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Product feed management is the process of administering and optimizing your product feeds in order to increase the results of your online advertising efforts.
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 data points.
This will include basic factors like titles, descriptions, prices, image URL, product 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. 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 product feed for any channel is making sure you meet all the requirements.
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.
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 big 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.
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 Return On Investment.
Here are a few examples:
If you would like to set a separate bid for other attributes like the regular category, product type, brand or ID, Google allows you to add any attribute that you like as a custom label.
Add a custom label for seasonal products (summer – winter) or a label for Margin (high – medium – low) or products that are on sale. Anything goes. If campaign optimization requires that you set bids for attributes like that, add the attributes to your data feed wit a custom label.
Google Product Categories are often used to set bids in shopping campaigns, but in most cases they are too generic. If you sell rings, you probably want to set separate bids for silver, gold and diamond rings. That is not possible if your bids are based on Google categories, because there is only one suitable category: “Apparel & Accessories > Jewelry > Rings”.
If you add your own product types to your data feed, you can set the separate bids with the attribute “Google Product Type” Set Availability: Make sure that the availability for each product is set properly in your data feed.
WakeupData is a Product Feed Management tool, which helps merchants on Magento, Shopify, WooCommerce, Prestashop and many more to optimize their product feeds for ecommerce channels.
We support you every step of the way to set up integrations for your store with a high-performing Google Shopping Feed. Want to hear more without having to commit to anything? Book your live demo and free evaluation today to hear more about our feed marketing and data integration solutions.
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