Clean Digital
    Clean Digital
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    Michelle, 1Rebel UK

    "Really recommend Clean Digital, they've been a fantastic agency to work with and we've always been really impressed with the team and the results they produce."

    Google Shopping & product feed management

    In Shopping, the product feed decides which searches you appear for. We fix product data, listing-group structure and margin-aware budget splits so your Shopping spend follows the products that actually sell, as part of how we run client Google Ads management and paid search.

    Get a free feed review
    Google Premier Partner 2026 badge£160M+ in ad spend managed

    One product, before and after enrichment

    Google matches products to searches from the data you send. Enrichment changes which auctions you can enter.

    As exported from the site

    Walking Boots

    no GTINno colourno sizegeneric product type
    After feed enrichment

    Merrell Moab 3 GTX Walking Boots, Men’s, Waterproof, Olive, UK 8–12

    GTIN matchedbrand + MPNcolour and size variantsgranular product type

    Most underperforming Shopping accounts do not have a bidding problem, they have a feed problem. Google decides which queries your products show for from the product data you send, not from keywords you choose. Thin titles, missing identifiers and one undifferentiated "all products" campaign quietly cap how often you appear and push budget to the wrong SKUs. Get the feed right and impression share, relevance and return move before you touch a bid.

    Product feed optimisation and enrichment

    There are no keywords in Shopping. The product feed decides which searches you appear for, what the ad shows and what you pay, and the same feed now powers Performance Max, free listings and the AI shopping surfaces beyond Google. This is where we spend our time, with a toolkit built for it.

    Title and attribute optimisation

    Titles rewritten around how buyers actually search: brand, product type, model, size, colour and material in the order that wins the query. Attributes filled to the maximum Google will read, because every empty field is an auction not entered.

    AI-assisted enrichment with FeedGen

    For large catalogues we use FeedGen, Google's open-source feed-enrichment tool from the Google Marketing Solutions team, to generate improved titles, descriptions and missing attributes from existing product data at catalogue scale. Every generated change is reviewed before it ships, so the AI does the volume and a specialist keeps the judgement.

    Feed rules and supplemental feeds

    Source data is rarely perfect, and replatforming to fix it is rarely justified. Merchant Center feed rules and supplemental feeds patch identifiers, normalise values and add custom labels without touching the site, which keeps enrichment fast and reversible.

    Identifier hygiene

    GTINs, MPNs and brand values checked and corrected across the catalogue. Wrong or missing identifiers quietly remove products from eligibility, and they are one of the most common faults we find in a first feed audit.

    Custom labels for commercial control

    Margin bands, stock priority, seasonality and bestseller flags applied as custom labels, so campaign structure can follow the commercial plan: protect the lines that make money, clear the lines that need to move.

    Monitoring, not set-and-forget

    Feeds break silently: a site update renames a field, prices drift out of sync, availability lags. We monitor item-level disapprovals, price and availability mismatches and coverage drops so problems are fixed before they cost a weekend of sales.

    The feed work compounds: cleaner data improves Performance Max retail serving, free listings and even how products surface in AI shopping results, from the same enrichment effort.

    Fixing Merchant Center errors and disapprovals

    Merchant Center is where Shopping accounts quietly lose money. Diagnostics get checked as routine, because each fault class below caps the account in a way no bid change can fix. Deeper Merchant Center work has its own page: Merchant Center management.

    Item disapprovals

    Policy flags, image issues, missing required attributes or mismatched product data.

    Why it matters: Every disapproved product is a product with zero impressions. Reinstating them recovers revenue that never shows up as a "problem" in campaign reports.

    Price and availability mismatches

    The feed says one price, the landing page says another, usually a sync-timing or currency formatting fault.

    Why it matters: Google suspends items, or eventually accounts, for persistent mismatches. Automatic item updates and tighter sync schedules keep eligibility safe.

    Weak product type and category data

    Products lumped under generic categories, or google_product_category left to guesswork.

    Why it matters: Better query matching and cleaner campaign segmentation, so reporting can say which ranges make money.

    Account-level warnings

    Missing shipping and returns settings, unverified details, or policy issues on the site itself.

    Why it matters: These escalate to suspensions if ignored. Resolving them early is cheap; recovering a suspended Merchant Center is not.

    Google Shopping campaign structure

    Once the feed is right, structure decides how well it converts to profit. These are the calls we make with you, and the reasoning behind each.

    01

    Standard Shopping, Performance Max, or both

    Standard Shopping keeps query-level control, bid control and clean reporting. Performance Max extends the same feed across YouTube, Display, Gmail and Discover in exchange for less control. Most retail accounts run both: Standard Shopping where control earns money on key lines, PMax for incremental reach, with brand exclusions so neither takes credit for demand you already owned.

    Performance Max management
    02

    Buy clicks through a CSS partner

    Eligible advertisers can run Shopping through a Comparison Shopping Service. We review whether Gander, Clean Digital's CSS, is suitable and confirm the current commercial terms before any account change.

    Gander Comparison Shopping Service
    03

    Point budget at margin

    A blended target starves the products that make money and feeds the ones that only look good. Custom labels split the catalogue by margin band, stock priority and lifecycle, values flow into bidding from accurate conversion tracking, and listing groups let budget follow contribution. That is how Shopping supports profit rather than a vanity return figure.

    Conversion tracking for real values

    What we manage

    • Merchant Center Next setup and disapproval fixes
    • Product title and description optimisation
    • GTIN, MPN, brand and identifier hygiene
    • Feed rules and supplemental feeds
    • Listing-group structure by product and margin
    • Margin-aware and new-customer budget splits
    • Comparison Shopping Service (CSS) eligibility review
    • Shopping, Performance Max and free listings

    Results we actually manage

    From the same team

    28%YoY increase in lead quality· Arden University25%Of online purchases from a last-click paid touch point· Dobbies Garden Centres
    Get this level of review on your accountBrowse all case studies

    Common questions

    What teams ask about google shopping & feed before they hand over an account.

    Is the problem usually the bids or the feed?
    In most underperforming Shopping accounts it is the feed. Google matches your products to queries using the product data you send, so weak titles, missing identifiers and an undifferentiated structure cap performance before bidding has any say. We fix the data first, then optimise budget allocation.
    Do I need a Comparison Shopping Service (CSS)?
    For eligible ecommerce advertisers, a CSS can affect the effective cost of Shopping traffic. We review the account, current Google terms and Gander's commercial terms before recommending a switch.
    Should ecommerce run Shopping or Performance Max?
    Usually both, with clear controls. Performance Max carries Shopping inventory across Google's surfaces, but it needs brand exclusions, strong assets and honest reporting so it is not just harvesting brand demand. We manage standard Shopping and Performance Max together rather than treating them as either/or.
    What makes a good product title?
    A title matched to how people actually search. For high-intent products we lead with model, part number or SKU, then brand and key descriptors. For general products we front-load brand, product type and attributes like size and colour. It should read naturally and avoid keyword stuffing.
    Do GTINs and identifiers really matter?
    Yes. Correct GTINs, MPNs and brand let Google identify your products and show them accurately, and missing identifiers are a frequent reason products stop serving or lose eligibility. Where source data is incomplete we patch it with supplemental feeds and feed rules.
    How do you decide which products get budget?
    By contribution, not just headline ROAS. We structure listing groups so spend can follow margin, stock priority and bestsellers, and we separate genuinely new revenue from demand you would have captured anyway, so the account is optimised for profit rather than vanity return.
    How do you enrich a product feed at scale?
    With Merchant Center feed rules and supplemental feeds for corrections that should not wait for site changes, and with FeedGen, Google's open-source feed enrichment tool, for AI-assisted title, description and attribute improvements across large catalogues. Every generated change is reviewed by a specialist before it ships, and we measure the impression and click impact of enrichment batches so the work is accountable.
    Can you fix Merchant Center disapprovals and suspensions?
    Yes. Item disapprovals, price and availability mismatches, missing identifiers and account-level policy warnings are diagnosed and fixed as standard, and we monitor diagnostics continuously afterwards. Persistent mismatches are the usual road to suspension, so prevention is part of the service rather than an emergency callout.

    See where your Shopping feed is leaving money behind

    Get a free senior review of your Merchant Center feed and Shopping structure, where products are disapproved or under-titled, where budget is going to low-margin lines, and what to fix first, from a Google Premier Partner managing £160M+ in ad spend.

    • Where budget produced no profitable return in the last 90 days
    • Whether your conversion tracking and values are reliable
    • How much of your performance is genuinely incremental vs demand you already had
    • Which campaigns are worth more budget and which to cut
    “A useful PPC review should make the next decision obvious: what to cut, what to protect, and what is worth more investment.”
    Fraser Smith, Chief Strategy Officer at Clean DigitalFraser Smith, Chief Strategy Officer, reviews every submission

    Free senior PPC review

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