The Importance of True Feed Optimization
Often overlooked and underutilized, the product feed is the foundation for success on product advertising channels.
We understand how leveraging feed technology and ongoing optimization strategies can help retailers maximize their profit potential on feed-driven channels like Google Shopping.
We Take Care of Every Aspect of Shopping Feed Management
The Technical Tasks Your Marketing Team Doesn’t Want to Worry About
- Dedicated Feed Engineer for round-the-clock support and maintenance
- Automated feed structuring and syndication to all U.S. & international shopping channels
- Flexible feed submission frequency to cater to liquid inventory (ex. send a feed update 1-24 times per day)
- Price parity maintenance for all child SKUs (important for maintaining compliance)
- Automated rules to monitor for error risks and maintain feed vitality
Using proprietary feed technology and human analysis, our optimization process involves the integration of internal & external data sources to enhance the relevancy of your product content.
THESE TACTICS ENSURE THAT YOUR PRODUCTS REACH IN-MARKET SHOPPERS
- Building a Product Thesaurus for each SKU to optimize color, product type, and inferred attributes
- Integrating customer intent-based keywords to match products with shoppers’ buying signals
- Implementation of Custom Labels for more agile campaign management (for Google Shopping)
TECHNICAL FEED OPTIMIZATION
We allocate existing relevant product attributes to other locations within your feed to create richer titles and descriptions – this puts your product data in the best position to succeed initially.
SEMANTIC FEED OPTIMIZATION
As an ongoing process, we append your product titles and attributes with external data sources like search term reports, audience trends, and competitive analyses for every single SKU via our CAPx Platform
Your feed will undergo ongoing tests and enhancements to ensure you’ll always get the most out of your product data:
- Consistent search term harvesting and injection based off of performance metrics
- Ongoing product feed SEO customizations by manipulating title order
- Testing with title “ad copy” to drive a higher CTR
- Continuous bid strategy testing via custom labels
- Category, brand, product-type, and product-level campaign build-outs
For In-House Marketing Teams Looking to Outsource Feed Management, We Provide:
- All feed management, optimization, and stimulation features referenced above
- A dedicated Feed Engineer for feed support
- A dedicated Google Shopping Strategist to discuss feed and campaign management alignment
“It’s a genuine pleasure working with CPC Strategy. My Retail Search Team are true professionals and I’ve seen nothing but upstanding integrity and attention to detail from them and the rest of the CPC team.”
– David Varnai, Director of Performance Marketing | Zenni Optical
WE TURN BROWSERS INTO BUYERS
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