In eCommerce Shopping campaigns, the quality of product feed optimization is a critical factor for success. It’s a foundational step upon which everything else in an Shopping campaign will be dependent.
Without a well-optimized feed – like a search campaign with a weak keyword base – the campaign will never reach its potential. Shopping campaigns with weak feeds in competitive markets will simply fail.
Because of the scale of product feeds and their variability, optimizing shopping feeds often requires a significant investment of effort.
Precision Product Feed Optimization
Soon after beginning to work on Shopping campaigns, around 2014 we came to appreciate that the state of the feed is crucial to their performance. As a result, we have since tested in practice many methods of creating, improving, and optimizing shopping feed performance.
The workflows, creative methods, and feed engineering practices we currently use are discussed in more detail in other articles on this site.