Hero Conf - UK April26- Don't Panic - The Hitchhikers Guide to Merchant Feeds

In this talk, Meriem will explore why merchant feeds fall into a grey area between SEO and PPC teams and why that lack of clarity is quietly holding back performance on both sides. She will walk through the key settings and optimisations that are often overlooked, who in your team is best placed to own each area, and how better collaboration between disciplines can transform your feed results.
You will leave with practical, actionable steps to improve your feed setup and finally get your SEO and PPC teams working together on it.

Transcript

1. Meriem Nacer 4M Digital Consulting Don't Panic: The Hitchhiker's Guide to Merchant Feeds @4M_Digital | https://speakerdeck.com/4m_digital
2. About Me 󰞵 PPC Specialist by Day 🎮 Gamer & 🧶 Crafter by Night 💼 PPC Journey Began: 2010 🌍 Global Experience: Worked with clients around the world 🎉 Passions: Geeking out over PPC, Shopping Feeds, Digital Trends & Gaming 🌟 Achievements: Shortlisted for Digital Marketer of the Year 2025 Runs a Free PPC community on Discord - 👾 Don’t Panic PPC
4. Don’t Panic… Titles & Descriptions Opportunities Images Categorisation
6. Who Owns What? SEO/Website PPC BOTH
7. Most people think Merchant Feeds are ‘mostly harmless’… until categorisation sends their products to the wrong corner of the universe.
8. Google Product Category Action Review your categorisation
9. Don’t Panic… Just Google It The product taxonomy is a downloadable excel sheet Action
10. Google Product Type Womens Clothing Midi Dress Dress with Pockets Season or Key USP Promo Or Event Action Test Test Test
11. Product Types - Breadcrumbs Can Help!
12. What Does The Taxonomy Say?
13. Product Type Will Help Baby Toys Plush Animals Sensory Plush Easter Bunny Promo Or Event
15. What Makes A Good Title? Product Type Colour Size Material Style Weight Dimensions Sustainability Print Designer Gender Brand
16. The Strong vs The Weak 75 - 100 character limit recommended Action
17. Descriptions Review missing information Action • Product descriptions should expand on the title with product details, benefits and USPs • Ensure it is natural, keyword-rich language without keyword stuffing • Highlight key product details: Material, Ingredients, Fit, Colour, Size, Key Features • Recommended length: 500 - 1,000 characters • Avoid vague descriptions or promotional phrases such as "Buy now!"
19. Test product variances - Lifestyle, Model, Close-up Action
20. Test screen & angle variances Action
21. Review the SERPs Action
23. Promotional Opportunities