Google has released a new article covering best practices for succeeding with Google Shopping during the holiday season. While the information is generally useful, a lot of what’s written isn’t as transparent as it appears. Many merchants will misinterpret it, misapply the advice, or miss the parts that actually move the needle.
In this article, I’ll go over Google’s suggestions one by one and add my own practical insights based on 15+ years of managing Google Merchant Center and Google Shopping for ecommerce merchants worldwide. I’ll also point out the nuances, limitations, and real-world results that Google doesn’t explain.
Because, as always:
- There’s the official recommendation… and then there’s what actually works in real accounts.
1. Data Feed Quality Is Still the Foundation
Google begins by recommending that merchants “optimize product confidence through data quality.” That part is correct. Your data feed determines your relevance, ranking, impressions, and, ultimately, your sales.
However, Google only focuses on a few areas:
- Titles
- Descriptions
- Price
- Availability
This is far too limited.
What you should actually improve
You need to optimise all relevant product attributes:
- Product type (critical for high-intent matching)
- Product highlights
- Product Details
- Subscription cost (new attribute)
- GTIN, MPN, brand
- Material, pattern, colour, age group
- And every other attribute that applies to your niche
Every attribute helps Google understand the product, and a greater understanding leads to better matching and more impressions.
Why supplemental feeds are essential
I rarely edit the primary feed. It often pulls directly from the source system (Shopify, WooCommerce, etc.) and can be restricted.
Instead, I use supplemental feeds to add more data and refine it.
This is where most merchants see the most significant improvement.
I also combine supplemental feeds with Performance Max traffic data, which I automatically pull into Google Sheets. This allows me to track how changes in my feed affect:
- Impressions
- Clicks
- Conversions
I already made a video about how I do this.
This method gives you an actual measurement instead of blind guesswork.
2. Improving Product Images – AI Can Help, But Be Careful
Google recommends updating images using Product Studio.
I tested this extensively; honestly, it’s not great.
Issues with Google Product Studio
- Loss of product details
- Incorrect object separation
- Removal of product edges on white-on-white items
- Limited creativity
For seasonal backgrounds, layouts, or cleaner product imagery, I’ve seen better results using Sora via ChatGPT, which lets you place your real product on a generative background.
BUT — two critical warnings:
1. Never compress your images
Do not use tools that reduce image quality or perform lossy compression.
This strips metadata.
Google requires you to declare if an image is AI-generated.
If metadata is missing, you risk disapproval.
Upload images as-is.
2. Sora recreates the product
Sora does not cut your product out.
It recreates it.
This means:
- Text gets distorted
- Logos become unreadable
- Fine details may change
- Not suitable for all products
Always test first.
Sometimes the results are excellent. Other times, you need 10+ attempts.
Seasonality
If your competitors are all using plain images, seasonal variants may help.
But keep in mind that during the holiday season, test results are skewed due to increased demand. So compare only against similar non-seasonal periods.
3. Resolve Disapprovals Before Anything Else
This part is simple.
If your products are disapproved, nothing else matters.
Ensure:
- Products tab has no red flags
- “Needs attention” tab is clear
- All urgent account-level issues are resolved
Prioritize this before optimising anything else.
4. Pricing, Promotions & Automatic Discounting
Google suggests using promotions and sale prices, which are entirely valid.
But they forgot to mention one of the most powerful features:
Automatic Discounts (Merchant Center Price Drop Automation)
Merchants can allow Google to automatically lower their product pricing up to a chosen limit (e.g., 5%).
Google dynamically adjusts your price based on competitor pricing.
But be extremely careful.
I’ve seen merchants discount themselves straight into unprofitability because they assumed volume would compensate. It rarely does.
Rule of thumb:
Only use automatic discounting if your margins can absorb it.
Sales vs Promotions
- Promotions work best during big events like Black Friday.
- Sale price works well for out-of-season clearance and general retail flow.
Always test.
5. Smart Use of Custom Labels
Google suggests grouping products, and I fully agree.
Useful label ideas:
- Top sellers
- New products
- High margin
- Low CTR
- Seasonal
- No conversions
- High return rate
PMax learning constraint
Google recommends grouping non-selling products, but if a campaign doesn’t achieve around 30 conversions/month, PMax’s learning suffers.
If you have too many low-volume products, consider making Add to Cart the primary conversion (without value).
This often boosts learning and improves real conversions.
It works exceptionally well in most accounts I manage, but not all, so always test.
6. Demand Gen, Discovery & “AI Campaigns”
Google heavily pushes Demand Gen, but real-world results are inconsistent.
Reality:
Some accounts see great ROAS.
Others see total waste.
There is no universal answer.
What you must do
Add all relevant micro-conversions:
- Add to cart
- Begin checkout
- View cart
- Payment info
- Any on-site engagement step
Then check the new PMax flow report to see exactly where users drop off.
This is one of the most valuable additions Google has released in years.
7. Local Inventory Ads
If you have a store, use them.
But be aware:
- Google’s in-store visit tracking can be wildly inaccurate
- Merchant-reported visits can be much lower than what Google credits
- In some cases, numbers are inflated 300, 400%
Always test before scaling.
8. Mobile Experience Still Matters (Yes, Even in 2025)
This has been the case for 20 years, but many small merchants still fail here.
- Mobile is usually the first touchpoint
- Desktop is often the conversion device
I still see merchants using outdated themes, broken menus, inadequate spacing, or cluttered layouts.
If your website feels outdated or slow on mobile, your ads will fail regardless of feed quality.
9. Video Content — The Hardest Part for Small Businesses
Google recommends integrating YouTube Shopping and adding product videos.
Sounds great, but reality is different:
AI-generated videos are still terrible.
If you don’t upload five real videos to PMax, Google will automatically generate low-quality videos.
These lower your brand quality and harm performance.
Solution:
If you can’t make proper product videos, create a general brand video explaining:
- Who you are
- What you sell
- Why customers trust you
Add a few product clips or images.
This is enough to avoid Google’s auto-generated videos.
10. Scaling & Budget Adjustments
Google recommends budget adjustments of 20–30%.
In real accounts:
- Increasing more than 30% usually works fine
- Rarely causes major learning disruption
- But, again, always test per account
Each business behaves differently.
There is no universal rule.
Final Thoughts — The Basics Still Win
Despite all the AI, automation, and new features, success still depends on:
1. A high-quality data feed
2. A website that converts well
Everything else is secondary.
If your feed is poor, you won’t rank.
If your website is poor, you won’t convert.
Most merchants overlook the second part because they’re too used to their own website. They stop noticing flaws. They overlook errors. They don’t realize when a layout breaks after a theme update.
This is why third-party audits are so important, including for merchants who think their website is perfect.
The Holiday Season Is a Great Opportunity — If You Prepare Properly
With Black Friday, Christmas, and New Year coming, you’ll see increased traffic and increased competition.
Improve your feed.
Fix your website.
Test campaigns properly.
Avoid assumptions.
And most importantly, stay patient, improvements take time, but the effects last long-term.
If you have any questions, feel free to reach out or leave a comment.
Good luck, and wishing you a strong holiday season.