AI and automation have become deeply integrated into Google Merchant Center Next. Features like automatic data extraction, auto-updated pricing, and image enhancements through Product Studio are making it easier than ever to manage listings. But that doesn’t mean manual feed optimization is obsolete – far from it.
This is the third and final post in a three-part series on maximizing your Google Shopping performance. In Part 1: Optimizing Google Shopping Listings with Supplemental Sources, we explored how supplemental sources can enhance product visibility. In Part 2: Setting Up Supplemental Feeds in Google Merchant Center Next, we walked through how to properly structure and implement those feeds. Now, in Part 3, we turn our focus to AI-driven feed optimizations – and why staying proactive still matters.
Here are some reasons why spending the time to optimize your feed properly and not relying on AI to improve your feeds is still important;
- Automation levels the playing field: Google’s tools now help most merchants maintain “good enough” listings. Features like automatic price syncing and image improvements reduce errors, but they also make it harder to stand out since everyone has access to them.
- AI handles the basics, not the strategy: Automated updates fix generic issues. They won’t write compelling descriptions, emphasize key differentiators, or target specific long-tail queries. You still need to tailor your content.
- No competitive advantage in “default” feeds: If everyone relies on AI alone, no one gets ahead. Custom titles, unique product highlights, and niche attributes are what give you an edge.
- Feed data fuels automation performance: Campaigns like Shopping and Performance Max rely heavily on the data in your feed to match queries and generate ad creative. A richer, more complete feed gives those systems more to work with.
- Customer expectations are rising: As AI improves average feed quality, the bar is higher. Shoppers now expect high-resolution images, detailed specs, and complete product info by default.
- Manual optimization adds your human touch: A supplemental feed can include unique signals AI can’t infer –like compatibility notes or seasonal custom labels – that can trigger higher-quality clicks.
Bottom line: Let AI handle the maintenance, but use supplemental feeds and feed rules to go beyond the baseline. The merchants who take control of their data will continue to outperform those who let automation run on autopilot.
Pro tip: Check the “Opportunities” or “Needs Attention” sections in GMC Next regularly. These are AI-driven suggestions that highlight quick wins like adding missing GTINs or improving titles. Treat them as a to-do list for ongoing feed improvements.
Hidden Gem: Underutilized Feed Attributes That Can Boost Performance
Many optional product feed fields go unused, but they can have a major impact on visibility and conversions. Supplemental feeds make it easy to fill in these gaps without touching your primary feed. Here are the ones worth prioritizing:
- Additional Image Links (additional_image_link)
- Add up to 10 extra images showing alternate angles, close-ups, or lifestyle shots. More visuals = more shopper confidence. Separate them with commas.
- Product Highlights (product_highlight)
- Short, bulleted features that show under “About this item” (e.g., “2-year warranty”). Great for quick info and better engagement.
- Product Details (product_detail)
- Structured specs like battery life or dimensions are especially useful for electronics or technical items.
- Lifestyle Images (lifestyle_image_link)
- Show products in context (e.g., clothing on models, furniture in a room). These are newer fields often overlooked, but great for free listings.
- Size Attributes (size_type, size_system)
- Crucial for apparel. Help Google match your listings to size-based filters like “plus size” or “UK sizing.
- Material & Pattern (material, pattern)
- Improves matching for searches like “leather bag” or “striped sweater.” Also adds trust and clarity for users.
- Custom Labels (custom_label_0–4)
- Tag products with campaign-specific values like “Seasonal” or “HighMargin.” Useful for segmenting in Shopping or Performance Max campaigns.
- Promotion ID (promotion_id)
- Attach products to active promos for callouts like “Special Offer.” Boosts CTR but is often underused.
- Shipping Details (shipping_weight, shipping_length, etc.)
- Helps Google calculate shipping accurately, especially important if using carrier rates or selling oversized items.
- Availability Date (availability_date)
- Use for pre-orders or restocks to inform customers when an item will be available.
- Unit Pricing (unit_pricing_measure)
- For groceries or bulk items, show the cost per unit (e.g., “$0.50 per 100g”). Required in some countries, and useful in many.
- Product Categorization
- Provide a detailed google_product_category to help with targeting and filtering. Google can auto-categorize the google_product_category, but your input may improve performance. Here are all of the acceptable Google product categories.
- Segment your site hierarchy using product_type. Product type has become more important to Google than google_product_category to help give Google signals about what your products are. Google’s best practices are five levels of product types but at least three is the minimum you should have.
Best Practice: Don’t try to use every attribute – just the ones relevant to your catalog. Use supplemental feeds to fill in what’s missing without altering your main data source.
Pro Tip: Check Merchant Center’s “Diagnostics” for suggested improvements (e.g., “Missing GTIN”). These aren’t errors, but optimizing them can boost visibility.
What a Fully Optimized Google Shopping Listing Looks Like
A fully optimized Shopping listing – whether paid or organic – includes rich, complete data that helps Google match your products with the right searches and helps shoppers convert. Here’s what a high-performing listing should contain:
The Core (*Required*) Information
- ID: A unique identifier specific to each product variant.
- Title: Clear, keyword-rich, includes brand, product type, model, color, and variant.
- Description: Relevant, informative, and keyword-supported.
- Image: High-quality (800×800+), no watermarks, with a clean or transparent background.
- Price & Availability: Accurate and synced with your site.
- Brand & Identifiers: GTIN, MPN, and brand filled out correctly.
Enhanced Attributes & Media
- Variant Data: Include all relevant fields like gender, age_group, size, size_type, color, material, pattern, etc.
- Multiple Images: Showcase angles, details, and lifestyle shots using additional_image_link and lifestyle_image_link.
- Product Highlights: Use concise bullet points to highlight top features or benefits.
- Product Details: Include structured specs for categories like electronics, appliances, or tech.
- Category Info: google_product_category and product_type.
Promotional Elements
- Sale Pricing: Include both price and sale_price when applicable.
- Promotion ID: Connect with Merchant Promotions for special offer badges.
- Custom Labels: Useful for campaign structuring (e.g., “BestSeller”, “Clearance”).
An Example of a Fully-Fleshed Out Product Listing
Let’s say you’re selling a popular running shoe. A fully optimized listing might look like this:
Feed Attributes
- id: D2722-007-10
- title: Nike Air Zoom Pegasus 41 | Men’s Road Running Shoes – Blue/White – Men’s Size 10
- description: The Nike Air Zoom Pegasus 39 offers a perfect blend of lightweight comfort and responsive cushioning, designed for everyday runners. Featuring a mesh upper for breathability and ZoomX foam for energy return, this versatile shoe helps you log miles in style.
- brand: Nike
- product_type: Apparel > Footwear > Men’s Footwear > Running Shoes > Road Running Shoes
- google_product_category: 187 or Apparel & Accessories > Shoes
- gender: Male
- age_group: Adult
- color: Black/White/Dusty Cactus
- size: 10
- size_system: US
- size_type: regular
- material: Mesh upper
- pattern: solid
- GTIN: 0019315012297
- MPN: FD2722-007
- availability: in stock
- condition: new
- price: $140.00
- sale_price: $112.97
- promotion_id: nike19off
- shipping_label: Member Free Shipping Over $50
- custom_label_0: Spring Collection
- custom_label_1: Style:FD2722-007
- custom_label_2: Men’s Running Shoes
- custom_label_3: Over $100
- custom_label_4: Pegasus Collection
- shipping_weight: 2.1 lb
- shipping_length: 13 in
- shipping_width: 8 in
- shipping_height: 5 in
- unit_pricing_measure: 1 pair
- unit_pricing_base_measure: 1 pair
- link: https://www.nike.com/t/pegasus-41-mens-road-running-shoes-R6tpoXaD/FD2722-007
- image_link: https://static.nike.com/a/images/t_PDP_1280_v1/f_auto,q_auto:eco/pegasus-41-mens-road-running-shoes-FD2722-007.jpg
- additional_image_link: https://static.nike.com/a/images/t_PDP_1280_v1/f_auto,q_auto:eco/pegasus-41-side-view.jpg, https://static.nike.com/a/images/t_PDP_1280_v1/f_auto,q_auto:eco/pegasus-41-sole.jpg, https://static.nike.com/a/images/t_PDP_1280_v1/f_auto,q_auto:eco/pegasus-41-in-use.jpg
- product_highlights: Lightweight breathable mesh upper, Responsive ZoomX foam cushioning, Ideal for road and treadmill running, Plush collar and tongue for a secure fit
- product_detail: Heel-to-Toe Drop: 10 mm, Weight: Approximately 297 g (Men’s US 10), Fit: MR-10 Last – consistent fit as Pegasus 40, Sustainability: ReactX foam engineered to reduce carbon footprint by at least 43% compared to prior React foam
Key Takeaway:
The more relevant, accurate, and enriched your product data is, the more likely it is that your listing will appear in competitive searches and drive conversions. Use supplemental feeds to fill in gaps and maintain control over every detail. In a marketplace where automation is leveling the playing field, fully optimized data is your differentiator.
Embrace Supplemental Feeds for Success in 2025
In the rapidly evolving world of e-commerce, one thing remains constant: data quality is king. Google Merchant Center Next may have a new look and fancy AI enhancements, but it’s the merchants who take control of their product data that truly excel. Supplemental feeds are your secret weapon to do just that – to refine, enrich, and perfect your Google Shopping listings in ways that set you apart from the competition.
This wraps up our three-part series on mastering product data in Google Merchant Center Next. In Part 1, we explored how supplemental sources can boost your listing quality. In Part 2, we broke down how to set up and manage supplemental feeds effectively within the updated interface. And now in Part 3, we’ve looked at how AI-driven enhancements fit into the picture – and why your hands-on attention still plays a critical role.
Together, these strategies give you a roadmap for maximizing visibility, accuracy, and performance across your Shopping campaigns. As Google continues to evolve its Merchant Center platform, staying informed and proactive will keep your listings ahead of the competition.
Action items moving forward: Audit your current product feed and identify gaps or opportunities.
- Are there missing attributes you could add via a supplemental feed?
- Could your titles or descriptions be improved?
- Is there a promotion or seasonal campaign coming up that a supplemental feed could help execute?
Enable the advanced feed features in Merchant Center Next and start experimenting. Even a small test, like adding a supplemental feed with product highlights for a subset of products, can yield measurable improvements in click-through or conversion rates.
By embracing supplemental feeds and comprehensive feed management, you’re investing in the foundation of your Shopping campaigns. In 2025 and beyond, as competition intensifies and automation becomes ubiquitous, the quality of your product data is one of the few levers you fully control. Make it count. Your diligence in feed optimization will pay off with more impressions, more clicks, and ultimately more sales. Happy feed optimizing!
