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Grow · Product feeds
Product feeds and catalogues that work for your campaigns
In Shopping, Performance Max and Meta catalogue ads, the feed is the raw material. I fix errors, improve attributes and add the business information campaigns need to invest in the right products.
In short
I manage the product feeds that connect a WooCommerce store to Google Merchant Center and the Meta catalogue. I fix disapprovals and warnings, optimise titles, categories and attributes, and create custom labels by margin, seasonality or performance so campaigns can be segmented. It is for stores with disapproved products, large catalogues or Shopping campaigns that can't tell profitable products apart.
What typically goes wrong in a product feed
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Disapproved or limited products
Missing GTINs, prices or availability that don't match the site, images with promotional overlays. Every disapproval is a product that stops appearing in ads.
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Thin titles and attributes
Titles copied straight from WooCommerce with no brand, size, colour or material. Google and Meta have little to go on when matching products to searches and interests.
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No business information
The feed says nothing about which products carry more margin, which are in season or which barely sell. Without custom labels, campaigns treat the whole catalogue the same way.
How I work on feeds
I start with diagnostics in Merchant Center and Commerce Manager and with how the feed is generated in WooCommerce. First I fix whatever stops products from showing, then I improve data quality, and finally I add the labels that let campaigns be segmented by profitability.
- Fixing disapprovals and warnings in Google Merchant Center and the Meta catalogue.
- Feed rules for titles, Google product categories and attributes such as brand, GTIN, colour and size.
- Custom labels (custom_label_0 to custom_label_4) by margin, seasonality, price band or performance.
- Consistency checks between feed, site and structured data to prevent new disapprovals.
What you get
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Feed diagnostic
A list of disapprovals, warnings and missing attributes in Merchant Center and the Meta catalogue, ranked by impact.
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Feed plugin set-up or review
Configuration of the plugin that generates the feed in WooCommerce, with fields and variations mapped correctly.
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Optimisation rules
Rules for titles, descriptions and categories applied in the plugin or Merchant Center, documented for your team.
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Custom label scheme
A definition of labels by margin, season or performance, and how they feed into the campaign structure.
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Supplemental feeds
Extra feeds in Google Sheets to fix or enrich attributes without editing every product in WooCommerce.
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Monitoring routine
Periodic diagnostic checks and alerts that catch new disapprovals before they hurt campaigns.
How it works
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Diagnose
I review Merchant Center, the Meta catalogue and how WooCommerce generates the feed.
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Priority fixes
I resolve disapprovals and any issues that remove products from ads first.
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Optimise and label
I improve titles and attributes and set up custom labels, aligned with the campaign structure.
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Monitor
I keep an eye on feed diagnostics and adjust rules when new products arrive or the catalogue changes.
Tools I use
- Google Merchant Center
- Meta Commerce Manager
- Product Feed PRO for WooCommerce
- Google Sheets
- Google Ads
Which plugin should I use to generate my WooCommerce feed?
It depends on catalogue size, variations and which channels you want to send the feed to. I look at what you already have installed and only recommend switching if the current plugin can't map attributes or variations properly.
What are custom labels for?
They are feed fields you can fill with your own information, such as margin tier, season or performance level. In Shopping and Performance Max campaigns they let you separate products and give them different budgets and targets.
My products don't have GTINs. Is that a problem?
For branded products sold by several retailers, a GTIN helps Google identify the item, and leaving it out can limit visibility. For your own or handmade products you can state that no identifier exists, as long as that is genuinely the case.
Can one feed serve both Google and Meta?
The base can be shared, but each platform has its own requirements and attributes. I usually set up separate feeds or rules so both catalogues stay accurate and in line with the site.
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Got disapproved products in Merchant Center?
Book a discovery call. We will look at the state of your feed and I will point out the fixes that would bring the most products back into your ads.