Expanding the reach of your online retail store and raking in customers is a challenging feat. The biggest challenge retailers face today is having potential customers discover their store.
Customers discover your store on different sales channels like Google Shopping or Facebook. You need to upload your product data on their platform as a data feed to advertise on these channels.
A data feed is a file that contains all your product data in a structured format that can be used to advertise on different platforms. To create impactful and eye-catching advertisements, you need to curate your data. This is where data feed optimization comes into play.
Optimizing a data feed means enhancing the utility of the file’s data to maximize your ads’ visibility and performance. Without potential customers knowing about the existence of your online business, all the other steps you take to run a successful business become redundant.
| By 2027, retail e-commerce sales are predicted to go up to $8034 Billion. |
Table of Contents
Understanding Data Feed Optimization
E-commerce merchants create data feeds for advertising purposes. They can be created using third-party applications, Google merchant center, or similar advertising platforms.
More than organic growth, many retailers today rely on PPC campaigns to get their ads to appear on their customers’ devices.
PPC (pay-per-click) campaigns can be highly effective if advertised products have updated and relevant information. Certain platforms even require your product data to contain necessary details such as product title, description, etc.
Refining these components to suit the versatility of your sales and marketing channels is an important step.
Where Are Product Data Feeds Used?
Product data feeds can be used in multiple ways. They provide information that can be used for:
- E-commerce websites
- Creating shopping catalogs on different marketplaces (Meta, Bing, Snapchat, etc.)
- Advertisements
- Mobile shopping apps
- Comparison websites (such as Shopzilla)
Advanced Feed Optimization Techniques
Creating a high-performing feed doesn’t involve merely adding data to a file. This raw data must be meticulously curated for diverse marketing channels (or other purposes).
During the advent of e-commerce, having a strategic plan only meant optimizing your data for SEO. It is not the same anymore.
To stay on top of your marketing game, you must combine all necessary means to ensure your store is visible to potential customers.
An optimized data feed can get your products to show up on your potential customer’s search queries, ensuring higher visibility, more clicks and conversions, and an increase in ROI.
Here are the best ways to optimize your data feed for higher sales:
Tip #1 Improving Product Feed Quality
Prioritizing the quality of your feed is an important step for merchants. It can make or break the campaign. It is the first and the most important enhancement you can make to your feed.
The quality of your feed depends on the data you add to your feed–Two of the most important components of a feed file include:
- Title
The title of your product must be the easiest combination of words that your target customer will look up on any search engine. Use descriptive words to give concise information.
Perform keyword research and filter out underperforming keywords that bring your relevancy down. Using keyword-rich titles will increase the relevancy of your ads and ultimately help improve performance.
We recommend using tools like Ahrefs, Moz, or Semrush to help with keyword research.
- Description
Your product description needs to be concise and effective and, at the same time, optimized for SEO. Include simple descriptive words in a fun manner.
For example, Shopify recommends composing a product description based on these three questions:
- What problems does your product solve?
- What do customers gain from your product?
- What makes it better than the competition?
For writing better product descriptions, Google recommends:
- Being specific and accurate.
- Adding important details within 160 – 500 characters.
- Include your product’s relevant features and visual attributes (size, color, shape, etc.).
Facebook (Meta) suggests:
- Do not use unnecessary punctuation in your description (such as !!!)
All sales platforms might have different requirements for product descriptions, and it is up to you to customize the description of your product for the highest efficiency.
Tip #2 Optimizing Images
Optimizing the title and description can help your ad show up in a better position. Images that you input into your product feed are displayed in the ad listing–thus, adding an optimized image is of utmost importance.
Optimizing the image will ensure that the user clicks on your ad. It is believed that 93% of people choose to buy a product based on its visual appeal, according to a study by Digital Information World.
Before submitting your feed, we recommend reviewing this checklist to ensure your images are optimized for smooth delivery.
- Choose the right image format based on the platform where your data feed will be submitted (for example, if you’re submitting a feed to Instagram, 1.91:1 to 1:1 is the required image ratio for the format)
- Make sure all the images you use are compatible with all devices.
- When adding the image data to your feed file, ensure that the name of the image file is appropriate.
- You can add alternate text to an image for better accessibility, too.
- Use a blank background that contrasts with the colors of your product.
- Ensure that your image is not pixelated or blurry in any form.
To illustrate these tips, refer to the two ads below:
These two ads are from the Google Shopping tab. When compared, the image on the right informs the buyer exactly what they will get if they purchase the bike seat. Most users will not click on the left image, mainly because the product is not clearly visible.
Tip #3 Product Segmentation
Don’t you think it would be easier if all your campaigns had specific products assigned to them to perform specific tasks? The answer is yes.
This is where product segmentation comes in.
Simply put, you can create segments of products and divide them into different categories to make it easier to create targeted ad campaigns. You can tailor product data for better performance by editing particular segments’ data to increase relevancy.
Overall, it helps you manage and track a particular segment’s performance.
Tip #4 Utilizing Custom Labels
An extension of product segmentation, custom labels fall under a similar definition. Used mainly by Google, custom labels are optional attributes that can be added to your feed.
Custom labels, as the name states, help businesses label products under different categories and help create groups for products.
Google Shopping allows advertisers to create product groups for the following categories:
Category, Product Type, Item ID, Condition, Brand, Channel, and Channel exclusivity. You must use a Custom label to create a group using any other attribute.
You can use up to 5 custom labels in one product feed, each containing up to 1,000 products. Each custom label has to be given a name and a definition (similar to an attribute). These custom labels are numbered from 0 to 4.
Optimizing your custom labels involves segregating them into categories your target audience can easily maneuver.
Confused? Let’s simplify it.
Let us assume that you run a shop that sells skincare products.
At the base level, you would segregate your products into two categories, i.e., facial skincare products and body care products.
When you optimize, the next step would be to divide them further by the type of product, the kind of ingredients they contain, or the skin type.
These categories may have products that overlap– but by assigning custom labels to each of these, you have successfully given your target audience the information they need.
Doing this will boost customer satisfaction significantly.
| 💡Ensure you verify whether the platform that you wish to upload your data feed allows the use of Custom labels. |
Tip #5 Consider Removing Unprofitable Products
Before creating a custom label or grouping certain products for your next campaign, remember that certain products will receive several clicks but will not get sold. These unprofitable products will hinder the campaign entirely.
This implies these products look catchy but don’t turn clicks into conversions. This is a drawback as this will increase the advertising cost and lead to the misdirection of funds to underperforming products.
For your next campaign, analyze all the data efficiently. Take apart each campaign, check the underperforming products, and remove them entirely from your data feed.
Focus your resources on high-performing products for better yield.
Best Practices For Data Feed Optimization
#1 Choosing the Right Shopping Channels
You must select the right industry shopping channel to run an advertising campaign successfully. Determine where your target audience is.
It is recommended to dip your toes into multichannel marketing. Gather data from different channels and weigh the pros and cons of each. Figure out which channel will bring in higher profits.
The top sales channel in the world right now is Google Shopping. Since it integrates with the biggest search engine available to users, advertisers can advertise on multiple pages (under search queries, under the shopping tab, etc).
In 2023, a survey conducted by Moz (an SEO tool) found that 50% of people are more likely to buy a product if they discover it via an advertisement, as compared to discovering the product organically.
If your target audience is the younger generation, try selling your products on Instagram. If your product has an aesthetically pleasing visual, try advertising on Pinterest for better ranking.
This is not to say that your products won’t sell on Facebook or Google Shopping, but rather, your product would easily reach the intended audience and amplify the success of your campaign.
If you are a Shopify merchant, you can integrate your store with multiple platforms for effective advertising. Shopify has simplified the process of selling your products on different channels.
#2 Meeting Channel Requirements
Once you have selected the right sales channel for your needs, all you need to do is curate your data feed according to the requirements of that particular channel.
This is extremely important as failure to comply with these requirements can lead to disapprovals or bans and permanent consequences for your store (regarding advertising on that channel).
Different channels have unique requirements based on their user interface; make sure you keep that in mind when curating your data feed. Take Meta (Facebook), for instance Meta requires that your product feed contain the ‘Condition’ of your product (if it’s new, refurbished, or used).
Combating Google Shopping’s common feed errors is no easy task. Ensure you check all the necessary details before uploading the feed to any platform.
#3 Maximizing Shopping Campaign ROI
Try incorporating CRM (customer relationship management) data in your feed. About 46% of marketers used CRM data to boost efficiency. You can analyze different responses customers provide to different products.
For instance, it was found in March 2023 that most eCommerce buyers in the United States of America included people within the age bracket of 18-24 years. With this information, retailers selling products suitable for a similar audience can easily target the USA as one of the best options for ad campaigns.
We also suggest you optimize product selection and grouping in the ad campaign accordingly.
#4 Automation and Feed Management Tools
Change paves the way to success. However, regularly updating the product details in your store may become a hassle when you experiment with omnichannel marketing. Feed management tools such as Adnabu, GoDataFeed and DataFeedWatch were introduced to alleviate the time-consuming task of updating individual product feeds across multiple platforms.
Using a feed management tool is the smart way to manage your time, resources, and, most importantly, your feeds. Many tools offer direct and automatic product data synchronization to top advertising channels.
It is recommended that merchants update their data feed daily (or each time changes are made to their store). Most sales channels require you to update your product feed at least once per month (it varies depending on different channels).
Moreover, feed management tools also offer features that reduce feed errors and lower the chances of disapproved products. To select the right tool for your store, compare the size of your shop, features, sales channels you want to target, and the price.
For Shopify Merchants, we recommend using AdNabu’s feed management solution. They offer instant Shopify sync with top marketplaces in multiple currencies. Merchants can optimize their product listings using AI optimization and keyword suggestions (sourced directly from Google Keyword Planner).
Conclusion
Data feed optimization is the key to unlimited growth and higher ROIs. Use different tactics, employ the best practices, and keep your efforts undiluted.
Consistency is the key to unlimited success. Consistently optimizing your data feed according to the market trends and leveraging the best techniques will help your store achieve higher conversions and clicks. Manage and optimize your data with third-party tools to get the best results for your e-commerce business.
FAQS:
What is data feed optimization?
Data feed optimization involves curating your product data to adequately meet different marketing channels’ requirements. Generally, merchants refine their feeds using different tactics, such as using keyword data to create enhanced product titles, descriptions, images, and other attributes in your feed to improve visibility, click-through rates, and conversions.
How can I optimize product titles in my data feed?
The title of your product is one of the most important factors considered for ranking. The title should be keyword-rich and descriptive and match the most basic query your ideal customer might have. Using specific details can elevate it, too.
Can optimizing my data feed improve my products’ SEO?
Yes, the purpose of optimizing your data feed is to improve the visibility of your products by curating it according to the requirements of the selected search engine, as well as including keyword-rich details to create high-performing feeds. Optimizing your feed can help reach new potential customers, and optimized attributes (images, descriptions, and other details) can help turn a potential customer into a buyer.
How often should I update my data feed?
Most sales platforms recommend updating your feed daily. Frequently updating your product data feed ensures accuracy and can help maintain the relevance of your product listings. Ensure you update your data feed after making any changes in your store.
How does data feed optimization impact advertising campaigns?
Providing an optimized product feed to a sales channel can highly impact ad performance and help you make higher ROI. If your advertising campaign contains relevant, accurate, and updated data, it can lead to higher conversion rates, improved customer satisfaction, and effective targeting.
What common mistakes should I avoid in data feed optimization?
Ensure your feed does not contain inaccurate, incomplete, or false product information. Avoid using the same feed for multiple sales channels, as different sales channels have different requirements based on their user interface. Remember that you must optimize your feeds to perform well on all devices, not just desktops. Lastly, ensure you regularly monitor your feed and update it in case of any changes within the store.
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