Answers
What is a product feed and why does it matter so much?
It is the file describing your products to Google — and in Shopping it does the job a keyword list does elsewhere.
The short answer
It is the file describing your products to Google — and in Shopping it does the job a keyword list does elsewhere.
Title, description, image, price, availability, GTIN, brand, product type and category. Google reads it and decides which searches your products are eligible for. You do not pick keywords.
So a feed full of supplier titles is a targeting problem, not a data-entry problem. How Shopping reads it.
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