Titles carry the most weight
The product title is the single most influential field in the feed, because it is the primary text Google matches queries against. A title like "Leather Wallet, Brown" competes for almost nothing. A title like "Men's Slim Leather Wallet RFID Blocking, Full Grain Brown Leather" enters dozens of relevant queries, because it contains the words real buyers type.
Title optimization is not keyword stuffing; it is description. Material, audience, key feature, and color are things buyers search for, and a title that names them meets those searches. Most stores ship the default product name and leave that matching surface unused. On Shopify stores, the fix is practical, since titles can be rewritten at scale through the feed without touching the storefront product names.
The attributes beyond the title
The rest of the feed decides eligibility and performance alongside the title:
- Brand and GTIN, which let Google identify the exact product and match it to demand.
- Color, size, and material, which capture attribute-specific searches and filter placements.
- Correct categorization, which tells Google which market the product competes in.
- Accurate availability and pricing, which keep products from being suppressed.
- Quality images, which carry the click once the ad shows.
Incomplete attributes do not just lower performance; they remove products from auctions entirely, invisibly.
Why feed work compounds
Feed optimization is often the highest-return work in an e-commerce account because each improvement feeds the next. Better feed data improves query matching, so products show for more relevant searches. Relevant impressions improve click-through and conversion rates. And those engagement signals improve how often Google shows the products at all.
That loop is why the same campaigns over a clean feed outperform identical campaigns over a neglected one, sometimes dramatically. Great campaigns on a neglected feed are a race car on flat tires: the engineering is fine, and it loses anyway.