Fix the feed
Titles rewritten as customers search, images checked, attributes completed, prices reconciled with the site.
Google Ads · Delhi NCR & remote
Shopping is a feed problem wearing an ads costume.
You cannot bid on keywords in Shopping. Google decides which searches your products appear for by reading your product data — so the feed is the campaign, and almost everything else is secondary.
Short answer
Google Shopping Ads show your products with an image and price directly in search results. There are no keywords: Google matches searches to products using your Merchant Center feed. That makes feed quality — especially product titles, images and attributes — the dominant factor in whether the campaign works.
The feed is the campaign
Titles decide matching
Structured by margin
Merchant Center compliance
Free feed audit
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Shopping feed rejected or underperforming?
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01 The premise
The title does the keyword’s job.
In a Search campaign you tell Google which queries you want. In Shopping you cannot. Google reads your product data and decides for itself which searches each product is relevant to. The single most influential field in that decision is the product title — which means the title is functioning as your keyword list, whether you intended it to or not.
Most Indian retailers import titles straight from a supplier or an internal system, where they look like “SKU-4471 Blue” or “Premium Item — Model 3”. Nobody searches that. A title built the way customers search — brand, product type, key attribute, size or model — changes which queries the product is eligible for at all, and it is usually the highest-return work available on a Shopping account.
The second thing that decides Shopping performance is the image, because it is competing visually against every other result on a crowded row. A clean product shot on white, well cropped, beats a supplier photograph with a watermark in it every time. Neither of these are campaign settings, which is why Shopping is a feed discipline more than an advertising one.
02 Feed fields
The feed fields that actually matter.
Ranked by how much difference each makes.
| Field | Why it matters |
|---|---|
| title | Does the keyword’s job. Structure it as brand, type, attribute, size — the way customers actually search. The highest-leverage field in the feed. |
| image_link | You are competing visually in a row of near-identical results. Clean, white-background, well-cropped images win clicks outright. |
| price and availability | Must match the landing page exactly. Mismatches are the commonest cause of disapproval and of Merchant Center suspension. |
| gtin / brand | Helps Google identify the exact product and match it confidently. Missing GTINs limit eligibility for some placements. |
| google_product_category | Google’s own taxonomy. Wrong categorisation quietly limits which searches you can appear for. |
| product_type | Your own categorisation, and the field campaign structure is usually built on. Worth designing deliberately. |
| description | Less influential than title but still read. Written for humans, containing the terms people use. |
03 Compliance
What gets a Merchant Center account suspended.
Suspension is the real risk in Shopping, and it is nearly always one of these.
Compliance
- Price mismatch. The feed price and the landing page price must agree exactly, including tax. The most frequent cause by a distance.
- Missing contact details. A verifiable phone number, email and address on the website. Google checks that a real business exists.
- No returns or refunds policy. Clearly published and reachable. A required policy page, not a nicety.
- Checkout that does not work. Google tests it. A broken or gated checkout is a suspension.
- Restricted products. Category rules vary by country and are enforced automatically.
- Inconsistent availability. In-stock in the feed, out of stock on the page. A reliable way to get flagged.
Free feed audit
Are your product titles written for search?
Send me your Merchant Center feed or your store URL. I will tell you what your titles are actually eligible to appear for — which for most retailers is far less than they assume.
- Feed-level findings, not campaign settings
- You keep the audit either way
- Disapproval causes identified specifically
- Same-day reply, all 7 days
Free audit
Get a free quote
Four details, and a real reply today.
04 Process
How Shopping gets set up.
Feed first, always. Campaign settings are the last and least important step.
Clear Merchant Center
Policies published, contact details verifiable, disapprovals resolved before spending anything.
Structure by margin
Campaigns split so high-margin and low-margin products do not compete for the same budget. Catalogue order is the wrong organising principle.
Add negatives
Yes, Shopping takes negative keywords, and it is the only query control you have. Under-used almost universally.
Measure by product
Which products actually earn. Almost every catalogue has a minority carrying the whole account.
— Google Ads
Related services.
These sit next to Shopping ads and are usually bought with it. Same person doing the work in each case.
Google Ads Services
The whole account, managed.
Read moreGoogle Search Ads
Catch demand that already exists.
Read moreGoogle Display Ads
Reach, framed honestly.
Read morePerformance Max
The black box, kept in check.
Read moreYouTube Ads
Video that earns the skip.
Read moreGoogle Local Ads
Calls and directions.
Read more— Questions
Shopping ads — your questions.
Straight answers, including the ones that cost me work. If yours is not here, ask it — I reply the same day.
Usually a Merchant Center issue rather than a campaign one: product disapprovals, a price mismatch between the feed and the site, missing required policies, or an account-level suspension. Check Merchant Center diagnostics before touching bids.
Start with product titles. They are how Google decides which searches your products can appear for, and most retailers import them from a supplier system where they mean nothing to a customer. Then images, then campaign structure by margin.
Yes, and you should. Negatives are the only direct query control Shopping offers, and most accounts have none. It is where a substantial amount of wasted Shopping spend is removed.
Performance Max includes Shopping inventory and adds Google’s other surfaces, usually with better reach and considerably less visibility. Standard Shopping gives you more control and clearer reporting. Many retailers run both and compare, which is a reasonable approach.
Frequently, yes. Most suspensions come from a specific and identifiable cause — price mismatch, missing policy pages, unverifiable contact details or a checkout problem. The fix is usually straightforward once the actual reason is identified rather than guessed at.
For branded, manufactured products, yes — they help Google identify the exact item and unlock more placements. For handmade or own-brand products without one, the feed can be marked accordingly. Supplying a wrong or invented GTIN is worse than supplying none.
Free consultation · No obligation
Fix the feed. The rest follows.
Send me your feed or your store URL. You will get a specific list of what is limiting your visibility and what is risking a suspension.
- Titles rewritten the way customers search
- Suspension risks identified before they bite
- Structured by margin, not by catalogue
- You keep the audit either way
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