Optimization is a never-ending process
Every action triggers a reaction. This fundamental rule of physics also applies to e-commerce. Depending on the quality of your online advertising campaign, this reaction will be a satisfying one or quite the opposite. This is exactly why you need to constantly optimize your campaigns in order to improve their efficiency. One of the key elements of your efforts is a well-tailored product feed.
Originality is the enemy of efficient feed
Good results of product feed depend on various factors, one of them being simplicity. Better forget about putting inventive product names in the product feed, even if it seems that a beautiful name could potentially lure a customer to the product page. Why is that a good piece of advice? Mostly because no one searches for a “bronze shirt” in Google – what people are looking for is a brown shirt. It all boils down to one simple rule – if we create a name that no one would type in a search engine, we rid ourselves of business opportunities. Eventually, the name won’t prompt anyone to enter our website, because no one will find out about it.
Simplicity is the key to high-quality product feed
The simple things seem to be the easiest to create. But that’s not quite the case. Simple product names that will encompass a lot of information require some work on our part. Still, it’s worth the effort. The user quickly scrutinizes what he or she sees and keeps in memory only the most important things. If the content is boring and overloaded with information it simply doesn’t stick with people, and may even go unnoticed. There’s no chance for interaction either. What is of interest to e-consumers is the size, color, weight, and brand – all the basic, valuable information. It’s not a good idea to distract Internet users with EAN and ID codes or size of the package. For this type of information there is room on the product page.
Use the appropriate keywords
To ensure as many views as you can, select the version of product name that shows the most often in search results. Google Keyword Planner might help you, informing you how many times in a given month people search for a double walled cup versus how many times they are interested in a thermal cup. Armed with knowledge, you can make a conscious decision when choosing the name that has a greater potential for your business. This way, you will ensure maximum visibility of your offer. After all, hardly anyone is looking for just any cup. These are categorized in some way; there are porcelain cups, espresso cups and so on. If all of our cups’ names fail to indicate more specific characteristics, it will be harder for people to find our offer.
Make an analysis
Product feed is basically a must when conducting advertising campaigns on Google Shopping, affiliate networks, Facebook, price comparison engines, or wherever you can present your product offer. Each of these channels has its own individual characteristics, with purchasing decisions determined by different factors. To be able to effectively carry out campaigns across multiple channels you need an analysis. The first campaigns we conduct may prove to be not as effective as we would like them to be. The reason behind it is that the offer appears for the first time in a given place, and the place chosen might not even be the right one; the same goes for time and target groups. Sometimes just a few clicks are enough for the campaign to bring the expected results. Analysis and optimization of the campaign is essential to ensure that you achieve your business goals.
Even if the campaign is effective you can’t take its success for granted. If only for the fact that Internet trends are constantly changing, sales depend on seasonality, and your target group may be subject to slight deviations. You have to examine all the factors of both sales conversion and ROI (return on investment). And if the numbers don’t add up – we analyze and optimize the campaign until the results are satisfying.