There are many ways marketers can increase traffic to ecommerce websites by using product data feeds. To get the most out of your investment one of the most important aspects to consider is the quality of your product feed. By maintaining a high quality data feed you can make sure the right information about the right products is always in front of the right customer at the right time. Here is a list of 5 ways to optimize product feeds and ensure you get the most out of your PPC campaigns.
5 ways you can optimize product feeds for better PPC performance:
1. Ensure correct feed configuration
Most service providers have specific requirements for the composition of the product feeds that they receive. It is essential that merchants deliver their product feeds in the appropriate format to ensure effective campaigns. If your product feeds are not correctly configured, at best you will significantly reduce the return on your ad spend, at worst you risk having your feed rejected.
2. Accurate product data
OK, this one’s obvious but we couldn’t leave it out. You need to make sure that the information you have in your product feed accurately matches the information that you have on your ecommerce product page. Imagine you are shopping online and have just found the perfect product on a comparison site. You click through to buy and find out that the product image is different, the price is different or worse, you are taken to the home page of the ecommerce store rather than the relevant product page. It is safe to say that you’re probably less likely to buy the product. So you need to make sure the product data on your site is accurately reflected in your product feed if you want to streamline customer experience and maximize conversions.
3. Up to date information
Closely related to the previous point, it’s imperative to keep your feed up to date to maintain accuracy. The price and availability of you products are continually changing so you need to make sure that this is reflected in your product feed. If you are paying for a click through to your product page and the product is no longer available, you are wasting your money and your customers’ time.
4. Suppress poor performing products
To get the most out of your ad spend, you need to keep an eye on how individual products are performing across each of the feeds you distribute. Poor performing products are those that attract clicks but convert poorly. These need to be identified and removed from the feed as they are using up valuable ad spend that would be better used promoting higher converting products. Make sure you identify poor performing products and either remove them from your feed, or reduce the PPC bid.
5. Promote high performers
High performing products are those that not only attract a high amount of clicks, but also have a high conversion rate. It makes sense to try to get these products in front of more customers more often. You can do this by increasing the bids on these products to give them better visibility.
Correct feed configuration, accurate product data that is up to date, and up to date knowledge of what is selling or not so that you can maximize your sales is the way to optimize ROI. Highstreet.io can help because
By staying on top of these five points you will increase your chances for the best return on your ad spend for PPC campaigns. The Highstreet.io platform can help by automating many of these processes to ensure your product feeds are optimized and attracting more (and better qualified) potential customers to your website.