The amount of sales you generate is often not only determined by the quality of your products and services but also whether you reach potential buyers. Digital advertising offers businesses access to a large pool of global consumers. However, increasing your revenues is not just about reaching a broad audience but reaching the right audience at the right time.
This is why companies have embraced the use of data feed management solutions. It allows them to gain greater control and optimize their online presence. This is possible as feed management allows sellers to update product information and sales data across multiple channels.
What Is Product Feed Management?
Product feed management is the process of setting and optimizing product feeds to boost shopping campaign results. The process involves enhancing feed quality as well as improving the source of the data. This is done to ensure each sales channel’s requirements are met, and the feed is updated as needed.
Product Feed Quality
Optimizing product feed quality is about updating and improving the information within your product feed. Doing this ensures that your products are displayed to the right audience when they’re seeking information or shopping.
Before you begin product feed optimization, assess the feed to ensure that it meets all the requirements. This is the first and most critical step in product feed optimization. If some of the requirements are not met, your efforts will not bear the desired results. Only proceed to optimization after confirming that all the conditions have been met.
When optimizing, begin with the product titles as they’re among the first things shoppers see. Make sure the titles are detailed enough, and the most important information is included at the beginning. Keep in mind that the titles can only have 25 characters. Therefore, only a limited amount of data can be included.
Other actions you can take to improve product feed quality include:
- Create additional fields to include other details such as descriptions, sizes, and colors to make your products visible to relevant searches
- Ensure that product types are aligned with the most appropriate sub-sub-categories on each channel
Source Feed Quality
The source refers to the product information you have available. If the quality of the source is not ideal, the product feed will also be ineffective. The key to ensuring your source feed quality is high is adding a lot of the right data.
Along with the data, take a look at the images you use on your product feeds. Being largely visual creatures, incorporating high-resolution images can encourage users to make a purchase.
Optimizing the Quality of Specific Campaigns
For you to achieve optimal results, improving product feeds should be accompanied by optimized campaigns. To enhance campaign quality, you should:
Only Include Relevant Products in Your Feed
At any given time, your feed should only include the products that you are currently marketing. Removing products that are not included in the campaign ensures that the main products have maximum exposure. The best example of products to remove from your feed is seasonal items that are off-season.
Use Custom Labels
Another way of improving feed relevance to user searches is by adding custom labels. These allow you to include and distinguish products using other attributes such as brand, category, or ID. Custom labels can be used to differentiate products even based on season, price range, and color.
When setting bids in shopping campaigns, Google Product Categories are commonly used. However, they are too generic and can limit visibility if you sell products that require more specific product descriptions. This can be addressed by setting separate bids using the attribute ‘Google Product Type’ Set Availability. Ensure that each product’s availability in your product feed is set correctly.
Product Feed Management Tools
Effective product feed management significantly boosts sales. However, not many organizations have the needed expertise, and doing it manually can be costly and time-consuming. This is why it is advisable to use product feed management tools to simplify the process. Such tools can aid your digital marketing efforts by:
- Allowing you to monitor and update product information across multiple channels simultaneously from a single platform
- Enabling you to create customized product feeds to meet different requirements or for specific strategies and distribution channels
- Serving as a central platform on which you can assess the performance of products, promotions, strategies, and monitor sales
Such tools not only increase your return on investment but also allow you to focus on other business functions, which can accelerate growth. However, if you prefer a more human approach to data feed management, you should consider product feed management services.
How Can Product Feed Management Services Help You?
There are many channels that you can use to display product data. With e-commerce channels increasingly becoming competitive and saturated, you must use as many platforms as possible. However, there are many such platforms, and you will find unique requirements for publication with each, which can make updating data tedious.
Nonetheless, it is still crucial to optimize product data dissemination on all the channels you use. For this, you will need good product flow, which can be challenging to achieve if you are not conversant with the platforms’ requirements. Assigning such responsibilities to a flow manager, a specialist in managing data flow on trading platforms, will allow you to enhance your presence on each channel.
The role of the flow manager includes but is not limited to:
- Creating personalized product catalogs for different channels
- Monitor product performance metrics such as purchase cost, number of clicks, and ROI, among others, via reporting tools
A feed manager can also increase your products’ visibility as they often have their distribution network partners.
Leave It to The Experts
Product feed management may be the difference between the success and failure of your products on various channels. Though you can do it on your own, it will come at the cost of time and potential revenue as you learn the subtle art. This is why it is paramount to find a reliable partner to assist you with feed management.
Are you in need of effective digital marketing strategies to boost your product’s performance and the growth of your brand? Contact ATTN Agency today for top-notch data feed management and other digital marketing services.