Your product feed decides who sees your products. Is yours doing its job?
RTN® optimises product data feeds using a specialist feed management platform to improve your Shopping and Performance Max results. Cleaner data means better targeting, lower costs, and more sales.
Why your product feed matters
Google Shopping doesn’t work like Search. You don’t choose keywords. Google reads your product data feed and decides which searches to show your products for. If your feed is messy, incomplete, or poorly structured, Google makes bad decisions with your money.
Put crap in, get crap out. That’s the fundamental rule of Shopping campaigns, and most ecommerce businesses break it without knowing.
Common feed problems we find:
Missing GTIN codes — Google uses these to match your products to search queries. Without them, your products appear for fewer relevant searches and lose priority to competitors who have them.
Generic titles without search terms — your product title is the single biggest factor in what searches your Shopping ads appear for. A title like “Blue T-Shirt” loses to “Men’s Organic Cotton Crew Neck T-Shirt Blue” every time.
Incorrect product categories — wrong categorisation means Google shows your products to the wrong people. It wastes budget on irrelevant traffic and suppresses your visibility for the searches that actually convert.
Missing or low-quality images — Shopping ads are visual. Poor images mean lower click-through rates and wasted impressions. Google also penalises listings with images that don’t meet their quality standards.
Pricing inconsistencies — if your feed price doesn’t match your landing page price, Google suspends the listing. Even small discrepancies from currency conversion or tax handling can trigger disapprovals.
Missing attributes (brand, colour, size) — every missing attribute is a filter your products won’t appear in. When someone searches “Nike running shoes size 10”, products without size and brand attributes are invisible.
What RTN does
Connect your product feed to a specialist feed management platform — giving us full control over how your product data is structured, optimised, and sent to Google. Your source feed stays untouched.
Optimise product titles for search visibility — we restructure your titles to include the search terms your customers actually use, in the order Google prioritises. This is the single highest-impact change for most feeds.
Fix categorisation and product type mapping — ensuring every product is assigned to the correct Google product category and custom product types so your ads reach the right audience.
Add missing attributes — GTINs, brand, colour, size, material, and any other attributes relevant to your product range. More complete data means more visibility across more search queries.
Create supplemental feeds for seasonal or promotional data — sale prices, custom labels for campaign segmentation, and seasonal attributes that help you compete during peak trading periods.
Exclude unprofitable products from your Shopping campaigns — if a product has never converted or has margins too thin to sustain ad spend, we remove it from your feed so budget goes to products that actually sell.
Ongoing monitoring and optimisation — feeds break. Prices change, products go out of stock, new lines get added. We monitor your feed health and fix issues before they cost you money.