Chapter 2: Shopping Feed Management and Optimization
Hopefully in Chapter 1 you learned why your growing e-commerce business needs to launch or expand on comparison shopping engines. In this chapter, we’re going to dive into how to set up and optimize your inventory’s shopping feeds.
So what’s a shopping feed?
A shopping feed, a.k.a. data or product feed, is a spreadsheet, text, or .xml file that you, as the merchant, send to the comparison shopping engines. Shopping feeds need to be very comprehensive about the products you wish to be featured on the CSE. For each individual product, the information you need to include is as follows:
- Product title, usually including brand name and model
- Product description
- Product category (ex. clothing/apparel, electronics, small appliances)
- Product SKU/part number (if available)
- Whether a product is in-stock or not
- Product weight and dimensions (required depending on your product category)
- Product URL (the product’s link on your business’s website)
- Product image URL
- Product price
Setting up data feeds are really the dirty work when it comes to CSE campaigns because they can be time-consuming, boring, and tedious. However, the quality of your data feed is another make or break point in your CSE campaign because its quality directly correlated with the number of clicks and conversions your products receive.
Thus, shopping feeds must be diligently updated regularly, ideally on a daily basis, in order to ensure that each product’s information is the same on both your website as well as the CSE.