Keeping your product data feed clean and optimized is the most critical technical aspect of running any eCommerce business. Sloppy product titles and descriptions will both turn off potential customers and, in many cases, get you booted out of marketplaces that require e-merchants to conform to their product data quality standards.
First, let’s define what we mean by a clean product data feed
A clean data feed consists of product attributes that are standardized, complete and accurate across all listings.
Why a clean data feed matters
Whether you’re creating a Product Listing Ad (PLA) campaign, a Facebook Dynamic Ad campaign, or just listing your products on Google Shopping, a clean product data feed is essential.
The benefits of a clean product data feed
- It makes your own job easier. Data feeds are much easier to manage when they’re standardized, complete, and coherent. For one thing, you’ll have a much easier time optimizing, A/B testing, and tailoring the feed to specific channel requirements. And, it will be easier to search and filter through your feed to analyze and make any needed adjustments.
- It boosts visibility, CTR, and conversions:. A clean product feed will tend to rank higher under relevant searches. Its completeness provides shoppers with enough information to know whether it meets their needs.
- It increases customer satisfaction. Online shoppers rely on product information to make educated buying decisions. If you leverage this as an opportunity to meet their exact product expectations, you’re going to have happier customers. The last thing anyone wants is to be surprised once an online order arrives.
After cleansing, all product attributes (e.g. brand, price, color, currency, etc.) should be uniform and in the same format. See the examples below:
Be consistent in your copy, too—for example, are you selling a product from ‘Dolce & Gabbana,’’, ‘D&G’ or ‘D and G’? Make sure recurring tags like brand names are always expressed exactly the same way across all your listings.
Fluid product tagging, which is part of Shopping Feed’s feed syndication services, ensures that both standard and customized data such as color descriptions are assigned to the correct fields.
Not only will standardized product data make it easier for channels to surface your ad in a keyword search, but it also makes it easier for you to sort, filter, and analyze your product data.
No matter how large the feed, each product data feed should be complete, with all required product attributes for a given channel.
Some attributes are optional, but we recommend being as thorough as you can, so that every question a buyer might have can be answered. This means keeping up to date with channel requirements and any changes that may occur on a regular basis. Think of it as scheduled maintenance.
If your product feed doesn’t meet a channel’s specifications, your feed, or specific products, will be rejected.
Product data isn’t timeless. Details can change. Mistakes happen. But in a clean data feed, the product attributes will always be current and true. Review your master list to make sure mistakes like this aren’t jamming you up.
Incorrect or outdated product information will cause shoppers to look elsewhere for the product, and it erodes their trust in your store.
To ensure accuracy in your product feed, avoid these common errors.
Inventory and pricing errors
Advertising products that are out of stock or incorrectly priced is a huge no-no. Not only does it lead to unhappy customers, but it can also result in getting you temporarily banned from selling on specific channels like Google or Amazon. We provide a set of data feed management tools that let you update each of your optimized feeds every few hours to ensure accuracy at all times.
As well as obvious factors like grammar and spelling, make sure you remove unwanted HTML code. The example below shows a product feed description for a book with unwanted, leftover HTML from a hurried copy/paste job.
This HTML is vital for your online store listings to know when to add paragraphs () and breaks in the text (), but you don’t want that appearing on a Google Product Listing Ad or Facebook Dynamic Ad.
This looks time-consuming, but it need not be done manually. Feed marketing tools like ours let you add ‘Expressions’ to your feed, which instantly applies to all the listed products.
The example below shows the same product description which has had all the unwanted HTML removed at once, using the expression htmlclean(field1)’.
A final note about optimization
As long as you’re cleaning up your feed, it’s worth taking some time to look at how well it’s optimized. Do product titles contain all relevant attributes, adjectives, and nouns, like the brand, color, size, and features?
We’ve covered the optimization before, but it’s important to be thinking in those terms often.
The text of your product listings is crucial to determining the success of your e-commerce sales. While it may seem smart to cram your text full of keywords, this is not always the case. Selecting a collection of relevant, high-performing keywords will help your customers find what they are searching for.
Remember that the best sales copy doesn’t promote your product. Instead, it provides a detailed and engaging description of what it does.
Shopping Feed syndicates search-optimized product listings on all of the world’s most powerful marketplaces, syncs and refines inventory data, and eases fulfillment with automated workflows. Contact us for more info: firstname.lastname@example.org (920) 333 3488