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Data feed optimization for the shopping comparison engines by SingleFeed
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Here are some of the feed optimization questions that I received from last week.
What’s the best way to prepare your feed to products into GPS onebox ?
There are a multitude of factors that contribute to the relevancy of your products being shown on Google Product Search. Remember that the shopping engines are mini search engines for products and are based on algorithms that are constantly changing. Daily submission, accurate price data, tax and shipping details, and optimized product titles are all important parts of the feed for Google Product Search.
What are your most effective tips for optimizing your feed for highest ranking on Google Product submit?
The most effective tip I have is to work on your product titles/names. Many of the suggestions I have can be found in this blog. Including brand, model, size or color and product type are important items to incorporate into product titles. Test new titles for a few weeks, measure results then test again.
What are some attributes for Google Products Feeds that are looked over that can improve your feed quality?
We recommend you provide as many relevant attributes as possible for your product type. Additional fields like color, material, height, length, and width, gender, compatible with, model number, and UPC. You can ultimately provide as many other custom attributes as you want.
January and February are typically slow times for retailers (with the possible exception of Valentine’s day), which makes this an ideal time to rethink, re-strategize, and re-optimize your sales and marketing campaigns for the coming year. Make sure to include a review of your comparison shopping engine (CSE) campaign and its performance. Here are some tips:
1) Deep dive into your data feed and look for ways to improve your product listings. Could your product names and descriptions have better keyword placement? Are you missing important identifiers such as UPC or MPN? Are there optional fields such as size, color, or material you should be taking advantage of? A thorough review can take a significant amount of time, but can be well worth it.
2) Review each of your active shopping engine accounts. Are your tax and shipping rules set correctly? Are your bids back where you want them (after the holiday rate increase)? Look at category and product level performance and investigate products or categories that did not perform well. Also look for promotional messaging programs and opportunities with each CSE.
3) Check some of your live listings. Are the product names, descriptions, and prices correct? Are the tax and shipping costs correct? Is your store logo being displayed? Is your promotional message compelling?
4) Ensure your analytics tool (Google Analytics, Omniture, etc) is accurately tracking your shopping engine ads. Make sure product URL’s are tagged correctly. Run a couple test orders to ensure conversions are being reported.
Once you’ve done all this, you should be well-oiled for a smooth-running 2009. For even more advice on how to optimize your CSE campaign, consider using SingleFeed, which helps online retailers submit, manage, and optimize their product listings on top shopping sites through a single data feed.
Happy New Year!
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