Google Shopping, AdWords and Facebook Ads

The product feed is also used by affiliate networks. The question emerges if it’s actually possible to create a universal formula for the perfect feed, one that matches every type of product and is as effective in an e-deli as it is in a militaria e-store?

What makes your campaigns efficient?

What counts when it comes to good result are not only the little things, but also the consistency of our actions. It might seem that unobtrusive meta description in your AdWords campaign doesn’t have much impact, but it can effectively reduce sales. SEO won’t get us far if we don’t ensure that every good positioning practice is implemented. Meta descriptions, titles, anchors, product descriptions, internal and external links, well-optimized graphics, etc. must be well-optimized and contain well-embedded keywords to help us effectively compete for a place in the Google Top 10.

When optimizing your product feed, you must focus on the most important characteristics of the product and avoid the so-called information noise. In the food industry, the expiration date is vital, but the size of the bottle is not top-priority information. The quality of product feed should be based on the knowledge of the industry in which our e-store operates. Some data is mandatory for every kind of products; we can’t ignore the price, the name of the item or short descriptions. Still, to be a true contender you need something more. In the food industry, you can’t forget about the composition or volume. And when it comes to militaria, the functionality of an air rifle, capabilities of the telescope or properties of pepper spray are of key importance.

Will a prospect visit your e-store anyway?

Perhaps they will, but it will be sheer luck on our part. E-stores whose owners know that it’s crucial in today’s online world to quickly provide all the necessary information will come out on top in the end. It is much easier to gain credibility if the offer of our store is clear to the user and doesn’t “hide” anything. So if we offer olive oil, let’s not forget about its expiration date – and the country of origin. You should know your products well; in the case of olive oil it’s often the country of origin that people want to know. Of course, all this effort we must undertake doesn’t simply boil down to creating a complete list of products and their key features, but you get the idea. If we’re selling a telescope, we give information about its zooming features. When we’re promoting balsamic vinegar, let’s not forget its aging time, and so on. Every industry has its own unique characteristics that must be included in our xml file. With individual approach to product groups it’s much easier to create a precisely built and efficient feed.

Is that so? After all, you can check all this information on the product page

If you want a user to reach the product page, you must first convince them to go there. If our offer doesn’t look too trustworthy as compared to others, it won’t be the first choice of any Internet user. They will only go there when it turns out that in other e-stores a given product is out of stock. A common argument raised by those who oppose presenting a lot of information is that customers don’t read it anyway. In many cases it may be true, but don’t underestimate the fact that most of us appraise reality by what we see, and we’ll notice in the blink of an eye if a given product is not professionally showcased.


Every owner of a brick-and-mortar store makes sure that the goods on the shelves have transparent pricing, are strategically placed and haven’t passed their expiration dates; the same approach should be implemented in online stores. Thanks to good product feed optimization, the offer of our virtual store will also be shown according to the best practices. The best way to go about preparing an xml file is not determined by any magic formula. Simply set up a feed for each product group so as to include the information that counts most for the users.