Missing or incorrect key fields such as GTIN, categories and attributes
One of the most widespread errors is that many product feeders lack important attributes such as GTIN (Global Trade Item Number), precise categories or other details. This means that ads are not authorised or that they are given a low priority in Google auctions. GTIN and other product data help Google identify the product and match it for the correct search. Structured descriptions and correct categorisation increase visibility and relevance.
Recommendation: Perform a feed-audit to detect missing or inconsistent data. Take special care with GTIN, categories and product attributes. Also ensure that price and availability data are consistent between feed and landing side.
Bad product titles and descriptions
Many people use generic or poorly structured titles and descriptions. The result is low CTR, poor visibility and weaker returns. Product titles are essential for correct search intervention. They should contain labels, product names and important attributes such as colour or size, preferably early in the title. The descriptions should be clear, convincing and optimised with natural keywords at the beginning.
Recommendation: Use a structure such as “Mark + Product name + Important attributes”. Test different versions of titles and descriptions to determine what gives the highest CTR and most conversions.
Insufficient image usage and a little inspiring visual presentation
Too many people are careful with default images on a white background. It may seem neutral, but it does little to engage the buyers. Tests show that the use of environmental images, i.e. product images in realistic environments or use situations, can be strongly influenced by results. In fact, experiments show that environmental images can significantly increase both displays, clicks and CTR compared to sterile studios.
By correcting these three errors, you build a feed that not only works but gives you a clear competitive advantage in 2025 and beyond.