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What is and how to optimize product feed

To increase your brand's sales and improve the performance of your digital marketing strategy, it is essential to carry out an effective product feed management. 

Optimizing the product feed will allow us to find new opportunities and a higher ROI in your brand's Paid Media campaigns.


What is a data feed?

As we have discussed previously in the blog, a data feed in e-commerce is a structured and updated database in xml or csv format that collects the entire list of products of an online store. It is also known as feed or product catalog. Due to the wide variety of functions it fulfills, the product feed becomes an essential element for an e-commerce. Among many options, the product catalog will allow us to launch Paid Media campaigns that boost sales or analyze the data of an e-commerce. If we really want it to be an efficient tool for our brand, we must work to ensure that it is a dynamic, optimized, well-managed file, suitable for all platforms where we want to launch our digital marketing campaign.


Product feed requirements on the main digital platforms

Now that you know what a data feed is, it's time to know what information is essential to include in it so that your Paid Media campaigns on Google, Facebook, Pinterest and TikTok get the most out of your product catalog. 
Different platforms have different requirements for the format of product feeds, adding the data in the right format will allow us to create successful ads. Let's review the specifications for retailers to speed up your feed management tasks:


Google Merchant product feed specifications

In order for Google to approve your product catalog, it is essential that it contains the following information:

    • Product ID: The unique identifier of the product in your catalog.

    • Product title: It is very important to add a description of the product, using the appropriate keywords. It should have a maximum of 150 characters, although only 70 characters will be shown in the ad. Avoid including additional information, using capital letters or special characters.

    • Product price

    • Product description: Describe the product, extend the information given in the title, do not include links!

    • Image: Must match the product you are selling. The formats accepted by Google are: GIF, JPG, BMP or TIFF. Remember that the format must be at least 100x100 pixels and the size must be less than 16mb. Do not include text in the image!

    • URL: Include a direct link to the product on your website.

Learn more about Google's product data specifications.

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Facebook product feed requirements

There are 9 essential attributes that your product catalog must incorporate if you want to include Facebook in your digital marketing strategy.

    • Id: This is the product identifier and should only appear once in your catalog. The character limit is 100 characters.

    • Title: In a maximum of 150 characters (Facebook recommends 65), you must include a specific presentation of the product.

    • Description: Must be brief and relevant, and include specific product features. The character limit is 5,000 and remember not to overuse capital letters or include links.

    • Availability: It refers to the current stock of the product. The values supported by Facebook are: in stock (available), available for order (available for order) or out of stock (out of stock).

    • Condition: Refers to the status of the product. The values supported by Facebook are: new, refurbished or used.

    • Price: This is usually one of the attributes with more errors. The format should be a number followed by a space and the three-letter ISO 4217 currency code. To separate decimals use a period (.) and do not include the currency symbol (€).

    • Link: Should direct users to the correct product page on your website. Links should be hosted on your brand's web domain and should begin with "http://" or "https://".

    • Image_link: This is the main image of the product. It must be in JPEG or PNG format, and be at least 500 x 500 pixels and up to 8 MB.

    • Brand: Brand name, unique manufacturer's part number (MPN) or global trade item number (GTIN) of the item. You should only add one of these, not all. 

Learn more about the specifications of data feed for Facebook catalogs.


Mandatory parameters of the product catalog in TikTok

In order to include in the catalog the information related to your products and to be able to make catalog sales campaigns on the platform, there are 9 mandatory fields for Tik Tok:

    • Sku-id: It is the identifier of each item, such as a SKU.

    • Title: It is the name of the product.

    • Description: Adds a brief description of the product.

    • Availability: Refers to the current availability of the product. The values supported by Tik Tok are: in stock, available, pre-order, out of stock, discontinued.

    • Condition: Refers to the current condition of the product. The values supported by Tik Tok are: new, refurbished, used.

    • Price: Marks the price of the product and uses the default currency of the catalogs.

    • Link: It is the direct link to the website where the product can be purchased.

    • Image_link: It is the URL of the image used in your ad. You must use JPG or PNG format and remember to use images with square proportions (1:1) and in carousel format 600 x 600 pixels.

    • Brand: Use your brand name to promote your product.

More information on product parameters can be found in the TikTok catalog.


Product catalog requirements on Pinterest.

It is imperative that the feed file is in XML, CSV or TSV format and includes a maximum of 5 million products. There are also 7 mandatory fields to prepare your product catalog for Pinterest. If any of these attributes are missing or not correctly included, the platform may not process your product feed.

    • ID: It is a unique code that identifies the product, maximum 127 characters.

    • Title: Include the name of the product in a maximum of 500 characters. Include specific information such as color or size, and remember that it must be the same title as on the landing page of your website.

    • Description: It should include a description of the product in a maximum of 10,000 characters. For an optimal experience it should not include HTML text.

    • Link: This is the landing page of the product on your website. It should display the same information as the product and should begin with http:// or https://.

    • Image_link: This is the link to the main image of the product. To avoid errors, it must be at least 75x75 pixels.

    • Price: The price of the product must be displayed following the three-letter ISO 4217 currency code. Remember not to use the currency symbol.

    • Availability: Refers to the availability of the product. Pinterest supports: in stock, preorder and out of stock.

Learn more about the fields required by Pinterest in your product feed.


Why optimize your product feed?

Product feed optimization is very important for any e-commerce company. This process serves to help improve and prosper product feeds in order to increase online sales results. 

Working on the optimization of your e-commerce feed will also avoid saturating your catalog with common errors that directly affect the performance of your campaigns on any Paid Media platform.

      1. Price format

      2. Quality of the images used

      3. Product catalog with insufficient data

      4. Abuse of capital letters

      5. Lack of product categorization (customer's and Google's)

      6. Inclusion of out-of-stock products

      7. Lack of alignment of images with channel requirements (size, text, background color).

With an optimized product feed, we will make our e-commerce catalog more relevant and better positioned for potential buyers' searches. 

When it comes to optimizing your product catalog, there are many ways to increase the ROI of your Paid Media campaigns. Before carrying out any optimization strategy, it is essential to define the objective of your campaign. Although campaigns focused on catalog sales always pursue conversion goals, think about what you want to achieve specifically: do you want to get leads, do you want to close sales of items that were left in the cart, or perhaps you want to make your customers' purchases recurring?

Now that you have your objective, let's take a look at the main steps to follow to optimize your product feed.


How to optimize the product feed?

There is a list of basic recommendations that will help you in your product feed optimization process, making your brand's conditions for selling online optimal.

    • Be sure to use the required fields, the recommended fields and the optional fields proposed by each platform.

    • Frequently review the quality of your product feed data and audit your product feed for problems. For example, there may be missing data or data that does not match the product landing page. 

    • Categorize your products correctly according to the taxonomy supported by each platform. 

    • Optimize your product titles and descriptions. 

      • Make sure the title is clear and easy to understand. Take advantage of the power of keywords so that users can find your products.

      • For the description, think about how to convey to potential customers that they have to buy the product. Know your target audience before you start writing, so you can include the most relevant information.

    • Set up multiple updates of your feed throughout the day. If your product feed is not continuously updated, you may promote an out-of-stock product and waste budget. In addition, it implies a lower performance of our ads!

    • Frequently analyze performance data to locate products to be excluded.

      • If a product receives many clicks but still has a high cost of sale, there may be several reasons that justify its exclusion: the product is not as expected, the competition has better prices, we are showing the product to the wrong audience...

      • Also filter out products that have low margin, very high competition or are temporary. Many times these are conditions that do not justify that product to be advertised.

In addition to these general recommendations, Adsmurai's expert team in catalog management and optimization also proposes to create specific tags to promote those products with outstanding performance. Let's take a look at two examples based on new functionalities of Adsmurai Marketing Platform's catalog management tool.


Boost your new product launches

Add the date of incorporation of your products to the catalog to be able to segment and make specific campaigns with the newest products or remove stock of older products. This personalized label can also be used for upselling campaigns, showing new releases to your current customers.


Boost the best products in your catalog

Categorize your products by sales and/or visits to achieve better results in your catalog sales campaigns. Use custom tags to mark those products with better performance and separate them from the rest of the products in the catalog. Identifying these top performers will allow you to launch campaigns focused entirely on performance for both leads and current customers.


Feeds: the Adsmurai Marketing Platform's catalog optimization tool

Adsmurai Marketing Platform is the digital marketing platform developed by Adsmurai that allows you to plan, create and measure Paid Media strategies easily on all digital platforms. Its main features include product catalog management, automatic feed enrichment, and the generation of optimized creatives for each platform.

Feeds is a tool with great potential to optimize product catalog quality and maximize ROI. Through machine learning techniques, it allows you to manage product catalogs, automatically enrich the feed with data and optimize the results of your campaigns. Having a high quality feed in perfect condition will ensure your brand launches quality ads.

Laura Canada was looking for a product catalog management tool that would streamline the process of creating their feeds and optimize them to send them to platforms such as Google, Facebook, Instagram and Pinterest. Through Adsmurai Marketing Platform, she managed to unify all the information in her product catalog and apply adjustments and optimizations that have allowed Laura Canada to target her audience efficiently. 



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"Adsmurai was a pleasure to work with; not only is their tool extremely efficient and easy to use, but they also provide exceptional customer service and support" Devora Meroz, Digital Marketing and Paid Campaign Specialist at Laura Canada.


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