feed optimization

The key elements for your feed optimization

 

For an ecommerce today it is essential to have a data feed that allows you to dump the info in different media.

Check these tips for feed optimization!

Data feed:

  1. It is mechanism for users to receive updated data from data sources.
  2. It is commonly used by real-time applications in point-to-point configurations, as well as on the World Wide Web.
  3. The latter is also called web feed.
  4. The first obstacle is to get what is known as “Basic Product Data”, and it is simply the minimum information necessary to be able to catalog your products, for example in Google Merchant.

Google Merchant Center

  1. It is a tool that helps you upload your store, your brand and your products, and make them available to Shopping Ads and other Google services.
  2. To advertise your articles on Google, you need a Merchant Center account.
  3. Once we have achieved this, the objective will be to increase the quality of our Feed, this is crucial because will help you to save money on marketing, and increase your visibility over Shopping marketplaces

The main platforms to set up an ecommerce are Prestashop, Shopify, BigCommerce and WooCommerce. Keep that in mind!

We must take care into these factors.

1. Feed optimization: updates are essential…

…to keep your Feed fresh.

There is nothing better than having a service that synchronizes it through API with the new changes in all the fields, from the price to the photo.

API

The application programming interface, also known by the acronym API, in English, application programming interface, is a set of subroutines, functions and procedures that offers a certain library to be used by other software as an abstraction layer.

This can be done in real time, as well as periodically, detecting the changes since the last upload.

Also avoid the generation of feeds in a row, since Google may take a while to review your products and may cause problems with products that were previously reviewed.

Another option is to resort to the optimization of your website, including what is known as Structured Data Markup, which consists of leaving your website well structured, following the rules of Schema.org, so that when the Google bots go through it, they understand perfectly.

This way has many advantages, even on SEO level, but as a disadvantage, the number of updated fields and the periodicity of these updates do not depend on us.

2. Detailed feed

Here the rule is clear… much more information, much better, because it will be easier for the aggregator to give visibility to your products, and of course, much more enriched will be the user experience that sees your products.

This is a difficult process, it requires having a database with a lot of product information, and with quality information (titles, descriptions, photos…)

Many times completing this database is quite manual, and this is where the opportunity is since most of the ecommerce do not give it the necessary affection.

3. Feed Labeling

We have talked about structured data tags on your website, which is a very simple way to have the information ready and updated in Google Merchant Center.

Tags

A tag or beacon is a classy mark that delimits a region in XML-based languages. It can also refer to a set of interactive computer games that is added to an element of the data to identify it.

But there are other ways to tag your products that can make a difference when it comes to promoting them, here are some examples:

“The best sellers”, “the ones with the best sales margin”, “the ones that are in fashion”, “the ones that are perfect for a gift”…

At Clever we are moving forward to help you

Through the Shopping API, we manage to generate an automated and optimized feed without you having to worry about it, we take care of it.

You can collect the information on your website and generate the feed to upload it to Google Merchant and this be able to take advantage of Shopping and Dynamic Remarketing campaigns.

Shopping campaigns

Promote your products by giving users detailed information about what you sell before they even click your ad. Using retail-centric reporting tools, you’ll then be able to track the performance of your products over time.

Dynamic campaigns

They are the easiest way to find customers searching on Google for precisely what you offer. Ideal for advertisers with a well-developed website or a large inventory, Dynamic Search Ads use your website to target your ads and can help fill in the gaps of your keywords-based campaigns.

Without Dynamic Search Ads, even well-managed Google Ads accounts with many keywords can miss relevant searches, experience delays getting ads written for new products, or get out of sync with what’s actually available on advertisers’ websites.

Remarketing campaigns

Used to show ads to people who visited your website or used your app. These campaigns provide you with extra settings and reports specifically for reaching previous visitors and users.

The first time you set up a remarketing campaign, you’ll also complete the process to create your remarketing tag and lists.

And now that You know everything about feed optimization, check this google shopping ads guide!

There You will find everything You need to know about Google Shopping Ads for ecommerce stores.

 

Rodrigo Muñoz CTO AND FOUNDER
Rodrigo Muñoz Clever ecommerce CTO AND FOUNDER

 

Tech Rock Star: web, backend, online marketing optimization.

Java, HTML, Ruby-on-Rails.

AdWords, Shopify, Magento, Prestashop, BigCommerce, WooCommerce, Get Google Ads, Facebook, Bing.

Telecom engineer (EE & CS) and Master’s in Internet Business.

Passions: house crafting, scuba diving, new technologies and soccer (formerly semi-pro).

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