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A big part of why modern, agile feed management is a hit with ecommerce marketers is the ability to make improvements to product feeds in bulk, and export your new feeds quickly and seamlessly.
We’ve listed some basic and advanced optimizations below to help take your feeds to the next level. Whenever you apply a change to your feed, you can double check its effectiveness by A/B testing different versions of your structure and content to find out which performs better. This will allow you to continue to optimize, increasing your conversions.
How confident are you that your product data feed is of the highest quality it can be? Unlock the potential of your feeds and boost your campaign performance with the following tips.
- Clean up HTML
Sometimes code breaks during your feed import and when it does, you end up with a product description packed with html. Since your shopping channels create ads using the data in your feed, this html would appear in your ad. This becomes illegible to shoppers, so be sure to scan your feed for broken HTML or cryptic characters lurking in any of the product attributes.
- Standardize terms in product titles
Ensuring your product titles and descriptions include the name of the relevant brand is important, but the brand format also needs to remain consistent throughout your entire feed. That goes for all the other terms you use as well, such as T-shirt.
Not only will this basic optimization enable your customers to search more easily and increase the quality of their shopping experience, but it will also mean your feed is organized and make it easy to replace existing terms within your feed.
- Provide extra information
A truly optimised feed goes above and beyond a channel’s data requirements. Include rich product attributes that your competitors might not have, like additional images, customer reviews, custom labels, or size types (i.e. petite, maternity, plus, etc.).
The more information you provide a channel, especially Google, the more your ads will be triggered and the higher the chance of the right product being displayed in each instance. Additionally, the more convinced shoppers will be. Extra product information is a win/win.
- Enrich your images
You should ensure your product images not only meet the size requirements per channel, but are also compelling. Add key, purchase-relevant product attributes to your images like logo, price, or material. Showing the product from multiple angles (think mosaic) can also help grab attention. To further boost conversions, add client reviews to the image.
- Bring your product images to life with video
Video ads are fast becoming the norm on ecommerce ads and websites. Not only do they offer more engaging content, but they also provide a more complete and inspiring picture of the product. The enhanced shopping experience will naturally increase interaction and sales.
For more product feed optimizations, and to learn more about modern feed management, download our ecommerce marketer’s guide: Supercharge your product feeds and drive sales.
