Product Feeds Tips for the M-Commerce Age
For New Google Product Feed Specs, The Time is Nigh
AdWords advertisers running Product Listing Ads (PLAs) will need to make sure that their product feeds are in compliance with several new specifications by Sept. 30.
Google updated the feed requirements for Google shopping with several new attributes and even managed to make some changes to a few of the existing requirements. For example, a new "mobile link" attribute has been added which is intended to ensure users are taken to mobile landing pages when using their smartphones. Additional updates include merchant-defined custom bundles (which must be identified as such), apparel attributes (more detailed descriptions available) and item availability (which has been simplified to allow a clearer distinction between different availability states).
Advertisers had the option to submit their new attributes since June of this year but Google will start enforcing the new and updates attributes on Sept. 30, 2014. As the holiday shopping season fast approaches, it's important to keep in the know about the best practices associated with product and data feed optimization - particularly as it relates to mobile. Product feeds, of course, don't really vary all that much for consumption on desktops or mobile devices, but there are several important considerations all merchants should make - namely as it relates to the optimization of product titles and descriptions - as the usage of mobile devices skyrockets among consumers.
Retailers work with less virtual real estate in the title and description fields of their PLA feeds so that means these advertisers must focus in on the quality, depth and relevance of the experience provided to users. Ensuring the information presented in some way matches what the user will find on your site is the best course of action. To do this, include key product attributes at the beginning (e.g. the product type within the first few words of the title).