For successful eCommerce businesses, product feed management tools are an essential component in ensuring that your product data is accurately represented across multiple online sales channels. After all, accurate product data is the key to product visibility and CTR (click-through rate).
In this article, we’ll cover what product feed management is, popular feed management tools and mistakes to avoid with feed management to get the best results.
To fully understand product feed management, we first need to explain what a product data feed is. In short, a product data feed is a digital database of products and product attributes required to accurately advertise and promote products across multiple online sales channels.
A product feed can include elements like product names, descriptions, prices, images, availability and other relevant attributes.
Ensuring that your product data is accurate and optimised will help your products get maximum exposure for relevant searches across product listings.
Note: It’s important to remember that every shopping platform has its own data requirements and recommendations which need to be respected.
Product feed management is the process of organising and optimising product data in a centralised feed management system. These systems allow you to efficiently structure your data, and update product attributes, without affecting the product details on the website itself. This allows you to test different parameters to improve conversion rates.
Even if you have a small selection of products, we recommend using feed management tools – more on this later – to ensure that your data is as accurate as possible.
If implemented correctly, feed management tools can be extremely beneficial for your eCommerce business. Here are just some of the many benefits of effective feed management:
Ultimately, product feed management systems allow you to easily manage and update product information in one centralised platform. Without feed management, it would be extremely difficult to manage product data without updating website content or adding complex rules directly to Google Merchant Center.
Effective feed management ensures that Google has a better understanding of your product, its use and its relevance to the user. However, we often come across a list of missing fields that are detrimental to effective feed management. Below, we have added a list of missing fields that we come across and what you can do to avoid these mistakes:
As previously mentioned, managing your product feed is extremely important to ensure that your product data is accurate. Here are some best practices to manage your product feed:
While there are many tools that can be used to manage your product feed, here are some of the most common feed management tools that our clients use:
Using feed management tools is an easy way to ensure that your product data is accurate and consistent. However, it’s important to ensure that you’re not missing key elements when setting up your product feed to ensure that your products appear accurately in the feed.
At Proof3, our team of specialists are on hand to help you get the most out of your product feed to improve your marketing performance. If you’d like to learn more about how we can help, drop us a line.
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