Product Data Feed Management & Optimisation

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Product Data Feed Management & Optimisation

First, let’s understand the meaning of data feeds. How can employing them get you visibility on over 20 sources of high quality traffic, sources that will most likely convert at higher rates than Overture or Google. The sources in mind are simply comparison search engines. While we have performed tests on several reports, we have yet to find out how to create and use feeds to help optimize your comparison search engine advertisements. Typically, what are the requirements of a feed? How can one maintain and update a data feed after it has been created? Also, how can one optimize and effectively employ data feeds to help drive the highest quality traffic? These are just some of the concerns that you will find answers for in this post.

A data feed is basically a structured form of information on the items you carry. They are commonly based on MS Access, MS Excel or simply a text file that has every value separated by a comma, a tab or a pipe. It is the backbone for which comparison search engines derive and display data about your products. Ideally, these comparison engines are a great source of high quality traffic because it allows shoppers to compare their products on prices, consumer reviews and other detailed descriptions before clicking on the listings. These search engines ideally convert at higher rates as opposed to standard PPC engines like Overture and Google AdWords.

How to tailor feeds to help maximize return on investment

  • Monitor each product performance using data feeds
  • Concentrate more resources on the performing items to help increase sales
  • Merchandise at feed levels through product, brand and price filters
  • Add discounts, sales and promotions based on flexible selection criterion

How to optimize your data feed

This is one of the frequently asked questions that ultimately influence the success of campaigns. Most merchants tend to create data feeds and afterwards load their whole catalog of items on to the comparison sites. After the first month, the merchant finds out the number of orders as well as clicks which helps him/her figure out the return on investment of the campaign. In case the campaign proves to be profitable, they keep it up, if not, they pull it down. One of the major benefits of employing data feeds is that “you gain control.” You have the option of adding or removing products from the data feeds at any time. This makes it the most effective method of managing campaigns.

Most comparison search engines provide the total number of clicks you got for each individual item. When you compare the statistics to the orders you received for the specific product or service, you will easily determine whether selling the item or service was profitable or not. Non converting items can be pulled down from your data feed so as to improve campaign profitability. Data feeds make it simple for you to implement “tracking URLs” for your items or services. By implementing these URLs, you will easily identify the products that perform well from those that do not.

At PPC Experts, we employ output product feeds from any eCommerce. We can also generate high quality product data feeds by exploiting  proprietary, patent-pending web extraction technology. We support multi-language and multicurrency so you can reach your customers wherever they are.

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