Catalogue optimisation: how to transform your data into campaigns that sell

In an overcrowded digital landscape where every click counts and every second of attention is gold, brands face the same challenge: show the right product, to the right person, at the right time.

Until recently, that relied on intuition, manual segmentation, and hours of tweaks in Business Manager.
Today, it depends on something far more precise: a well-optimized catalog.

Catalogs have evolved from simple product lists to becoming the central hub of automated campaigns.

And when they are well-structured, connected, and powered by artificial intelligence, they can multiply ad performance without increasing spend.

TABLE OF CONTENTS

• The most competitive moment of the year

• Why optimization is key for your campaigns

• ⚠️ Common catalog management mistakes

• From automation to intelligence: new functionalities
• Towards predictive intelligence

What “optimizing a catalog” really means

Optimizing a catalog isn’t just about having “correct” data.
It’s about making that data meaningful for platforms and for users.

Algorithms from Meta, Google, TikTok, or Pinterest need to understand your products like a human would:

• What they are.
• When they’re bought.
• Who they might interest.
• Which ones are more likely to sell.

That’s why optimization focuses on three pillars:

1. Clean, consistent structure

Remove errors, duplicates, and poorly written attributes. Keep prices, names, and IDs synced with your eCommerce.
This prevents ad disapprovals and improves the match rate between product and audience.

2. Enriched, relevant data

The more attributes your feed has (color, size, season, margin, use, style), the more signals the algorithm receives to show the right ad to the right user.

3. Dynamic prioritization

Not all products are equal. Some have better conversion, higher margin, or better availability.
An optimized catalog must know what to highlight, when, and where, adjusting in real time.

Why optimization is key for your campaigns

An optimized feed enables ad platforms to make smarter decisions.
The result? More accurate campaigns, higher CTR, and better return.

Direct benefits:

• Greater visibility in catalog campaigns (Meta, Google, TikTok).
• More precise segmentation based on purchase intent.
• Automatic updates when price or stock changes.
• More personalized creatives thanks to dynamic tooling.
  
  

Example: a brand can highlight different products depending on time of day or weather, automatically prioritizing items with higher conversion potential.

⚠️ Common catalog management mistakes

Even the best campaigns can fail due to a poorly managed catalog.
Here are the most frequent mistakes:

• Generic or vague titles. Algorithms don’t understand context—only data.
• Inconsistent images. Different backgrounds or resolutions reduce CTR.
• Nonsensical categories. If products are misclassified, they’ll be shown to the wrong audience.
• Empty attributes. Less information = fewer targeting opportunities.
• Manual updates. Every delay in the feed can create errors in active ads.

Avoiding these pitfalls is the foundation for making your catalog not just work, but drive performance.

From automation to intelligence: new functionalities

Adsmurai Marketing Platform (AMP) takes catalog optimization to the next level, combining technical precision with intelligent automation.

🔹 Generative AI: descriptions that sell themselves

Generative AI automatically creates or improves product descriptions based on catalog attributes like size, color, or product type, ensuring consistency across markets and stronger ad appeal.

Example: turning a simple “Brown hoodie XS” into copy with brand value and commercial tone tailored to context.

It also improves organic positioning and relevance in dynamic campaigns.

🔹 International Catalogs: one catalog, all markets

If you work across countries, maintaining multiple feeds can be a headache. With International Catalogs, AMP lets you create multilingual, multi-currency versions without duplicating work.
The same product can appear as Sale, Soldes, or Sconti depending on the user’s language and location, maintaining visual coherence and global branding.

This not only simplifies management: it increases conversion by up to +35% in multinational campaigns.

🔹 Catalog Health: full control before launching campaigns

Before uploading your feed to Meta, Google, or TikTok, Catalog Health provides a full diagnostic—errors, warnings, and read metrics—to avoid rejections and visibility loss.
It includes a control panel where you can review each product, filter by error type, and apply fixes without touching the source file.

Keeping a “Read Rate” above 95% ensures clean, consistent, and approved feeds.

🔹 Product Labelizer and Custom Labels: prioritize what matters

These features automatically identify top-performing products (best sellers, high margins, active discounts) and tag them within the feed for specific campaigns.

This way you can create dynamic groups like “HighDiscount,” “TopSeller,” or “NewCollection,” and assign different budgets or creatives based on behavior.

🔹 API Connection and scheduled updates

Thanks to direct API connection, every change in your catalog (price, stock, promotion) is instantly reflected in your ads.
You can also schedule automatic updates for key dates like Black Friday or Christmas, ensuring campaigns always display fresh information without manual effort.

Towards predictive intelligence

The future of catalog optimization goes beyond keeping data clean.
Artificial intelligence lets you anticipate behaviors: detect which products will gain relevance, adjust prices dynamically, or generate creatives based on purchase intent.

In this scenario, the catalog stops being a passive file and becomes a strategic marketing asset—a system that learns from performance, adapts to context, and acts before the user asks.

Optimizing your catalog is not a technical task—it’s a growth strategy.
It’s what separates brands that react from those that predict.

And the difference shows: in ad quality, in budget efficiency, and in the consistency of your entire digital strategy.

If you want to understand how these features work together during the most competitive time of the year—and how UK advertisers are gaining ground thanks to Adsmurai Marketing Platform—download the resource.