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What is feed management and why is it important for your e-commerce?

Reaching your target audience, driving traffic to your online shop, making your business' products or services visible online... These are very common objectives in any e-commerce. 

To fulfill any of them, it is necessary to advertise on multiple online platforms, both marketplaces and social media, and to sell. Sometimes, this process can become a complicated and costly task, especially if your business has a large number of products or services. For this reason, feed management has become a fundamental tool for the future of any e-commerce.

 

TABLE OF CONTENTS

 

What is the e-commerce product feed?

Let's start at the beginning. What is a data feed? It is a way of sending information in a structured and updated way that is usually used on websites, applications and other online channels. There are different types of data feeds, but in this case we will focus on product feeds or also known as product catalog.

A product feed or product catalog in e-commerce is a structured file in xml or csv format that contains the entire list of products in an online shop and the details of their attributes.

Product feeds are the orchestrators of your e-commerce symphony, harmonizing the elements of presentation, accuracy, transparency, and personalization. Their role in showcasing products, prices, descriptions, and essential data goes far beyond data management – they sculpt the very essence of your online success.

  • Unified Presentation: Product feeds centralize and standardize your product information, ensuring consistent and accurate representation across diverse platforms. Whether it's a marketplace, a comparison shopping engine, or a social media ad, your product feed forms the cornerstone of your brand's identity in the digital realm.

  • Informative Descriptions: Descriptive and engaging product titles and descriptions within the feed transform mere listings into compelling narratives. They offer potential customers insights into a product's features, benefits, and applications, helping them make informed decisions.

  • Transparent Pricing: The inclusion of precise pricing information in your feed establishes a transparent relationship with customers. Shoppers appreciate the clarity in cost, and this transparency builds trust while minimizing any uncertainty that could lead to abandoned carts.

  • Real-time Accuracy: In the fast-paced e-commerce landscape, accurate information is paramount. Product feeds enable real-time updates, ensuring that product details, availability, and prices remain current. This synchronization between your feed and your store is instrumental in building credibility and reducing friction in the buyer's journey.

  • Enhanced Customer Experience: A well-crafted product feed contributes to a seamless customer experience. When customers encounter consistent, up-to-date, and relevant product information, it fosters trust and confidence in your brand, ultimately nurturing conversions and loyalty.

  • Precision in Advertising: Beyond the storefront, product feeds enable precision in advertising efforts. Platforms like Google Shopping and social media capitalize on feed data to dynamically tailor ads to user preferences, improving relevance and amplifying the chances of engagement and conversion.

 
product feed
 
And what kind of details can a product feed include?
  • Title: the name of the product
  • Images: the main image of the product and additional images to complement it
  • Description: explanation of the product
  • Price: how much the product costs
  • Categorisation: the category the product belongs to
  • Availability: the available stock
  • Pixel ID: for tracking purposes and remarketing goals
  • Other attributes: size, color, age, gender...

It is very common for this file to contain errors that can affect the performance of your campaigns, so we have compiled in this article the 9 general errors in a product catalog that can affect the performance of your campaigns.

The purpose of a product feed is to facilitate and speed up the loading of information when a website has hundreds of products in its catalog. But how does it work? If we want it to be a useful tool for our e-commerce, it is essential that it is a dynamic file so that the product feed data is constantly updated.

And, in order to be able to keep the data of all the e-commerce products automatically updated, it is necessary to know what feed management is and what benefits it can bring to your business.

 
 

What is feed management?

Feed management in e-commerce is the systematic process through which the data of the products within your catalog is meticulously monitored, organized, and administered for various sales channels. In simple terms, it empowers you to efficiently disseminate and continuously update your product data across multiple platforms.

In the sprawling realm of e-commerce, where countless products vie for attention, feed management takes the spotlight as a pivotal player in the success of online conversions. It revolves around the strategic orchestration of product data feeds, encompassing details such as product names, descriptions, images, prices, and availability.

E-commerce thrives on diversity, with various platforms and channels providing opportunities for sales. Each of these channels operates by its own set of rules and prerequisites regarding how product information should be structured. This is precisely where feed management takes center stage. It acts as the cohesive force that centralizes the feeds of a business, harmonizing and standardizing the information destined for multiple channels.

In essence, feed management isn't just a technical process; it's the lifeblood of your e-commerce strategy. It's the compass that guides your product data through the intricate landscape of digital marketplaces, advertising channels, and comparison shopping engines. Its significance cannot be overstated, as it not only ensures compliance with diverse channel requirements but also positions your brand for enhanced visibility and engagement.

Imagine a scenario where your products appear flawlessly, whether a potential customer stumbles upon them on a marketplace, a social media ad, or a search engine. That's the result of a well-executed feed management strategy. This synchronized approach guarantees that the product data you present remains consistent, accurate, and compelling across various platforms.

Beyond technicalities, feed management cultivates a remarkable user experience. When customers encounter cohesive, reliable, and up-to-date product information, it instills confidence in your brand. Abandonment due to inconsistencies becomes a rarity, while conversions and loyalty flourish.

Feed management propels your marketing endeavors. It harmonizes with your advertising initiatives, enabling the creation of tailored and dynamic ads. By leveraging optimized feeds, your ads resonate with your target audience, amplifying relevance and ultimately driving conversions.

In the fast-paced realm of e-commerce, manual data handling is a liability. Feed management tools step in as the catalysts of efficiency, automating the data optimization process. This automation ensures that your product data remains accurate and up to date with minimal manual intervention, freeing your resources for more strategic pursuits.

In conclusion, feed management isn't just a technical aspect; it's the symphony conductor of your e-commerce operations. From unraveling complex channel specifications to enhancing user experience and driving conversions, its influence spans the entire spectrum of online business. Mastering the art of feed management isn't just advantageous—it's essential for elevating your e-commerce venture to new heights.

 

Optimizing and Organizing Product Data within Feeds

Optimizing and organizing product data within feeds is a meticulous process that transforms raw information into a compelling and strategic asset for your e-commerce endeavors. This process involves several key steps to ensure accuracy, consistency, and relevance across various platforms:

  1. Data Cleansing and Standardization

The journey begins with cleaning and standardizing your product data. This entails correcting errors, removing duplicates, and ensuring uniformity in naming conventions, measurements, and formatting. Consistent data sets provide a solid foundation for the subsequent steps.

  1. Accurate Product Details

Each product's details should be meticulously accurate. This includes clear and concise titles, comprehensive descriptions that highlight key features and benefits, and accurate categorization that aligns with industry standards. Accurate details instill confidence in potential buyers and minimize confusion.

  1. High-Quality Images

Images are a powerful tool in e-commerce. Ensure that your product images are high-resolution, well-lit, and showcase the product from different angles. Consistency in image quality and style creates a professional and appealing visual experience for shoppers.

  1. Relevant Keywords and Attributes

Optimize product data by including relevant keywords that align with customer search queries. Additionally, utilize attributes that define product specifications, such as size, color, material, and more. These attributes help customers filter and find products with precision.

  1. Pricing and Availability

Transparent pricing is essential. Ensure that prices are accurate and up to date. Moreover, clearly indicate product availability to manage customer expectations and reduce the likelihood of abandoned carts due to misleading information.

  1. Dynamic Descriptions for Different Channels

Customize product descriptions to suit the tone and style of each sales channel. While maintaining accuracy, adapt the descriptions to resonate with the preferences and expectations of the respective platform's audience.

  1. Compliance with Platform Rules

Different platforms have specific guidelines for product data. Tailor your feed to adhere to each platform's requirements, such as character limits, special formatting, and mandatory attributes. Non-compliance can lead to your products being rejected or buried in search results.

  1. Regular Updates and Maintenance

Product data is dynamic. Regularly update your feed to reflect changes in prices, availability, and product offerings. Automated solutions can assist in streamlining this process, ensuring that your feed remains current across platforms.

  1. Quality Assurance Testing

Before deploying your optimized feed, conduct thorough quality assurance testing. This includes verifying that the data is accurately displayed on different platforms, checking for broken links, and confirming that images load properly.

  1. Monitoring and Iteration

Once your optimized feed is live, monitor its performance. Track metrics such as click-through rates, conversions, and customer engagement. Based on this feedback, iterate and refine your feed to continually improve results.

In essence, the process of optimizing and organizing product data within feeds is a strategic endeavor that transforms raw data into a compelling sales asset. Each step contributes to a seamless, consistent, and engaging shopping experience for customers across diverse platforms.

 

Why is feed management important?

As we've emphasized, product feed management serves as the nexus between various channels, streamlining product listings, and ensuring harmonious synchronization through continuous updates. However, the implications of effective feed management extend far beyond these technicalities. Here's how accurate and well-structured feeds contribute to e-commerce success:

Improved Customer Experience

Accurate and well-structured product feeds directly influence the customer journey. When customers encounter consistent, clear, and up-to-date information across platforms, their experience is elevated. The absence of discrepancies enhances trust and confidence, minimizing confusion and instilling a sense of reliability in your brand.

Increased Visibility and Conversions

An effectively managed product feed positions your products for increased visibility. Platforms reward well-optimized feeds with higher visibility in search results and ad placements. Moreover, the precision of well-curated data increases relevance, capturing the attention of potential customers who are actively seeking products similar to yours. This heightened visibility translates into higher click-through rates and conversions, as your products align closely with customer intent.

Tailored Strategies for Maximum Impact

Feed management empowers you to tailor your approach to specific strategies and platforms. By creating customized product feeds that align with the unique requirements of each channel, you amplify your chances of resonating with the target audience. This strategic alignment not only enhances the effectiveness of your campaigns but also minimizes the likelihood of your products being buried in a sea of offerings.

Centralized Performance Monitoring

Beyond improved listings, feed management provides a centralized hub for monitoring your products' performance. You can track specific sales, monitor the success of campaigns, and gauge the responsiveness of particular products on different platforms. This data-driven insight enables informed decision-making, helping you allocate resources and refine strategies.

Maximized ROI and Campaign Effectiveness

Ultimately, the culmination of these benefits translates into enhanced campaign effectiveness and maximized return on investment (ROI). Effective feed management propels your campaigns by improving their targeting precision, increasing visibility, and fostering positive user experiences. The result? A potent recipe for generating conversions, boosting revenue, and achieving a more favorable ROI.

Effective feed management goes beyond technical synchronization; it shapes the very fabric of your e-commerce success. From customer experience enhancements to increased visibility and conversions, the impact is far-reaching and pivotal in shaping a thriving online business. It's a strategic investment that propels your brand toward prominence in the competitive e-commerce landscape.

 

Key points to optimize your eCommerce product feed

As we have just mentioned, in order to make your ads a success, it is essential to have a data management system that optimizes your product feed to the maximum.
 
There are many ways to optimize a product feed to increase the ROI of your campaigns. Let's take a look at some examples of optimization:

 

Optimize the structure of the product feed

Match the different fields in your product feed to the requirements that are mandatory for each platform. 
 
You can also try adding new attributes or custom attributes that provide additional information to the channels.


Optimize product feed content

In this case we are talking about the information of each of the products that appear in the feed. For example, make sure that the title corresponds to the one that appears on the landing page.

The product description should be objective and straightforward. In the main image, the product must be clearly visible and must be in a compatible format that respects the guidelines of all platforms.


Prioritise products in your feed

Add, exclude or remove products from your feed based on seasonality, profitability (based on sales data) and ROI across platforms.
 
As you can see, managing and optimizing a product feed is not a simple task. And that is why feed management tools or platforms exist.

 
 

What is a feed management tool?

Catalog or feed management tools allow us to add information to product feeds, enrich product information and filter content easily according to a system of rules.
 
The intrinsic benefit of using a catalog management tool is to maintain a consistent presence in all sales channels: accurate information, updated prices, stock changes... 

 
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In addition, the tool ensures that product feeds meet the requirements of different channels and platforms, and are optimized and enriched to perform at their best.
 
These are four examples of challenges that a feed management solution can help you solve:

  • The different requirements and policies you have to respect to sell your products on different online channels.

  • Having a large product catalog and not having an integration for each of the channels - doing it one product at a time could take forever!

  • Your e-commerce platform limits or does not allow you to change or format the information of each product.

  • Have the availability of each product updated on all channels to avoid overselling and having to cancel purchases.

 

The feed management solution at Adsmurai

Adsmurai Marketing Platform has a feed management tool that allows you to increase your sales and boost the performance of your Paid Media campaigns.  In addition to optimizing your product feeds for dynamic ads in each channel you want to include in your digital marketing strategy.

 

dynamic ads facebook sufi

One of the main benefits of our feed management tool is ease of use. For example, Sufi, the leading financial group in Colombia, achieved a 66% reduction in the time required to create images and graphic pieces for the campaign. In fact, with the objective of granting a greater number of vehicle loans, Sufi ran a campaign with Dynamic Ads in image, carrousel and Stories format, optimizing the segmentation of its audience. Thanks to the use of Adsmurai Marketing Platform Feeds, the campaign managed to increase both the volume of conversions and the number of completed contact forms.

 Adsmurai Marketing Platform Feeds allows you to easily manage hundreds of thousands of products for any number of markets and channels. Compatibility and scalability are other key benefits, but what else can our feed management tool help you with?

 

  1. Remove technological barriers and create campaigns directly from your product catalog. Extract data, insert the pixel or data layer and audit your product feed.

  2. Take advantage of machine learning techniques to optimize your results. It is essential to have a high quality feed in perfect condition to ensure the quality of the ads. Feeds allow you, for example, to eliminate errors in your images or detect inappropriate product images.

  3. Configure your ads to suit your objectives. Adapt your ad creatives to your liking, segment and optimize your product feed, detect and improve your catalog information, solve product scoring problems...

  4. Increase your visibility and improve your online sales by creating dynamic ads from your product catalog. Reach your customers at the right time with the right message, adapt your strategy to different platforms (Facebook, Instagram, Google, Pinterest, etc...) and your creatives by country, language or currency. 

 

Conclusion

The product feed is a digital file that contains a string of information about multiple products in an e-commerce. For digital marketing, it is a basic element that is used in various online channels. These feeds can be created and managed manually or via a feed management tool. 
 
These solutions, such as Adsmurai Marketing Platform's Feeds, allow us to, among many other options: adjust the feeds to match the format of the different marketing channels, highlight product attributes, fill in any missing information or even filter out any product you do not want to advertise. 

 

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