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

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 fulfil 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.

 

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 catalogue.
 
A product feed or product catalogue 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.
 
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, colour, 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 catalogue 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 catalogue. 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.
 
product feed
 
 

What is feed management?

Feed management in e-commerce is the process through which the data of the products in your catalogue is monitored, organised and administered for the different sales channels. In other words, it allows you to disseminate and update your product data in a multi-channel manner.
 
Each of these channels usually has specific rules and requirements about how the information should appear in the product feed. And this is where feed management plays the key role of centralising all the feeds of a business and managing the information sent to multiple channels.
 
Therefore, we could say that feed management is essential in the online strategy of an e-commerce. Knowing how to optimise data and manage it not only improves the results of your business but also the experience that users have with it.
 
 

Why is feed management important?

As we have been telling you, product feed management allows you to connect the information between the different channels, optimise the product listings for each of these channels and keep them synchronised with continuous updates.
 
Let's go one step further. These are three direct benefits of feed management:
  • Monitor, enrich and update your product information simultaneously for all sales channels.
  • Create specific product feeds tailored to specific strategies and the unique requirements of certain platforms or distribution channels.
  • Control the performance of your products and monitor specific sales or campaigns.
Effective product feed management will allow us to run much more effective campaigns, reach potential customers and even maximise the ROI of your campaigns.

 
 

Key points to optimise 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 optimises your product feed to the maximum.
 
There are many ways to optimise a product feed to increase the ROI of your campaigns. Let's take a look at some examples of optimisation:

  • Optimises 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.

  • Optimise 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 optimising a product feed is not a simple task. And that is why feed management tools or platforms exist.
 
 

What is a feed management tool?

Catalogue 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 catalogue management tool is to maintain a consistent presence in all sales channels: accurate information, updated prices, stock changes... 
 
leads quality uoc
 
In addition, the tool ensures that product feeds meet the requirements of different channels and platforms, and are optimised 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 catalogue 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 optimising 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, optimising 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 catalogue. Extract data, insert the pixel or data layer and audit your product feed.
  2. Take advantage of machine learning techniques to optimise 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 optimise your product feed, detect and improve your catalogue information, solve product scoring problems...
  4. Increase your visibility and improve your online sales by creating dynamic ads from your product catalogue. 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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