Making product feeds pop - Rich Ingilby
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The product feed is the most basic building block in your online retail marketing armoury. Having a strong or weak feed can be the difference between success and failure for any paid media campaign. Your product title, for example, is both your main keyword source and your primary ad copy within shopping campaigns. But how often do you test and improve your product titles? I presented this at the the Search Advertising Show at Brighton SEO in April 2022. You can find recordings and more info here - https://www.brightonseo.com/event/search-advertising-show/
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Making product feeds pop - Rich Ingilby
- 1. Making your products pop Rich Ingilby Ayima @rjfingilby
- 2. Why are product feeds important? #brightonseo #makeproductspop @rjfingilby
- 3. You guys know they’re important (right?) #brightonseo #makeproductspop @rjfingilby
- 4. 0 Completely irrelevant 10 How much impact do shopping feeds have on your PLA performance? #brightonseo #makeproductspop @rjfingilby
- 5. 7.8 out of 10 #brightonseo #makeproductspop @rjfingilby
- 6. Ad copy Keywords Automation Creatives Retargeting Audience #brightonseo #makeproductspop @rjfingilby
- 7. But how much time do you spend on them? 22% of people’s time #brightonseo #makeproductspop @rjfingilby
- 9. Building a product feed #brightonseo #makeproductspop @rjfingilby
- 10. There are 4 ways to create a product feed
- 11. 1. Manual upload Manual as heck
- 13. 3. Automatic Upload 4 x per day!
- 14. 4. Content API = (Almost) immediate
- 15. Invest in your feed optimization at the start #brightonseo #makeproductspop @rjfingilby
- 16. Optimizing your feed #brightonseo #makeproductspop @rjfingilby
- 18. Focus tests on core attributes Version A Version B
- 19. Titles are key #brightonseo #makeproductspop @rjfingilby
- 20. But how do I test on shopping? #brightonseo #makeproductspop @rjfingilby
- 21. You can use feed rules Original: Gold Chrono S New: Vincero Gold Chrono S Watch
- 22. …Or supplemental feeds Original Feed Supplemental Feed #brightonseo #makeproductspop @rjfingilby
- 23. 2. Give all the information you can
- 24. Give all the information you can
- 25. E.g. A clear returns policy #brightonseo #makeproductspop @rjfingilby
- 26. And use the sale_price attribute
- 28. 3. Group by performance
- 29. 4. Boost your remarketing #brightonseo #makeproductspop @rjfingilby
- 30. 5. Make your feed fit the channel
- 31. 6. Harvest your searches #brightonseo #makeproductspop @rjfingilby
- 32. Ngrams are vital for shopping #brightonseo #makeproductspop @rjfingilby
- 33. We’ve made a script for you #brightonseo #makeproductspop @rjfingilby
- 34. Your product feed is so important, why not use it! #brightonseo #makeproductspop @rjfingilby
Hinweis der Redaktion
- Ad copy - pretty obvious Creatives – again obvious Keywords– your feed is your keywords, in Google’s case Audience - it’s also informing who your audience is (e.g. what product category you’ve selected, B2B products or D2C based on category Automation – Out of stocks etc Retargeting - What are your similar products, those likely to cross-sell etc. - these will show together in the feed
- Ad copy - pretty obvious Creatives – again obvious Keywords– your feed is your keywords, in Google’s case Audience - it’s also informing who your audience is (e.g. what product category you’ve selected, B2B products or D2C based on category Automation – Out of stocks etc Retargeting - What are your similar products, those likely to cross-sell etc. - these will show together in the feed
- Ad copy - pretty obvious Creatives – again obvious Keywords– your feed is your keywords, in Google’s case Audience - it’s also informing who your audience is (e.g. what product category you’ve selected, B2B products or D2C based on category Automation – Out of stocks etc Retargeting - What are your similar products, those likely to cross-sell etc. - these will show together in the feed
- Ad copy - pretty obvious Creatives – again obvious Keywords– your feed is your keywords, in Google’s case Audience - it’s also informing who your audience is (e.g. what product category you’ve selected, B2B products or D2C based on category Automation – Out of stocks etc Retargeting - What are your similar products, those likely to cross-sell etc. - these will show together in the feed
- Ad copy - pretty obvious Creatives – again obvious Keywords– your feed is your keywords, in Google’s case Audience - it’s also informing who your audience is (e.g. what product category you’ve selected, B2B products or D2C based on category Automation – Out of stocks etc Retargeting - What are your similar products, those likely to cross-sell etc. - these will show together in the feed
- Quick turnaround and no dev time No inventory updates, no automatic product info updates Quickly lose money
- Instead of using an FTP to transfer the feed file directly to Google, you can opt to host the file on site instead. Always up-to-date data, within time frame Requires dev work Many shopping platforms make this very easy Minimum schedule is daily
- By creating an .xml or transfer through FTP, feeds can be uploaded automatically up to four times a day to ensure always accurate price and stock data. Auto-updates (4x/day) Requires dev work Provided by many ecom platforms Single point of failure
- The most robust feed format, Content API directly links product information into Google Merchant Center Very up-to-date data Requires advanced dev work Better management for multiple feeds
- Avoid disapprovals at key times Reduce time spent keeping your feed up-to-date Give Google as rich a picture of your products as possible
- Like with traditional search ads, you should be testing your feed to see what works and what doesn’t. What information to include Using feed rules Using supplemental feeds Creating product groups
- Each attribute of every item can impact the performance of your shopping ads. Title and description are especially important as those attributes are how Google matches search terms to your items. Testing different formats and language will let you hone in on what your target audience responds to best.
- Never assume that the titles and descriptions you’re using are always the best. There may be unexpected searches that result in lower performance even if following best practices. E.g. Off-white is a shoe/fashion brand, but it’s also likely to be a term Are people searching for “off white sneakers” looking for a colour or a brand? Does the inclusion of a common word that’s also a brand name affect this ad’s performance?
- Maybe you don’t have a feed optimisation platform? Don’t have time, too many products, the list goes on
- If you have a massive feed, you can use the “conditions” section to test - try e.g. products ending with an odd number? Feed rules can be used to update attributes with “modifications.” You can remove unwanted values, add values from one field to another, or even create new values. You can combine multiple modifications can be combined to make several changes to a value.
- Sometimes feed rules aren’t the most efficient way to change attributes in the feed. Uploading a supplemental feed you can overwrite default or non-existent values in the original feed without altering the feed. The only difference is you have to manually create the entries in a program like Excel or Google Sheets. Supplemental feeds only require an item ID and whatever fields you wish to overwrite.
- Platforms use the information given in your feed to target your ads to users, so the more information you give them about products, the better they are able to match your products to users. Give this info in the right format. Add in variant fields for product colour, size, gender, material etc, wherever relevant. In some cases, platforms require this information. don’t lie in your feed, for the same reasons as above Relevant Ads - Platform can match product to user’s demographic Query Matching - Platform can match product to search query Similar Products - Platform can more easily group products by similarity
- Shipping information can be included in the feed on a per-item basis, but another way to include shipping is by uploading a shipping service through Google Merchant Center. Shipping services allow for dynamic shipping costs, such as free shipping over certain price thresholds and expected shipping times.
- Merchant Center allows you to upload your return policy directly so that they appear in your shopping ads. Give potential customers confidence in making a purchase with you by being up front about your policies. Particularly important in certain industries - e.g. clothing etc.
- If you’re running a sale, updating your price attribute will avoid data mismatches from Google. But it won’t let customers know from the search results that you’re currently on sale! The skis on the left are on sale on site, but it doesn’t appear that way on Google search as they only updated the price attribute. The skis on the right left the price attribute alone and updated a new sale_price, showing a sale tag and strikethrough pricing.
- If you’re running a sale, updating your price attribute will avoid data mismatches from Google. But it won’t let customers know from the search results that you’re currently on sale! The skis on the left are on sale on site, but it doesn’t appear that way on Google search as they only updated the price attribute. The skis on the right left the price attribute alone and updated a new sale_price, showing a sale tag and strikethrough pricing.
- Product groups give you really tight cost control over products within that group- they’re subdivisions of ad groups With tested segmenting items within product categories by price tiers of $20 each as we noticed items at certain price points were converting often and at high cart values. If you want to know how products at different price points perform, you won’t be able to without some feed manipulation. Using custom labels and feed rules, you can create groups of items based on unavailable attributes to further segment your data into usable chunks. You can’t create a list of values to replace using feed rules, unlike in a supplemental feed. But by setting a new default value, you can use modifications to overwrite that value with whatever matches your conditions. In this example, the rule first makes custom_label_1 “Under 20” for all items. Then it checks the price to see if it needs to change to a different value. You could also use supplemental feeds to assign that product value, but it will take you a while
- Group products with similar items, so you can structure your ad campaign. Group items by how similarly they would perform in a marketplace. The key groups are: Category -
- Never vice-versa - your marketing shouldn’t be defined by one single product feed You wouldn’t have the same creatives for each, why would your product feed be any different
- All non-smart shopping campaigns provide search term reports which let you look at exactly what people are searching when they are served an ad, which you can use to inform title/description changes. Search terms are available at the ad group level, which is part of the reason it’s important to group similar items together. You can then view search terms that are most relevant to the products in that ad group. For example, if you sell sunglasses but see a large amount of impressions on search terms containing “shades” you can work that into your descriptions so that it’s more relevant to a user’s search. More relevant ads get higher positions in the search results.
- All non-smart shopping campaigns provide search term reports which let you look at exactly what people are searching when they are served an ad, which you can use to inform title/description changes. Search terms are available at the ad group level, which is part of the reason it’s important to group similar items together. You can then view search terms that are most relevant to the products in that ad group. For example, if you sell sunglasses but see a large amount of impressions on search terms containing “shades” you can work that into your descriptions so that it’s more relevant to a user’s search. More relevant ads get higher positions in the search results.
- All non-smart shopping campaigns provide search term reports which let you look at exactly what people are searching when they are served an ad, which you can use to inform title/description changes. Search terms are available at the ad group level, which is part of the reason it’s important to group similar items together. You can then view search terms that are most relevant to the products in that ad group. For example, if you sell sunglasses but see a large amount of impressions on search terms containing “shades” you can work that into your descriptions so that it’s more relevant to a user’s search. More relevant ads get higher positions in the search results.