Learn This Trick to Improve ROAS by at Least 50%! Clever Use of GMC Feed Rules!

GMC Feed Rule Optimization

Here it comes! Everyone.

Lvsao's first official account article, because my GMC account was optimizing product feeds for Germany, France, and other markets, I can record some optimization processes.

This article is about using Google Merchant Center's (GMC) Feed Rule tool to generate custom labels, helping you easily manage your GMC product listings and optimize Google Ads bidding strategies.

What is Feed Rule

You can think of Feed Rule as an automated feed tool—every product you list has many attributes assigned by GMC, such as Item_id, Price, Custom_label_4, etc. Using feed rules, you can batch and automatically modify any attribute.

For example:

Your products have different categories like T-shirts, sweaters, pants, shoes, etc. You want to categorize T-shirts and sweaters as "upper body clothing" for unified optimization or Google Ads bidding optimization.
Or, your products are priced at €10, €50, €100—when running Google Ads with manual CPC bidding, you can't use the same bid for all products, right? €10 product with €10 bid, €100 product also with €10 bid?

You'd want to bid only €1 for the €10 product, whatever happens, and €20 for the €100 product—one conversion and it's big profit.

At this point, you can't categorize solely by product category; you need to categorize by price.

How to achieve this?

Feed Rule in GMC is a good choice. And once set up, it's a one-time effort—future products you list will automatically generate corresponding tags or change related attributes.

How to Set Up Feed Rule

Step 1: In GMC, click Feed, then select Feed Rules

Feed Rules Entry

Step 2: Create a new Feed Rule

Create Feed Rule

Step 3: Set rule conditions and actions

For example, set price tier rules:

If price < €20, Custom Label 0 = "Low Price"
If price €20-50, Custom Label 0 = "Medium Price"
If price > €50, Custom Label 0 = "High Price"

Set Rules

Step 4: Save and apply rules

How to Apply Feed Rules

There are many application scenarios. This article continues with the scenario mentioned above—using price tags for different manual CPC bidding strategy optimization.

(Please note: this method only applies to manual bidding strategies)

Step 1: Open your Shopping Ads Product Ads and click "+"

(My screenshot shows three groups already created, so they appear. For first-time setup, this content won't be there—you can click + at all products.)

Add Product Group

Step 2: Find your Custom Label

(Please note: after GMC setup, Google Ads may need 1-2 hours to sync and can't be captured immediately, so you can wait a bit)

Select Custom Label

Step 3: Can save directly and modify bidding strategy later

Save Product Group

Finally complete, and can modify corresponding bids here

Modify Bids

By setting Custom Labels through Feed Rules, you can achieve automatic product categorization, allowing you to set different bidding strategies for different product categories in Google Ads, effectively improving ROAS.