Nowadays online marketing includes a wide variety of different actions. If you are an eCommerce store, you are probably already using or are considering starting to use any of the following: marketing, advertising on , display ads, text ads for Google Ads and Bing, improving , selling your products on marketplaces and comparators of prices… And we could continue mentioning more options.
Usually the success of a good online marketing strategy lies in combining different actions and that all of them are well integrated.
What is a feed in eCommerce
To launch many of these online marketing actions we need a product data feed, but what is a data feed? A It is a database where all the information related to the products or services that we sell online is collected: title, price, stock, etc. This data feed can have different versions (XML or CSV for example) and the fields and their content often vary as well..
So, if we need a data feed for many of these online marketing actions, how can we get it? That’s what they exist for such as Channable, which allow you to create these feeds quickly and easily.
The importance of feed management tools
The operation of these tools is very simple. The first step is to import your online catalog to the tool from a CSV, XML file or directly from Magento, PrestaShop, Shopify or WooCommerce. Once the information is inside the tool, you only have to configure the feed you need: for Google Shopping, Facebook, Criteo… There are thousands of options. Improving the information in your catalog and adapting it to the specifications requested by each of these platforms will take a few minutes. Getting the feed you need is that easy!
Below we show you what online marketing actions need feeds to work and how you can easily create these feeds with a feed management tool
Online marketing actions where you need feeds
1. Affiliate marketing / retargeting
They are platforms that can bring you great benefits. With them you can reach new audiences and increase the exposure of your brand on the internet. It is also easy to monitor the results.
There are numerous options: Criteo, AWIN, Tradedoubler, Tradetracker, Adtraction…What are all of them going to ask you before they can start working? A data feed. These affiliate networks need to feed on the information of your products or services through a feed in CSV or XML version. Each affiliate network has its own specifications, so you will have to adapt the information in your online catalog to the requirements of each one.
Criteo and TradeTracker feed fields are not the same. For example, to indicate the availability of the product, Criteo asks you for the availability field, which you can fill in with the values in stock or out of stock. However in the TradeTracker feed you have to include the stock field which has to contain a numeric value. And not only that! With a feed manager you can exclude products that are out of stock from the feed, being able to include them automatically once they are available again.
As you can see, a feed management tool can help you configure the feeds of all these affiliate networks.
2. Product ads on social networks
It is one of the most effective ways to reach your target audience and maximize conversions. These paid ads do not require a large investment and aren tremendously profitable.
Still not advertising your products on Facebook? The first step is to create and upload your online product catalog to your account. business manager. This way you can start showing your products to the audience you choose. The format that Facebook needs is a feed in XML version.
This feed in XML version can be created manually, but you will need someone from the IT department to configure it and also to keep it updated with any changes in the catalog. Of course this can take a long time. To make sure the information is always up-to-date and synchronized With any changes to the online catalog it is best to automate this process with a feed management tool.
These types of tools allow you to create the perfect feed not only for Facebook, but also for social networks like Instagram, Pinterest and Snapchat.
3. Marketing with Google
To get most of the services offered by Google up and running, you need to use a data feed. Keep in mind that each of these feeds are different. We can stand out:
- Google Shopping and Shopping campaigns
- googledisplay
- Google Search Ads 360
- Google Manufacturer Center
- Google PlayBooks
- Google Product Ratings
- Google Hotel Ads
A feed management tool will allow you to create the perfect feeds for all these Google products from one place, having all Google feeds centralized in a single tool
4. Automatic SEM campaigns using feeds
Obviously it is possible to create campaigns for Google Ads and Microsoft Advertising manually. However, what happens when the online catalog has many products/services and the information is also very dynamic? This is where the difficulty lies in creating these campaigns and text ads manually, especially if our strategy is focused on specific ads that show updated information every day.
What if we use the dynamic information from the feed to be able to configure all campaigns, ad groups, ads and keywords? Using the information collected in the feed to create SEM campaigns is something very new and this may be the first time you read something about it. The based on feeds can be extremely useful to save time, money and above all, improve the performance and conversion of all our ads on Google and Bing.
5. Ads on marketplaces and price comparison sites
The benefits can be many. These platforms can help you internationalize your eCommercegenerate more traffic in your online store, improve the notoriety of your brand…etc.
Did you know that to integrate your online catalog with marketplaces and price comparison sites, a feed management tool is also useful? Below we offer you a list of reasons:
- Integrating your online catalog with marketplaces and price comparison sites will take a few minutes.
- You can exclude products that you are not interested in selling. You can filter products that do not have stock or whose price is lower than the price you indicate.
- You can optimize the information you are publishing: improve titles, complete descriptions, fill in empty fields, remove HTML language, apply discounts…
- Your product information will be constantly updated.
- There is the option to integrate orders with some marketplaces, so you can control these orders directly from your eCommerce.
Could you imagine being able to control all your feeds for , display, social networks and marketplaces from a single site? As you can see a feed management tool like can become your best ally. The versatility it offers you when creating and improving your feeds allows you to get the best performance from your online marketing actions.
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