DataFeed Management is the continuous process of optimizing data sources for better results. The data source is generally a characterized document layout that the client application understands to contain suitable data that may be useful to the application itself or to the client. An article feed or article information support is a record made up of a list of articles and the qualities of those articles classified with the aim that each article can be displayed, advertised or viewed exceptionally. There are limitless approaches to managing and optimizing feeds; These are the main types of optimization:
• Source quality
• Meet channel requirements
• Optimize feed quality
• Optimize return on investment
source quality
Product sourcing is the process by which a company achieves an item to offer. There are a variety of techniques by which vendors source their items. Most vendors use a combination of strategies including drop shipping, wholesale, print-on-demand, and custom manufacturing.
The most imperative component of the source is the images. A product image is the main part of any product ad. With the vast majority committed to the exterior, the image increases even more in importance. The image will have a momentary impact once the ad is published: a beneficial result for a decent image and vice versa. Having extraordinary images will improve your lift and conversion rate on your site. The images must be of high quality in terms of resolution, they must also be a pleasure for the eyes and they must show the product in the best possible way.
To create good data sources, the source must be of high quality. The source is usually the item information in the store. In case data information is missing for some products, this will not only cause a poor shopping experience, but also result in poor data sources. Making sure basic product information is complete is a priority before you even start feeds.
Meet channel requirements
The main thing you do when creating and promoting a shopping channel is to make sure you meet all the requirements.
Required Fields: Create a feed according to the channel’s precise feed specifications, as described in Data Feed Layouts > Feed Specification, and ensure that all required fields are included.
Optional Fields: Channels typically offer a wide variety of fields that aren’t required, but help you better understand the product. It can be anything from product type to mobile link or size to shipping information. This is your first chance to really optimize the feed: with more data, the channel can better understand what you’re selling, and therefore better match your products with your visitors’ search queries; that, for the most part, will improve your exchange rate.
Categories – Most shopping channels have their own categorization. It reflects the main categories you see on their website and their subcategories. It is usually mandatory to add a category. You can include a similar parent category for all of your products; this will ensure that the channel accepts your feed. You can also assign your product or types to detailed subcategories, which will improve your conversion rate.
Custom Fields – Some channels will even give you the opportunity to include information that they never created a field for in any way. You can add a “custom field”, a field you create yourself, to include even more product information in your feed.
Optimize feed quality
A feed can meet all the requirements and contain a lot of additional information and categories; there are still numerous approaches to simplify it. Some examples:
Add more details to your titles. Titles are the second most important piece of an article ad. The more information a title contains, the better it will perform.
If attributes like color or size aren’t in your source feed as a separate field, you can often take this information from other fields, like description, and make them standalone fields.
You can match your own detailed product types to the most discrete sub-sub-sub-category in the channel. More details will ensure you are found in the right class and improve conversion rates.
The malls of the channels you are promoting on will regularly provide you with the most proficient method to develop the quality of your feed.
Optimize return on investment
In this highly competitive e-commerce space, there is a very high cost of getting a new set of PPC channel users. With most of the customer’s investment directed at bringing more new customers to the site, customer retention doesn’t really get much attention. There are different approaches to optimizing your data source in order to increase the ROI of your campaign.
Exclude certain products from your feed. If products are removed from your feed, you no longer advertise them on that channel.
In case you want to set attributes like normal category, product type, brand, or id, Google allows you to add any attribute you want as a custom name. Add a custom label for seasonal products (summer-winter) or a label for Margin (high – medium – low) or products that are on sale. Anything goes. If your campaign optimization requires you to bid on attributes like that, add the attributes to your data source with a custom tag.
Make sure the availability of each product is set correctly in your data feed. Excluding items you don’t have in stock ensures that you won’t promote items you can’t sell, limiting advertising costs and disappointed customers.
Products, as a rule, have different images associated with them. The image that is incorporated in the information carrier is generally not the best image. Make sure to set the best image as the default image in your data source.
Most campaigns are managed at the category level. Even if one category is performing well, there are presumably several products that are not doing very well and are lowering the ROI of the entire product group. Most channels don’t provide product-level execution data, so you need a data feed tool to liquidate and remove unprofitable products.
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