Enhanced Insights for Feed Management Experts: Mastering Mandatory, Recommended, and Optional Data

A Deep Dive into E-Commerce Product Attributes Across Channels

As we mentioned in our last article “The First 5 Steps in Feed Optimisation “ we will break down each of these initial key points of feed optimisation into separate pieces so we give you a solid base to step on and begin your journey to improved performance of your ads.

This article is a deep dive into product attributes across various channels and is tailored for those who relish the technicalities and are keen on optimising their product feeds for maximum impact so if you want to learn more then keep reading.

1. The Significance of Product Attributes: A Technical Perspective

In the realm of product feed management, differentiating between mandatory, recommended, and optional attributes isn't just a practice—it's an art and as such, it takes time and knowledge to master. While mandatory attributes are the bedrock of product listings, familiarity and strategically using recommended and optional attributes can significantly enhance feed quality, searchability, and customer engagement.

We will look at a couple of channels today just as examples.

Channel-Specific Overviews:

• PPC Channels: Google Ads, Facebook
• Import Channels: Shopify
• Comparison Sites: Price Runner

2. Google Merchant Center: The Search Engine Giant

More than 90% of internet users across the globe depend on Google, a fact that highlights the paramount importance of adhering to Google's product attribute guidelines, especially for feed optimisation. This adherence is not just a mere recommendation but a critical aspect of success in the digital space. Google's platform, renowned for its extensive reach and effectiveness, has evolved into one of the most competitive arenas for advertising. Given this competitive landscape, the ability to tailor your product feeds to align with Google's standards becomes not just beneficial, but essential.

Customising feeds according to these guidelines ensures better visibility, enhanced user engagement, and potentially higher conversion rates. In essence, mastering Google's product feed optimization is a key driver for thriving in the digital marketing world, where visibility and relevance are king.

Check our blog on uploading feeds to Google Merchant Center here - https://www.wakeupdata.com/blog/how-to-upload-a-product-feed-to-google-merchant-centre

Required Attributes:

Basic Product Data: ID, title, description, link, image link

Price and Availability: Availability, availability date, price

Product Identifiers: Brand (vital for new products), GTIN, MPN (substitute for GTIN absence)

Recommended Attributes:

Varies based on product type and target markets.

Optional Attributes:

• Enhancement Tools: Additional image link, 3D model link, mobile link
• Financial Aspects: COGS, expiration date, sale price, unit pricing measures
• Categorization and Identification: Google product category, product type, identifier existence

For advanced feed management, incorporating these attributes can significantly improve product visibility and ranking within Google's shopping ecosystem.

Check our blog where you can find relevant articles on all things practical for optimising your feeds - https://www.wakeupdata.com/blog

3. Meta (Facebook): Harnessing Social Commerce

Social media has changed the world - from sharing your life online to keeping up with your favourite celebrity and in recent years also shopping online.

The influence social media has over buyers is undeniable. You start scrolling through your Instagram and you see an influencer you like wearing a cute skirt and boom - you can simply click and purchase the item within the app itself - no landing pages involved, no hassle. Simple as that.?

Eliminating steps is at the core of building a solid customer journey therefore social commerce has become very popular.

Facebook's expansive reach offers unique targeting capabilities for product feeds so sometimes it can get a bit tricky.

Required Attributes:

• Core Elements: Id, title, description, availability, condition, price, link, image link, brand name

Optional Attributes:

• Value-Add Elements: Sale price, status (visibility), colour, gender, specific fields (like ingredients), size, age group, material, pattern, video, shipping

Leveraging these attributes can upgrade your product's appeal in Facebook's algorithmically driven marketplace.

Of course, do not hesitate to contact us and book a meeting with us if you have any doubts or questions.? https://www.wakeupdata.com/get-a-free-demo-of-the-wakeupdata-product-feed-management-platform?

If you want to learn more about setting up your catalogue and managing ads on Facebook check our blog on the topic here -?

https://www.wakeupdata.com/blog/how-to-set-up-your-facebook-product-catalog-and-upload-your-feed

4. Price Runner: A Comparison Shopping Leader

Mastering Price Runner's feed requirements is crucial for experts aiming to maximise their impact in the comparison shopping sector. This requires an in-depth understanding of the XML or CSV feed formats that Price Runner supports, along with a comprehensive grasp of the required attributes for each product category.?

Specialists need to be proficient in mapping product data accurately to Price Runner's unique identifiers, ensuring seamless integration and update processes. Advanced knowledge of feed optimisation techniques, such as dynamic pricing strategies and keyword-rich product descriptions, is also essential. Additionally, staying abreast of Price Runner's API documentation and updates is key for continuous feed performance monitoring and optimization. This deep technical expertise will enable feed management professionals to effectively leverage Price Runner's platform, ensuring optimal product visibility and a competitive edge in the rapidly evolving comparison shopping landscape.

We at WakeupData aim to assist marketers in achieving superior results with their ads, import, optimise, manage and export feeds to comparison sites without any technical knowledge so check what we have to offer - https://www.wakeupdata.com/connect?

Required Attributes:

• Fundamental Data: ID, name, price, shipping costs, stock status, delivery time, manufacturer, gtin, URL, image URL, category, description

Optional Attributes:

• Detailed Product Data: Age group, colour, gender, condition, material, pattern

Optimising these attributes can enhance product placement and competitiveness on Price Runner.

Check our blog on optimising feeds for price comparison sites here -?https://www.wakeupdata.com/blog/the-7-best-price-comparison-websites-you-can-use-to-increase-your-online-sales

As always, we like giving you practical tips that you can start applying today so we gathered up a few for today’s read.

Advanced Strategies for Feed Management Experts:

• Attribute Granularity: Delve into the subtleties of each attribute. Understanding the interplay between different attributes can lead to more refined and effective feeds.
• Channel-Specific Optimization: Each channel has its unique algorithm and audience. Tailoring feeds to channel-specific requirements and consumer behaviour can drastically improve performance.
• Analytics and Iteration: Regularly analyse the performance of different attributes. A/B testing and data-driven adjustments are key to staying ahead in the ever-evolving e-commerce landscape.

Conclusion:

For feed management experts, the depth of understanding and strategic implementation of product attributes across channels is a fundamental aspect of success. Embracing the complexity and technicalities of feed optimization can not only enhance product visibility but also drive conversions and customer satisfaction.?

Stay updated, stay technical, and keep tweaking those feeds for the best results!?

Feel more than welcome to get in contact with us in case you have any questions, we are always here to support you.

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Next time we will look into titles and descriptions and how to make the most out of them in your ads strategy.?

You can read how WakeupData helped Kaufmann to achieve a 44% revenue increase and 71% more sales YoY by utilising proper feed optimisation software. - https://www.wakeupdata.com/blog/case-kaufmann?

Stay efficient!

P.S. We are geeky and nerdy and thus love to share knowledge with our audience so do not hesitate to contact us for more information on anything feed-related through our social media channels or contact information.?

Book a short meeting with us and let's talk business.