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Summary
READ ITGoogle Merchant Center feeds often start simple. Name. Price. Image. Link. That is enough to get approved. But it is not enough to scale results.
When product data is thin, Google has less context. This affects visibility across Google Merchant Center, Performance Max, and other AI powered channels. It also changes how products are grouped, compared, and shown to shoppers.
Product data enrichment improves this. It means adding accurate, structured information to your product catalog. Most of this data already exists. The focus is on enriching and formatting it correctly.
Below are four product data enrichment steps that matter most. These follow best practices and apply across platforms like Google Merchant Center, Shopify, Amazon, and B2B catalogs.
1. Improve product naming with relevant search terms
The product name is one of the strongest signals in Google Merchant Center. It tells Google what the item is and when it should appear in search results.
Many brands miss this. They rely on short internal names or brand only formats. This limits reach.
A strong product name answers three things: What the product is Who it is for What makes it different
Weak version: Running Shoes Model X
Improved version: Men running shoes model x breathable lightweight.
This is not keyword stuffing. It is about clarity and relevance.
Include specific details only when they add value. Size type. Gender. Material. Use real terms customers search for when they want to find a product.
Best practices: Start with the main product type Add key details after Keep formatting consistent Avoid promotional language
Clear naming helps Google match listings to relevant search intent and better understand the catalog structure.
2. Enrich descriptions with clear product details
Descriptions are often copied from suppliers or kept very short. This weakens data quality.
Google reads descriptions to understand context and differences between similar listings. This matters when products share similar naming patterns.
A strong description explains: What the product does Who it is for What problem it solves
Short illustration: This jacket is made for cold weather. It uses recycled insulation. It fits true to size. It works for daily wear and outdoor use.
Descriptions do not need to be long. But one line content reduces clarity.
Avoid shipping details or guarantees. Focus only on accurate product information.
Clear descriptions improve customer experience and reduce wasted impressions.
3. Add and maintain clean product data fields
Product data fields are structured inputs. They allow Google to classify items correctly and apply filters.
Some fields are required. Others are optional. Optional does not mean low value.
Key data fields to enrich: Brand GTIN or MPN Color Size Material Gender Age group
Missing or incorrect data causes issues. Listings may be disapproved or grouped incorrectly.
For instance: Missing gender can lead to the wrong audience Unclear size breaks comparisons Inconsistent brand values reduce data quality
Clean data means: Consistent naming Consistent casing Same values across similar items
For instance: Use black everywhere. Not black, Black, or blk.
This seems minor. At scale, it has a measurable impact.
These data fields also power filters. Better filters lead to more relevant clicks.
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4. Utilise custom labels for structure and control
Custom labels are not visible to shoppers. They are built for advertisers and data systems.
They are one of the most useful enrichment features. And one of the most ignored.
Custom labels group products by business logic instead of category.
They are always created in Google Merchant Center. GMC is the source. Once added, these labels can be reused across multiple platforms.
Google Ads is the most common destination. You can split campaigns, adjust bids, and manage spend.
Custom labels are not limited to Google. Feed tools, analytics platforms, and Shopify can also read this enriched data when connected.
Common label ideas: High margin vs low margin Best sellers Seasonal items Price buckets Stock level
These labels do not have to be complex. Start simple.
Illustration: Custom label 0 = margin_high or margin_low Custom label 1 = price_0_50 or price_50_100
Without custom labels, Performance Max treats every product the same. That removes control.
This is where feed enrichment links directly to stronger decision making.
Why this matters for Google Merchant Center and AI driven campaigns
Google relies on enriched product data more than ever. Especially in AI driven systems.
When data lacks detail, Google fills the gaps itself. This often leads to weaker matching.
Enriched data provides clearer signals. Clear signals lead to better targeting and cleaner reporting.
Over time, this supports: Higher relevance Better click quality Lower waste More predictable outcomes
This is not a trick. It is about giving Google accurate information.
Final thoughts
You do not need a perfect feed. You need a clear and consistent one.
Start with naming. Then descriptions. Then structured data. Then custom labels.
Do not try to change everything at once. Pick one area. Update it. Measure the impact.
Product data enrichment is now a core part of how Google Merchant Center works. If competitors invest in enriched data and you do not, the gap will show over time.
