3 ways to create a successful ad campaign through feed optimisation

James Daniels | 26/10/15


When it comes to Google shopping, merchants don’t have the ability to choose the keywords that their ads should appear for. Actually, Google automatically matches the titles used in your Google Shopping feed with user searches in Google, so your ad only appears when appropriate.

Feed optimisation is intended to help Google determine where to place your ads, promoting seller relevancy. So, if you are not using the right optimisation strategy, you could be missing out on critical product discoverability.

What is feed technology?

Feed technology refers to the technique of organising data and building a foundation for shopping channels.

File integration helps to manage different kinds of complexities, including pricing updates, image requirements, file formats, size, inventory, parent SKUs, and variations, among others, allowing retailers to import their product catalogue and automate daily feed submissions.

While there are many services that provide the capability to feed your shopping channel, retailers can still miss out on valuable marketing opportunities if they don’t optimise correctly.

So, how do you make your feed more efficient?

There are three ways that you can optimise your product data, including:

1. Optimising product titles

When it comes to title wording, Google considers the terms to the left – or those that appear first in the product title – as more relevant. So, when setting up product titles, you should list the vital product descriptors on the left of the title, and the less used search modifiers towards the right.

A typical format when listing products assumes the following pattern: Brand; Gender; Product; Color; Size. This is because colour is a less searched aspect compared to the item name and gender.

The order of information may vary depending on the product you are listing for PLAs, so you should always consider the terms more commonly used by shoppers when searching for products, e.g. “Chanel Perfume for Women”.

2. Optimising product descriptions

Like product titles, product descriptions should also be formatted in such a way that the most important terms appear from left to right.

The relevance of each term varies depending on the type of product being listed, though you should still format the terms based on what the users are looking for. This principle should also apply to descriptions that include a hook and shopping incentive, as such flowery information is less valuable to a shopper than more solid search modifiers.

Another reason to include important product information first is because Google usually cuts off longer descriptions. Actually, Google recommends that you submit 500 – 1,000 characters, though it provides enough space for 10,000.

3. Setting aggressive cost-per-click (CPC) Bids

The key reason why many merchants don’t make good use of PLAs is because of the assumed high costs. But with Google Shopping, retailers can set limits for the amount they intend to spend for their PLA campaign by setting daily budgets.

With proper execution of feed optimisation techniques so that specific data intersects with the product feed, merchants can achieve a multidimensional campaign structure centred around product data for a truly successful ad campaign.

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