Shopping Archives

Optimize your feed for Google Shopping

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

Google Shopping campaign: 2 key levers for performance

1. Bid adjustment or bid management
2. Relevance and quality of data provided in the product flow

Successful Google Ads campaigns, and especially Google Shopping campaigns, are a priority for Ecommercants. At Adenlab, a SEA agency, Shopping campaigns have always been the driving force behind our optimizations and tool developments.

Audience targeting parameters, catalog management for flow optimization and product campaign management (shopping, search, display and Youtube) are winning combinations.

We talk a lot to our customers about targeting and audiences, because it’s vital to get your ads in front of the right people, at the right time, in the right place.

( See also: Google Ads and Facebook Ads: How to ensure the success of your campaigns withAudience settingsand Remarketing

In this article, however, we’re going to look at the “data quality” of the stream and concentrate on the elements – or rather the attributes – of the stream.

This will enable you to gain relevance on Google Shopping and improve the performance of your Google Shopping campaigns.

Improving flow data has a direct impact on :

Your click-through rate (CTR): CTR increases are expected
Your cost-per-click (CPC): CPC decreases are also possible
Your return on investment (ROI ): ROI increases are possible

⇒ **Quiz before you start **: How many attributes are there in a Google Shopping feed? There can be up to 46 attributes in a feed!
And yes, that’s a lot 😉 and not all of them are mandatory or useful: it will depend on the type of products you sell and your business sector.

However, we’re not going to review all 46 attributes, but rather focus on best practices that will help you achieve better results. Bid management will be covered in another post.

Maximize the number of feed attributes
Careful Titles and Descriptions
Specify Product Category
Use Quality Images

Product title

The title of your product is certainly the most important attribute; improving your title is one of the top priorities of feed optimization.

Include the Top Keyword: In fact, the main term or keyword on which you want to position yourself should be present in the title, and rather at the beginning of the sentence.
Include the product type: if your product is a “knife sheath”, include this term in the title. This is rather obvious, but also very useful, because by including the product type in your title, you’re describing the very product you’re selling.
Color, brand, size, gender: these are elements found in other feed attributes, but which can be added to the Title. In fact, having a Title that’s as close as possible to your customers’ searches will enable you to rank on more precise terms.

The limit is 150 characters for a Title: so be as detailed and precise as possible.

Working on the optimization of your Titles can considerably increase your impressions and visibility!

Product description

Although the description is not very often visible to web users, it plays an important role in your feed. In fact, the description (up to 5000 characters) will enable you to complete the information in the Title and thus work more on the long tail and more precise queries.

Precision: although you can include a lot of content in the description, the aim is above all to be concise and precise; a clear product description will be the most effective.
Keywords and searches: think about the keywords your customers will search for to find your product; these terms must be included in the Description.

Google Product Category

Google has created a list of product categories and sub-categories, allowing you to “classify” each product in your catalog. This feed attribute is recommended but mandatory in certain sectors;

Use Google categories from among the +6000 categories and sub-categories. You can download the Google taxonomy here
Choosing the right category: to gain in quality, it’s always in your interest to be as precise as possible when choosing your category.

The images

Images are one of the most important factors! In fact, they’re the 1st element your future customers will see before clicking on your ad. Your photo must be attractive and realistic;

Light background: Google requires the product photo to be set against a light background; generally speaking, a white background is best.
Image size: 800×800 pixel images are recommended. The minimum is 250×250 pixels for apparel products and 100×100 for other products.
No text or logo: only the product image should be visible; don’t add promotional text to your image

More recently, Merchant Center has introduced an automatic image enhancement option.
You can activate this setting in your Merchant Center account at:
Click on the Tools icon (the wrench at the top right of your account) > Settings > Automatic enhancement
For more details, follow theMerchant Center help linkhere.

Automatic price updates

Enable price and availability updates in your Merchant Center account so that Google can update your items based on the structured data markup we find on your website.

Problems such as latency between updates on your website and updates to your data sent to Google Shopping can result in inaccurate or out-of-date product data.
Check the current structure of your microdata using the structured data test tool.

To go further in optimizing your feed, we also recommend that you read our article on 5 steps to [optimize your Catalog and your Google Shopping feed](/news/optimizing-your-catalog-for-this-final-sale/ before-the-sales).

Conclusion

Flow optimization is not simple, and requires several stages of analysis:
Attribute analysis
Analysis of errors identified by the Merchant Center
Analysis of user searches and keywords
Identification of potential/priority products to be optimized
Technical flow optimization
Optimization of titles, description …

At Adenlab, we’ve developed a strong expertise in Brand & Ecommerce catalogs, both on the Analysis aspect, as well as on the optimization of flows and the management of Google Ads campaigns for Ecommerce; Our SEA Agency is specialized in Ecommerce account management.

Our solutions make it easy to integrate our customers’ competition, increase product visibility across their entire catalog, and boost the performance and ROI of Google Ads campaigns thanks to our predictive and automatic algorithms.

Don’t hesitate to contact us!

Prepare your sales! How to make a success of your Google Ads, Shopping and Performance Max campaigns?

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

Your summer and winter sales are great opportunities to increase your sales volumes and reach your annual sales targets.

Anticipate and prepare your Google Ads campaigns to make them effective and profitable during these busy times of year. You can always call on a specialized agency, a Google Ads Certified agency, to support you.

The sales last 6 weeks, but as you know, the first week is decisive.

Research trends: "SOLDE" in France

Sales” queries start to rise 2 weeks before the start of the sales. The volume of products bookmarked on e-commerce sites starts to rise considerably 5 weeks before the start of the sales.

Increase your online visibility

Start increasing the visibility of your Shopping and Adwords campaigns 2-3 weeks before the sales. Take advantage of a less aggressive competitive strategy and low cpc.

Our predictive solutions make it easy and efficient to analyze our customers’ competition, increase product visibility across their entire catalog, and develop campaign performance and ROI thanks to our algorithms and automations.

Find out more…

Adapt your budget and increase the share of voice for your key campaigns

Thanks to our Machine Learning algorithm, we run simulations to identify the budget that will maximize the overall ROI of your Google Shopping campaigns.

Budget and Product Performance Simulator

Optimize the keywords and ads in your campaigns

Develop your lists of keywords related to previous sales.
Cover your entire catalog
Maximize the impact of your ads. Rework and personalize your Text ads
Check your ad extensions and customize them.

Adenlab ‘s solutions and our agency’s proprietary software create campaigns, keywords, ads and extensions easily and automatically.

They allow you to personalize your ads according to the elements (metadata) in your catalog.

Adverts can be updated automatically according to price, number of products remaining or category promotion.

Develop your Audiences

Your audiences are the key to your success, and an essential performance lever.

Create audience pools with users who search for your products in advance, and retarget these lists during the sales period.

Check that your audience lists are present in all campaigns.

Adjust bids for your audience lists and customize your ads.

Optimize your Shopping inventory

Optimize your Merchant Center flow well in advance. Here are a few tips

Prepare your Shopping Feed for the sales season with sale prices and promotion dates.

It’s advisable to prepare and update the Shopping feed at least 7 days before the sale to avoid rejected items.

During sales, update your feed as often as possible if you make price changes to your products during the day.

Google Merchant Center: How to leverage your data, from google shopping reports to shopping feeds

Increase your presence on Mobile

Gone are the days when you reduced your visibility on mobile because conversion rates were too low. Not ensuring your presence on mobile would be a mistake!

With 34 million mobile users connecting to the Internet every day on their smartphones, we’ve well and truly entered the mobile era. At the end of 2018, France had 3 million more mobile users than in 2017
We’re no longer talking about “Mobile-first” but “Mobile-only”…
This domination of mobile is only getting stronger.

Source: Webloyalty infographic (https://webloyalty-panel.com)

Make sure you have a strong mobile presence!
It’s essential to increase the presence of your Search and Shopping campaigns on this device.

Keep an eye on your competitors' promotions

React to the competition for each product.

With Price Watch solutions, you can find out your exact price position in relation to a competitor, brand or category.

You’ll also be able to see which products are poorly positioned with just one click.

Ecommerce price watch

Adenlab

You can create personalized alerts to track your competitors’ price changes. For example, you could be alerted by email as soon as Product X on Amazon becomes 10% cheaper than you.

And we can automate your visibility on Google Shopping based on competitor price data (in our Lab: Price positioning and Shopping campaigns).

Contact us

Our Shopping and Performances Max campaign experts are available to answer all your questions; you can also reach us directly on 01 83 81 90 60 or by e-mail: contact@adenlab.com

How has Google adapted its results to the increasingly mobile habits of shoppers?

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

As I began this article, I thought it would be interesting to review the evolution of Google’s SERP (search engine results) and talk about the major changes of recent years.

In the end, however, I thought it more appropriate to review the information and show how Google is adapting its search engine to the growth in mobile traffic and the behavior of Internet users when searching for “products”.

All these developments naturally have an impact on campaign management, advertisers and their performance …

Part 1: Adapting SERPs to mobile behavior and traffic

With 34 million mobile users connecting to the Internet every day on their smartphones, we’ve well and truly entered the mobile era.

At the end of 2018, France had 3 million more mobile users than in 2017.

We no longer speak of “Mobile-first” but of “Mobile-only”…
This domination of mobile is only getting stronger.

With this information, it’s easy to understand Google’s need to adapt and harmonize its search engine results for both mobile and desktop users.

1. Displaying Adwords ads :

For several years now, Google has been testing and changing the way paid ads are displayed.

During 2013, a major change took place in the display: paid ads, until now identified by an orange-pink colored background, were no longer! The colored background disappears, and only a yellow tag with the word “Ads” appears next to the ad.

The timeline below illustrates the evolution of Google’s operations over the last few years.

Source : Search Engine Land

The display changes, visible above, have had an impact on user behavior and on the performance of sponsored links.

In fact, a recent study showed that over 55% of Internet users who consult Google don’t distinguish between sponsored and free links. Ofcom study summary
I’ll let you make your own conclusion 🙂

Which display for 2019?

Since 2016-2017, Google has been displaying its ads with the label “ads” or “annonce” in green.

It seems that something new is coming to the display ads this year.

Some tests are underway in the UK with a black display.
This information was published on the Search Engine Land blog.

It may only be a test run, but we’re expecting change.

2. Remove side ads

Back in February 2016, Google removed Adwords ads from the right-hand column of the SERP.

This removal was accompanied by the introduction of a fourth ad link in the “VIP square” at the top of the page.
Two exceptions:

Google Shopping ads gain visibility on the right-hand column
The Knowledge Graph

So from the 11 ads initially visible on a page (3 ads at the top of the page and 8 ads on the right-hand side of the results), we now have 7 ads visible in the results (4 ads at the top of the page and 3 ads at the bottom of the page).

Example of display on query “Seychelles stay” (to dream a little ;))

Google Ads text ads

This change of display is in line with the harmonization of the engine’s results on Desktop and Mobile, since cell phones were not displaying the right-hand columns in their results.

On the Desktop, Shopping campaign ads benefited from this space to display more products.

The same applies to the Knowledge Graph, which is also displayed in the right-hand column.

3. Expanded Text Ads (ETA)

The ETA format was an important change, allowing longer ads to be shown on all devices (computers, mobiles, tablets):

Historically, “classic” ads were structured as follows:

An ad title of 25 characters maximum
A first description of 35 characters maximum
A second description of 35 characters maximum
A displayed Url of 35 characters maximum

What’s new?

Second title line added (30 characters each)
Description lines merged (80 characters)
Customizable URL displayed (2 customizable fields of 15 characters each)

That’s a total of 170 characters; however, it’s the pixel size that counts for the display and length of the ad: a capital “M” is not the same size as a lowercase “m”, so your title may be “cut off” if the ad size is too large.

At the time, Google announced the results and benefits of this ad format:

A title that takes up more space to better showcase your products and services
Up to 50% more space for your ads (computer and mobile)
Up to 20% more CTR

Once again, the reasons given by Google for this major change: mobile.

Indeed, more than half of all searches are now carried out from a mobile device. The objective was to harmonize ad formats and display in search results.

Mobile Mobile Mobile… that’s one obvious conclusion I can draw from the changes we’ve made. For e-tailers, these changes have an impact not only on AdWords campaign performance, but also on budget allocation.

As a reminder, spending by advertisers on Google is still on the rise, and search (sponsored links, paid referencing) is the No. 1 item in the digital mix, accounting for 45% of online advertising spend (21st Observatoire de l’e-pub).

Search marketing is still dominated by Google, which accounts for almost 93% of search engine queries in France.

35% of purchases were made on Mobile in 2018 (+22% on 2017)

The second part is devoted to the major changes Google is proposing to the Shopping experience.

Part 2: Evolution of the Shopping Experience on Google

In 2014, Google had announced a change in its algorithm with what was called “Mobilegeddon” in favor of mobile/responsive sites in natural search (SEO) results;

A move designed to encourage e-tailers to speed up their transformation to more “mobile” sites, in the face of ever-increasing mobile traffic.

If we go back to Cisco’s forecasts on mobile traffic, it became essential for e-tailers (and Google) to adapt to the new uses we make of our “phones”…

Cisco’s forecasts were clear: worldwide mobile traffic will increase by a factor of 9.2 (between 2015 and 2020), at a rate of 56% per year.

In fact, to force the march towards mobile, in 2014 Google launched the “mobile-friendly” label; the label is displayed in mobile search results, signaling to the surfer that the link’s web page met the criteria established by Google.

In the same move (May 2015), and a little more radically, it’s Google’s algorithm that favors “mobile” sites in natural results.

It’s the “Mobilegeddon”: the name given to the algorithm update in favor of “mobile friendly” sites. This update would have enhanced the natural results of 4.7% of “mobile” sites.

For many e-tailers, it has been difficult to assess the impact of mobile traffic on sales, as the volume of direct transactions remains lower.

It’s even harder to understand (or accept) when this traffic is paid for.

For a large number of sites, the situation remained the same: growing mobile traffic, but too few conversions…

As a result, Google has come up with new advertising formats that are supposed to be better adapted to the product searches and shopping moments of Internet/mobile users.

1. Shopping ad format on mobile: before/after

Here’s an overview of the evolution of Shopping ads on mobile. The results are clear: more space for Shopping ads with larger images. These changes are having an impact on advertisers’ budgets and traffic.

Clicks on Shopping (Mobile) ads increased by 193% Q1 2016 in the US (Q1 Digital Marketing Report by Merkleinc).

To build on this momentum, in May 2016, Google announced that Shopping ads would also be displayed in the engine’s “Images” results.

Since then, click volume has jumped significantly on the desktop: +13%.

evolution Google Shopping ads

2. Showcase format for Shopping Campaigns

The simple fact is that 40% of shoppers’ Google searches are generic, vague searches.

Example: A search such as “sports shoes”, “evening dress”, “bedroom furniture”.

This type of imprecise search generates a lot of traffic (and acquisition costs). If I were an e-merchant, I wouldn’t want to pay too much for this type of prospect, who I imagine is still a long way from making a purchase.

On the other hand, I want to make sure that Internet users looking for a specific product can consult my offers.

During the “generic” search, you and I want to consult a wide range of products to find ideas or direct me towards a product that meets my needs.

Example: The dress I’d like to give my wife for her birthday, I think I’ll shop around on several sites to make my choice.

Today’s Shopping ads are much better at answering specific queries, and are less interesting for undecided web users.

In this example, there are several stages in the search for and use of the “Showcase”:

I search for “mirror” on Google
Google displays several “Showcases” per advertiser
I click on the advertiser, here Home Decor.
All Home Decor “mirrors” are displayed.

The “Showcase” format seems to meet my need to browse and choose from online store catalogs.

And for e-tailers, paying for clicks from more qualified prospects.

3. Mobile price extension

Last but not least … July 2016, Google introduces the price extension.
The aim of this extension for mobile text ads: to attract ever more qualified leads, by adding information about the price ranges of your products and services.

With this type of extension, we can “imagine” that Google has taken inspiration from e-tailers’ Shopping campaigns, which overall have higher conversion rates than text ads.

It’s also a way of discouraging buyers who don’t want to buy your products or services at the prices you charge.

For more information about Google Ads strategies and campaigns, please contact us!

Guide to Facebook Ads for Ecommerce

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

Increase your sales with Facebook remarketing and targeting campaigns

Ensuring your visibility on social networks is no longer an issue, but a necessity for developing your “physical” or “digital” business.

Whether you need to raise your profile, launch a new product, generate more contacts for your sales force or simply sell more, you’ll need to use one or more social platforms to communicate and achieve your goal.

In just a few years Facebook alone has gathered over 35 million users in France 2018 (Source: Journal du Net), Linkedin 16 million (Source:Blog du Moderateur), Instagram 17 million, Pinterest 7.9 million, in France alone.

Your message needs to be sent at the right time, to the right people, where they are: on social networks.

facebook ads

Develop high-performance Facebook campaigns and leverage remarketing

Our guide will help you determine qualified audiences, launch the most effective campaigns and use the subtleties of Facebook’s advertising platform. So you can be visible on Facebook, Instagram, Messenger, mobile and desktop…

Developing your visibility through Facebook campaigns is a fairly straightforward and easy objective. However, I can imagine that it’s not your main objective.

In any case, it shouldn’t be if you want to develop your sales or increase the number of qualified leads you need for your business: you’ve heard me right, your main objective is more sales-oriented than “visibility”.

So if you’re an e-merchant or a brand, this content is for you!

Facebook tools

Have you got to grips with the Facebook tools available to savvy marketers? We’ve listed the three essential tools for managing your accounts and campaigns. In the second part of this guide, we’ll take you through the steps involved in launching and optimizing your campaigns.

Facebook has made several tools available for managing your activities on their platforms; and I strongly advise you to set them up.

What tools are we talking about? You’ve probably already created a Facebook Page for your Fans, and that’s all to the good, but the tools I’m talking about that you need to create or set up are the following:

The Business Manager
The Pixel
Catalog

If the 3 elements above don’t mean anything to you, I suggest you read on, or contact us so we can work together ( Social Ads campaign solutions and management).

THE BUSINESS MANAGER :

Facebook Business Manager navigation

If you’re used to sponsoring your posts from your Business Page, you may not have used or created a Business Manager
You can go directly to business.facebook.com

The Business Manager is the advertiser’s tool for the entire Facebook marketing suite.

From the Business Manager, you can manage all your resources, including Facebook campaigns, audiences, catalogs and pixels, as well as collaborate with partners and team members.

THE FACEBOOK PIXEL

The Facebook pixel is the piece of code that lets you analyze, track and, above all, parameterize your audiences in your Business Manager. It’s the equivalent of Google’s Analytics tracking.

Thanks to it, you’ll also find new Analytics dashboards in your Business Manager.

Installing the Facebook pixel is based on the same principle as for Google Analytics. All you have to do is install it on every page of your site.

A few more parameters are certainly worth considering, especially if you’re making sales and analyzing your conversions or download forms.

Once installed, your pixel will enable you to analyze the performance of your campaigns, as well as create remarketing campaigns to ensure that your future customers see your ads.

CATALOGUE

The Facebook catalog can be found in your Business Manager. It is one of your resources for future advertising campaigns.

Catalog integration can be as simple as adding products to a Google spreadsheet, via a Marketplace or Google Shopping feed, or by connecting your e-commerce platform to the Business Manager.

We often use the Google Shopping / Merchant Center feed to integrate all our e-commerce customers’ products.

Products are often not accepted the first time, and it is essential to create automatic rules to parameterize the flow.

Import your Catalog into Facebook’s Business Manager

You can find the details of our optimizations in our article “How to go from 140,000 rejected products to 100% of accepted products in the Business Manager’s Facebook catalog”.

Phew… the Business Manager, Pixel and Catalogue are installed!

Audiences: Target qualified prospects on Facebook platforms!

Have you analyzed your audiences on Facebook or Google? Will you need your CRM data to work on your Facebook audiences and targeting? We’ll answer these questions too, and explain the important steps involved in segmenting two main types of audience to exploit in your campaigns. In the third part, we’ll recommend a number of different ad types to help you sell your products.

DISTINGUISH BETWEEN PROSPECTS AND TYPICAL CUSTOMERS

Working on your audiences is a decisive element in the management of all your Facebook, Instagram, Messenger and other social platform campaigns. Of course, this also applies to Adwords campaigns on Google and its networks (Display, Youtube, etc.).

The Audience represents your customers, your prospects! It’s a pillar of your strategy, and a distinguished performance lever if audiences are well parameterized.

To do this, we have distinguished two main categories of audience:

The “known”: who have already visited your site and interacted with different pages.

Prospects”: who have never been to your site and may not know your brand.

Close the loop of the sales cycle with your "known" Audiences

Let’s start with audiences who have a faster purchase potential and would be likely to convert better; So I’m going to talk about the “known” audiences on which we’ll launch remarketing campaigns and use dynamic ads to offer them a personalized format; In this audience category, we can segment by the type of action performed on your site:

those who have already bought
those who abandoned their basket
those who have visited a certain number of pages
those who visited specific categories
those who have consulted your tutorials or blog posts (and haven’t bought yet)
those who participated in contests or events on your Facebook page
those who follow your Facebook or Instagram page
Your former customers, older than 6 months for example
Your customers from your CRM database

Create a Custom Audience on Facebook Business Manager

To “close the loop” on your sales, we’ll start with two types of audience creation: Customer file By importing your customer data (email, surname, first name, etc.), you can create audience lists from your CRM database. Some of our customers haven’t segmented their base and can’t distinguish between a VIP customer and an old customer who needs to be relaunched with an attractive offer. Website traffic Based on your website traffic, there are many ways to segment your audience.

In any case, I’m going to suggest that you activate the most important and most effective audience in terms of conversion, since it’s a matter of relaunching Internet users who haven’t finished their order and have left the conversion tunnel without buying your product or service (arrrrggggg!! why didn’t he buy … my offer is so top !!!!!).

Audience creation for “Dropouts

Just a reminder: the “addTocart” function (= “add to cart”) requires that your Pixel be properly configured and that it identify the various interactions on your Ecommerce site:

With the “Abandonist” audience, the challenge is to close the loop in the buying cycle of your “volatile”, “indecisive” customers, always distracted by Instagram or Facebook Stories, a message on WhatsApp, an incongruous call, an email from your colleague, a text from your children… In short, life as it is… At this stage, my advice is to set up this audience now, which will bring you rapid results!

Prospecting audiences, sensitive to your offer and with the potential to buy on your site

We’re talking here about the second major audience category, your “prospects”: those who don’t yet know your brand, or who haven’t yet visited your site.

For this group of people (because yes, there are people behind an audience), you certainly need to think a little harder, and above all know your customers’ profiles well.

Although Facebook makes it easy for you to find people similar to your buyers (whom it has tracked via your Pixel), you’ll need to test and create several targeting parameters to improve the performance of your prospecting campaigns and monitor their impact on sales.

However, we’re going to start with the simplest and use a very interesting Facebook feature: audiences of “like-minded people”.
Once you have created your “Abandoner” Audience, Facebook will suggest :

Create a campaign directly with your audience
Or to find people similar to our first audience

Create audiences of “people similar to your users”.

By clicking on “find similar people” as shown above, we are redirected to an audience page.

With just a few clicks, you can create a similar audience or a “prospecting” audience:

Creating similar audiences on Facebook

With the similar audience feature, there are multiple possibilities for targeting new prospects.

Depending on the source you’ve selected (custom audience, catalog, fan of your Page, Offline Event, your CRM base) Facebook will search for people who have the same “characteristics”.

We’re getting good at it and getting closer to our goal…

Launch a Facebook remarketing campaign: Use the right formats to sell your products and customize your ads.

We’ve already seen the tools you’ll need to prepare your account, as well as setting up the audiences you want to target for your campaign. Now it’s time to choose your ad formats and launch your new remarketing campaign on Facebook and Instagram!

After you’ve spent “a little” time on all the above parameters, it’s really time to launch your campaign!

To do so, go to the “Advertising Manager” or follow Facebook’s recommendations: create a campaign as soon as the audiences are finalized.

Advertising manager in Business Manager

Three steps to creating your ad

There are three main steps before you launch your ad:

Campaign Creation
The Creation of theAdvertising Package
Advertising creation

Campaign Creation

Create a new campaign and optimize your budget and bidding strategy

1: Create your campaign
2: Select your objective (here: catalog sales)
3: Choose the payment method for your campaign.

Between 3 options:

Lowest cost
Cost ceiling
Auction limit
Target cost

Personally, I like to use the bidding limit, which is similar to Adwords management, and the target cost.

Advertising package

Once you’ve passed these initial stages, you’ll automatically move on to the next stage of “ad packages”.

In our case, we select “all products” in the product set, which corresponds to the entire catalog we’ve integrated into the Business Manager: this is your product flow.

Products & Audience

1: Select “All products”
2: Determine your audience or
2bis: Use a customized audience that you’ve prepared in advance, as here with the “Shopping Cart Abandonment” audience we created earlier in this article.

When it comes to the “Placement” of your ads, you can choose between automatic placement (recommended by Facebook) or placements of your choice: News Feed on Facebook or Instagram, only on Instagram, only on Facebook or Messenger…

Choosing your ad placement

The next step is to determine your budget.

Creating ads

When creating your ads, you’ll have access to the different formats and types of content that can be promoted.

Depending on the objective you’ve set for your campaign, the possibilities for creating content (images) will differ.

In our case, and because we’ve chosen to focus on “conversion” and “catalog sales”, we’ll have automatic access to your product images.

Ad format and product selection in “Content

1: Select “Format” Carousel, Single Image or Collection
2: Optimize all your ad content based on your catalog

For each account we will create a number of campaigns and use several formats for our customers.

You’ll find that at this stage the creative options are multiple, and you can play with your own creativity and/or images you’ve created for your other communications.

In short, you’ve got to make people want to buy, and your visual content is a decisive factor in the sale, so be professional in your visual communications! And try out different formats.

Launch your campaigns at !!!!

The results: Analyze the performance of your ads in the Facebook report and in Google Analytics

Once you’ve launched your campaigns, it’s time to track their performance and conversion indicators. In the examples above, we’ve highlighted the products in your catalog and therefore the sales on your Ecommerce site. But you can also find other indicators to analyze your campaigns and use Google Analytics to understand the impact of your Facebook campaigns on your conversion tunnel.

reports on your Facebook Business Manager

In your Business Manager, you’ll have access to a multitude of reports, but I’d like to focus on the essentials: your sales and costs.

To do this, log in to your Business Manager and go to the “Advertising account overview” :

Quick access to the performance of your Facebook advertising account

In the report below, no parameters have been optimized to adapt the view to your needs; you can change the columns, replace them or add new elements.

In our case, we lack sales data and performance.

In the image above, I’ve shown you where to change the table view. Just click on “Column” and choose the indicators you’re interested in.

Customize your report columns

The advantage of this Dashboard is that it’s concise.
And if you don’t need more detail (like campaign-by-campaign performance), the “Ad Account Overview” is just the thing.

If you need to go into more detail about your campaigns, you’ll need to go directly to the “Advertising Manager”, where you’ll find a richer, more visual overview, as well as views by Campaign, Set of ads, Ads.

Advertising Manager Report + access to your ad placements

In the reports above, I’ve gone directly to the advertising manager, in the campaign details. This allows me to quickly see and understand what generates sales and what doesn’t (if that’s what you’re aiming for).

I clicked on the tab at top right, with the graph icon: a window opens to give you more information.

Here I’ve looked at the placement of my ads between Instagram and Facebook (which in this case are chosen automatically by Facebook): a hasty conclusion would be to concentrate solely on Instagram given the more advantageous “Coverage / Purchase” ratio.

Facebook Analytics reports

Analytics reports will take your analysis even further.

The data in these reports includes all the information collected by your Pixel; if you’re used to visiting your Google Analytics account, it’s more or less the same thing…
Here’s the “Revenues” report:

Google Analytics reports

Google Analytics reports are my favorite. Certainly because I’m used to working on them, but also to see the impact of Social Networks in sales and conversions made on the site; in other words, what attribution or how much impact Social Networks had in the final sale and conversion.

In the Google Analytics “Conversion” reports below,

You’ll see that each channel (direct, natural search, social networks) contributes to your overall e-Commerce sales.
In the example below, social networks contribute 5.49% of total conversions; and 3.3% of conversions involved 2 channels (social and direct).

Impact of my Facebook campaigns on my conversions

When embarking on new campaigns or advertising channels, it’s a good idea to look at the data as a whole. The conversion path report gives you a lot of information.

Conclusion

In conclusion, I’d say that it takes time and sometimes patience to get to grips with Facebook advertising campaigns: especially when no account has yet been created (Business Manager, Pixel, advertising account), but it also takes some technical knowledge when errors or anomalies are identified by Facebook.

However, even if you don’t manage or create your own campaigns, understanding how they work will be invaluable when discussing and thinking about new levers of action with your agency, your partners or with us.

We are of course available to discuss with you the best possible actions to achieve your objectives (see our Social Ads solutions).

Yes, Facebook campaigns are powerful acquisition levers if they’re well managed.

See you soon!

Google Shopping: optimize your end-of-year shopping campaigns

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

It’s time to get ready for Christmas! Did you know that 8 out of 10 consumers worldwide use Google to get inspiration and information for their end-of-year shopping? What’s more, this year 58% of them plan to buy more online than in previous years. So, if you don’t want to miss out on a great opportunity for growth, discover the essential steps for optimizing your product feed on Google Shopping. Spoiler: anticipation is key!

Google Merchant Center: how to optimize your product flow for Google Shopping campaigns?

1 - Check your product flow configuration

For the creation of your Google product feed, the golden rules are:
Categorize your products in a relevant and rigorous manner
Remember to include all product variants with the correct attributes and GTIN code
Make sure that prices and currency are the same as on your landing page
And don’t include any promotional text in your product title or images.

If this is the first time you’ve launched a Google Shopping campaign, the best advice we can give you to optimize your campaign is to make all your settings beforehand. To do this :

Two weeks before launching your campaign: import a test feed
Then check that everything is working properly and adjust if necessary.
If you wish to modify your logo, you should also do so early, as it may take a few days to validate it.
Finally, one week before the launch of your campaign: integrate the new feed

Please note: promotional campaigns are examined on the same day, but sometimes the analysis takes up to 72 hours, especially during peak periods such as the festive season. So once again, if you don’t want to leave anything to chance: an-ti-ci-pez!

2 - Optimize the content of your product flow

Writing the title: To give your ad the best possible chance of converting, here are a few essentials:

propose a clear, concise title
detail your product’s main attributes (name, type, color, characteristic or reference…)
and put the most important ones first!

Product type presentation: We recommend that you describe the elements of your products precisely for your entire catalog.
Don’t hesitate to enrich your feed with the “Google product category” attribute: if you don’t, Google will generate it automatically.

Googlebot: Your ecommerce site also needs to be well optimized and categorized! That’s why we advise you to check the crawlability of your landing pages and images by Google robots, by consulting the robots.txt file.

Google Ads: examine the structure of your Shopping campaign

1 - Prepare your campaign in advance

We can’t stress this enough: to avoid any last-minute hazards and benefit from the full power of a well-planned campaign, we advise you to :

Activate campaigns and set an appropriate start date at least one week before launch.
Don’t modify your ads at the last minute: if you do, they’ll automatically be sent back for review!

2 - Optimize priority settings for standard shopping campaigns

Did you know that Smart Shopping campaigns have priority over Standard Shopping campaigns? In fact, optimization via priorities on Shopping campaigns can only be applied to Standard Shopping campaigns and not to Smart Shopping campaigns.

Common problems with accounts and items

If you are having problems setting up your Christmas campaigns on Google Shopping, they may be due to :

Inconsistencies (or missing information) in prices, shipping costs or taxes
The impossibility of purchasing for some or all users
Image overlay (e.g. promotional text in the product photo)
Failure to comply with the Google Shopping policy

If you’re having trouble setting up your end-of-year campaigns, contact Google support or your Google contact. They’ll help you solve the problem.

Need help with your Google Shopping Christmas campaigns? Save time!

You can also gain in efficiency and stop wasting time on subjects that you can leave to a team of experts: contact us, we’ll be happy to provide you with our know-how to maximize your Christmas sales thanks to perfectly optimized Google Shopping campaigns!

7 effective ways to optimize your online store’s conversion funnel

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

Building an effective conversion funnel for your website means optimizing it in a number of ways to improve your conversions and profits. This includes a set of best practices that focus on the design of your website, not just on one aspect or another, as you want to offer your users a complete package. The conversion funnel is made up of a succession of small steps. Each of these steps will improve your chances of increasing sales on your site.

In this article we’ll look at what a conversion funnel is, the parts that make it up and the 7 best ways to optimize the conversion funnel to increase sales.

What is the conversion funnel?

Easier said than done. It’s not enough to simply offer good services and products to get on the right track and make good sales. Often, it’s a little more complicated because customers can be unpredictable.
Developing and improving your conversion funnel is a good way to improve your sales. What exactly is it? It’s the path your customer or
user must follow before reaching the cart and finalizing their purchase.
In this process, there are 4 stages and, as you might expect, at each stage, there are losses. Optimizing your conversion funnel
therefore means minimizing the losses observed at each stage.

These 4 steps are:

the Landing Page (Interest-Visit)
the Product Page (Review-Discovery)
the Purchase Page (Purchase Decision Summary)
Purchase (Customer Loyalty-Settlement)

To get the most out of this funnel, each of these stages needs to be optimized in some way. In this article, we’ll examine conversion rate optimization best practices.

What do these stages mean? To begin with, all customers who visit your site, in one form or another, begin with the landing page. This is the most important stage of the funnel, and the one with the highest drop-off rate. This is where your customers will become aware of your products and services, and you need to hook them. You’ll need to provide engaging content, such as free blog posts, articles, guides, and even video guides and demos, to pique their interest.

The next stage of the funnel, which typically only 40-50% of landing page visitors reach, is the product pages. At this stage, users will be curious about your products because you’ve hooked them with an interesting landing page. This is a crucial stage, and this is where you need to provide healthy and interesting product pages. Talk about your products and provide some value, but don’t forget to include specific details that will interest certain customers.

Once customers decide your product page is compelling enough to buy, they enter the shopping cart phase of the funnel. This is a crucial step on the path to purchase, and poorly designed shopping carts are often the reason people abandon their purchases. They may add products to their cart, but never complete the purchase. There are a few best practices that can reduce the number of cart abandonments.

The last step is the purchase, when users decide to buy something it is important to have a good payment system.

Now let’s look at some of the best ways to improve your funnel overall.

Optimize your sales and your e-commerce funnel in 7 effective ways

Photo by Pickawood / Unsplash

Target ROAS uses artificial intelligence to automatically adjust bids, optimizing conversion values and ROI. Using advanced algorithms, Google Ads adjusts bids in real time to maximize performance based on your Target ROAS settings.

1 - Attracting customers via social networks (arousing interest)

The first stage of the funnel is marketing, which involves guiding visitors to your landing page. Social network marketing, in other words: being active on different social media platforms, has several advantages. Some 90% of marketing professionals believe that social networks offer broad exposure for their business activities.

By being active on several platforms, you can :

increase brand awareness
drive more traffic to your site
increase customer loyalty
improve your search engine rankings
boost your conversion rate

Facebook is a social network known to almost everyone, and has a large number of users. For this reason, it’s important to develop a high-performance tactic to attract Facebook users to your site. From 2018 to 2019, Facebook use by marketing professionals in the US rose from 86.3% to 86.8%, and could reach 87.1% in 2020.

Facebook ads are great, but they’re not enough. You need to design powerful ads to effectively promote your products and create a Landing Page that will make your visitors want to go deeper into the conversion funnel.

2 - Offer free, attractive content on your landing page (Interest phase)

The purpose of your Destination Page is to attract Internet users and make them want to buy your products, or at least to capture their interest. People choose pages and products that are of value to them, and at this stage, it’s just the right thing to do.

These could be short blog posts about your products and services, or a variety of promotional items.

3 - Use product proofs on your product page (Reflection phase)

When you present your products on your site, it’s important to display some kind of proof, a confirmation that your products are worth customers’ time, money and perhaps effort. The best way to do this is to display social proof (customer reviews, helpful messages or comments) on the product page. This will make your products seem more interesting.

According to a Minter report, 70% of Americans look for reviews on review sites before making a purchase. The good news is that BrightLocal found that 88% of consumers trust online reviews as much as personal recommendations.

4 - Optimizing your Product Pages (Examination/discovery phase)

The next step is crucial and indispensable (if you haven’t already done so): optimizing Product Pages.

This means giving customers all the information they need. Product descriptions don’t have to be boring, for example, describe how they would feel, but make sure they also include technical information.

Also include practical call-to-action buttons on your site, enabling customers to buy quickly and providing all the necessary information: shipping, costs and fees…

You can find great inspiration for your CTAs, but make sure they’re fun, unique and irresistible.

When it comes to optimizing a Product Page, web analysis is a must, especially qualitative analysis tools such as traffic maps and site path analysis. They’ll help you answer all those “Why?” questions during the optimization process.

5 - Using software to track discharge intentions (Basket stage)

Too many shopping baskets are abandoned along the way. Fortunately, there are many things you can do to reduce the number.
One of the best things you can do is create a pop-up message when the customer is about to give up.

You can do this with exit intent trackers, which can be very effective in this respect.
You can combine these trackers for an even more effective result. For example, Pixojet uses a pop-up linked to an intent tracker and a time spent tracker.

6 - Optimize your check-out (Shopping cart stage)

One of the most important parts of your conversion funnel is your Checkout System.

7 out of 10 visitors give up buying at this point. That’s a huge number. But there are a number of key ideas for reducing it:

One study showed that around 30% of buyers gave up at this stage when asked to sign. Instead, offer order validation or automatically create a user account.
Consider product prices that include shipping costs. For example, NuFace, an online beauty distributor, increased its orders by 90% by adding a simple “free shipping on orders over $75” banner.

Adapt your site to all types of media. In practice, this concerns buttons to tap (ergonomics), loading speed (reduce the number of images), ease of navigation (align / organize forms vertically).

7 - Offer and promote a loyalty program (Loyalty Stage)

The last stage is the one that never ends: building customer loyalty. This is an ongoing process aimed at creating long-term relationships. Here, you can offer a program with discounts and special offers to those who buy from you more than once. You need to promote this program so that customers are aware of what they gain by remaining loyal to you.

In one report, 84% of consumers say they prefer a brand that offers them a loyalty program, and 66% add that being able to earn rewards changes their purchasing behavior.

Conclusion

Improving your conversion funnel is the top priority in your business. If you make it so, and if you embrace this process of constant improvement, the results shouldn’t be long in coming.

Fourth quarter: how to develop and exploit your audiences?

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

Businesses are growing, and visits to e-commerce sites explode in the fourth quarter. During these last three months of the year, good remarketing techniques and targeting are essential for visibility.

What to do? Why do we pay more attention in the fourth quarter ? What are the factors to take into account to make the difference?

Boost your sales in the 4th quarter

Stronger shopper demand at the end of the year

The fourth quarter corresponds to the months from September to December. During this period, Internet users are doing more product research, and your audience and traffic will increase.

That’s why your targeting needs to be extremely well thought-out, and your digital communication needs to be effective.

With the arrival of the cold and bad weather, and especially the festive season, consumers are spending more time in front of their screens (computers and mobiles).

The seasons motivate us to change our wardrobe or make changes at home. Find family gifts or prepare orders for sales or Black Friday;
It’s the perfect time to be visible and present to meet demand.

November and December are the most important gift-buying months of the year, and the search for gifts begins as early as the beginning of October.

Mintel 2018

Important dates at the end of the year

From September to December, there are several major events to boost sales: Halloween, New Year’s Eve, Black Friday and Cyber Monday.
This is a time when consumer spending is at its peak. It’s essential to create communication campaigns and target your audiences.

If we talk about Black Friday alone, we should remember:

growing French interest in the event
Black Friday didn’t slow Christmas growth in December 2018
Mobile accounted for 69% of the traffic for clothing websites during Black Friday and Cyber Monday

Evolution of Black Friday and sales from 2017 to 2018

To keep up with the competition, one of our tips is also to review your keyword targeting and the themes you want to cover.

Consumers conduct new searches and are more likely to buy your products.

Why not combine your audience parameters with keywords such as “Christmas gift ideas”, “black friday promotions” or “50% cyber monday”.

The power of remarketing

During these end-of-year months, you need to implement a remarketing strategy.
You need to re-engage Internet users who perform a certain number of actions on your site.

Without the act of buying, the prospects who came to your site must not forget your existence. and be visible as soon as your prospect is ready to buy.

Your online store needs to establish itself as the expert in your industry. With Facebook Ads and Google Ads, you can easily target these pre-qualified audiences, who mustn’t forget you.

Be responsive to ensure the customer experience

The biggest orders arrive during Black Friday and the month of December. As demand increases, e-tailers need to be ready. Black Friday isn’t just about sales on the day.

The effect of this event lasts over time: we’re no longer talking about a day, but rather a week of promotion. All these factors need to be taken into account if you are to have enough stock on hand for the boxes 😉

Purchases can also be extremely well thought-out. Some consumers spot before and then buy during promotions. We need to take advantage of this practice with remarketing on Google and Facebook.

They need to see the product, but also feel that it’s an exceptional offer that won’t be repeated. The fear of not taking advantage of the discount motivates them to buy.

Conclusion

During the fourth quarter, e-tailers have great sales opportunities. To be successful, it’s essential to have well-configured remarketing campaigns and target audiences.

Our team is available to discuss and support you at these strategic moments of the year. We’ll be happy to discuss your SEA strategies, and you’ll benefit from the expertise of a Google Partner Premier-certified SEA agency, specialized in e-commerce campaigns.

5 steps to optimize your Catalog and Google Shopping feed before the sales

Posted on June 11, 2025August 27, 2025 by Adenlab Adenlab

In this article, we’ve put together some effective features and feed optimizations to boost the performance of your Googel Shopping campaigns during important events such as sales.

The information below is very useful for ecommerce site managers. In fact, if you manage a lead generation and forms site, this content is not for you… Our teams are of course available to discuss it with you in person! Also read: ” Optimizing your Shopping feed “.

How to improve the performance of shopping campaigns on Google, Bing and Facebook?

Contents

1. Take advantage of special prices

2. Highlight special offers

3. Work on your rejected products in the Merchant Center

4. Improve the quality of your product images and visuals

5. Optimize your product titles

Take advantage of special prices

As you know, the prices you charge on your site and on your various acquisition channels are very important, and sometimes even decisive. To harness the power of crossed-out prices, you need to know and use the following attributes of your feed:

sale_ price
sale_price_effective_date (Google or Facebook)

These are the 2 attributes that can be created and modified, both for your Google and Facebook campaigns.
Lowering prices is good for the consumer, but showing it visually with a crossed-out price is much better for your sales and more impactful for the consumer!
Communicate effectively on your prices is more important!

Highlight special offers

With Google Shopping and the Merchant Center you can make your product ads even more attractive with SPECIAL OFFERS.
There are 2 ways to do this:

Use the Merchant Center promotions configuration tool (in the Merchant Marketing tab)
Using the Merchant Center’s Pomo Flow

Visually, the impact can improve the click-through rate on your ads!!
To do this, the first step is to apply to participate in Google’s Merchant Promotions program: Register Google Form here

You can find the official information from Google on the Guide to Implementing Promotions here
We can of course help you with these points.

Work on your rejected products in the Merchant Center?

Sometimes you don’t have to look very far to boost the visibility and performance of your Shopping campaigns on Google or Facebook.
Your current offering may already be well developed, yet a large number of products may be rejected by Google’s Merchant Center or Facebook’s Business Manager. That’s a lot of products that your audience won’t be able to see or find on Google or Facebook
But it’s entirely possible to identify and correct the errors that are blocking your products.

Go to the Google Merchant Center
In: Products > Merchant Diagnostics
Here you’ll find the most important errors to correct;

Improve the quality of your product images and visuals

Having a poor-quality or too-small image will not systematically lead to a refusal. On the contrary, it’s a warning we see all too often in Merchant Center diagnostics.

Here are the optimizations and elements to consider for Google Shopping:

Images of non-apparel products: at least 100 x 100 pixels
Images of clothing products: at least 250 x 250 pixels
No images larger than 64 megapixels
No image files larger than 16 MB

Recommendation: Choose images of at least 800 x 800 pixels.

Automatic Image Enhancement

The Merchant Center also offers an automatic “image enhancement” feature; this will not optimize the above information, but will automatically “clean up” your image.
Google information: “If you activate the automatic removal tool, Google will try to automatically correct these images by removing the overlaying promotional elements”.

Here are some examples of automatic image enhancement:

To do this, go to your Merchant Center and activate the “automatic image enhancement” option.

For Facebook, the rules are somewhat different. Here are the optimizations and quality requirements for the Facebook News Feed, for images with a link:

479 x 246 pixels on computer
and a minimum width of 320 pixels on mobile.
However, we recommend a size of 1080 x 1350 pixels.

Optimize your product titles

A quick reminder of the recommendations and structuring of Titles:

The limit is 150 characters for a Title
Include the Top Keyword at the beginning of the title: In fact, the term or main keyword on which you want to position yourself should be present in the title, and rather at the beginning of the sentence.

Include the product type: if your product is a “knife sheath”, include this term in the title. It’s pretty obvious, but very useful, because by including the product type in your title, you’re describing the very product you’re selling.

Color, brand, size, gender: these are elements found in other feed attributes, but which can be added to the Title. Having a Title that’s as close as possible to your customers’ searches will enable you to position your site on more precise terms.

For different sectors, titles can be structured differently. Here are a few examples:

Electronics and household appliances: Brand + Attributes (e.g. size, weight) + product type + model or part number
Fashion and apparel: Brand + gender (men/women/children) + product type + attributes (color + size + material)
Consumables: Brand + product type + attributes

Conclusion

We hope these tips will inspire you for your next operation. As you know, we’re always available to discuss your needs in person. Get in touch with us and let’s discuss your needs in terms of feed optimization, SEA or Google Shopping campaign management or Dynamic Campaigns on Facebook.

Google Shopping campaigns: A necessity for e-tailers?

Posted on June 11, 2025August 27, 2025 by Adenlab Adenlab

Find out more about the statistics, benefits and optimizations required for Google Shopping.

The figures presented in Adthena’s study “The Rise of Google Shopping” are indisputable. E-merchants’ favorite ads on Google are Google Shopping ads. Ads in Google Shopping campaigns alone account for 76% of spending, compared with 24% for text ads in the US and UK. Google Shopping is the preferred advertising lever and format for E-retailers.

In fact, Google Shopping ads have the ability to highlight all your offers and products in Google search results. Thanks to this type of ad, which enhances the value of your catalog, Internet users can view the product photo, price, brand and promotion directly in the Google search engine…

Text ads vs. Shopping ads

Depending on your objectives, these campaigns can also be promoted on several Google media: in Google search results, in the Google Shopping tab, in Google Image, on partner sites and on Youtube.

In the coming months, the number of media or “surfaces” where your products will appear will increase, and so will the visibility of your products, thanks to the new“Multiplatform” program.

With that in mind, let’s take a look at some of the key elements of Google Shopping campaigns. What are the figures and statistics to be taken into consideration? And what are the levers you can use to improve your campaigns?

Google Shopping: a must? Figures and statistics on Google Shopping campaigns

The use of Google Shopping campaigns has already borne fruit with a majority of e-commerce businesses. This is highlighted by Adthena’s study (“The Rise of Google Shopping”):

Google Shopping campaigns account for 74.6% of corporate advertising spend (US/UK)
23.6% of Google Ads spend generated 14.7% of clicks on text ads.
In the UK, the budget is higher, with Google campaigns accounting for 82% of ad spend. 18% of ad spend generated 12.1% of ad clicks.

The above statistics were obtained via the analysis of over 40 million Google ads (Shopping and text) in the UK and US, during January and February 2018 and across nearly 1 million keywords.

As this graph shows, Google Shopping campaigns cover all types of products and sectors.

Source: “The rise of Google Shopping” Adthena

What are the advantages of Google Shopping campaigns for your e-commerce business?

spending on Google Shopping has grown steadily in recent years. This is due to the various advantages of this approach:

You can reach an audience of buyers with a genuine interest in your products.
This type of ad increases the visibility of your offer and your entire catalog.
The format facilitates and accelerates the transaction. It’s a format designed for selling your products.
You can stand out from the competition with your prices, your promotions and your photos.
Merchant Center tools make it easy to highlight promotions, with crossed-out prices or coupon codes.
Customer reviews reinforce your reputation and facilitate sales through social proof(participate in the product reviews program).
You can exploit retargeting strategies to retarget undecided web users.

Tools for optimizing your Google Shopping campaigns

Google Shopping campaigns can be activated via 3 levers:

Your Catalog, which is translated into a Product Flow.
Google’s Merchant Center, to which your product feed (your catalog) is sent.
Google Ads, which will connect to your Merchant Center and manage your Google Shopping campaigns.

Below, we’ll discuss the first 2 areas of optimization: the Merchant Center and your Catalog (= Google Shopping product feed).

The Merchant Center: the cornerstone of your Google Shopping campaigns

Before you can launch a Shopping campaign and feed your Google Ads account, you’ll need to get to grips with your Google Merchant Center account and product flow.

The Merchant Center is the tool that allows you to import all your catalog data, as well as control the quality of your product information.
The Google Merchant Center is the product database that allows you to distribute your offers and link them to your Google Ads account.
The platform centralizes your products and company information.

One of the advantages of the Merchant Center is its ability to diagnose the quality of your feed (catalog).
It seeks to verify and ensure the quality of the technical elements, including the mandatory rules to be respected. We strongly advise you to check your account regularly. This often helps to avoid too many rejected products, for example.

Products refused by Merchant Center

In addition to its diagnostics, the Merchant Center offers you other tools to improve the performance and quality of your ads.
Managing promotions is one of the most important levers for Internet users. And you can manage your promotions or promo codes from the Merchant Center.
A crossed-out price on a shopping ad always has a strong impact.

In our opinion, the major evolution of Merchant Center lies in its new price analysis functionality. You now have access to pricing intelligence on your market, and can analyze your competitors’ price competitiveness.

Merchant Center price watch

As you can see, without a Merchant Center account, no Google Shopping campaign is possible.

The first step before launching Google Shopping is to create your Merchant Center account(sign up for Google Merchant Center).

How can you optimize your Google Shopping feed and what quality criteria should you work on to boost the performance of a Shopping campaign?

To gain in visibility and performance, your Google Shopping campaigns must respect a certain number of criteria.
While the budget and bids that you allocate to your products and campaigns play a very important part in the success of your campaign, there are other optimizations to be made to the data and content of your feed.

Capitalize on product titles

The title is the first element seen by the user. It attracts the attention of Internet users. That’s why you need to integrate the relevant keyword in relation to the product chosen and the search made by your future customers.
Keep in mind that a consumer makes several searches before buying on your site. The more precise the search, the closer they are to making a purchase.
For different sectors, headlines can be structured differently. Here are a few examples:

Electronics and household appliances: Brand + Attributes (e.g. size, weight) + product type + model or part number
Fashion and apparel: Brand + gender (men/women/children) + product type + attributes (color + size + material)
Consumables: Brand + product type + attributes

Also read: 5 steps to optimize your Catalog and your Google Shopping feed)

Take care with the product description

Although the description isn’t often seen by Internet users, it plays an important role in your feed; in fact, the description (up to 5,000 characters) will enable you to complete the information in the Title and thus work more on the long tail and more precise queries.

Precision: although you can include a lot of content in the description, the aim is above all to be precise and concise; a clear product description will be the most effective.
Keywords and searches: think about the keywords your customers will search for to find your product; these terms must also be included in the Description.

Product description in the Shopping feed

However, the purpose of the product description is not limited to informing the prospect about your offer. In fact, it’s also designed to improve your product’s SEO.
To take this approach a step further, your Google Ads search term reports will be your allies.

The fundamental role of visuals

Statistics from the Just Uno website are clear on the subject. 93% of users consider images to be an important aspect of the purchasing decision.
Choose high-quality visuals with good lighting.

Photos are very often the only medium on which they can get an idea of your offer.

Google’s image quality requirements are as follows:
Resolution, minimum image size, image background.

Image Flux Shopping

The power of social proof to facilitate sales

Within Google ads, you have the option of integrating your customers’ reviews of the products concerned.
Make sure this data is highlighted, as 68% of prospects indicate that reviews encourage them to look into the product, or even buy it(figure provided by Bright Local).
And according to IFOP, prior to purchase, 88% of consumers consult online customer reviews, forums or blogs.

To get stars on your Shopping ads and get reviews from your customers, participate in Google’s Product Reviews program:About Google’s Product Reviews program

Stream enrichment

To find out more about optimizing your Google Shopping feed :

Add new attributes to your feed. There are over 46 possible attributes to enrich your product and catalog information.
Use SEO methods and Google Ads search reports to find and select the most relevant keywords.

We also recommend that you read the following articles on our blog to improve your performance on Google Shopping:

This approach will enable you to improve the performance and quality score of your Shopping campaigns, thereby optimizing your costs and conversions.

Conclusion

Shopping campaigns are the main Google acquisition lever for e-tailers; in fact, the figures speak for themselves (76% of e-tailers’ Google Ads spend is concentrated on Google Shopping). But what about other formats? Are text formats being consulted more? Is this not an opportunity to reposition ourselves in this format, which has been neglected by the majority of e-tailers? At Adenlab, we know that it’s more complicated to seek performance equivalent to Shopping campaigns via text ads.

That’s why we’ve developed in-house methods, automations and solutions to develop complex campaigns and ensure an effective presence in line with your buyers’ behavior.

Please contact us to find out more about our Multiplatform Shopping Systems and SEA campaign management .

Everything you need to know about Google Shopping campaigns

Posted on June 11, 2025August 27, 2025 by Adenlab Adenlab

The article below is aimed specifically at acquisition managers and SEA campaign managers for Ecommerces, or for Ecommerçants wishing to work on Google Shopping.

We’ll take a detailed look at the different stages involved in launching this popular advertising format for e-merchants.

In fact, Google Shopping ads have the ability to boost site sales when campaigns are well-organized and well-managed.

As you know, Google remains the ideal medium for promoting your products via sponsored ads.

Adthena’s study “The Rise of Google Shopping” showed that Google Shopping accounted for 75% of clicks on all Google Ads campaigns by retailers.

And more recent data shows that mobile channels are responsible for even greater growth in click volume.

What we’re going to talk about below

What exactly is Google Shopping?
How to set up a Google Merchant Center account.
The Google Shopping feed: how to create a product data feed and import it?

What is Google Shopping?

Google Shopping ads

Google shopping ads (sometimes called PLA => Product Listing Ads) are for advertisers who have physical products to sell.

Advantage 1: they allow you to show right away what your products look like and how much they cost, even before the visitor arrives on your website.

Advantage 2: as these ads are more visual than text ads, the clicks they generate tend to capture visitors with a higher purchase intent than traditional text ads.

Advantage 3: For shopping campaigns, you don’t need to search for keywords to rank.

Against this backdrop, it’s hardly surprising that online retailers are investing so heavily in shopping campaigns. Budgets devoted to Google Shopping campaigns have grown steadily in recent years.

But how do ad settings work if you don’t have keywords to target like traditional text ads?

We’ll explain it below, because if you don’t have to select keywords, Google will automatically use the data from your Shopping Feed, which is hosted in the Google Merchant Center.

In fact, the first step in getting started with Google Shopping is to create a Google Merchant Center account.

Configure your Google Merchant Center account ?

Your Google Merchant Center is the tool that will centralize all your product data, so you can promote your entire offer.

It’s in the Merchant Center that you’ll integrate the products from your Ecommerce site that you want to promote via your Shopping campaigns.

When you log in to your Merchant Center account, you’ll find all the information you need about your products, including a diagnosis of their condition, as shown in the image below.

You’ll quickly see all approved products, unapproved products, clicks generated by your Google Shopping sponsored campaigns, as well as updates and recommendations on your account.

Merchant Center home

When you create your account(register with Google Merchant Center), the first thing to do is update your company details.

These include basic elements such as how you want your company name displayed, your website, your physical address and your account users.

Administration Merchant Center

Validate and claim your website URL

Once your account has been created, you’ll need to validate and claim your website URL.

To achieve this, Google offers several methods:

Download HTML files
HTML tag
Google Analytics
Google Tag Manager

Each of these methods involves adding a piece of code to your website, which will be supplied to you depending on the choice you make.

It’s quite technical, and often requires the help of your developer or webmaster.

Once you’ve validated and claimed your site, your lights will turn green as above.

Google Merchant Center guidelines

Now that you’ve validated and claimed your website’s URL, you need to make sure your site complies with Google Merchant Center guidelines before running ads on Google Shopping :

Of course, you must have a secure payment system (https in the address bar, whenever someone is about to give you their payment details).
Internet users must be able to access your site from anywhere in the world.
Your website and product data must be in the official language of the country for which you are advertising.

The Google Shopping Feed: How to create a product data feed and import it

Before turning to this crucial topic, you should know that there are a few principles to respect on Google. To create a product in your feed, you need to meet all the specifications of Google’s product data.

What’s more, Google uses your product feed to match your ads to users’ search queries.

The attributes of your Shopping feed

Google’s requirements for your product feed will depend on the types of products you sell, but there are a few elements common to all that are required for every feed:

Here is the list of mandatory attributes:

id [identifier]: a unique identifier for all your products

title [titre]: a title; the name of the product

description [description]: a description of the product

link: the URL link to the precise, detailed page dedicated to the product

image_link [lien_image]: product image URL

availability:Availability of your product, in stock

price: the price of the product

Brand: the product brand

gtin [gtin]: the EAN code for Europe, the bar code (mandatory for all new products to which a GTIN code has been assigned by the manufacturer).

MPN[référence_fabricant]:Supplier reference (mandatory only if your new product does not correspond to any GTIN code assigned by the manufacturer)

condition [état] :the state of the product. Whether it is new, used, reconditioned, etc.

adult: adult or non-adult product (Required if a product includes adult content)

multipack [multipack]: the number of items contained in a single package (e.g. box of 6 candles).

age_group [tranche_d’âge]:age range of potential recipient (Mandatory for all clothing products Ex: [infants] / [children] / [adults])

color: product color if applicable (mandatory for all apparel products, as well as for products available in different colors).

gender: you can choose between male and female.

unisex[unisexe]. This attribute is mandatory for all clothing products, as well as for gender-specific products.

size: mandatory for all clothing products, as well as for products available in several sizes.

item_group_id [identifiant_groupe]: Mandatory if the product is a variant

shipping: shipping costs

Although the above list is long and there are over 40 attributes for a Google Shopping Feed.

However, these elements are generally part of the information you already have in your site’s back office and product sheet manager.

Import your product flow into Google Merchant Center

To import your product flow into the Merchant Center, Google offers several options, and the method you choose will depend on the size of your catalog.

The simplest option is to import your products via a Google Sheet (Google’s Excel) andsave a spreadsheet in Merchant Center. This method is suitable for “small” catalogs.

To do this, go to the left-hand menu, “Products”, then “Feeds” and “Add a main feed”.

In the steps below, you’ll find the import steps.

In step 3, you can choose between a spreadsheet template, or select the Google Sheet you’ve created.

Add a Product Feed

Last but not least, you can set the frequency at which your data is updated.

This is all the more important as Google requires you to present your complete product data feed every 30 days, even if your ‘inventory’ has not changed.

If your inventory shows strong variations, Google gives you the option of refreshing your data up to 4 times a day.

How to optimize your Google Shopping feed.

A number of tests and optimizations were carried out by various specialists, including Adenlab.

Very often, it’s the optimization of product titles that produces the most positive effects on Shopping campaigns.

Improving the relevance of a product’s title has in some cases led to a 10-fold increase in traffic volume.

We strongly recommend that you read our article onoptimizing your Shopping feed.

Product title

The title of your product is certainly the most important attribute; improving your title is one of the top priorities of feed optimization.

Include the Top Keyword: in fact, the main term or keyword on which you want to position yourself, should be present in the title and rather at the beginning of the sentence.

Include product type: if your product is a “knife sheath”, include this term in the title. This is pretty obvious, but it’s also very useful, because by including the product type in your title, you’re describing the very product you’re selling.

Color, brand, size, gender: these are elements found in other feed attributes, but which can be added to the Title. In fact, having a Title that’s as close as possible to your customers’ searches will enable you to rank on more precise terms.

Product description

Although the description is not often seen by web users, it plays an important role in your feed.

In fact, the description (up to 5,000 characters) will enable you to complete the information in the Title and thus work more on the long tail and more precise queries.

Precision: although you can include a lot of content in the description, the aim is above all to be concise and precise. A clear product description is the most effective.

Keywords and searches: think about the keywords your customers will search for to find your product; these terms must be included in the Description.

Google Product Category

Google has created a list of product categories and sub-categories, allowing you to “classify” each product in your catalog.

This flow attribute is recommended, but mandatory in certain sectors;

Use Google categories from among the +6000 categories and sub-categories. You can download the Google taxonomy here

Choosing the right category: to gain in quality, it is always in your interest to be as precise as possible when choosing your category.

The images

Images are one of the most important factors! In fact, they’re the 1st element your future customers will see before clicking on your ad. Your photo must be attractive and realistic.

**Light background **: Google requires the product photo to be on a light background. Generally speaking, a white background is best.

Image size: 800×800 pixel images are recommended. The minimum is 250×250 pixels for apparel products and 100×100 for other products.

No text or logo: only the product image should be visible. Do not add promotional text to your image.

Merchant Center has implemented an automatic image enhancement option. You can activate this setting in your Merchant Center account in :

Click on the Tools icon (the wrench at the top right of your account) > Settings > Automatic enhancement.

Improve your product titles with search term reports

Thanks to Google Ads’ search term reports, you’ll have access to the queries made by Internet users who have searched for your products.

These reports will help you better understand the expressions used by your potential customers. And, of course, identify recurring terms.

Examining search reports will enable you to find the words and phrases that most often lead to sales of your products.

Once you’ve identified these “conversion” keywords, you’ll adapt your product title to include these words/phrases.

And don’t forget: the closer the term is to the beginning of the product title, the more Google will give it priority.

To make the most of semantic optimization, regularly review your search term reports.

Conclusion

At this point, you should feel ready to launch your Google Shopping campaigns. You’ve learned how to create a product flow from A to Z.

Now that you’ve familiarized yourself with Google’s various rules and obligations, you’re ready to launch your first campaigns.

You also know that among the many attributes of the product flow, it’s the product title that counts the most.

Now that you’ve familiarized yourself with the various Google Shopping settings, keep in mind that :

Analyze your products, making a clear distinction between those that earn you the most and those that earn you the least
Don’t leave your current shopping campaigns in the lurch, especially when you’re working on granular campaigns
Optimize your shopping campaigns according to your audiences’ purchase intentions

If you have any questions or comments, please do not hesitate to contact us.

If you need more information and advice on your acquisition, our team ofGoogle Ads Experts is available to talk to you.