The 10 Most Profitable Data Feed Optimization Tactics

Posted on November 25, 2014 by Jacques van der Wilt

The 10 Most Profitable Data Feed Optimization Tactics.jpg

The data feed is the foundation on which your campaigns on Google or other Shopping channels are built. Data feed management and campaign management should go hand in hand. The better the feed, the better the campaign performance.

We analyzed the data feed optimizations that our customers did over the past years. These are the 10 that they like best:

1. Remove Unprofitable Products

Many products get a lot of clicks but never get sold. Removing these unprofitables from your campaign saves you a lot of money. Only spend your budget on Winners.

DataFeedWatch-Analytics enables you to identify all unprofitables and remove them from your feeds with a single click:

 

DFW Analytics with Cost data - Remove Unprofitables + Filter.png

 

Get a copy of the complete guide to data feed optimization.

 

 

2. Set Availability

When the Availability of each product is in your data feed, you will no longer waste your advertising budget on products that are not in stock:


set-availability-data-feed-optimization

 

3. Add Product Type

Bidding on your own product types is way more effective than bidding on a channels's generic categories:

If you sell rings, you probably have 3 product types: silver, gold and diamond. But e.g. Google has only 1 category: Apparel & Accessories > Jewelry > Rings. So if you bid by (Google’s) Category, you will have 1 bid for all rings. If you add product type to your data feed, you will be able to set separate bids for each ring type.

 

product-type-google-shopping-data-feed-optimization

 

or

 

google-shopping-product-type-mapped

 

4. Use Custom Labels

If you want to bid on something other than category or brand, you need to create a Custom Label for e.g. price or margin or season or special offer. It enables you to bid more on higher priced products or on the products that are on sale this week. Bidding on specific attributes can improve your RoI drastically.

 

google-shopping-custom-label-price

 

5. Select your Best Image

Each product has several images, showing different colors or angles. You need to make sure that for each product, the best image is included in your data feeds. The Default Image Selector in DataFeedWatch enables you to select the best image for each product, with a single click:

 

google-shopping-image-selector-product-box

 

6. Optimize your Product Titles

Include important attributes like brand, color and size and the most important keywords in your Title:

 

data-feed-optimize-product-titles

 

7. Add the Channel's Categories

Including the most specific sub-sub-sub-category from any channel's taxonomy will improve your conversion rate.

 

volusion-google-categories-with-suggestions

 

8. Promotions

Adding promotions to your product ads is one of the best ways to stand out and increase traffic and conversions.


google-shopping-promotions-data-feed-map-fields

 

9. Add the Item group id or parent id

If you are able to identify the parent products, you can
- send only parent products to certain channels (instead of all variants)
- aggregate performance data for all variants and review the performance on parent level.

 

google-shopping-item-group-id

 

10. Add Mobile link

If your site has a Mobile version, it is important that you let the shopping channels know. Then they can link your product ads to the mobile version of your product pages.


google-shopping-mobile-link

 

shopping-channels-guide-ebook

 

About DataFeedWatch

DataFeedWatch is data feed management software that enables merchants on Magento, Shopify, Volusion3Dcart, BigCommerce, WooCommerce, OpenCart, and numerous other shopping carts to optimize their product data feed for Google and 1000+ Shopping Channels in 50 countries. The most intuitive and easy data feed management and optimization tool on the market. Free trial & live demo available.

Posted in: Data Feeds, Optimizing campaigns

Written by Jacques van der Wilt

Jacques van der Wilt, Founder & CEO at DataFeedWatch is an eCommerce industry leader specialized in online marketing.
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