Feed Management: why take care of the management of e-commerce flows?
Google Shopping, Amazon, Ebay, Aliexpress, Shopzilla, and dozens of other marketplaces are essential channels for online retail sales today . The need to show truthful, up-to-date and compelling information on these platforms means that retailers must focus on a digital marketing tactic that requires ever greater sophistication: feed management or feed management . Managing feeds or how to send a catalog to a third-party website In the e-commerce New Zealand WhatsApp Number List sector, a feed is defined as the list of products for sale from an online store , and is created as a means of communication between manufacturers, retailers and platforms external to the website it uses. to market its articles.
This feed includes exhaustive information on each of the products, from their physical characteristics to their price, including photographs or the validity dates of the current offer. For a feed to be truly useful and ultimately serve to increase sales, it is important to conceive of it not as a static file, but as a dynamic element that must be constantly updated according to the available stock, optimization requirements established by each marketplace, the seasonal business objectives of each e-commerce and the evolution of ongoing advertising campaigns at any time.
What Advantages Does Flow Management Bring To E-commerce?
Feed management ensures that the quality of an e-commerce’s product feeds is maintained and improved for each of the channels it works with, including Google Shopping. Feed management should be the basis of any PPC strategy on Google Shopping, as the quality of the feed is directly related to the results of it. EDUARDO AGUDO , ASSOCIATE PARTNER AT LABELIUM Through flow management, it is possible to get more clicks as well as high conversion rates which will lead to increased sales. Google Merchant Center access page from Google Basic rules for flow management Google Shopping, for example, has its own guidelines for what product attributes should be included in feeds and in what format.
Therefore, to achieve the best results, it is appropriate to apply flow management practices such as the following: 1. Optimization of the structure The first step is to convert the product feed directly extracted from e-commerce into a source of information suitable for each channel. This consists of optimizing the structure of the flow, by creating a correspondence between each of its fields and the fields that each platform defines as mandatory . Likewise, it is positive to add new attributes which, although they do not appear in the original feed, provide additional information to the channels.
Content Optimization It Is A Question Of Taking Care Of The Information Of Each Of The Products
taking into account details such as: Title: coincide, as far as possible, with that of the landing page. It should be precise and objective, and on Google Shopping it should not exceed 150 characters. The use of capitals to emphasize the initial letter of each word and promotional texts such as “free delivery” or “limited offer” aimed at attracting attention should be avoided. Description: objective and direct, without links to the online store. It is advisable to use line breaks and lists to give it a format. As in the case of the title, attention-seeking techniques should be avoided.
Image: add the URL of a main image (and other complementary ones) in which the article is clearly visible, in a compatible format and that respects the marketplace guidelines for dimensions and file size. 3. Prioritization of products The fact that an e-commerce decides to rely on channels such as Google Shopping or Amazon to sell does not mean that it must always market absolutely all of its products through them or that it must give them continually the same importance. A product prioritization strategy should be developed based on conditions such as: Seasonality.