Myths About Data Feed Management and How to Take Action

Savvy digital marketers are tasked with retaining vast amounts of information about numerous marketing channels. Add in the constantly evolving nature of doing business online, and it’s no surprise a few misconceptions manage to slip through the cracks of an otherwise solid digital marketing plan.

Luckily, you can ensure your product data feed is appropriately optimized in accordance with factual guidelines. In this post, we’ll clear up some common misconceptions about product data feeds and offer steps you can take to improve data feed performance.

Why Optimized Data Feeds Are a Must

Ecommerce data feeds share many similarities across different marketing channels, but don’t assume every marketing channel is the same. Each platform has specific data feed requirements. Amazon has extensive guidelines and policies, and Facebook has its own guidelines as well. We’ll focus on Google in this post, but each myth listed here likely corresponds to a similar feature in your preferred marketing channel.

Google Shopping ads are the result of Google Merchant Center and Google Ads accounts working together. A simplified look at this relationship:

1. Marketers create campaigns, set bids, and make changes in Google Ads.

2. Product data feeds exist in the Google Merchant Center.

3. Google scans your ecomm site, data feed, and other variables for indicators that your Shopping ads are relevant to a given search.

This is why an accurate and optimized data feed gives your business the best chance at succeeding with Shopping ads: because so much of this communication relies on an algorithm between the two entities.

Common Data Feed Myths, Busted

Marketers understand the importance of product data feeds, but simply having one isn’t enough. Review the following myths to make sure you’re on the right track.

Myth: Any image is fine as long as the product is featured.

Quality images are of the utmost importance in Shopping ads because they’re the first thing a customer sees before noticing a title or product description. Make sure every product image is taken professionally (or at least appears that way).

Image presentation goes beyond good lighting. Marketing channels have specific guidelines regarding what images can or can’t contain. You might want to add text or other overlays to a product image, but those types of features could disqualify the image from use. Always check the platform guidelines before uploading.

Myth: It’s important to list special offers in the product title.

After images, product titles do the most heavy lifting for your Shopping ad. Don’t waste characters by advertising limited-time promotions. Instead, focus on keywords and relevant, product-specific information only — brand names, for example.

Every channel has different character counts for titles and a limited number of characters will display on mobile, so put the most important information at the front of the title. The more quickly the customer knows you have exactly what they’re looking for, the better your chances are to get that click.

Myth: Product descriptions from your website will work for Shopping ads.

Product descriptions on an ecommerce site are written for a human audience, so it’s a good place to let your brand voice shine. Shopping ads, however, have limited word counts and should cater to the algorithm. While you want to avoid keyword stuffing, your Shopping ad descriptions should focus on important keywords to make sure the ad appears with the right search queries.

Myth: A single product category is enough information.

A single product category won’t suffice for a strong strategy. Use as many relevant subcategories as possible. This more accurately organizes your products, tells the channel when to present your ad to the most relevant audience, and lets the shopper know exactly what they’re looking at.

In fact, when it comes to product data feeds, you can’t provide too much information. Fill in every recommended and optional field for a truly optimized data feed.

Myth: It’s best to list every single product your site sells.

This could be a good starting strategy when creating your data feed, but it shouldn’t stay that way. Google recommends ecommerce businesses prioritize high-performing products and phase out products that aren’t performing as well. This will help to maximize your ad budget.

Using a Dynamic Data Feed for a Better Customer Experience

Creating a dynamic data feed is one of the most important online optimizations. While the initial set-up takes time, the effort organizes data, streamlines workflows, and saves time in the long run.

There are several great data feed tools that simplify the process by pulling information directly from your ecomm site and populating the data feed. And by keeping your information updated, shoppers won’t be misled by availability or pricing — extremely important when targeting new customers and keeping loyal customers happy.

A properly optimized data feed provides your ideal customers with the information they need to confidently purchase your products. Overcome common misconceptions to strengthen your online presence and keep your audience happy with accurate, reliable product information.