What is a product feed?
Product feed is a file containing a photo and description of the product together with its attributes. When integrated with an appropriate platform, it becomes an important part of every e-commerce business. In other words, it is the thing that connects the store and the platform on which it’s located. For external customers, it’s the source of current information about our products.
Product feed usually comes in XML or CSV formats.
5 advantages of product feed
What’s with all the hype surrounding product feed? For starters, its advantages for companies speak for themselves. Take a closer look:
1. Google Shopping
Virtually every search for product or service starts in Google search engine. This is the first step for every client – both current and potential. How can product feed be of use? For instance, we can use it in product advertising – Google PLA (Product Listing Ads). This is how products that people look for appear in the form of “small images” in the upper part of search results, immediately catching the eye of every potential customer from the very first click.
2. Facebook dynamic product ads (DPA)
Facebook needs no introduction. In Poland alone, 1/3 of all citizens use it; what’s more, this number is constantly growing. Facebook is an excellent place to reach customers and it’s definitely worth it to make use of its potential by applying product feeds in dynamic product ads. These ads allow us to create tailored ads displayed on Facebook at a right time, based on products that users view on the site or app. These are available both on home and mobile devices, making them accessible anytime and anywhere.
3. Comparison engines
Comparison engines are another online location visited by millions of people. In this case, product feeds are necessary for affiliates who compare products for the users. That’s how we get a comparison of, e.g., pricing, availability or quality. When provided in detail, they make it easy for customers to choose the right product. Price comparison engines are also based on product feeds.
4. Online marketplaces
The popularity of online marketplaces (e.g. Amazon) is quickly growing, making them a serious competitor for brick-and-mortar shopping galleries. That’s why in order to make our products stand out we should describe them in the most unique and precise manner. How to do it? Of course, by using a product feed, which contains product description and attributes. Let’s keep in mind that an accurate description makes things easier and better. This is crucial both for potential buyers and e-business owners.
5. Affiliate publishers using product feed
Finally, let’s talk about affiliate publishers. After all, they deal with product feed every day as part of affiliate marketing. Who can be a publisher? Basically any individual or company that wants to collect remuneration for advertising products or services of their choosing. Any site will do that uses XML files to collect data on the goods offered by online stores it cooperates with.
There’s virtually no limit to product feed advantages. It’s definitely worth to remember that product feed is an excellent promotional tool for online marketing, including affiliate marketing. Remember that it’s super important to prepare your feed file in an appropriate manner if you want to ensure smooth cooperation with various xml publishers. Having a lot of practical experience in e-commerce under our belt, we understand the power of product feed. We can adjust the file to any type of publisher, thus enabling cooperation with many platforms. This, in turn, translates into choosing the publisher that is the best match for each company.