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Ask Me Anything Q&A Google Shopping AMA

Topic summary

Fashion retailer with ~1,000 SKUs and fast‑rotating collections asks how to: automate Google custom attributes at upload, set a year‑round custom‑label strategy, handle missing GTINs (only internal SKUs), pick a Shopify feed approach (native vs third‑party vs custom), and explain why Google Shopping underperforms vs Meta despite ROAS 10 in the last 30 days. (GTIN=barcode, MPN=manufacturer part number, ROAS=return on ad spend, PMax=Performance Max.)

Key guidance provided:

  • Custom labels: define what you need first, then use rules in a Shopify feed app (e.g., Multiple Google Shopping Feeds/multifeeds) to auto‑assign by collection (if collection contains “winter” → winter; else summer; else other). Multi‑feeds recommended for flexibility.
  • Campaign setup for low ROAS: test PMax with no ad assets to focus on Shopping/Display only, or build an advanced Standard Shopping campaign targeting specific keywords. Tutorial videos linked.
  • Missing GTINs: if products lack barcodes, set identifier_exists = no and do not submit brand or MPN; full explainer video linked.

Notes: Several YouTube videos are central to the suggested setups. Outcome: actionable recommendations shared; no confirmation of implementation yet, discussion remains open.

Summarized with AI on November 25. AI used: gpt-5.
1

My business is in fashion, sourcing products from many Italian manufacturers. I have around 1,000 products and collections change frequently. Because of this high rotation, it’s difficult to bulk-complete Google custom attributes. Is there a way to complete these fields when new products are uploaded?

What is the best strategy for defining Google custom attributes**., in a way that works year-round across all seasonal collections?**

Many of my products don’t have barcodes (GTINs) because I work with multiple independent manufacturers and only have internal SKUs. Google shows errors because of missing GTINs. What is the best way to configure identifiers in this situation? Should I use identifier_exists = no + MPN, or do you recommend another setup?

In Romania, most agencies recommend using third-party feed apps (DataFeedWatch, Simprosys, etc.). Do you recommend using an app, Google’s native Shopify integration, or a custom feed solution for stores with fast-changing inventory like mine?

My Google Ads don’t convert well, while on Meta I have a ROAS of 10 over the last 30 days. What could be causing Google Shopping to underperform compared to Meta in the early stages of a fashion brand?

2

Hello AllAbove, thank you for asking your question.

Sure there are mechanism, tools or rules you can create for custom attributes. However it depends what you want to add. So first you want to think about, what do you want to add in the custom label?

Then ask yourself, can I write rules to add this values? How am I going to setup the rule. For example you can’t create rules, if you don’t know what you want to add.

If for example you say you want to add seasonal custom labels, then if you are adding products based on collections, then you can use multifeeds as your data feed app.

The setup a rule such as if collection contains winter, set to winter else other.

Or multi rule such as if collection contains winter, then winter, else then summer then summer else other

Have a look at https://apps.shopify.com/multiple-google-shopping-feeds

In cases you don’t have barcodes, then set identifier exists to no and do not submit brand, mpn, here is a full explainer: https://www.youtube.com/watch?v=DXfY-cVnTv4

Yes, I recommend using an app, so that you can setup custom rules, to create custom data. I use multifeeds (link above) for my clients.

If your ROAS is low, consider either setting up performance max with no ad assets, so you only target shopping and display, explained here: https://www.youtube.com/watch?v=z6VhX7MqIgY

Or setup an advanced standard shopping campaign so you can target specific keywords, explained here: https://www.youtube.com/watch?v=CiRIDzRrHno