and prone to mistakes.
I implement automation rules and scheduling to keep your feed updated dynamically. This ensures changes happen quickly and accurately without manual intervention.
Impact: Faster updates, fewer errors and improved scalability for growing businesses.
One More Advantage Your Competitors Probably Don't Know About
If your feed is managed through my service, your Shopping campaigns automatically benefit from Channable's Comparison Shopping Service (CSS) — at no additional cost.
Google charges a margin on every bid placed through its own default CSS. Running through Channable's CSS removes that margin entirely, delivering 25% more bidding power on every auction you enter. That means higher ad positions and greater impression share for exactly the same ad spend.
Most e-commerce advertisers have never heard of CSS. Which means most of your competitors are quietly giving away a quarter of their bidding power on every single auction — and don't know it.
-
![A woman with wavy brown hair wearing a burgundy jacket and a scarf, standing outdoors near water with a cloudy sky in the background.]()
Suzy Podstolski, Senior Strategic Marketing Manager @ Tommy's
Jason is always incredibly responsive and swift to answer any questions and provided plenty of guidance and insight throughout the process. I really appreciate his thorough and detailed approach - Jason goes above and beyond to offer solutions to problems faced along the way.
-
![Carolyn Hardy]()
Carolyn Hardy, Supporter Experience Manager @ Depaul UK
“Since implementing the new tracking setup, we’ve seen a consistent reduction in our cost per acquisition for donations and a notable uplift in return on ad spend across Meta campaigns. As a charity without in-house technical support, it’s been invaluable to partner with Jason - reliable, proactive, and genuinely invested in our success."
-
![Laura Morrissey]()
Laura Morrissey, Marketing Director @ Anthony Nolan
"Jason is super talented with a phenomenal work ethic. He excels at taking on big challenges and innovative problem solving. He managed all digital paid acquisition at Anthony Nolan and was always pushing incremental improvements in campaign performance and data mapping. He’s also a great person to have on your team."
-
![Joana Martinho]()
Joana Martinho, Content Marketing @ Motors.co.uk
"Jason was a pleasure to work with. A highly passionate and results driven professional who was always available and ready to support us. Definitely a gem to any company. Thanks so much for your insights and knowledge."
-
![Andy Trowers, Digital Product Manager @ Fight For Sight]()
Andy Trowers, Digital Product Manager @ Fight For Sight
“Jason is highly professional and completed tracking work for us quickly and to a very good standard. He is very pro-active and managed external partners well. I would definitely recommend using his services.”
-
![]()
Victoria Rugg, Head of Communications & Digital @ SOS Children's Villages UK
“Working with Jason was great; he was incredibly competent and thorough, and made a really complex setup feel manageable. We can finally trust our data and clearly see what’s driving our fundraising forward. It’s given us real confidence to grow our impact.”
-
![]()
Abigail Twinn, Individual Giving and Community Manager @ akt
We worked with Jason on making sure our tracking was fully compliant and working correctly so we could optimise campaigns. He was great, super responsive, happy to jump on calls and problem solve and really knowledgeable.
-
![A woman outdoors with trees and a fence in the background, wearing red glasses and a black leather jacket.]()
Mags Rivett, Director Income & Engagement @ Family Holiday Charity
Jason was very responsive and easy to work with – clearly understood our challenge and recommended a very neat approach that he implemented for us. He’s left us with a working system that will actually support us to make more effective decisions and understand our audience’s behaviour and actions. His approach to sharing his knowledge and insight with non-experts is superb. Thank you!
-
![Melissa Wheeler]()
Melissa Wheeler, Senior Content & Copywriter @ Publicis Sapient
"They say that people do business with people and that's certainly true when working with Jason. Not only has his attentiveness and skill at managing my client's campaigns been flawless but he always has a 'can do' attitude, providing solutions to any hurdle or concern and understanding urgency while explaining the methodology behind the campaigns too. A pleasure to work with and an asset to any team."
-
![]()
Meghan Reilly, Grants & Partnerships Manager @ Jai Dog Rescue
"Working with Jason has transformed our understanding of how supporters engage with Jai Dog Rescue online. He took the time to understand both our goals and the challenges we were facing with our tracking, and the improvements he implemented have given us confidence that our donation data is accurate, our tracking is compliant, and our fundraising campaigns are being measured properly."
Creating Impact for clients
MY PROCESS
1 - Audit: Understand What You're Starting With
Before any optimisation work begins, I conduct a thorough review of your existing feed and Merchant Centre account. This gives us a clear, honest picture of where things stand — what's working, what's broken, what's missing, and what's costing you visibility and revenue right now.
You'll receive a prioritised list of findings so you know exactly what needs fixing and why, with the highest-impact improvements tackled first.
Current feed assessed — Titles, attributes, categorisation, images, and custom labels all reviewed against Google's best practices.
Merchant Centre health check — Disapprovals, policy violations, and account-level issues identified and documented before work begins.
2 - Optimise: Fix, Enrich, and Improve
With a clear picture of what needs doing, I get to work. This phase covers everything from rewriting product titles and enriching missing attributes through to correcting categorisation, improving images, and implementing custom labels for smarter campaign segmentation.
For new feeds, I build from the ground up — structured correctly from day one, integrated with Channable for automated updates and multichannel distribution.
High-impact improvements first — Prioritised fixes that move the needle on visibility and click-through rates as quickly as possible.
Built for multichannel — Feed structured and configured for Google, Meta, Amazon, TikTok, and any other channels relevant to your business.
3 - Launch & Monitor: Get Live and Watch Closely
Once the optimised feed is live in Merchant Centre, the work doesn't stop. The first few weeks after a significant feed change are critical — Google reprocesses product data, new issues can surface, and performance shifts need to be monitored closely to ensure everything is working as intended.
I stay on top of this period actively, resolving any new disapprovals quickly and validating that the improvements are translating into the visibility and performance gains they should.
Active post-launch monitoring — Merchant Centre watched closely for new issues in the days and weeks following significant feed changes.
Performance validated — Improvements cross-checked against impression share, click-through rates, and campaign performance data to confirm the impact.
4 - Ongoing Management: Keep It Healthy, Keep It Growing
A product feed is never finished. Products change, stock levels fluctuate, Google updates its policies and specifications, promotions come and go, and new channels create new requirements. Without regular attention, even a well-optimised feed degrades over time.
I provide ongoing feed management that keeps your data accurate, your Merchant Centre compliant, and your campaigns performing consistently — so you never have to think about it.
Regular health checks — Scheduled audits to catch issues before they affect campaign performance.
Policy and specification updates — Google's requirements change frequently. I stay ahead of them so you don't get caught out by sudden disapprovals.
Continuous optimisation — As performance data builds, I identify further improvements to titles, attributes, and segmentation to keep results moving in the right direction.
Partners
I partner with a range of services to provide market-leading management and optimisation:
As an official Channable partner, I bring advanced expertise in product feed management and automation.
This partnership gives you access to best-in-class tools and workflows for optimising your feeds across Google Merchant Centre and other platforms. My clients benefit from priority assistance and insider knowledge to keep their feeds running flawlessly.
I’m a Google Ads Partner, meaning I meet Google’s standards for performance and best practices. You get expert management backed by real results.
Enhance your website's performance and data accuracy with my expertise in Stape server-side tagging.
Stape offers an affordable yet powerful solution for organisations aiming to enhance their Google Analytics data and optimize their paid advertising efforts, including implementation of Meta Conversion API and other advertising enhancements.
FAQs
-
A product feed is a structured file containing all the data Google uses to understand, categorise, and display your products in Shopping results — titles, descriptions, prices, images, GTINs, categories, and more.
The quality of that data directly determines how often your products appear, in which searches, and how compelling they look when they do.
A poorly structured feed means poor visibility, irrelevant traffic, and wasted ad spend. A well-optimised feed is the foundation everything else is built on.
-
Almost certainly, at least in part.
In my experience, the feed is the most common root cause of underperforming Shopping campaigns — and it's the one that gets overlooked most often because it's less visible than campaign settings or bidding strategy.
Poorly written titles mean your products don't appear for the right searches. Missing attributes cause disapprovals. Incorrect categorisation affects relevance.
If your campaigns haven't been performing as expected and the feed hasn't been independently audited, that's the right place to start.
-
Feed management covers the product data that feeds into your Shopping campaigns — titles, attributes, categorisation, images, custom labels, and Merchant Centre compliance.
Campaign management covers the advertising side — bidding, targeting, budget allocation, and performance optimisation. The two are deeply interconnected — even the best-managed campaign will underperform with a poorly optimised feed behind it.
I offer both as a joined-up service, but feed management is also available as a standalone service for businesses that already have campaign management in place.
-
As an official Channable partner, I use Channable's platform to create, manage, and distribute product feeds across multiple channels — Google, Meta, Amazon, TikTok, Pinterest, and more — from a single source.
Each platform has its own feed requirements and best practices, and Channable's rule-based system allows me to adapt your product data for each channel automatically, without maintaining separate feeds manually.
This means consistent, accurate product data everywhere your customers shop, with significantly less risk of errors or inconsistencies between platforms.
-
It depends on your catalogue.
For businesses with frequently changing prices, stock levels, or promotions, feeds need to update at least daily — ideally more often.
For businesses with a more stable catalogue, less frequent updates may be sufficient.
What's non-negotiable is that your feed reflects your current product data accurately at all times — Google can suspend products or flag policy violations if it detects discrepancies between your feed and your website.
I implement automated update schedules via Channable so your feed stays current without manual intervention.
-
Google Merchant Centre is the platform where your product feed lives and where Google validates your product data before displaying it in Shopping results.
It's a prerequisite for Google Shopping advertising — without it, your products simply can't appear.
Setting it up correctly involves domain verification, shipping and returns configuration, tax settings, and linking to your Google Ads account. Getting these details wrong at the outset leads to disapprovals and compliance issues that can be difficult to unpick later.
I handle the full Merchant Centre setup as part of my feed management service, ensuring everything is correctly configured from day one.
-
Both. If you already have a feed management solution in place but want an independent expert assessment of how it's performing and where it could be improved, I offer standalone feed audits.
You'll receive a detailed, prioritised report of findings — covering titles, attributes, categorisation, images, custom labels, and Merchant Centre health — with specific recommendations you can act on yourself or hand to whoever manages your feed.
If the audit identifies significant issues, ongoing management is available, but there's no obligation to continue beyond the audit itself.