GLOSSARY
Search Marketing FAQ
Concise answers to the most common questions relevant to SEO, GEO, CRO, and PPC. Filter by discipline, platform, and topic. Cortex references its corpus of platform-published best practices to draft each answer, with citations linking back to the source documents.
Showing 961-984 of 1947 questions
How many ad variations should I test at once?PPCGoogle AdsGoogleAd Creative+
At least 2 RSAs per ad group, each with the full 15 headlines and 4 descriptions. Multiple RSAs in one ad group serve as a meta-test - Google rotates between them and you see which RSA wins. Within a single RSA, the AI tests asset combinations automatically. Refresh 1-2 RSAs per ad group monthly.
in Ad Creative & Campaign Types
What is the best way to write Google Ads copy that converts?PPCGoogle AdsGoogleAd CreativeLanding PagesQuality Score+
Lead with the user's intent (mirror their query). Include the keyword in at least one headline for Quality Score. State a concrete benefit or unique value prop. Add a CTA verb. Address an objection (price, trust, fit). Match the landing-page promise exactly. Test angles around urgency, social proof, feature, and benefit; the winner varies by industry and intent.
in Ad Creative & Campaign Types
How often should I refresh ad copy?PPCGoogle AdsAd Creative+
Refresh every 90 days minimum. Top-of-funnel queries benefit from quarterly creative rotation to prevent ad fatigue. Seasonal campaigns refresh per season. Monitor CTR trends - declining CTR over 4-6 weeks signals ad fatigue and a need for new variations. Retain top-performing assets across refreshes; rotate underperformers.
in Ad Creative & Campaign Types
Should I use keywords in headlines and descriptions?PPCGoogle AdsAd CreativeQuality Score+
Yes for headlines - keyword inclusion improves Quality Score and Ad Strength. Use the keyword in 1-2 headlines, not all 15 (looks spammy and limits asset variety). In descriptions, keyword inclusion is optional - prioritize value props and CTAs. Dynamic Keyword Insertion can auto-insert the matched keyword, but use sparingly to avoid awkward copy.
in Ad Creative & Campaign Types
What is the difference between pinned and unpinned headlines in RSAs?PPCGoogle AdsGoogleAd Creative+
Unpinned headlines rotate freely in any position - Google picks the best combination per auction. Pinned headlines lock to a specific position (1, 2, or 3) so they always appear there. Pin sparingly: pinning constrains Google's testing and usually reduces performance 5-15%. Pin only when legal copy or brand mandates require a specific message to appear.
in Ad Creative & Campaign Types
How do I know if my ad copy is performing well?PPCGoogle AdsAd Creative+
Three indicators: CTR above your campaign average (1.5-3% on branded queries, 3-5% on non-brand), conversion rate above account average, and Ad Strength rating of Good or Excellent. Compare RSAs against each other in the same ad group. Use the Asset Report to identify which headlines and descriptions earn the highest impressions and conversions.
in Ad Creative & Campaign Types
What are the best practices for creating effective Google Ads creatives?PPCGoogle AdsGoogleAd Creative+
Five rules: fill all 15 headlines and 4 descriptions in each RSA; include the keyword in 1-2 headlines; vary angles across headlines (benefit, urgency, feature, social proof); add full asset set (sitelinks, callouts, images); refresh quarterly. Avoid pinning except for legal copy. Test new RSAs against existing winners to find lifts.
in Ad Creative & Campaign Types
How do I set up Google Merchant Center for Google Shopping?PPCGoogle AdsGoogleAnalytics & TrackingAd Creative+
Create a Merchant Center account at merchants.google.com. Verify and claim your website (DNS TXT, file upload, or Search Console linkage). Set up shipping rates and return policies. Submit your product feed (XML, TSV, Google Sheets, or API). Wait 1-7 days for product review. Link Google Ads in the Linked Accounts settings. Launch Shopping or Performance Max campaigns.
in Google Shopping & Merchant Center
What is a product feed in Google Merchant Center?PPCGoogle AdsGoogle+
A product feed is a structured file (XML, TSV, Google Sheets, or API push) listing every product you want to sell on Google with required attributes: ID, title, description, link, image, price, availability, brand, GTIN/MPN, category. Google uses the feed to match products to queries and serve Shopping ads. Feed quality drives Shopping performance.
in Google Shopping & Merchant Center
How do I create and submit a product feed?PPCGoogle AdsGoogle+
Three common paths. Manual: build a Google Sheets template with required columns. Platform-native: most platforms (Shopify, WooCommerce, BigCommerce) have feed apps that auto-generate and push the feed. Custom XML: dev-built feed at a URL Merchant Center fetches daily. Submit via Merchant Center > Products > Feeds > New feed. Allow up to 72 hours for first review.
in Google Shopping & Merchant Center
What feed formats does Merchant Center support?PPCGoogle AdsGoogle+
Four formats. Google Sheets (simplest for small catalogs <1,000 SKUs). Tab-separated TSV upload (good for medium catalogs). XML at a hosted URL (most common for platform integrations). Content API (real-time push, used by enterprise and high-velocity catalogs). Choose based on catalog size, update frequency, and tooling availability.
in Google Shopping & Merchant Center
How often should I update my product feed?PPCGoogle AdsGoogle+
At least daily for pricing and availability accuracy - mismatches cause product disapprovals. High-velocity catalogs (flash sales, frequent inventory swings) update hourly via Content API. Static catalogs can update weekly. Stale feeds risk Merchant Center policy violations: 'inaccurate pricing' and 'inaccurate availability' can disable individual products or the entire account.
in Google Shopping & Merchant Center
What are the required product feed attributes?PPCGoogle AdsGoogle+
Eleven required: ID, title, description, link, image_link, availability, price, brand, condition, GTIN or MPN, Google product category. Plus shipping (set globally or per-product). Apparel adds size, color, gender, age_group. Missing required attributes block products from serving. Merchant Center's Diagnostics report flags incomplete products with specific missing-field errors.
in Google Shopping & Merchant Center
Which optional feed attributes improve performance most?PPCGoogle AdsGoogleBid Strategies+
Five high-impact optional attributes. Custom labels (segment products in Shopping campaigns by margin, season, brand). Additional image links (3-10 product photos). Product highlights (4-100 char bullets). Sale price + sale price effective date (for promotions). Item group ID (groups variants). Adding these raises eligible inventory by 15-30% and improves Smart Bidding precision.
in Google Shopping & Merchant Center
How do I fix feed errors and warnings in Merchant Center?PPCGoogle AdsGoogle+
Open Diagnostics in Merchant Center. Group by error type: prioritize policy violations (block products), then errors (block products), then warnings (do not block but degrade performance). Common fixes: update image URLs, correct GTINs, fill missing brand attribute, fix price-formatting issues. Re-fetch the feed after fixes; errors resolve within 24 hours.
in Google Shopping & Merchant Center
Why were my products disapproved in Merchant Center?PPCGoogle AdsGoogleLink BuildingLanding Pages+
Most common reasons: prohibited content (counterfeit, recalled), inaccurate pricing or availability (feed mismatch with landing page), missing required attribute, image issues (logo overlay, watermark, low resolution), or landing-page violations (broken link, 404, mobile-unfriendly). Open the disapproved product in Diagnostics for the specific reason and remediation steps.
in Google Shopping & Merchant Center
How do I improve product feed quality?PPCGoogle AdsGoogleQuality Score+
Fill every required and recommended attribute. Use descriptive titles (Brand + Product Type + Attributes). Include GTINs (improves match rate to Google's product graph 30-50%). Use high-resolution main images on white backgrounds. Update prices and availability daily. Add custom labels for campaign segmentation. Monitor feed quality score in Merchant Center Insights weekly.
in Google Shopping & Merchant Center
How should I write product descriptions for Shopping ads?PPCGoogle AdsGoogle+
Include the product's key features in the first 160 characters (Shopping ads truncate previews). Use natural language, not keyword-stuffed lists. Mention size, color, material, compatibility, use case. Echo the title's terms with variation. Avoid HTML tags, sales language ('best ever'), and pricing in the description. Aim for 500-1,000 characters total.
in Google Shopping & Merchant Center
Which product attributes are most important for Google Shopping?PPCGoogle AdsGoogle+
Title is highest leverage - it accounts for the majority of query matching. Brand and GTIN drive product graph matching. Image quality determines whether shoppers click. Price competitiveness drives bidding behavior. Google product category and product type help Google route impressions to the right intent. Custom labels enable campaign segmentation.
in Google Shopping & Merchant Center
Do I need GTINs, MPNs, or brand values for my products?PPCGoogle AdsGoogle+
Yes for most products. GTINs (UPC/EAN/ISBN) are required for products that have them - branded retail items. If you sell unique custom or handmade items without GTINs, set identifier_exists=no. Brand is required for nearly all products. MPN (manufacturer part number) is required when GTIN is absent. Missing GTINs reduce impression share 20-40%.
in Google Shopping & Merchant Center
How do I choose the right Google product category?PPCGoogle AdsGoogle+
Use Google's official product taxonomy (taxonomy.google.com) and pick the most specific category that fits. 'Apparel & Accessories > Clothing > Tops > T-Shirts > Graphic T-Shirts' beats just 'T-Shirts.' Specificity helps Google route impressions to the right query intent. Wrong or generic categories cut impression share and harm conversion rate.
in Google Shopping & Merchant Center
How do product images affect Shopping performance?PPCGoogle AdsGoogle+
Image is the single largest CTR driver in Shopping. Use 1,000x1,000 minimum, white background for main image, no text or logo overlays (against policy), product fills 75-90% of frame, multiple angles in additional_image_link. Original product photography outperforms manufacturer-supplied images. Test image angles quarterly; small image swaps can shift CTR 20-50%.
in Google Shopping & Merchant Center
What are common Merchant Center mistakes to avoid?PPCGoogle AdsGoogleLanding Pages+
Six recur: feed pricing not matching landing-page pricing (auto-disapproval); missing GTINs on branded products; using promotional language in titles (against policy); inaccurate availability; thin product descriptions; missing shipping configuration; and ignoring the Diagnostics report for warnings. Each can degrade impression share 20-50%.
in Google Shopping & Merchant Center
What is the difference between Standard Shopping and Performance Max?PPCGoogle AdsGoogleAd Creative+
Standard Shopping shows only Shopping ads, with manual control over product groups, bidding, and search-term-level negatives. Performance Max includes Shopping plus Search text, Display, YouTube, Discover, Gmail, and Maps in one campaign with full AI automation. Standard Shopping offers more control; Performance Max offers wider reach with less granular control.
in Google Shopping & Merchant Center