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    European Search Awards 2026 · Best Small PPC Agency

    Service · Product data

    The feed decides what Google shows. The data decides what it is worth showing.

    Feed optimisation tells Google what the product is. Commercial enrichment tells the advertising system what the product is worth.

    Almost every ecommerce account has had the first layer done at least once. Very few have the second. That is why catalogues with clean, compliant, well-titled feeds still spend their budget on the wrong products.

    01 / Layer one

    Product understanding

    Everything that decides which queries a product is eligible for, and whether Merchant Center will keep serving it.

    • 01Title structure built from how the category is actually searched, not the CMS name
    • 02GTIN, MPN and brand completeness, with repair where the source data is wrong
    • 03Google product category and product type taxonomy mapped deliberately
    • 04Attribute coverage: colour, size, material, age group, gender, condition
    • 05Image selection, cropping compliance and lifestyle versus cutout testing
    • 06Variant handling, item groups and canonical parent logic
    • 07Promotions, sale price validity and price accuracy against the site
    • 08Merchant Center diagnostics, disapprovals and policy risk cleared at source

    02 / Layer two

    Commercial enrichment

    Everything that decides how hard the advertising system should work for that product today.

    • 01Contribution margin per SKU after COGS, fulfilment and payment fees
    • 02Live stock cover in days, not a binary in-stock flag
    • 03Sell-through velocity and ageing bands for cash recovery
    • 04Return rate by SKU, netted off the value sent to the bidder
    • 05Product lifecycle stage: launch, core, decline, end-of-life
    • 06New-customer share and repeat behaviour attached to the product
    • 07The BOI® job: Scale, Profit, Protect, Recovery or Gateway
    • 08Custom labels that carry all of the above into campaign structure

    03 / Failure modes

    Where feed work usually stops

    The feed is treated as an IT job

    Exported once, validated against Merchant Center rules, never revisited. Compliant and commercially silent.

    Custom labels describe categories

    label_0 = 'Footwear' tells the bidder nothing it cannot already infer. Labels should carry commercial state, not taxonomy.

    Stock is binary

    A SKU with six days of cover and one with nine months are both 'in stock'. One should be eased off, the other pushed hard.

    Returns are invisible

    A 34% return rate on apparel makes reported revenue fiction. If returns never reach the feed, they never reach the bid.

    04 / Merchant Center

    Compliance is the floor, not the outcome

    Clearing disapprovals restores eligibility. It does not make the catalogue commercially legible.

    Diagnose

    Full account, feed and item-level diagnostic: disapprovals, warnings, price and availability mismatches, missing identifiers, taxonomy gaps.

    Repair at source

    Fix in the platform or ERP where possible so the problem does not return next export. Supplemental feeds where it cannot.

    Enrich and label

    Join margin, stock, velocity, returns and BOI® job onto every item, then expose them as custom labels the campaigns consume.

    How we decide

    BOI®

    BOI® (Bid On Intent) gives every SKU one commercial job at a time. Bidding follows that job rather than a blended target that quietly averages winners and leakers.

    • Scale
    • Profit
    • Protect
    • Recovery
    • Gateway

    Verified Case Study

    UKSoccerShop

    £520k+ cash recovered from enriched product data

    Stock cover, ageing bands and margin joined onto every item in the feed, exposed as custom labels, then bid against a cash-recovery objective on 2,000+ stagnant SKUs.

    £520k+

    Cash recovered

    35%

    Aged stock cleared

    2,000+

    SKUs re-labelled

    Product feed questions

    Feed optimisation tells Google what the product is: the title, identifiers, category, attributes and images that decide which queries the product is eligible for. Commercial enrichment tells the advertising system what the product is worth: margin, stock cover, velocity, returns, lifecycle and the commercial job it currently holds. Most agencies do the first. The second is what changes profit.

    Yes. Merchant Center health, disapprovals, policy risk, price and availability mismatches, promotions and supplemental feeds are all part of this service. We fix causes in the source data where we can, and use supplemental feeds where the platform or ERP cannot be changed quickly.

    Both work. We build on Shopify, Magento, BigCommerce, WooCommerce and custom stacks, with or without a feed management tool. Where a tool exists we use it properly; where it does not, supplemental feeds and scheduled data joins carry the commercial fields.

    The understanding layer is largely structural and changes when the catalogue or taxonomy does. The commercial layer is live: margin, stock cover and BOI® jobs are reviewed weekly, and faster during peak trading or a stock event. A feed that only updates price and availability is not carrying commercial intent.

    Product data work is available as a standalone engagement, but it delivers most when the campaign structure consumes the labels it produces. If another agency runs the account, we will hand over the specification and the labels, and say plainly what needs to change campaign-side for them to matter.

    Your feed is probably compliant. The question is whether it knows which products deserve the money.

    Book a commercial review

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