The first five steps in feed optimisation
WakeupData
Powerful solutions for e-commerce and Data feed management. We help your online business to sell more!
The world of e-commerce is vast and so are the tips and tricks on how to set up your feeds to achieve the desired results thus it is not uncommon for merchants to ask themselves where to start. We get why.
The first step is the creation of the feed itself.?
It can be expressed in a certain format such as XML, CSV, JSON etc. and it typically comes from a CMS system but it can also be created by your PIM system. Anywhere the product data can be fetched from. Some sites are custom built and therefore they can not expose a feed. In this instance, they most likely have developers who assist in creating those feeds or we also have cases when the whole website needs to be crawled and the product data obtained.?
Once the feed is built, you should make sure it follows all the requirements derived from the channel. This is your bare minimum as there is so much more than you do to achieve a better performance.
We have gathered a few of the most common and easy-to-implement steps to get you started on the path towards a well-optimised product feed.
As previously mentioned each platform has its requirements in terms of fields. Most divide them into three types - mandatory, recommended and optional product attributes. As an example, most channels demand each product to have a title to be advertised on their platform.
As an initial point, it is crucial to double-check if all mandatory fields are properly filled and included. The so-called “ recommended” fields are not a must but we advise you to fill them up as they assist the channel in recognising/ understanding your products better, e.g. product title, description, size, colour, price and much more. You can enhance the strength and depth of your feed by including optional field data or custom fields. The more relevant fields you include, the better your goods will be matched with the browser’s search queries.
?If you place yourself in the shoes of the potential buyer, you will quickly realise that the more data you have at hand for what you are about to buy the more likely you will be to convert to a purchase.
An easy way of increasing your products’ chance of being displayed is by optimising your titles and descriptions. When it comes to titles - precision is the key, vague titles will not bring you much success. Using data such as brand, colour, size, material, season, gender etc. in the title can increase your sales performance drastically. The use of keywords is also another commonly used technique that is worth applying.
?The most important rule here is to always adjust each title or description based on your working channel.
For example, we can look into a few things to keep in mind when working with Google Shopping:
And more…
If you are interested in learning how to optimise your descriptions, you can check out our blog on the topic here.
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Proper product categorisation is not only important for titles and descriptions, but it also plays a crucial role in optimising the visibility of your products. While it may not be mandatory to categorise your products on every platform, we highly recommend doing so as it helps users easily find what they are looking for within broader categories.
Categorising your products provides clarity on the nature of your offerings, making it easier for potential customers to understand what you have to offer. Additionally, when users search for products within a specific category, your products will have a higher chance of being seen, increasing their visibility and the likelihood of generating sales.
It's important to note that e-commerce platforms often require product categorisation as part of their guidelines. This is because each platform has its unique audience, design principles, and focus on specific types of goods. By categorizing your products in alignment with these platform requirements, you can effectively target your desired audience and enhance your chances of success.
In conclusion, proper product categorisation is an essential element of successful marketing. By categorising your products, you can improve their visibility, attract the right audience, and increase your chances of driving sales. So, take the time to categorize your products on the relevant platforms and reap the benefits of a well-organized and optimized online store.
- Use the latest data?
Make sure your price is the latest one, the availability of the products sold is correct and similar sounds obvious but we still see many unhappy customers complaining about the same things. Readability is vital so you must delete the unwanted HTML code. We understand that this HTML code is critical for your online store, but we are convinced that you do not want it to appear in your ads, right?
- Focus on well-performing products and set up custom labels
KPIs are a must, tracking your performance is a must if you want to achieve success. Keep an eye on your conversion rate, CTR, revenue, ROAS etc. for each product can be a great judging factor for which products to keep and or spend more money on or which ones to eliminate from your feeds as they are being heavy on your budget.?
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