Performance

Maximize your Shopping campaigns with a well-optimized product feed

by

Dóra Gergely-Gyuris

4 min read

March 1, 2022

A well-optimized feed is the soul and essence of any product campaign. Let it be Google Shopping, Facebook, or Criteo, your feed should be your number one priority to ensure next-level performance.

In the previous article, we discussed how to create profitable shopping campaigns. Let’s dive deeper and understand how you can ensure a top-notch product feed for your campaigns.

How to get started?

First and foremost, to run a Shopping campaign, you will need a product feed filled out as many fields as possible, but containing at least the mandatory product data fields. It can be created by your developer, but certain CMSs generate basic product feeds automatically.

A basic feed with mandatory fields is great to get started, but if you want your campaigns to perform efficiently, then you need to ensure as much data to the campaigns and naturally to the customer as well for your ads to be seen easily.

Take this search result for example. Even if they were not the first listed results, looking for a green pair of shoes, I will most probably not buy a purple or an orange one. This impression can be avoided by filling out the color attribute.

On the other hand, if your title and description are not explanatory enough, your product might fail to gain impressions for valuable search queries.

Product feed optimization methods

  • Optimize the original feed: a great foundation is always a must for a successful campaign. Provide as much information as possible in the original feed. Even if this is not necessarily in the best format, that can be altered easily with the following method.
  • Feed Optimization Tool (i.e. DataFeedWatch: There are many great tools on the market that help you optimize your feed. These tools indicate the crucial improvement points, help you strengthen your product fields based on created rules. Just to give you a few examples: It appends the brand name to the title, fills out the color field based on the context of the description, or even fills out blank fields with static text if necessary. The best feature of these tools is that once you optimize a feed for a specific channel (for example Google Shopping), you can quickly create new product feeds from these data customized for different channels (such as Facebook, Criteo or Amazon). 
  • Build a new feed based on the original product feed data: This method is quite similar to a tool, however instead of a software, we create scripts that optimize and refresh your feed.

Which method is better? The mixture of 2 of them (the original feed + a second method). Always provide as much information as possible to work with, then you can optimize and strengthen the feed with one of the last 2 methods.

Must have optimization steps:

  • Don’t leave blank values: check your feed, wherever a product attribute is blank, fill that out! The more information you provide, the better. 
  • Title optimization: This is something we mentioned in the article on shopping campaigns as well, but I cannot reiterate enough the importance of a well optimized product title. This is one of the first elements the user will see in the search results, and what Google uses to understand what you are selling. Include the most important keywords in the title based on industry trends. For example: 
    Electronics: Brand + Attributes + Product Type + Model #
    Apparel: Brand + Gender + Product type + Attributes (color, size, material)
  • Product identifier: These attributes are not only mandatory, but also come very handy. Therefore definitely take the time to find either the MPN or GTIN of your products. These identifiers help Google understand what product you are selling exactly, what are the similar/same products from other sellers to compete with. Not to mention that in the Merchant Center you can also compare competitiveness based on product price.
  • Google Product Category – When assigning a product category to your items, think of it as allocating your products to the right category in a giant online marketplace. It not only helps Google, but also the customers to find your products easier. That is why it is essential to take the time and pick the narrowest category possible for each of your products.
  • Sales price – It might be  a no brainer for some, but it is missing many cases. Show off your promotions to users. Make sure they see that the lower price is only temporary. 
  • Do not forget about optional fields: 
    • Age group, Color, gender, material, size – these attributes all provide useful information that improves your campaign performance. 
    • Product detail: this is a jolly joker. If you want to include important data that does not have a standard attribute to use, this is for you. You can include anything that can come in handy, such as energy efficiency, capacity, ingredients, taste, etc. 
  • Custom labels: this is my personal favorite, that you can use for campaign optimization or reporting purposes. Just to give you a few examples: 
    • Exclude products above a certain price
    • Highlight best selling products
    • Stock sweeping

Product feed optimization is not a one-time thing, but a continuous process. Make sure to keep an eye on your feed, check how your campaigns perform and improve your feed wherever necessary.

Do you need help with product feed optimization for any channel?
Drop us a message at hello@mitoperformance.hu


Mito is a full-service agency with a passion for clever things. The Performance division is specialised in improving digital performance and increasing sales with performance media, SEO, CRO and analytics solutions.

We are proud to have companies like Decathlon, Wizz Air, Cetelem Bank, Office Shoes and Tungsram among our strategic partners.

The author(s)

Dóra Gergely-Gyuris

E-commerce PPC Expert

Share on

More Articles

This story is brought to you by Mito Performance

We work in four business units, all sharing the same DNA, but doing a lot of different and exciting stuff.

Mito Weekly

It started out as an in-house circulation of the most interesting links of a week and turned into Mito's weekly newsletter of inspiration and knowledge for all. You can sign up, too.

Streetball szabályok

Csapatlétszám: 3 fős csapatok versenyeznek egymással, de a csere lehetőség miatt minden csapatnak min. 1, max. 2 tartalékos megjelölésével kell jelentkeznie.
A játék időtartama:
  • A mérkőzés időtartama 1×15 perc (futó órával) vagy 15 pont. 
  • Amennyiben a 15 perc letelt és az eredmény egyenlő, a mérkőzés a következő kosárig folytatódik. 
  • A csapatoknak egy-egy időkérési lehetősége van (30 mp), ezen idő alatt az óra áll.
Labdabirtoklás, pontszerzés:
  • Minden kosár egy pontot ér, kivéve a hárompontos vonal mögül dobott kosarat, ami két pontot. 
  • Minden dobott kosár után automatikus váltás van. 
  • Kapott kosár után az ellenféllel kezeltetni kell és a kétpontos vonalon kívülre kell vinni a labdát. 
  • A mérkőzés kezdetekor sorsolás útján lesz labdabirtoklás. 
  • Feldobásnál a csapatok felváltva kapják meg a labdát. 
  • Hosszabbítás kezdetekor a labdabirtoklás joga azt a csapatot illeti, amelyik a mérkőzés kezdetekor a sorsolást elvesztette. 

Röplabda szabályok

Csapatlétszám: 6 fő max. 2 cserejátékossal
A játék időtartama:
  • A mérkőzés egy csapat által nyert egy játszmáig tart. 
  • A játszmát az a csapat nyeri, amelyik előbb ér el 25 pontot legalább 2 pont előnnyel. 24-24-es egyenlőség esetén a játszma addig folytatódik, amíg valamelyik csapat el nem éri a két pont különbséget. 
  • Mérkőzésidő max. 20 perc, ha ezen belül a fentiek alapján nem dől el a meccs, a 20 perc mérkőzésidő leteltével előnyben levő csapat nyeri a mérkőzést.
A csapat létszáma a pályán nem csökkenhet 6 fő alá. Azt a csapatot, amelyik nem tud az összetételi előírásnak megfelelő 6 főt a pályára állítani, a játékvezető “hiányos”-nak nyilvánítja.

Labdarúgás szabályok

Csapatlétszám: 5+1 fő.

Játékidő: 2×10 perc (szünet nélkül térfélcserével)

A mérkőzéseket 3×2 méteres kapukra játsszuk.

  • A mérkőzéseket a kispályás labdarúgás szabályai szerint bonyolítjuk le.
  • A mérkőzéseken csak hernyótalpas, terem- vagy edzőcipőben lehet szerepelni, fém, vagy gumi stoplis cipő használata szigorúan tilos! 
  • Ha bármelyik csapat létszáma a kiállítások, sérülések következtében 3+1 fő alá csökken, a mérkőzést be kell szüntetni. 

Introducing Nokia to website performance measurement through page speed measurement

Business background

Page speed has become an important factor for website owners and SEOs since Google began focusing more and more on user experience factors. If companies don’t adapt to this new mindset, they will lose their organic power.

Nokia has experienced an extensive page load time on most of its pages, but lacked proper measurable information about the performance of the website. It is challenging to adapt site-wise technical modifications without understanding what is really behind the curtain.

Our solution

Mito introduced a multifactor, multi locational-targeting page speed measurement and reporting system across different devices.

Our focus was to develop a measurement system from scratch that is able to report on different page speed KPIs so we can better understand what additional analyses are needed to increase the pages’ performance. We did not only focus on a page level measurement, but also grouped pages to page types that assists us in making more educated assumptions.

We paid attention to location modularity in order to extend the number of analysed locations to additional countries by adding new Virtual Machines to our framework.

We are able to measure different KPIs on both mobile and desktop so we can see how the site performance is realized across devices.

Our measurement system and dashboard provided us insights on what type of elements of the different page types might cause low speed performance and it helped us to further analyse the loading curve, just as the opportunities in Google PageSpeed Insights recommendations for the different page types.

Results

We set up the measurement system and the dashboard that reports on website performance and opportunities.

Through properly tracking the page speed improvements, Nokia becomes a more powerful organic participant in the telco market in Google search, while they provide a better user experience for their visitors.

End to end measurement solution for Nokia

Nokia is an innovative global leader in 5G, networks and phones.

An international business of this size requires a comprehensive measurement strategy including responsible data collection, consistent management of tags and measurement codes, personalized website tracking and purposeful conversion rate optimization (CRO).

We kicked off Analytics projects from January, 2020, beginning with extensive Google Tag Manager and Google Analytics audits. Besides inspecting the different system settings, we also optimized the measurement and pixel implementation processes within Nokia in order to increase efficiency and reduce implementation periods.

After the key adjustments and process harmonization, we have moved forward and started to work on the website and landing pages’ efficiency, including several conversion rate optimization tasks such as heatmap analysis and A/B testing.

Results

Nokia is receiving continuous support from our analytics team to ensure the client’s measurement and data is reliable. Due to streamlined processes, implementation periods are shorter and we eliminated unnecessary website tracking codes which cause longer loading times.

Nokia Allwhere - Private Wireless - Global digital media campaign planning & execution

Building brand awareness and creating demand for Nokia Private Industrial Wireless in new vertical markets

Nokia launched a digital campaign to educate the market that their industrial-focused LTE solutions are the key in accelerating the ultimate benefits of digital transformation and realization of the fourth industrial revolution.

The goal: to build brand awareness and create demand for Nokia private Industrial Wireless solutions in new vertical markets, especially infrastructure or asset-heavy industries where digitization has been mostly restricted to point solutions without general network connectivity.

Our approach

We’ve developed a multi-touch global digital media campaign, which covered the entire user journey of business leaders, from education to making a business decision.

Our main goal was to make Nokia visible on a large scale through automated solutions and smart targeting to reach people when they are reading, talking, learning about or searching for private wireless networks.

To archive this, we’ve utilized the combination of digital media platforms, including industry specific content sponsorships, social media ads, paid search, programmatic hyperlocal and Digital out-of-home ads in front of target company HQs. We’ve made sure that when our key audience is browsing the web, using social media on their phones or just walking outside of their offices, they see a relevant Nokia ad.

Results

The campaign has reached over 80 000 business decision makers and influencers in 3500 target companies, across 5 industry verticals globally.

Private wireless solution specific brand search volume increased by 70% during the campaign period (YoY). In Q2 and Q3 2020, Nokia Enterprise had a double digit year-on-year growth in net sales and new customers.

Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

821D2BC7C2

Flóra Hantos

Flóra is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

782C904A0C

Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

A7C6191B7C

Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

ECC1EB329D

Emese Bódi

Mesi is searching for minds and souls, loves a good CV and to chat with new people. Go ahead and find out!

Apply now!

A32F2962BB

Write us!

Write us!