Product feed management is the process of administering and optimizing your product feeds in order to increase the results of your online sales efforts.
Effective product feed management will involve improving the quality of the feed, the source of the data and ensuring that all the requirements of each sales channel are met and the feed regularly updated.
For online merchants and digital marketers, feed management tools solve a number of key issues:
This refers to the product data already listed on your online store. Although just a starting point for further optimization, it's important that the initial import of your feed includes relevant categories.
This will include basic factors like titles, descriptions, prices, url, etc. If you don't have a product feed, or are missing certain information like GTINs - WakeupData provides a webcrawling service which can get hold of all the information for you.
The product image also plays a key role in convincing your audience to make that purchase decision. It's important to make sure the image is the right resolution and meets the size requirements of each channel. On top of that though, Image Transformation tools can add eye-catching designs like borders, promotions, logos and pricing - to give your images an edge over your competitors.
The first thing you do when creating and optimizing a 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 which help them better understand the product. It can be anything from product type to mobile link or from size to 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.
When improving the quality of your product feed, the primary step is to ensure that it meets these individual requirements of your chosen sales channels. Once this is done though, there are plenty more ways to optimize, adding richness and value to your product data feeds.
As an example, improving your product titles is often the first place to start. Ensuring you are removing text that isn't necessary while including important keywords and brand names at the start can make a difference.
Google Shopping will have certain feed requirements which differ from other channels. That's why we help tailor your product feed content to ensure your listings are performing as well as they possibly can - consistently delivering better Return On Investment (ROI).
This article on product feed optimization looks at the many reasons why optimization is an important factor in any successful online campaign for PPC Managers and Digital Marketers.
A few examples of Product Feed Optimization:
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 ROI.
Here are a few examples:
It may seem like there is a lot to handle for e-commerce merchants and online store owners trying to sell on various sales channels.
That's why product feed management tools are used to help you manage your product feed in a simple, easy-to-use way. Check out this feed management tool comparison sheet to see which may be the tool for your business.
These platforms are designed to provide a single place where users can import feeds, optimize their data and add valuable information, manage and schedule their inventories and export to comparison shopping, affiliate marketing, social media or search engine advertising channels.
WakeupData is data feed management platform, which helps merchants on Magento, Shopify, WooCommerce, Prestashop and more to optimize their product data feeds.
We support you every step of the way to set up integrations for your Google product feed, Amazon feed, Facebook feed and hundreds of other sales channels worldwide.
We offer a user-friendly interface, intuitive design and a Custom Success Team to deliver ROI through feed management and optimization. Book your live demo and free evaluation today.