Hidden Google Shopping Feed Attributes That Can Dramatically Boost Your CTR

E-commerce marketers are constantly seeking ways to improve their Google Shopping campaigns. While most focus on optimizing the obvious elements like product titles and images, there's a goldmine of hidden Google Shopping feed attributes that, when properly utilized, can dramatically boost your click-through rates (CTR) and conversion rates.

The Power of Custom Labels in Google Shopping Feed

Custom labels are among the most underutilized yet powerful features in Google Shopping feeds. Unlike standard attributes, custom labels give you the flexibility to categorize products according to your unique business needs.

How to use them effectively:

• Create seasonal custom labels (summer_bestsellers, holiday_gifts)

• Label products by profit margin (high_margin, medium_margin)

• Group by performance (top_performers, clearance_items)

By segmenting your products with custom labels, you can create more targeted campaigns and allocate your budget more effectively to the products that generate the highest returns.

Product Highlight Attributes

Google allows you to showcase special product features directly in your Shopping ads through product highlights. These appear as bullet points beneath your product description and can significantly increase user engagement.

Implement product highlights by adding the product_highlight attribute with compelling selling points like:

• "Free 2-day shipping"

• "Extended warranty included"

• "Limited edition design"

Rich Product Data: Additional Image Links

The additional_image_link attribute lets you include up to 10 supplementary product images. These don't always display directly in the Shopping ad but can appear when users click through to Google's product listing page.

For products like clothing or furniture, showing multiple angles, close-ups of materials, or lifestyle context can dramatically improve conversion rates once shoppers engage with your listing.

Enhanced Brand Content

The product_detail attribute allows you to include detailed specifications that might not fit in your description. This structured data helps Google better understand your product and can improve relevance in search results.

Similarly, the often overlooked pattern attribute can be crucial for apparel and home goods, helping your products appear in more specific searches.

Promotion IDs: The Direct CTR Booster

Perhaps the most powerful hidden attribute is the promotion_id field. By connecting your Google Merchant Promotions to your product feed through this attribute, your Shopping ads will display special offer tags that significantly increase CTR.

Research shows that Shopping ads with promotion tags can see CTR increases of 10-15% compared to standard listings.

Technical Optimization: Unit Pricing

For grocery, beauty, and household goods, the unit_pricing_measure and unit_pricing_base_measure attributes allow you to display unit prices (like cost per ounce). This transparency builds trust and helps your products stand out against competitors who don't provide this information.

Implementing Advanced Shipping Attributes

Beyond the basic shipping settings, advanced attributes like shipping_label and shipping_weight allow Google to calculate accurate shipping costs. When shoppers see precise delivery costs directly in your Shopping ads, it reduces cart abandonment and improves overall campaign performance.

The Power of Product Types vs. Google Categories

While most merchants focus on Google's product category taxonomy, the product_type attribute gives you greater control over how your products are organized. Use this field to create a detailed hierarchy that matches your website's organization, making it easier to structure campaigns logically.

Conclusion

The difference between average and exceptional Google Shopping performance often lies in these hidden attributes that many advertisers overlook. By fully utilizing these feed elements, you can create more relevant, appealing listings that not only increase your CTR but also improve your quality scores and reduce your cost per click.

The key is taking a holistic approach to feed optimization rather than focusing solely on the obvious attributes. Implement these hidden gems, test their impact, and watch your Shopping campaign performance transform. If you need help managing Google shopping ads feel free to Contact Us Now. About the Author

Adnan is a digital marketing specialist with expertise in e-commerce optimization. With a bachelor's degree in Business Psychology focused on online customer behavior and analysis, he brings a unique perspective to understanding shopping behaviors and conversion patterns.