The Key to Good Product Feed Management

So, you have this fantastic e-Commerce website to sell your products on, but you are also want to sell your products to buyers through the PLAs (Product Listing Ads). How do you get started?

Lucky for you, the technology that manages the products on your website, can usually be repurposed to drive buyers to your site through PLAs… and it all starts with a product data feed.

Getting a Data Feed & Managing it

Many e-Commerce platforms have ways to create an export feed of your product data. Some of the most popular platforms can even send product feeds directly to the marketing channel where you want to advertise your products. This isn’t always recommended because your products need additional valuable data that is not automatically included in the feed. Including this additional data will benefit the marketing of your products.

As far as managing your feed is concerned, make sure to send your product feeds regularly, otherwise, you may be paying for traffic for products that are out of stock, or you may miss out on advertising the newest products listed on your site.

This is where feed optimization comes into play.

Importance of Feed Optimization

There is much to be said about feed optimization & channel specific feed optimization, but for sake of time we’ll let you in on a few of the key optimizations ideas to enhance your feed.

Firstly, having unique keyword-rich titles are essential to matching your target audience search queries to your products. Check that your product titles have nouns that accurately and completely represent each product. For example, when navigating on an apparel website to a shirt page, the page data would not necessarily include ‘shirt’ in the title because you navigated to the shirt page through the breadcrumbs. So, including “shirt” in the product feed title will help increase the relevancy of the product to search queries.

Secondly, we’ve seen numerous feeds with either incorrect or missing data. This makes categorization complex and arduous. So, merchant’s will use a more generic categorization instead of the more granular category. The more granular/accurate the categorization, the better.

Lastly, if advertising on Google or Bing, review how you are managing the bid optimization of your campaigns. You can logically group and segment your products in the feed, and then bid based on these groupings. For example, if you group your products in your feed by ‘product_type’, then you can apply different bid amounts to each product type, giving you more control over how much you want to spend on bids, This should positively affect performance. Through the product feed, you can also create custom labels. Custom labels can be used to further segment data to improve performance. Examples of custom labels – by seasonality, margins, pricing buckets, performance groupings, and more.

Common Feed issues

Through the years, we have seen a wide variety of feed related issues. Some are based on data availability, while others may be based on ability to pull the data from the sources  i.e. from the website, business intelligence systems, or merchandising systems.

Here are some examples of issues we run across:

Feed Formatting

Each marketing channel has specific formatting requirements. If the feed doesn’t include all the channel’s requirements, then some of the products may not be displayed.

HTML characters

You may have seen weird characters such as ‘®’ or HTML characters on web pages. These can lead to confusion and just plain look bad.

Missing & Incomplete Data/ Multiple Data Sources

This is one of the most common problems, that we can spend hours talking about. Top reasons for missing & incorrect data: human error;  multiple data systems not talking to one another about a product; unavailable fields in any of the sources. This reinforces that sometimes, it is necessary to compile your product feed from multiple sources.

Missing Nouns

This is another common issue. As discussed above, the product title sometimes misses a noun because of the website structure. It is extremely important in the feed to have robust, keyword-rich titles.

About Feedonomics

Feedonomics is a software solution that can correct the above common issues and enhance a merchant’s data feeds with speed and at scale. Whether you have a handful of products or millions of SKU’s, we can help you. We have a team of analysts ready to manage and optimize your feeds and significantly enhance your online marketing efforts.

Feedonomics is committed to simplifying eCommerce with expedited and optimized feed management and delivery. Born in the cloud, tested and tweaked in the trenches, Feedonomics solves the technical, usability, and pricing problems of existing alternatives. It supports all major search engines, shopping platforms, and marketplaces in the industry. Feedonomics services a variety of verticals such as eCommerce, hospitality, travel, and job boards.

Learn more about Feedonomics

ABOUT THE AUTHOR


Colleen is the Director of Client Success at Feedonomics.

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