Hi there, Alex here 👋

In this week's issue, we'll be talking about Google Shopping feed attributes that are less talked about.

By now, we all know there are some feed attributes you must absolutely nail to improve your performance. These are the critical attributes that can make or break your feed (by order of importance).

• Title

• Description

• Price

• GTIN

• Images

• Google Product Category

But today, I want to talk about some other attributes that people often miss. Maybe because they think the attributes listed above are all you need.

Or maybe because most aren't aware there are other attributes you can add that help boost your Google Shopping performance.

So let's take a look at some of these "hidden" attributes.

1. Short Title

Most people aren't aware there are variants of the product title.

One of them is the short_title — there are others, like the structured_title, but we'll talk about the former here.

The short title "is a concise, optional attribute used for smaller or less screen-friendly ad placements to provide a shorter version of a product's longer (...). It helps ensure that key information, like the product name, is visible on smaller ad inventories such as in display and video ads."

This is particularly important if you're running Performance Max or Demand Gen campaigns. You see, in some placements, the product title can get truncated (shortened). The short_title attribute allows you to tell Google which title to show in those cases, which can help improve performance by prioritizing your most important keywords.

2. Additional Image Link

Images play a huge role in Google Shopping.

Have you ever looked at a sponsored section in your SERP and noticed all the products look the same, and nothing really stands out?

Sometimes, a small image change — a different angle, a different background, and other changes — can cause a significant increase in clickthrough rates and capture your customer's attention over your competitors' products.

By adding the additional_image_link, you can add more images for Google to choose from. Just be sure to be selective about the images you add, don't just add random images.

Add good product shots, with different angles, packaging, backgrounds, and focus on adding quality and information — not just random images.

3. Product Type

This is one my favorite "hidden" attributes to optimize — and one that's frequently underrated on most product feeds I audit.

Here's a quote straight from Google: "When you submit a product type, we can better understand what you're selling, and when we understand what you're selling, we can help connect users with your products."

What do you think will help Google better understand your product?

• Product Type (Not Optimized): Supplements

• Product Type (Optimized): Health & Supplements > Probiotics > Women's Probiotics

When Google has more context on what you're selling, you'll be closer to showing ads to people who're looking for your products, which ultimately means... more sales.

4. Product Detail

While technically this attribute is only visible on free listings, this serves the same purpose as the product_type attribute.

Now, this is one of the few attributes I rarely see in product feeds. Almost everyone misses it.

The product detail is a structured attribute where you can provide extra product specs as name/value pairs. Think of it as a way to enrich your product feed with bullet-point style specs that don’t neatly fit into other attributes.

Here's an example of what that would look like.

• Section Name: Supplement Details

• Name: Strains

• Value: 60

You can add multiple sections such as the usage (how many servings), supplement facts (strains, potency, etc.), and different certifications (gluten-free, vegan, etc.).

Note that it is recommended to add values only if they have not been added as attributes using other structured attributes.

5. Product Highlight

Product highlights are marketing bullets that Google can show in Shopping ads & free listings.

I haven't personally seen product highlights displayed on paid ads, even though Google's documentation is unclear about whether they do or not.

However, I firmly believe that the more details you add to your feed, the more details Google's machine learning has to work with — and you know what that means.

Here are a few things to know:

• Add short bullet-point style selling points.

• Max 150 characters per highlight (keep it tight).

• You can provide up to 10 highlights, but 3–5 strong ones usually work best.

• These can appear as call-outs in Shopping ads (similar to “bullet points” on Amazon).

And here's an example of what that would look like.

• Supports Digestive & Immune Health

• Formulated by Leading Digestive Care Experts

• Clinically Studied Strains

6. Bonus: Unit Pricing Measure

In fact, there are a few pricing attributes like unit_pricing_measure or unit_pricing_base_measure.

These attributes are only relevant in a few different verticals but can display your prices in a more competitive way.

For example, if you were selling a 150 ml bottle of perfume, you could show customers how much your perfume costs per 100 ml, making your product seem more price competitive compared to other products.

These small details can make a world of difference in your performance.

Wrapping It Up...

Your Google Shopping results will only be as good as your feed.

And if you're not fully optimizing every single attribute you possibly can, you may be leaving some valuable opportunities on the table.

Here are the 5 "hidden" attributes (plus a bonus) you shouldn't disregard.

• Short Title

• Additional Image Link

• Product Type

• Product Detail

• Product Highlight

• Bonus: Unit Pricing Measure

Your Turn

What other attributes do you think are relevant to add to your product feed? Is there anything you think we've missed?

When You’re Ready

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• Google Ads Audit Checklist → Download your free checklist, pinned on my X bio.

• Follow me on X → I share daily insights on scaling with Google Ads: @almeidalexandr