A good feed is what you need.

Creating a product feed is a fundamental matter when using, e.g., price comparison engines and the possibilities offered by Google Shopping. A well-designed feed allows us to become visible in these channels in a much simpler way while increasing the number of potential customers that receive our message.

For all of this to work, however, we must aim at improving the content of the feed – and therefore its quality – based on the following steps.

Step 1: Perform an analysis
Answer 5 fundamental questions

Main questions when presenting products online are: who?, what?, when?, where?, and how? An honest answer to each of them will make it much easier to fill out the individual fields in the feed file.

Who is our customer? What is the target group? Is the description of the product adjusted to it?

What do we sell? What is our product like? What words can describe it? Which keywords are the clients looking for when trying to find our product online?

When will the customer receive their product? What kinds of shipping options are offered in our store? Are they free? What about international shipping? Are all shipping options clearly displayed and described?

Where can our products be found? In which categories specified by comparison engine systems should we place them?

How to make the product feed even better? Do we have photographs in a desired quality? Is all the information up to date?

Step 2: Create descriptions with customers in mind

The principle is very simple – to reach the customer, we have to adapt their point of view.

It is therefore very important to include relevant keywords in our campaign. This means words that clients actually use when searching for a particular type of product. But that’s not all. Equally important is the creation of comprehensive descriptions enabling the consumer to gather the necessary knowledge needed to make a purchase decision.

How to do it? The best method is to avoid… selling benefits. Let’s forget that our product is “the best” and “one of a kind”. We must stay clear of the excessive use of capital letters and abandon weird formatting. Instead, let’s use product-oriented phrases, emphasizing its model, brand, color, and all the other features that are important for buyers. All this should be done while bearing in mind that only approx. 70 characters will be displayed in search results.

Step 3: Avoid keyword oversaturation

Even though this step is somewhat opposed to the previous one.
Still, it’s good to know that excess may be harmful, even when it comes to the use of keywords. On the one hand you should use them as much as possible to precisely define the product, but on the other hand applying them excessively in the description may prompt Google to classify us as spammers.
And we wouldn’t want that, right?

Step 4: Pay attention to product code

A unique product code assigned by the manufacturer (such as UPC, MPN, SKU, and in the case of books and serial publications ISBN and ISSN, respectively, etc.) is a very important part of any product feed. Statistics show that many people use them to search for particular goods online, so you should double-check if the code is correct before adding the product to the offer.

Step 5: Fill the feed with content as much as you can

The principle of a good product feed is the following: the more content it has, the greater the likelihood that the advertisement of our product will be displayed in the most convenient moment and in relevant search results.

So let’s fill in all relevant attribute fields of the product, accurately informing potential customers about characteristics and qualities of a given item.

Step 6: Improve, improve…
and then improve some more

Preparing a good product feed is not an easy matter. This process is complex and yields results over time. It is therefore important to realize that preparing the file and exporting it to the comparison engine’s system is just the beginning of work.

What awaits us next is mostly constant improving, testing new descriptions, adding new parameters to further improve the display of products and, above all, continuous updating of the offer. It is especially important, e.g., in the case of Google Shopping, where files with product feed are deactivated automatically 30 days upon approval thereof. It’s therefore a good idea to regularly overwrite them with successively introduced improvements, or choose automatic updates at a specified time.

Working with product feed is a bit like experimenting on a living organism. We must remember that merely publishing the feed won’t cause a sudden swarm of clients to appear in our store, willing to buy our products. However, constantly improving our offer will help us adjust it even better to the characteristics of the market, which may result in a higher turnover.