There are many different ways to connect your product data to an advertising platform. In this article, we’re going to take a look at two - API connections and data feeds. Both can be a good option depending on what your business looks like and your advertising needs.
A product data feed is a file that contains all the information about the items in your online store. Product feeds are static in nature, meaning that they won’t be automatically updated (unless you set them up to be, but let’s leave the technical side of things for now).
It includes data such as:
You’ll connect this file to the platform you’re advertising on like Google Shopping, Meta Ads, or Pinterest for example. That platform will then use this information to create your ads.
Note: Every platform has different requirements and best practices, so oftentimes you won’t want to use your data feed “as is”, and some extra optimization will be required. You can use a feed management solution like DataFeedWatch to do that.
Some common file formats are CSV, Excel spreadsheets, and XML. Typically you will have product IDs in the first column and then additional information in the following columns and rows.
There are different methods on getting your product feed depending on how your online store is set up.
If you’re using shopping cart software like Shopify or BigCommerce, you’ll have the option of downloading your product feed from there. Or, if you use DataFeedWatch, you’ll just be able to connect the two platforms without uploading a file manually.
If you’ve set up your own shop on your website without the help of software like a shopping cart then your programming team will have a way to extract your product data.
Merchants with smaller shops that carry just a few products might create and update their product feeds manually. If you don’t have products that don’t change inventory status that often and you’re not adding or removing products regularly then this option could work for you.
The main benefit of using a product data feed file for communicating with advertising channels is their simplicity. They are easy to acquire, so you don’t need programming skills in order to get or make updates to them.
The limitations with using a product data feed is that they won’t stay updated with the current status of the items in your store unless your programmers have set it up to be that way.
An ‘API data feed’ isn’t an official, technical term for a way to connect your products to an advertising platform. But it does a good job of conveying the concept of what happens when an advertiser uses an API to keep their ads updated.
Let’s break down the term to understand what it means.
API stands for Application Programming Interface. Simply speaking, it lets different software systems communicate and dynamically share data with each other.
In the context of ecommerce, an API is usually talked about in terms of accessing or updating data - in this case, data about products from an online store.
And a data feed, as we covered above, is a place where all the information about your products is stored.
So now let’s put it all together.
API feed meaning: A connection set up between your store and the platform you’re advertising on, that programmatically gives the platform the most up-to-date information about your products.
Several of the big players in the advertising world offer APIs for advertisers. In general, it’s a better option for advertisers with programming knowledge than those without. Or for brands that have a team to carry out the technical duties.
The process for using an API will look something like this:
Get the API keys and authentication tokens from the platform you’re going to advertise on.
Make sure your data complies with the requirements of the platform you’re advertising on.
Follow the instructions provided by the API you’re using in order to integrate your store with the advertising platform.
Make sure everything is working as intended, that your data is synced, and your ads appear as they should be.
Continue monitoring the integration for any issues. You should also conduct ongoing optimization to your ad campaigns based on performance data.
Here are some specific examples:
If you have large or complex Google Ads campaigns then the Google Content API could be for you. With it you’ll be able to:
Google provided a table of scenarios to determine if using the Google Ads API is the right decision for you.
If you’re running Meta ads then you can use their API to gain control over your campaigns, by:
A few of the other major players offer APIs in a similar vein:
Your data will be updated in real time, and you may even be able to have more granular control over your campaigns compared to controlling things manually from the platform.
Due to the potential complexity of using an API, you need to have some programming skills or have a team to rely on.
API data feeds will share real time data with the platform you’re advertising on but are more complex to set up, while product data feeds are more static in nature but a reliable option for most advertisers.
Large enterprises with the resources to set up and maintain an API connection might find this is the best option for them.
Because all advertisers have easy access to their product feeds, it makes it a good option across the board. It also is simple to maintain so not a lot of technical experience is required.
Combining a product feed with a feed management solution like DataFeedWatch is a great option for SMBs and enterprises alike. This option allows you to connect your online store to advertising channels (while optimizing your data for each channel) with data feeds, shopping cart software, and FTP connections.