Case study: 90% traffic increase using a supplemental feed

One of Productrise's early users saw a 90% increase in clicks from Google Merchant Listings in a single month.

This isn't about complex technical changes or a massive website overhaul. They imported their product feed, ran an audit, and fixed the issues that were killing their visibility. The main fix? Creating an optimized supplemental feed that improved 4,000 product titles and descriptions without touching their main feed in Channable.

Three hours of work. One month later: nearly double the organic shopping traffic.

Key takeaways

• The store: B2C baby products (diapers, wipes, bottles, blankets) with 4,000 products in their feed
• The problem: Duplicate descriptions, unoptimized titles (some were just SKU numbers), low share of voice despite approved products
• The solution: Created an optimized supplemental feed to fix titles and descriptions without touching the main feed
• Time to implement: Less than 3 hours to optimize all 4,000 products
• The results: 90% increase in clicks month-over-month, share of voice grew from 5% to 16% (+220%)

Note: The store owner asked not to share specifics that could identify their website, which I respect. Everything in this post was approved before publishing. This was the screenshot the user shared with me, the one you see above is annotated based on our conversations.

The challenge

This brand has a good reputation and has been around for a while. They sell baby products in a niche that isn't really affected by seasonality. Parents seem to need diapers and bottles year-round!

They built their product feed using Channable, which made importing into Productrise straightforward (just copy-paste the feed link). Google Merchant Center had approved most of their products, so on the surface, everything looked fine.

But when they started tracking visibility in Productrise, they saw a 5% share of voice across roughly 100 keywords. Their products may have been approved but were invisible in search results.

The video below shows what the process of creating and auditing a product feed looks like in Productrise:

The feed audit surfaced why:

• Duplicate URLs across variants. Different product variations pointed to the same landing page, which confused Google about which product to show for specific searches.
• Duplicate product descriptions. The same generic text was used across product variants, sometimes even across entire product categories. Dozens of different products had identical descriptions, even though they differed in important ways (size, material, age range, features).
• Unoptimized titles. This was the biggest issue. About 20% of titles were just SKU numbers like "123.190001" or "789.245633". The rest were barely better, some product groups averaging just 20-25 characters. No useful product information, no keywords parents actually search for.

The solution

They became the first store to use Productrise's supplemental feeds feature when we beta-tested it in late December.

A supplemental feed lets you override and improve attributes in your main product feed without touching the original feed in Channable. You can fix titles, add descriptions, update attributes, all through a separate file that Google Merchant Center merges with your main feed.

This approach has huge advantages:

• No risk to existing paid campaigns. Their main feed in Channable remained completely untouched. Any Shopping ads or Performance Max campaigns kept running exactly as before.
• Fast implementation. They optimized all 4,000 products in less than 3 hours. No manual editing of thousands of rows in spreadsheets.
• Easy to test and iterate. If something doesn't work, you can update just the supplemental feed without regenerating your entire product catalog.

They used Productrise's AI to generate optimized titles and unique descriptions for every product in the feed's language.

The title improvements were dramatic. Instead of SKU numbers or generic 20-character titles, they got full 150-character titles optimized for how parents actually search:

Before: "4612 Baby Bottle Boy"
After: "Baby Bottle 250ml Anti-Colic Blue BPA-Free - Newborn Boy 3-6 Months"

The new title includes size (250ml), key features (anti-colic, BPA-free), color (blue), gender (boy), and age range (newborn, 3-6 months). All the terms parents search for when looking for baby bottles.

For descriptions, the AI generated unique text for each product instead of the generic copy-pasted descriptions they had before. Each product got its own description highlighting what makes it different from similar items in the catalog.

They added the supplemental feed to Google Merchant Center in the first week of January and let Google process the changes.

The video below shows what the process of creating and managing a supplemental feed looks like in Productrise:

The results

The impact was nearly instant.

Month-over-month comparison (filtering Google Search Console for "Merchant Listings" appearance):

• Clicks: +90% increase (from 620 to 1,200 per month)
• Impressions: Also increased significantly
• Share of voice: Grew from 5% to 16% across ~100 tracked keywords (+220%)

Looking at the GSC performance chart, you can see the exact moment they implemented the supplemental feed. The click trend line was relatively flat for months. Then there's a clear inflection point in early January where traffic starts climbing steadily.

This validates what we've seen again and again: fixing your product feed isn't about vanity metrics or "feed health scores." It's about making changes that directly impact how often your products appear in search results and how often people click them.

The numbers speak for themselves. Same products, same website, same brand. Just better product data in the feed.

What's next?

The product feed audit surfaced many more issues that haven't been fixed yet. These are now the prime focus to improve performance even more:

• Product page optimization. Better content, clearer product features, more detailed specifications.
• Structured data improvements. Making sure JSON-LD Product schema matches the optimized feed data and includes all relevant attributes.
• Technical SEO fixes. Addressing any crawling or indexing issues that might be holding back visibility.
• More product images. Adding additional angles and lifestyle photos to product pages, then including them in the feed.
• Ongoing monitoring. They're now tracking over 200 keywords to identify new opportunities and catch any ranking drops early.

The beauty of supplemental feeds is you can keep iterating. They can test different title formats, add new attributes, adjust descriptions, all without touching their main feed or disrupting paid campaigns.

Real audits that find real opportunities

This case study shows what happens when you move beyond basic feed validation to actual optimization.

Google Merchant Center might approve your products, but that doesn't mean they're optimized for organic visibility. Approved just means technically valid. Optimized means structured in a way that helps Google understand what you're selling and match your products to relevant searches.

The difference between 5% share of voice and 16% share of voice is real traffic. Real clicks. Real revenue.

Most stores have similar issues hiding in their feeds. Duplicate content, generic titles, missing attributes, inconsistencies between the feed and the website. You just need to find them and fix them.

Want to see what issues might be lurking in your product feed? Try Productrise for free. Import your feed, run the audit, and see exactly what needs fixing. No credit card required. Just real insights into what's holding back your organic shopping visibility.