In recent years, sales via traditional channels have been gradually moving to the online world
The competition is much greater and it’s way more difficult to reach the customers with our offer. To show off our products, you have to make them visible in price comparison engines, Google, and on social media. Useful tool are also RTB campaigns and dynamic marketing strategies. To manage all this easily and effectively, put high-quality product feed to good use.
Why is product feed an essential element of our online strategy?
The thing about online world is that it’s being constantly optimized. If that weren’t the case, today’s campaigns would be still made manually without the use of automated activities. Product feed is simply a properly formatted document that contains all the necessary product information (name, price, description, image, color or weight). If you use it, your offer can instantly hit the places where clients can be found. Product feed is like a bridge between our online store and the locations where we want your offer to be seen. The feed sends all the necessary information to affiliate networks, price comparison engines (CSE), Google PLA, social media, and mobile pages, and it is used to create retargeting campaigns. The file is generated regularly, so don’t worry that the information provided will be outdated. If you decide not to include product feed in our online strategy, you deprive yourself of an opportunity to show ads across multiple channels. It is also much harder to manage products without it.
How does product feed help generate ads on Facebook?
Around one billion people are registered on Facebook. That’s quite an impressive number, isn’t it? Given the fact that it’s a place where you can find plenty of information about its users (what they like, where they leave comments, what they share), you can accurately determine the target group for your products. All you need is the right image and you can send your message to the world. Still, you have to ensure that your ads are effective. One of the most interesting and, at the same time, the most efficient tools available are dynamic product ads. According to the official Facebook page, they “help you reach people with the right product at the right time and promote relevant products to shoppers browsing your product catalog on your website or mobile app”. When implementing a dynamic ad campaign, consider using product feed developed using feedink technology, which gives a chance to use DPA with any kind of image from the e-store. This way we can automatically prepare an image in the resolution required by Facebook while maintaining its high quality.
Can I edit graphic files in the product feed?
When implementing an online campaign based on image we must ensure its sufficiently high quality without making it too big. Presenting our product the right way across multiple marketing channels such as remarketing, Facebook or Google PLA, can be a crucial factor in ensuring the success of our campaign. Feedink’s system enables image hosting, making it possible to modify the files. If you want the advertised products to look good, use the available options of cutting it to size or cropping it.
All this doesn’t require a lot of effort on our part – just download all the pictures from the website or from the product feed transferred to us. Then keep everything in our repository, where we can perform the abovementioned operations on the images. Thanks to such changes the image file in the product feed will be hosted from our servers.
How does product feed attract the consumer?
When implementing a campaign in Google Shopping or FB, or performing a dynamic marketing campaign, we have to somehow make our offer stand out among the competition. Using the product feed prepared specifically for our products we have a chance to catch the attention of e-consumers.
Improving the visibility of our offer should follow several rules which have a beneficial effect on the quality of the product feed:
• The more, the better – at least in terms of information provided. It is one of the factors that have the greatest effect on the online exposure of our products. The items must be precisely described. You shouldn’t overload them with content, though, but it’s even worse if some valuable information is missing. Failing in this area would mean that the competition, having made the effort to create the perfect description, doesn’t have to worry about us catching us.
• Learn as much as possible about your customers – in other words, take care of the so-called consumer insight. Find out what they might be interested in, their age, education, age, clothing preferences, hobbies, etc. This way, you can adjust the content to the target audience with great precision.
• Be visible on social media – ensure your so-called social proof, or the presence and activity in social media, which has a positive effect on the conversion rate. This is precisely the reason why we should implement a well-thought strategy when running social media accounts.
As you can see, product feed is more than just raw data. It is an extremely valuable document, which provides information about the advantages of the item, as well as a properly formatted image, and associates the online store with other sales platforms quickly and efficiently. Thanks to its versatility, we can implement our online strategy with great results.