skill-151-product-feed-seasonal-keyword-optimization

Skill 151: Product Feed Seasonal Keyword Optimization

Purpose

Identify opportunities to add seasonal keywords to product titles for Shopping and Performance Max campaigns. Product titles are the primary relevance factor in Shopping ads - incorporating seasonal search terms (e.g., "christmas gift," "black friday deal") improves visibility during high-demand windows.

Data Requirements

Data Source: Standard (analysis) + Merchant Center (implementation)

Standard Data:

• data/account/campaigns/*/campaign.md - Identify Shopping/PMax campaigns
• data/performance/campaigns/*/ad_groups/*/search_terms_metrics_30_days.md - Seasonal query patterns

Reference GAQL (Shopping Search Terms):

SELECT
  campaign.name,
  campaign.status,
  segments.product_title,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions
FROM shopping_performance_view
WHERE campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 100

Use /google-ads:get-custom to identify seasonal search patterns in Shopping campaigns.

Note: Actual feed changes must be made in Google Merchant Center, not Google Ads.

Analysis Steps

1. Identify Shopping/PMax campaigns: Check campaign types in standard data
2. Map seasonal opportunities: List upcoming events and relevant seasonal modifiers
3. Analyze search queries: Review search terms for seasonal patterns driving traffic
4. Identify title gaps: Find products without seasonal keywords that match seasonal queries
5. Plan implementation timeline: Schedule title updates 2-3 weeks before peak

Thresholds

Condition	Severity
Major event within 3 weeks, no seasonal title optimization planned	Critical
High-volume seasonal queries not reflected in product titles	Warning
Products in gift-relevant categories without "gift" modifiers during Q4	Warning
Prior seasonal titles not reverted post-event	Warning
Product categories with low seasonal relevance being modified	Info