Product Feed Management and
Optimisation Technology

Stock fragmentation based bid adjustments

When it comes to Google Shopping campaign optimization there are lots of knobs which could be turned to make it work better. In this post, we will focus on one called Stock fragmentation.

What does it mean?

Stock fragmentation happens when you have an item available in multiple variations e.g. shoes can be available in multiple sizes; and when that item has some of those variations not available.

Using shoe as an example, stock fragmentation can be observed when that shoe doesn't have all of its sizes available:

Why does it matter?

Stock fragmentation can have a negative impact on your Google Shopping campaign due to the following factors:

  1. Users might keep clicking on your ads thinking they will be able to buy given shoe size but if that size...
Read More

Optimising Google PLA - Case Study

Kit Out My Office have been using Feed Optimise for almost 2 years, to manage the product feeds (PLAs) from their Shopify platform into Google, Bing and also Facebook. They offer ads in a very competitive office furniture market, making it is important to stay accurate and ahead of their rivals so they work closely with tools Feed Optimise provides to manage their campaigns. When prices or stock levels change, they need to know their feed reflects the latest data, and that feed updates every morning at 8 am ready for the day ahead.

Their Shopify product feed features over 300 top level products, each with a number of options (variants) within the product, for choices such as ‘Size’, ‘Colour’ and ‘Delivery’. We pull this data straight out...

Read More

Google Shopping GTINs - what do they mean?

As you are probably aware at this point Google Shopping/Merchant Centre is going to start enforcing GTIN/EAN/UPC numbers from 16th of May 2016. If you are not sure what does it mean we hope you will find some answers below.



So GTIN is a fancy name for an umbrella like concept accommodating and normalising various Universal Number notations such as ISBN (Books), UPC (USA version of a barcode), EAN (European Version of a barcode) and more...

Basically, GTIN is a 14 digits number, it can be an EAN number with pre-appended 0 so it becomes 14 digits long, or it can be a UPC number with two leading 00s in front.

From 16th of May Google will start enforcing GTIN numbers for all branded items, by branded items they mean items with a brand which...

Read More

Monitor New (or Old) Products Performance

Wondering how items which you have added to your online shop last week, or a year ago perform across shopping channels? Wonder no more.

We have just released a new way of filtering performance reports which will allow you to see how items added to your store at any given time perform.

As can be seen above, you can specify a date allowing you to check how products added at any given time perform now or during any date range.

We hope this feature will allow you to see how given stock behaves, e.g. if products which have been added to your store 6 months ago are still worth promoting or should be discounted and sold to make a room for new items.

Let us know if you have any questions and stay tuned for any new releases.

Read More

Boost your PLA campaign with Merchant Promotions

If you were trying to find the best way to communicate via Google Product Listing Ads about special offers you running then we have great news - Google has 'silently' released a new way for doing just that, called Google Merchant Promotions and well, Merchant Promotions are great (speaking from experience as our customers are already using them).

Google Merchant Promotions are a long-awaited improvement for the Promotional Text you can set on an AdGroup level. Merchant Promotions allow you to add your special offers directly beneath your product listing ad with a visible "Special offer" tag making your items even more appealing to the potential buyer. Promotions support various formats, you can run an offer with a voucher code or...

Read More

Optimising PLA Campaign - Top 10 Best Practices

Optimising Google Product Listing ads campaign requires a dual approach since it acts as a Comparison Engine across Google Shopping and as a paid ad format on Google Web Search.

So top 10 things to remember when trying to get your campaign to perform better include:

  1. Monitor your campaign closely and frequently.

    It's very important to constantly keep an eye on your campaign. Google PLA campaign is like a living organism sensitive to any environmental changes. There already is or will be someone trying to outbid you to get your position in rankings so by constantly keeping an eye on your performance you can react quickly to any changes.

  2. Don't be a commander, be an arbiter.

    Don't presume which items sell and which don't, let your users decide...

Read More

PLA Management - Setting bids relatively to item price

We are excited to announce a new feature allowing to better structure your Google Product Listing Ads bidding by making it relevant for each product price.

So on top of our already existing methods helping to shape your Product Listing Ads campaign such as item, category and brand level bidding we are releasing one more today - an ability to structure your bids based on a product price - we call that feature the price brackets and we have made it widely available to all our customers as of today.

The idea and reason behind this method is simply - not all items should have the exact same bid - e.g. an LCD TV with a price tag set to £1000 shouldn't have same bid value as a Stereo Headphones with a price tag set to £10 since usually profit...

Read More

Product Listing Ads: Management Enhancements, Part 1

We are pleased to announce 3 new additions into our Product Listing Ads Management tool - Negative Keywords Management, Bidding Structure and Promotional Line Updates.

1. Negative Keywords Management

Product Listing Ads differ from the TextAds in a sense that you can't directly control what triggers your query, Google figures that out based on your product details such as title, description, category etc. however you can directly control what should not trigger your query - Negative Keywords.

We have built directly into our system a very easy to use interface allowing you to control and even discover searches which might be a good candidate for the negative keyword status. You can find and add them across each adGroup/bid level...

Read More

Monitor Effects of Price Changes on Campaigns Performance

We're pleased to announce the latest feature available inside our data feed performance analytics allowing you to monitor how product price changes affect its performance.

In the shopping industry, especially the online based, the price is one of the main factors (along with seller reviews) responsible for the sales performance due to wide usage of price comparison search engines and other shopping platforms allowing a buyer to very easily see which shop sells the product in the best price.

Hence its very important to stay on top of your pricing when compared with your competitors you are listed with. But its equally important to see what is the effect of the price change on the Conversion Rate and the Return of Investment.

We hope that...

Read More

New Bidding and Optimisation Levels Released

We are excited to share a new feature with you today helping to bid and optimise more effectively your Google Product Listing Ads and other CPC drove shopping channels.

We have received very positive feedback for our bidding and optimisation tool as well as really nice suggestions of how to make it even better. The most requested feature was related to the additional level of bidding and optimisation, therefore we are pleased to announced 2 new bidding and auto-optimisation levels: by brand and by brand and category together. And what is really great is that all are available for you right now.

So to summarise you can now:

  1. Set a default bid and optimisation rules for all your products at once – you can set a flat bid and optimisation rule...
Read More

Few Important Things about Google Shopping and Product Listing Ads

So as officially released on Google's own Blog last week - Google Shopping, formerly known as a Google Product Search is migrating into a fully paid model on the 13th of Feb 2013. But what Product Listing Ads have to do with it? Well, a lot!

So moving forward, if you would like to be listed on Google Shopping (and I think you would like to be, looking at the avg. conversion rates there) you need Google Merchant Center account, as usual, and a Product Listing Ads campaign as only PLA will allow you to promote your products there plus across all other Google's properties.

PLA's are really easy to set and you can get them going in a matter of minutes. You can, of course, customise it a bit deeper - set targets, demographics, pretty much all...

Read More

Anatomy of a High Quality Product Data Feed

Product data feeds have become a core marketing medium for most online e-commerce stores mainly due to the fact that shopping channels such as Google Shopping, Amazon Marketplace, Become, Pricerunner and others becoming increasingly popular.

Users love to shop on those platforms as they are allowing them to easily find products they're looking for and compare their prices across the number of shops in one place.

Almost all of those shopping engines allow merchants to list their products via specialised files called product data feeds. Feeds are mainly provided in 2 following formats: XML and CSV layouting data inside in the number of ways.

The quality of the data inside a feed is very important as all search queries across above-mentioned...

Read More

Auto-respond to your new followers @Twitter!

We are excited to announce a new feature allowing you to optimise and boost your social feed by automatically responding with a Hi message to all your new followers @Twitter.

You can customise the type of Twitter's auto-responder message (i.e. @reply, direct message, direct message + @reply) as well as the message body inside our feed performance analytics.

Furthermore, you can define a minimum followers threshold to post a @reply publicly to your new follower or to failover to the direct message instead.

We hope that your followers will enjoy this new feature and that it will bring you extra sales.


Read More

Social Networks and eCommerce - Does it work?

There is no discussion anymore about whether to include social media channels promotion into the business/product marketing package or not. Especially since those channels give a big number of free ways to market your products online.

Luckily, nowadays there a lot of options for leveraging that space; starting from Facebook fan pages and apps, Google+ Pages, Twitter accounts and more recently Pinterest boards.

Social networks have a big number of people which keep continually growing. Most of them keep returning to their network on a daily basis thus making it a perfect platform to stay in touch with them as at least 95% of your current customers are already on at least one of the Social Network thus making question of whether we should have...

Read More

The Importance of Proper Analytics for your CSE Campaigns Performance Optimisation

Performance analytics are a really important part of each marketing campaign. Without it we can't know if our CSE campaigns bring expected ROI, whether they should be optimised or not and in case they should be optimised then what should we tweak.

There are numbers of platforms and reporting tools on the market, however, most of them are focusing on general web traffic measurements therefore not providing users with CSE specific metrics such as CPA, CPS, EPC, Sales, Profit, Spend and more. On top of that its worth to make sure that tracking methods used by those platforms are safe for our SEO from the duplicate content point of view.

So what should we use then?

The best option is to use CSE dedicated analytics such as real-time shopping...

Read More

Why Rich Snippets for Reviews can Improve Ranks and how they shape future of the search

There have been many discussion recently about the future of the web search and why it will rely on semanticity. The first moves towards that goal are already defined and can be seen in Rich Snippets implementations but before I will start explaining how to implement Rich Snippets let me describe what they are and what is their true purpose.

Rich Snippets are small pieces of code, mainly normalised HTML tag attributes (i.e. item-prop or classes) which once added to your page's source code can help search engines (but not only) to better determine what your page is about.

In other words, they help to semantically describe what each page section stands for and to avoid any ambiguous definitions i.e. Avatar the movie vs. avatar the icon....

Read More