Most shopping engines, marketplaces, and social commerce are using CSV, TXT, or XML formats to display the products. Product feed management is the process of managing and optimizing the product listing on the feed.
In an eCommerce campaign, product feed plays a vital role. Dumping data led to a waste of time and money. Optimize the product feed to get good results. Follow the steps below for product feed optimization
1. Improve quality score and ad rank
2. Data integrity and data accuracy
3. Flexible eCommerce content
Product feed management and automation
The product feed is a common factor among those who sell their products online. It may fall on managing the product feed manually or inbuilt product feed for web stores or using product feed automation software/ tool.
Manual product feeds
Utilizing a spreadsheet, you can manage and update the product feed. You need to reupload the file whenever you change the data. This type is suitable for small catalogs and it consumes more time.
Inbuilt product feed
It can be attained by a direct connection between the web store host and the platform you want to sell. This method is also called content API feeds. It-dumps data. So the major cons of this method are it can’t be customized, optimize and atomize.
Product feed automation
To improve the KPIs, some modifications are done to the product feed. This process is called product feed optimization. It improves the CTR, quality score, CPC, CPA, conversion rate, impression, and impression share. Some examples of product feed optimization are
1. Keywords in the title and description
2. Variation values like size, gender, color, condition, etc., in the title and description
Tools like Digital Data Feed optimize the product feed according to the nature of the business and the customer requirement. The best way to manage the product feed is by choosing the right automated product feed management or service. It reduces the time and cost of investment.
Benefits of product feed management tools
It can manage
1. Sellers with many SKUs
2. Product detail changes such as price, inventory, color, etc.,
3. Want to focus on multi-channels
If you feel your campaigns are not giving the best result or planning for new channels, it is time to do product feed optimization.
Basic attributes needed for google merchant product feed optimization are
- ID
- Availability
- Price
- Condition
- Item_Group_ID
- Shipping
- Tax
- Multipack
- Is_Bundle
- Age_Group
- Gender
- Size
Semi-customizable attributes
- Color
- Material
- Brand
- GTIN
- MPN (if GTIN is not available)
- Pattern
Customizable attributes
- Title
- Image_Link
- Description
Customizable attributes are an important factor that led to an advantage over the competitor’s listing.
The title can be optimized in the following methods
- Title + Type + Format + Author – For books
- Brand + Gender + Product Type + Attributes – For apparel
- Brand + Attributes + Product Type + Model – For electronics
- Brand + Product Type + Attributes – For hard goods
- Occasion + Product Type + Attributes – For seasonal
Description can be optimized by giving the needed information to the shopper to buy. It can be achieved by using the keyword and keyword-related synonyms in the description.
Give optional fields as many as you can. The product listing will be better on the information that we share.
Check and update the product feed daily. Data accuracy is the main factor in shopping feed management or shopping feed optimization. We recommend going with the well-established and experts like DigitalDataFeed to automate and optimize your product feed.