What is Product Feed Management?

How can you manage your product data feeds effectively?

Product feed management (product feed manager) is the process of administering and optimizing your product feeds in order to increase the results of your online advertising efforts. 

Effective product feed management is a crucial aspect of optimizing the performance and visibility of your products in various sales and marketing channels. It encompasses a range of activities aimed at enhancing the quality of the feed, refining the data sources, and meeting the specific requirements of each channel. Additionally, regular updates to the feed are essential to ensure accurate and up-to-date product information.

Improving the quality of the feed involves several important considerations. First and foremost, it is essential to ensure that the product data is complete, accurate, and consistent. This includes providing comprehensive descriptions, relevant attributes, and high-quality images for each product. By ensuring that the feed contains reliable and detailed information, you increase the chances of attracting potential customers and delivering a positive user experience.

Another crucial aspect of effective product feed management is optimizing the source of the data. This entails selecting reliable and trustworthy sources for your product information. Whether you are obtaining data from your own inventory management system, suppliers, or aggregators, it is important to validate and verify the accuracy and integrity of the data. By using reliable sources, you can minimize errors, discrepancies, and inaccuracies in your product feed.

Meeting the requirements of each sale and marketing channel is a fundamental aspect of effective product feed management. Different channels often have specific guidelines, formats, and data specifications that need to be followed to ensure successful product listings. By understanding and adhering to these requirements, you can maximize the visibility and exposure of your products in each channel, improving the likelihood of attracting potential customers.

Regularly updating the product feed is essential to maintain accuracy and relevance. As product information, pricing, and availability change over time, it is crucial to reflect these updates in the feed promptly. By keeping the feed up-to-date, you can avoid displaying outdated or incorrect information to potential customers, enhancing their trust and satisfaction with your brand.

Effective product feed management involves enhancing the quality of the feed, refining the data sources, meeting the requirements of each sale and marketing channel, and ensuring regular updates. By paying attention to these aspects, you can optimize the performance of your product listings and improve the overall success of your sales and marketing efforts.


Data feed management for multiple eCommerce sales & marketing channels

Data feed management services

For online merchants and digital marketers, feed management tools/  feed management systems solve a number of key issues:

They (types of product data feed software) provide a single platform to monitor, enrich and update their product information simultaneously across any sales channel.
They allow the creation of customized product feeds adapted to specific strategies and requirements unique to certain platforms and distribution channels.
A central location to evaluate product performance, monitor sales, promotions and specific campaigns.These data feed services act as a full product data feed solution.

Providing a quality Source Feed

This refers to the product data already listed on your online store, which serves as the foundation for further optimization efforts. While it is a starting point, it is crucial to ensure that the initial import of your feed includes all the relevant data points necessary for effective product management.

The basic factors that should be included in your product feed are titles, descriptions, prices, image URLs, and product URLs. These elements play a significant role in providing essential information to potential customers and influencing their purchasing decisions. Well-crafted titles and descriptions that accurately describe your products can help improve their visibility in search results and attract the attention of online shoppers. Clear and compelling product images, accompanied by their respective URLs, are vital for creating an appealing and trustworthy online shopping experience.

Furthermore, including the price information in your product feed is essential for transparency and ensuring that customers have accurate expectations when considering a purchase. The product URL is also a valuable addition, as it directs customers to the specific page where they can view and potentially buy the product, streamlining their user journey.

However, it's not uncommon to encounter challenges such as missing information like Global Trade Item Numbers (GTINs). GTINs are unique identifiers used to distinguish and track products in the global marketplace. If you don't have GTINs or other important information for your products, WakeupData offers a web crawling service that can help retrieve all the necessary details for you. This service can save you time and effort by automatically gathering the missing information from various sources, ensuring that your product feed is comprehensive and complete.

By including all the relevant data points in your product feed, you set a strong foundation for further optimization and marketing efforts. These data points serve as valuable building blocks for enhancing your product listings, improving their visibility, and attracting more potential customers to your online store.

Image Transformation-1

Effective retail data feed management is a critical component when it comes to optimizing the performance and visibility of your product images across various sales and marketing channels. By utilizing a reliable data feed tool or partnering with a feed management service or data feed platform, you can streamline and enhance the management of your product feeds.

The product image plays a key role in convincing your audience to make a purchase, and retail data feed management ensures that your images are effectively integrated into your overall feed management strategy. It enables you to efficiently handle and optimize the flow of data, including product images, to different channels.

When selecting a data feed tool or partnering with a feed management service or data feed platform, it is important to consider their capabilities in managing product images. A robust tool or service will not only handle the technical aspects, such as ensuring the right resolution and size requirements for each channel but will also offer additional functionalities to enhance your product images.

Image Transformation tools, often provided by advanced data feed platforms or services, can be instrumental in giving your product images an edge over your competitors. These tools allow you to apply eye-catching designs such as borders, promotions, logos, and pricing directly onto your images. By leveraging these features, you can create visually appealing and attention-grabbing product images that stand out in the crowded online marketplace.

Partnering with a feed management service or utilizing a data feed platform can provide numerous benefits in terms of retail data feed management. These services or platforms typically offer comprehensive solutions for managing and optimizing your product feeds, including the seamless integration of product images. They can automate processes, ensure data accuracy, and facilitate regular updates to your feeds, all of which are crucial for maintaining the quality and relevance of your product images.

In conclusion, by incorporating effective data feed management practices and utilizing a reliable data feed tool, feed management service, or data feed platform, you can efficiently handle and optimize your product images. This allows you to meet the specific requirements of each sale and marketing channel, enhance the visual appeal of your products through Image Transformation tools, and ultimately improve the overall performance of your retail endeavours.

Meeting (and beating!) the channel requirements

The first thing you do when creating and optimizing a product feed for any channel is making sure you meet all the requirements.

Required fields: Create a feed according to the exact feed specifications of the channel, as described under Data Feed formats > Feed specification and make sure that all mandatory fields are included.
Optional fields: Channels usually offer a wide variety of fields that are not required, but can give a better understanding of the product, such as product type, mobile link, size or shipping info.

This is your first chance to really optimize the feed: with more data, the channel is better able to understand what you sell and is therefore better able to match your products with the search queries of its visitors; that will usually improve your conversion rate.

Custom fields: Some channels will even let you add data for which they never created a field at all. You can add a "custom field", a field of your own making, to include even more product information in your feed.
Categories: Most shopping channels have their own categorization. It reflects the main categories that you see on their website and their sub-(sub-sub-sub!)categories.

It is often mandatory to add a category. You can add the same main category for all your products – this will ensure that your feed will be accepted by the channel. You can also map your product (types) to detailed sub-categories, which will enhance your conversion rate.

Optimizing your Product Feed quality

When it comes to improving the quality of your product feed, the initial step is to ensure that it aligns with the specific requirements of your chosen sales channels. Once this vital step is accomplished, there are numerous additional ways to optimize your product data feeds (product data feed optimization), adding richness and value to enhance their overall performance.

One essential area to focus on when optimizing your product feed is improving your product titles. Enhancing the clarity and effectiveness of your titles can significantly impact the visibility and click-through rates of your listings. It is important to remove unnecessary text and prioritize important keywords and brand names at the beginning of the title. This optimization tactic helps search algorithms and potential customers quickly grasp the key aspects of your products, improving their chances of being found and clicked on.

It's important to note that different sales channels may have unique feed requirements, and Google Shopping is no exception. Google Shopping has specific guidelines and formats that differ from other channels. To ensure your product listings on Google Shopping perform optimally, it is crucial to tailor your product feed content according to their requirements. By partnering with professionals who understand these nuances, you can ensure that your listings are fully optimized, resulting in improved Return on Investment (ROI) and better overall campaign performance.

In fact, product feed optimization plays a pivotal role in successful online campaigns for PPC Managers and Digital Marketers. This article on product feed optimization delves into the multitude of reasons why optimization is an essential factor in achieving campaign success. From improving the visibility and relevance of your product listings to enhancing click-through rates and conversions, optimizing your product data feeds directly impacts the effectiveness of your online advertising efforts. By employing optimization techniques, you can fine-tune your product feed to align with search algorithms, customer preferences, and market trends, leading to improved campaign performance and better return on your marketing investment.

In summary, after ensuring your product feed meets the specific requirements of your chosen sales channels, there are numerous avenues to further optimize your product data feeds. Enhancing product titles, tailoring content for different channels like Google Shopping (google product feed optimization) , and understanding the importance of optimization in online campaigns are all key aspects of improving the performance and success of your product feed management efforts.

A few examples of Product Feed Optimization:

If attributes like color or size are not in your source feed as a separate field, you can often take this information from other fields, like description, and turn them into separate fields.
You can match your own detailed product types with the most appropriate sub-sub-subcategory of the channel. More detail will ensure you will get found in the right category and it improves conversion rates.
Add more detail to your titles. Titles are the second-most important part of a product ad. The more information a title contains, the better it will perform. 

Optimize the campaign quality

Optimizing the campaign performance goes hand in hand with product feed optimization and management. There are various ways to optimize your data feed in order to increase your campaign Return On Investment. 

Here are a few examples:

All-in-one solution

Product feed management tools are used to help you manage your product feed in an easy-to-use way. These platforms are designed to provide a single place where users can import feeds, optimize their data, manage and schedule their inventories and export to comparison shopping, affiliate marketing, social media or search engine advertising channels. 

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WakeupData comes in as an extended arm which can lift up their feeds and improve the marketing possibilities we have with said client. - Thomas Erlandsen, Shopalike