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Product feed management

Business owners know how important getting their business, and more specifically their products, exposed to consumers can be, and how difficult it can be to do this. Product feeds are used to expose products to a wider market of people. A product feed includes all the details about the items or products a company has for sale. These feeds send the information on the products to price comparison sites, search engines, affiliate networks, and other sites that aggregate ecommerce information. In some instances the information that is included on these resources is either scraped or harvested from the website.

Reasons to use a product feed management system

An important part of any marketing plan for an online business includes comparison-shopping or product feeds. Consumers like product feeds because they have instant access to thousands of businesses and can quickly compare pricing, features, and feedback. This allows them to choose which brand or business best suits their needs in product, price, and customer service all without ever walking into a traditional retail store. As a merchant, when used correctly, product feeds provide you with qualified leads, increased traffic, increased brand recognition, and increased sales from targeted customers that are ready to buy your goods or services. With the right product feed manager and product feed management tools and system in place, you have the ability to precisely measure the effectiveness of your marketing and the return on investment for every product in your feed.

Without advanced ecommerce marketingfeatures, products given to product search engines are not categorized properly thirty-percent of the time. The complexity of a product feed management can easily mean that products with negative return on investment go unnoticed long enough to be a drain on your entire business. It is vitally important to the success of your online business that you are able to identify poor performance within your product feed manager and make the changes necessary to correct improper product categories or remove poorly preforming products.

Tips for product feed management

Two important keys to product feed management is to know your product feed and optimize keywords. Each shopping search engine is different and the only way to know how each is performing is to do an audit to be sure your feeds are sending accurate, timely data for each of your products. While it may be tempting to put off monitoring the accuracy of your feed data, the sooner potential problems are noted and corrected, the more money you will save on bids. This naturally will increase the amount you see in your ROI. You can easily use tools such as Google analytics to determine keywords driving visitors to your store. Time spent researching the keywords used by your competition will also give insights into relevant keywords for your products and services. With a Google AdWords account, you have access to the Google keyword tool to assist you in generating keywords but you must also use your own understanding of both the competition and shopping market to use a blend of keywords within your product feed. A blend of effective key words will result in reaching a larger audience.

Successful shopping feed management is challenging and time-consuming. However, much of the foundation for successful management can be done while building your online store and setting up your initial content files in XML format. Once you have product descriptions, features, and pricing in XML format on your website, this same text can be used for your product feed accounts. This will make submission to product search engines much easier. Properly set up, monitored, and managed, product feeds and comparison shoppingsearch engines are a win-win solution for both consumers and merchants.

+ Jannelle Pierce

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