Lexi Larson

by Lexi Larson | Ecommerce Strategy

Did you know that one of the most important but often overlooked aspects of running a highly successful Google shopping campaign is the information contained within a product’s feed? It’s great having an amazing product to sell with a catchy name, but if your ad isn’t actually being seen by consumers, then your sales and profits are going to suffer.

The Feed

First, let’s get back to the basics and go over exactly what a feed is. If you’re an ecommerce business, your feed is simply a digital spreadsheet that holds data on all of your products. For example, a feed will include product titles, descriptions, images and more.

When you run shopping ads, Google will pull certain aspects of data from your feed to create a shopping ad for an individual product. In the example below, you can see images, titles, prices and review ratings that have all come from a company’s feed:
Search engine results page with shopping ads from feed

When a consumer searches for a product, Google looks through all the feeds it has available and shows the most relevant results. This leads into exactly why your feed is so important. If you don’t have optimized data, your ads won’t show up for the most relevant queries. This is why most of the time, simply giving Google the product information found on your website is not enough.

For example, a lot of companies will give their products individual names like “The Chelsea Boot” or “The Vincent Aviators.” If that’s the only title you are giving to Google, your product is not going to show up when a person searches for “best polarized black sunglasses for Summer.” However, if you update your product title in the feed to include keywords like sunglasses, black, polarized, and other product specifications like the size or shape, you are much more likely to show up for relevant searches. This will lead to more impressions, an improved click through rate, and additional sales.

Feed Management

Now, if you’re thinking “I don’t want to change the titles on my product pages” then don’t worry. The feed you send to Google can be entirely different from the one on your website. This is where Metric Theory’s services come into play. Here at MT, we offer Feed Management, which includes importing your current feed, optimizing it to Google’s best standards and then exporting the optimized feed to your Google Merchant Center. This does not affect any data on your website. We can also create specified feeds for Facebook, Bing, and more.

We have found that Feed Management services typically improve performance by at least 20%. Because an optimized feed is much more relevant to searchers, Google in turn rewards your optimized feed with lower CPC’s and more relevant impressions, which then leads to a higher CTR, conversion rate, and ROI.

If you are interested in Metric Theory’s Feed Management services, click here.