In eCommerce Shopping campaigns, the quality of product feed optimization is critical to success. It’s an underlying foundation upon which everything else in a Shopping campaign will depend.
Without a well-optimized feed the campaign will never reach its potential. Shopping campaigns with weak feeds in competitive markets will reliably fail.
Many feeds contain thousands or tens of thousands of product SKUs. In addition to their sheer size, there is often great variability between products and brands. As a result, optimizing shopping feeds often requires a significant investment of effort.
Shopping platforms crawl (“spider”), and index 4 fields in the product feed: the Title, Description, Product Category, and Product Type. Data in those fields have to be set up correctly.
Precision Product Feed Optimization
We’ve since tested in practice a number of 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.