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Free Cheat Sheet

The Product Feed & Custom Label Cheat Sheet

Your feed is where Shopping ROAS is won or lost — and Google won't structure it for you. Here's how to write titles that get approved and convert, and how to use custom labels to bid where the money actually is.

1

Product Titles That Convert

Your title is the single biggest lever in a Shopping feed. Google reads it to decide which searches you show for, and shoppers read it to decide whether to click. Write for both — front-load what matters, no keyword stuffing.

The title formula
Brand+ Product Type+ Key Attribute+ Model / Variant+ Size / Colour

Example: Weber Spirit II E-310 3-Burner Propane Gas Grill — Black

Do this
Saatva Classic Mattress — Queen, Luxury Firm Solo Stove Bonfire 2.0 Fire Pit — Stainless Steel
Not this
BEST Mattress Sale!! Free Shipping Cheap Bed Fire Pit Outdoor Backyard Patio Heater Deal 2026
  • Put the most important words in the first 40 characters — that's what shows on mobile
  • Match the language a buyer would actually search
  • No ALL CAPS, no "sale", "cheap", "best", "free shipping", or emojis — these hurt approval and trust
  • Include attributes that matter for your category (size, material, compatibility, capacity)
2

Custom Labels — Where The ROAS Lives

Custom labels don't show to shoppers. They exist so you can group products in the feed and bid on them differently. This is the single most underused feature in Shopping — and the difference between averaging your ROAS and actually controlling it. You get 5 label slots (custom_label_0 to _4).

LabelGroup byWhy it matters
label_0AOV / price tier
High / Mid / Low		Separate high-ticket winners from cheap accessories so you can bid hard on the products that carry margin.
label_1Margin band
High / Med / Low		Two products at the same price can have wildly different margins. Bid on profit, not revenue.
label_2Best-sellers
Hero / Standard		Give your proven sellers their own budget and bidding instead of drowning them in the catalogue.
label_3BrandBid differently by brand — some convert far better or carry better terms than others.
label_4Season / clearance / stockPush seasonal or overstock items harder; pull back on low-stock so you don't waste spend.
The play: once products are labelled, split them into their own campaigns or asset groups and bid each on purpose. Your $2,000 hero product should never share a bid with a $30 accessory. Google won't do this for you — but this is where the ROAS lives.
3

Feed Hygiene Checklist

The unglamorous stuff that silently gets products disapproved even when your titles and labels are perfect.

  • GTINs included wherever they exist — improves matching and eligibility
  • google_product_category set correctly — wrong category triggers false disapprovals
  • Availability in the feed matches the live site (no "in stock" on sold-out items)
  • Price in the feed matches the landing page exactly — mismatches cause disapprovals
  • High-quality main image on a plain background, no promotional text or watermarks
  • Unique descriptions — don't paste the manufacturer's copy across every product
  • product_type filled with your own taxonomy — another free way to segment and structure
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Titles, custom-label segmentation, and the campaign structure to bid each group on purpose. Book a free audit and we'll look at your feed.

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