Product feed optimization is the process of analyzing and improving all of the attributes in a product feed. It’s a proven ecommerce strategy and the aim is to enhance the data feed so that online product listings and shopping ad performance improves.
When running shopping campaigns, product feed optimization is of paramount importance. A fully optimized feed helps Google determine where and when to show your ads.
The more relevant your product is to a user’s search, the more likely Google will show your ads. This means that product feed optimization increases the chance that someone searching for your product will find it and make a purchase.
When looking to optimize a product feed it is important to ensure as many data fields are populated as possible. Advertisers will also look to improve the primary elements of the feed.
Why product feed optimization is important
Feed optimization is important for a number of reasons, all of which improve the performance of your Google Shopping campaigns. This makes it vital for ecommerce businesses who want to run successful shopping campaigns to optimize their product data feed.
Here are the main reasons why product feed optimization is important:
- Increased product visibility and discoverability
- Higher click-through-rate (CTR)
- An improvement to conversion rate
- Overall improvement to user experience
- Gaining an edge over competitors
Primary product feed optimization attributes for Shopping
Using as many data fields as possible is a good strategy for enriching the product feed. However, it’s also important to focus on optimizing the primary feed elements. This includes optimizing the following six feed attributes:
Title
Getting the title right is most often the best place to start. Google will occasionally choose to show only the first 25, 50, or 64 characters. So, it is worth considering the best structure of your product title to ensure the most important information for your product is displayed.
For example, a clothing retailer should consider structuring the product title like this; Brand, Gender, Product Type, color, size, and material. This way, the most important information in which consumers will be interested in seeing comes first.
Description
Product descriptions work hand in hand with the product title. Fully optimized product descriptions that follow SEO best practices are more likely to rank higher when a user searches for a product.
Category
The product category can be selected from Google’s product taxonomy. Choosing the most relevant product category will help Google match your products with the right searches quickly and easily.
Image
Product images are one of the first things a customer will see when searching on Google. This means that selecting the best image for your product can help boost the performance of your Google Shopping campaigns.
Price
Chances are, you already have a competitive pricing strategy in place. However, repricing and testing pricing is a great way to get a competitive edge. If you are not blessed with time, there are also tools to help you benchmark your prices against competitors and amend prices as you see fit.
GTIN
The Global Trade Item Number (GTIN) is required when you are retailing the majority of products. Google uses this and takes information from the product supplier to show your Product Listing Ads with other sellers of this product.
Conclusion
These primary product feed attributes are all of high importance when it comes to improving Google Shopping campaigns. However, it doesn’t end here. There are further ways to optimize your product feed, such as fixing feed errors, updating your product feed regularly and using other optimization strategies like A / B testing. DataFeedWatch makes it all easier for you.
Get started by reading these 10 feed optimization tips that can be implemented fast, helping you to grow sales and revenue with successful shopping feed ads.
