Scoring BIG with Product Feeds
Big retailers have big
product feeds. They also
have major challenges
developing, maintaining
and optimizing those
vital data sets.
To get more out of product feeds and to stay
in the retail lead, online merchants of every
size need to be armed with basic and advanced
tips, know when it’s time to get outside
help and understand what to look for in
an agency or e-commerce solution when that
time comes.
First, what are product feeds and why
are they valuable? These data-based files contain
detailed product information that can be
distributed to search engines, comparison shopping sites,
and other networks and aggregators where consumers typically
purchase online. The rewards can be immense, as
product feeds benefit Internet retailers by increasing the
opportunities they have for exposure among interested
shoppers. Paid Search Account Manager at TopSpot Internet
Marketing, Lara Garcia, explains that product feeds enable
consumers to see multiple product listings in single
searches, without limiting the number of times a store can
appear in queries, as well.
Getting Started with Feeds
To get product data feeds into the search engines, companies take data directly from their product database, transfer it into a delimited file and then upload it to the network’s platform/system. Although this approach seems easy, it is often ineffective for merchants. Each feed (search, comparison and affiliate networks) requires different criteria, category names and delivery systems, notes Ian Lurie, founder and CEO of Portent, Inc.
Managing Multiple Data Feeds
Too many online shopping channels and too little time? These six e-commerce solutions can help wsm.co/datafeedhelp.
With all the discrepancy, what’s
the solution? Web Shop Manager’s
Founder and CEO, Dana Nevins,
suggests, regardless of search engine,
to provide the most complete
and accurate product information (see sidebar). Merchants
should also avoid:
• Listing out-of-stock products, which can cause feed removal,
higher bid costs, ill will and paying out for useless
clicks
• Using bait-pricing tactics, as this trick triggers consumer
complaints and bounce backs, which send red flags to
search engines
• Adding promotional jargon such as “Free Shipping,” as
this may ban the product from a listing
• Practicing keyword stuffing or other tactics that search
engines perceive as unethical practices
The Evolving World of Product Feeds
Managing product feeds can quickly become a cumbersome
digital project, and one that is growing since, according
to Lurie, search engines are transitioning from
pure search tools to full-on product aggregators that aim
to provide users with more relevant information. This
means keeping up with requirements, new features, optimal
keywords and more can be too time consuming
for one business.
“There is a lot of complexity in dealing with not only
multiple search engines and multiple formats, but also
frequent changes and updates made to the specifications,”
said Nevins.
Google’s new product listing ads (PLAs) is one such
example where e-commerce professionals need to focus
their attention. (Get started and maximize the new feedfocused
format at wsm.co/plas101.)
Companies may also find it advantageous to hire an
agency to manage product feeds.
“Because feeds are digital, they can
change easily and frequently and should be
based on competitive dynamics,” said Veena
Peña, adjunct professor of marketing at
Houston Baptist University and consultant to
the consumer goods industry. “As competing
firms launch products, feeds should also be
altered to best address competitive threats.
Dedicated agencies have the resources to spot
opportunities and respond quickly.”
When shopping for an agency-partner,
Lurie suggests finding one that:
1. Understands the importance of category
word choice
2. Knows that product feeds are separate
from a product database
3. Uses a person to optimize and examine
each feed regularly and provide client
feedback
4. Analyzes and reports key metrics, such
as clicks from product feed listings, sales,
conversion rates, bid costs and terms/category
placement/impressions
5. Explains how work will be transferred
when the client-agency relationship
dissolves
6. Discusses its team’s technical expertise concerning
exporting data, updating feeds and automation
Online merchants leveraging product data feeds should
do their due diligence from the beginning through learning
and implementing best practices and knowing when
it’s time to ask for help. This strong foundation will help
retailers manage their campaigns more effective today
and tomorrow.


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