Data Feed Management for Google Shopping and much more.
The Data Feed Management discipline is responsible for analyzing and customizing product data feeds according to the specifications and recommendations of the different advertising channels we are going to use.
More and more users are comparing prices before buying on the Internet through price comparators. These are websites that compare the prices of the same product in different online shops offering the customer the products with the most attractive prices. If your pricing strategy is competitive and you decide to invest part of your marketing budget in price comparators it is very likely that you will considerably increase the sales of your online shop.
Product listing ads on Google Shopping and Bing Shopping offer e-commerce professionals a way to reach specific, ready-to-buy target audiences. Product listing ads are ads that appear when a person searches for a particular product on a search engine. These are paid ads, used by e-commerce retailers to drive traffic to specific product pages. With a 22% higher click-through rate than paid text ads, these image-based ads have proven to attract more attention from potential customers on search engines. Product card ads allow consumers (and businesses) to quickly see a product, its price, the seller's brand, and shipping costs. With a click on the image, the potential customer will go directly to the product page of your online store to learn more about that particular item and potentially purchase it. Click here to get more information about Google Shopping.
You may be wondering what both types of advertising have in common: Both price comparators and product listing ads are based on data feeds that are created and improved through Data Feed Management techniques and technologies. Product data feeds are files containing product listings of an online store and are created as a connection between online stores and external advertising platforms that are used to attract customers.
For a feed to really work to increase ecommerce sales, it is important to consider that it is not a static file, but a dynamic element that must be personalized and updated with the stock and price data of the online shop.
What advantages does a Data Feed Management strategy bring to an online shop?
With Data Feed Management we are able to increase the relevance of the ads, which helps to improve the sales of each advertising channel. By optimizing and customizing each data feed for the different advertising channels, we increase their quality level, reducing costs per click and increasing conversion rates, thus optimizing our marketing budget to the highest possible level.
What is the strategy to follow in a Data Feed Management project?
More and more users are comparing prices before buying on the Internet through price comparators. These are websites that compare the prices of the same product in different online shops offering the customer the products with the most attractive prices. If your pricing strategy is competitive and you decide to invest part of your marketing budget in price comparators it is very likely that you will considerably increase the sales of your online shop.
Product listing ads on Google Shopping and Bing Shopping offer e-commerce professionals a way to reach specific, ready-to-buy target audiences. Product listing ads are ads that appear when a person searches for a particular product on a search engine. These are paid ads, used by e-commerce retailers to drive traffic to specific product pages. With a 22% higher click-through rate than paid text ads, these image-based ads have proven to attract more attention from potential customers on search engines. Product card ads allow consumers (and businesses) to quickly see a product, its price, the seller's brand, and shipping costs. With a click on the image, the potential customer will go directly to the product page of your online store to learn more about that particular item and potentially purchase it. Click here to get more information about Google Shopping.
You may be wondering what both types of advertising have in common: Both price comparators and product listing ads are based on data feeds that are created and improved through Data Feed Management techniques and technologies. Product data feeds are files containing product listings of an online store and are created as a connection between online stores and external advertising platforms that are used to attract customers.
For a feed to really work to increase ecommerce sales, it is important to consider that it is not a static file, but a dynamic element that must be personalized and updated with the stock and price data of the online shop.
What advantages does a Data Feed Management strategy bring to an online shop?
With Data Feed Management we are able to increase the relevance of the ads, which helps to improve the sales of each advertising channel. By optimizing and customizing each data feed for the different advertising channels, we increase their quality level, reducing costs per click and increasing conversion rates, thus optimizing our marketing budget to the highest possible level.
What is the strategy to follow in a Data Feed Management project?
- Creation of a data feed in the e-commerce platform.
- Connecting the data feed to my feed management tool through a link or an API depending on the ecommerce platform being used.
- Analysis of the competition and the advertising market for each channel.
- Strategic decision making of the most relevant advertising channels for the ecommerce.
- Creation of new data feeds optimized for the different advertising channels selected (Google Shopping, Bing Shopping, Facebook Ads, Idealo, Criteo and many others).
- Getting in touch with and creating accounts for the different advertising channels.
- Installation of conversion tracking for the respective advertising channels.
- Creation of advertising campaigns for each channel.
- Web traffic and sales data collection.
- Analysis of results.
- Optimization of data feeds (excluding unprofitable products in each channel, improving titles and descriptions according to customers' searches...)
- Continuous monitoring of errors in data feeds (stock and price discrepancies).
- Creation of performance reports.
|
These are the feed management tools I work with:
My services in the area of marketing on price comparators and product listing ads are as follows:
- Conception and implementation of the product marketing strategy (PLA): Selection of the relevant search engines and creation of the respective optimized product data feeds, their update and optimization.
- Use of the most advanced software to create, optimize and automate the data feeds.
- Use of intelligent bid automation software.
- Permanent monitoring of your feeds to detect errors, data quality and policy compliance of each marketing channel.
- Creation and optimization of Google Shopping, Bing Shopping, campaigns in price comparators in almost all European countries.
- Communication with the respective contact persons of the different channels.
- Transparent monthly billing.
- Reports of results at campaign and product level.