Product feed management is an iterative process that aims to improve overall feed quality and the ROAS of your campaign. Its results can be measured by the impact of these changes on campaign performance enabled by the feed.
The product feed management process can be divided into three main tasks listed below, all of them aiming to optimize and improve overall feed quality:
1) Filtration
This process enables you to exclude unwanted items, such as out-of-stock items, discontinued items, hidden items, low-stock items and more thus making sure your campaign's budget is being consumed by the items you want to advertise and know should convert the best resulting in better ROI.
Various filters and exclusion rules can be easily accomplished using our product feed analysers.
2) Labelling
Labeling allows you to group your items into subsets with common characteristics, such as bestsellers, new items, and sale items, and allocate relevant budgets and campaign management strategies to such groups accordingly.
Here are some ideas for highly effective and dynamic custom labels.
3) Content optimization
Content is what drives your traffic and informs users about what you have to offer. You should ensure that your product titles contain relevant keywords (words people usually search for when looking for items you sell), product types are deeply nested (website categorizations are good to be used here assuming they are deep), and all other relevant attributes are supplied for a highly optimized feed.
When it comes to Google Shopping feeds, we also recommend looking into attributes such as product_detail - allowing you to add lots of specification-like data as well as product_highlight - allowing you to list unique selling points for your items.
A/B testing is the next step during the content optimization step which ensures that the best content is used to reach your marketing goals. With our platform, changing and enriching your content is easy thus enabling you to test different listing content variations. You can easily set up bulk extract and override rules using modifiers, or provide your copies using supplemental sheets or catalog overrides.
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By following these three product feed management principles, you can significantly improve your campaign performance and ensure that your product feed is of high quality. It's important to regularly review and optimize your product feed to ensure that it meets the requirements of your audience and platforms, such as Google Shopping. With the right tools and strategies, you can turn your product feed into a powerful marketing tool for your business.