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The Rise of Product Feed Marketing

Product Level Shopping Campaigns were shown to be key drivers of click-through rates and revenue in 2014, with CTR rates up to 22% greater than the historical text based ads. This trend will undoubtedly continue in 2015 as adoption of Product level Adverts continues to develop across the many online channels available today and tomorrow.

Product Level Shopping Campaigns allow consumers to browse your inventory in a richer media format, including images, descriptions, promotions and pricing.  While they allow you to create ad groups for the items you want to bid on.

Consumers get the information they want, almost instantaneously, while you can enjoy the higher qualified, more informed traffic driven to your site...which will by its nature, convert higher.

With this in mind, it’s essential you not only optimise your shopping campaigns on a product by product basis but more importantly, optimise the data that populates your ads.

Setting up a Data Feed (aka Product Feed) isn't a one off job which is then left to run on its own accord.  It is just as important to have regular reviews of the content as well as understanding any missing fields in your data feed which would further help qualify the content for your consumers but also increase your product exposure and at the end of the day....increase your revenues.

Over the course of 2015, we will no doubt see online marketers within retail becoming a lot more familiar with data feeds, as well as understanding the opportunity software has on making it easier for marketers to create and manipulate feeds directly.

While Google Shopping dominates rich media, product level advertising currently, the opportunities are steadily growing across many other online channels including eBay Commerce Network and Amazon to name but two.

Although shopping ads may look the same to the untrained eye…the product feeds that drive the content are specific to each online channel, making it important to understand and optimise each product feed for each online channel specifically.

Overall success on product level advertising, is running efficient, product level optimisation.

Don’t just set up shopping campaigns and think your job is done. 
Do optimise your product feed as well as your campaigns.

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