# Google Shopping Optimization — Quality Checklist

Use this checklist before delivering a Google Shopping optimization plan. Every item should be confirmed or explicitly noted as not applicable.

## Feed Health Audit

- [ ] Full product feed exported and every product reviewed against required attribute specifications
- [ ] All disapproved products identified with specific error codes and root causes documented
- [ ] Disapprovals categorized by type: price mismatch, identifier issues, image policy, other policy violations
- [ ] Revenue impact estimated for each disapproval group (lost impressions × historical CTR × conversion rate × AOV)
- [ ] Required attributes verified for every product: id, title, description, link, image_link, availability, price, brand, gtin/mpn, condition
- [ ] Recommended attributes checked: additional_image_link, sale_price, google_product_category, custom_labels, shipping, product_highlight
- [ ] Attribute completeness percentage calculated (products with all recommended attributes vs. total)
- [ ] Feed update frequency documented and appropriate for the business (daily minimum, more frequent for dynamic pricing)

## Title Optimization

- [ ] Current title lengths analyzed (distribution of character counts across catalog)
- [ ] Titles under 70 characters flagged as under-optimized
- [ ] Category-specific title templates defined (brand + product type + key attributes + variant)
- [ ] High-volume search queries from Search Terms report cross-referenced against titles
- [ ] Sample title rewrites provided for top 10–20 products by revenue
- [ ] Titles checked for prohibited content: promotional text, excessive capitalization, keyword stuffing
- [ ] Variant-specific attributes included in titles (color, size, material) where applicable

## Search Query Analysis

- [ ] Search Terms report pulled for at least 30 days (60–90 preferred for statistical significance)
- [ ] Non-converting queries with significant spend identified and quantified
- [ ] Total wasted spend calculated: queries with $5+ spend and zero conversions
- [ ] Irrelevant queries categorized: informational, wrong product match, competitor brand, low-intent
- [ ] Negative keyword lists built at appropriate levels (campaign-level and ad group-level)
- [ ] High-converting queries identified and matched against product titles
- [ ] Query-to-product match quality assessed (are the right products showing for the right searches?)
- [ ] Brand vs. non-brand query performance separated and analyzed

## Campaign Structure

- [ ] Current campaign structure documented (campaigns, ad groups, product groups)
- [ ] Recommended tiered structure defined with specific products assigned to each tier
- [ ] Tier assignment criteria clearly stated (margin, performance, conversion rate)
- [ ] Product groups segmented within campaigns by category, brand, or custom label
- [ ] Custom label strategy defined with all 5 label slots mapped to business dimensions
- [ ] Custom label assignment logic documented (how products get classified)
- [ ] Catch-all / everything-else product groups included with appropriate bids

## Bidding Optimization

- [ ] Breakeven ROAS calculated per product group (1 / net margin %)
- [ ] Target ROAS set per segment with buffer above breakeven
- [ ] ROAS targets differentiated by margin tier (not uniform across all products)
- [ ] Device performance analyzed (desktop vs. mobile vs. tablet conversion rates and ROAS)
- [ ] Device bid adjustments recommended where conversion rate gaps exceed 20%
- [ ] Audience bid adjustments recommended (remarketing, cart abandoners, past purchasers)
- [ ] Audience lists verified as meeting minimum size requirements (1,000+ members)
- [ ] Time-of-day and day-of-week conversion patterns analyzed (if data volume is sufficient)
- [ ] Geographic performance reviewed for bid adjustment opportunities
- [ ] Smart Bidding vs. manual CPC recommendation made with rationale based on conversion volume

## Competitive Positioning

- [ ] Impression share data analyzed (overall and by product segment)
- [ ] Low impression share products investigated — root cause identified (bid, budget, or feed quality)
- [ ] Price competitiveness assessed against market benchmarks (where competitive visibility data is available)
- [ ] Products where competitors consistently win on price identified with strategic recommendation
- [ ] Seller ratings and product ratings status checked (enabled and active if eligible)

## Performance Projections

- [ ] Each optimization action has a projected impact estimate (impressions, CTR, conversion, revenue, or ROAS)
- [ ] Projections based on historical data and stated assumptions (not aspirational targets)
- [ ] Assumptions documented clearly for each projection
- [ ] Combined impact summary shows total expected improvement across all actions
- [ ] Projections account for overlap between improvements (total isn't simply sum of individual estimates)

## Optimization Roadmap

- [ ] Actions organized into phased execution plan (Phase 1: critical fixes → Phase 2: feed optimization → Phase 3: campaign restructure → Phase 4: ongoing)
- [ ] Each phase has specific actions with products affected, expected impact, owner, and due date
- [ ] Phase 1 (critical fixes) addresses all disapprovals and feed errors first
- [ ] Monitoring cadence defined: daily, weekly, bi-weekly, and monthly check schedules
- [ ] KPIs defined for tracking optimization progress
- [ ] Post-implementation review date set (30 days after major changes)

## Report Quality

- [ ] Executive summary includes current performance snapshot and top 3 findings
- [ ] Feed health audit section covers disapprovals, attribute completeness, and quality score
- [ ] Title optimization section includes templates and sample rewrites
- [ ] Search query section quantifies wasted spend and provides negative keyword lists
- [ ] Campaign structure section shows current vs. recommended with clear rationale
- [ ] Bidding section covers ROAS targets, device adjustments, and audience adjustments
- [ ] Competitive section addresses impression share and pricing position
- [ ] Roadmap is actionable with specific dates, owners, and measurable outcomes
- [ ] Methodology notes document data sources, analysis period, and limitations
- [ ] Next steps include specific actions with responsible parties and deadlines
- [ ] All projections have stated assumptions (not just numbers)
- [ ] Report follows the output template structure