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What is Product Feed Management?

How can you manage your product data feeds effectively?

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.

Data feed management for multiple ecommerce sales & marketing channels

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

  • They provide a single platform for them 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.

channels 2020 wakeupdata-min

1. Providing a quality Source Feed 

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.

 

2. Meeting (and beating!) the channel requirements


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.

3. Optimizing your Product Feed quality

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:

  • 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. A title like “501” is fine on a website that sells Levi’s. However, in a product ad “Levi’s 501 blue jeans size 32” will get a much better conversion.

 

4. 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 ROI. 

Here are a few examples:

  • Exclude certain products from your feed.
    If products are excluded from your feed, you are no longer advertising them on that channel. You can think of products with a low margin (price < $10), seasonal products (product_type = swimsuit) or certain brands. 
  • Use Custom labels.  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.

    Festmagasine case


    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. 
  • Product type: 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. 

  • Remove unprofitable products: Most campaigns are managed on a category level. Even if the performance of a category is good, there are probably several products that are not doing very well and that decrease the ROI of the entire product group.

    Most channels do not provide performance data on product level so you need a data feed tool to identify and remove unprofitable products. To improve campaign ROI considerably, consistently remove products with: many clicks and no conversions a CPA that exceeds the gross margin a Return On Ad Spend (ROAS) below your target etc.

 

All-in-one solution

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. 

About WakeupData

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.

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