{"id":12651,"date":"2023-04-03T17:22:32","date_gmt":"2023-04-03T15:22:32","guid":{"rendered":"https:\/\/www.sortlist.com\/blog\/?p=12651"},"modified":"2024-05-30T15:58:00","modified_gmt":"2024-05-30T13:58:00","slug":"product-listings","status":"publish","type":"post","link":"https:\/\/www.sortlist.com\/blog\/product-listings\/","title":{"rendered":"7 Underused Data Tactics to Boost Your Product Listings Performance on Google"},"content":{"rendered":"\n

Online sales growth is reshaping ecommerce<\/strong>, and the recent pandemic impact affects product listings too. Industry experts predict global online sales will reach $6 trillion by 2024 alone.<\/p>\n\n\n\n

In this climate, it is a great time to be a consumer. If you are an online retailer, now’s the time to adopt an approach that tackles a highly competitive advertising landscape. This will ensure your ecommerce website<\/a> and product listings stay ahead of the game.<\/p>\n\n\n\n

That being said, Google offers an exceptional platform for the thousands of online stores that cater to almost any market. That is why you should consider the most effective ways to boost your ecommerce shopping campaigns<\/a>. This will enhance your overall marketing strategy and drive revenue and ROAS<\/strong> for your brand.<\/p>\n\n\n\n

In this article, we will focus on boosting product listing performance on Google Shopping by investigating the data feed, which is the foundation of your ads.<\/p>\n\n\n\n

1. Enriching product feeds with additional data from outside the online store<\/h2>\n\n\n\n

Maximizing your PPC performance is desirable for any business and is intrinsically linked to the feed strategy<\/em> being implemented. Businesses can take various actions, adopt habits, and apply strategies to optimize and grow feed-driven marketing.<\/p>\n\n\n\n

Supplying your feed with additional product data sources helps enrich your feed and, therefore, increases your product listing relevancy. This is an ad optimization tactic<\/a> used by 12.32% of advertisers. <\/p>\n\n\n\n

\"The<\/figure>\n\n\n\n

(c) The Feed Marketing Report 2022 | DataFeedWatch<\/em><\/p>\n\n\n\n

There are typically three main objectives when exploring why you should be using supplemental feed data in your advertising:<\/p>\n\n\n\n

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  1. Fulfilling ad platform requirements<\/strong>. This is particularly useful when essential data is missing from the source, such as a client\u2019s product inventory.<\/li>\n\n\n\n
  2. Boosting sales<\/strong>. Ad platforms can optimize targeting via their algorithms by providing a surplus of data. Supplemental feed data offers additional context for potential customers who are more likely to make a purchase. (For example, optional attributes such as product material.)<\/li>\n\n\n\n
  3. Increasing campaign performance<\/strong>. Additional data provides an increase in actionable efforts in a marketing campaign. For example, more segmentation can occur in targeting and in-depth optimization via reporting.<\/li>\n<\/ol>\n\n\n\n

    The advantages of supplying additional product data in your feeds are numerous. Not only do they provide Google with more information, boosting the effectiveness of the platform’s algorithm, but they also contribute to better-targeted ads. In short, Google will be better equipped to know about your products and, therefore, choose a relevant target market to reach.\u00a0<\/p>\n\n\n\n

    Marketers often use secondary data sources such as inventory management systems, Google Sheets, and analytics, including supply chain data analytics.<\/p>\n\n\n\n

    Tip:<\/strong><\/p>\n\n\n\n

    Digital advertising agencies can benefit from this practice because it removes reliance on the client\u2019s store backend for independent product data modification within the feed. This means avoiding interference with the point of sale (POS) setup.<\/em><\/p>\n\n\n\n

    2. Optimizing key product feed attributes<\/h2>\n\n\n
    \n
    \"Feed<\/figure><\/div>\n\n\n

    Source: Feed Marketing Report 2022 by DataFeedWatch<\/em><\/p>\n\n\n\n

    Product titles are the #1 priority in optimizing attributes <\/h3>\n\n\n\n

    Marketing managers are often challenged by a lack of data passed from their clients\u2019 stores, meaning feeds are often inadequate for PPC campaign goals. Notably, 20% of merchants<\/strong> apply extensive changes to their product attributes before uploading anything into an ad platform.<\/p>\n\n\n\n

    Furthermore, the quality of the feed rework is also extremely important. For example, 14% of advertisers make in-depth changes to their product titles, which are either rewritten from scratch or have most of the words used in them replaced.\u00a0<\/p>\n\n\n\n

    When product titles are optimized, benefits can take various forms, including a boost in impressions (views of the ad)<\/strong>, the likelihood of a shopper clicking an ad (CTR), and the chance of a customer purchasing (conversion rate).<\/p>\n\n\n\n

    Here are some easy steps you can take to optimize your product titles:<\/h4>\n\n\n\n
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    1. Understand your target audience and highlight the most critical product attributes<\/strong> to help customers decide.<\/li>\n\n\n\n
    2. Follow Google’s strict rules for capitalization and punctuation in product titles to avoid disapproval.<\/li>\n\n\n\n
    3. Do keyword research<\/a> and use search query performance data from Google Ads and Trends to identify high-performing keywords.<\/li>\n\n\n\n
    4. Include relevant keywords in the title to make it more searchable and optimize the product feed.<\/li>\n\n\n\n
    5. The title should include product details such as color, size, material, and specifications to make it more specific and improve its chances<\/strong> of appearing in relevant searches.<\/li>\n\n\n\n
    6. Adjust your title based on the vertical and the product features relevant to the customer.<\/li>\n\n\n\n
    7. Add the brand and category to the product title if it is well-known, but avoid doing so for unknown brands. Brand loyalty<\/a> is an essential factor for many shoppers.<\/li>\n\n\n\n
    8. Ensure that the most significant information appears at the start. Since Google only displays a maximum of 70 characters, crucial information should appear within that limit.<\/li>\n\n\n\n
    9. Although Google usually displays only 70 characters from the product title, it is advisable to use all 150 available characters<\/strong>. This will allow you to include essential details such as the brand, material, color, and model number.<\/li>\n<\/ol>\n\n\n\n
      \"length<\/figure>\n\n\n\n

      (c) The Feed Marketing Report | DataFeedWatch<\/em><\/p>\n\n\n\n

      Strategic custom_labels to consider for Google Shopping<\/h3>\n\n\n\n

      Custom_labels<\/strong> follow in a close second place at 11.98%, which is to be expected due to the flexibility this category provides on the product detail page. Advertisers can segment by adding product values and creating bid segmentation using custom labels.<\/p>\n\n\n\n

      This helps us to use individual bidding strategies for specific areas of our inventories on our terms. As Google prevents us from bidding on keywords to advertise our shopping products, custom_labels, alongside negative keywords, are our best tools to get search terms to maximize our marketing.<\/p>\n\n\n\n

      1) Sale<\/h4>\n\n\n\n

      If you know an upcoming sale will price you above your competitors and affect a high revenue level, isolating these items in your feed with a custom label makes sense. This strategy means you can target these sale items specifically<\/strong>, bidding on them with a bigger budget and enabling more shoppers to see your products and make purchases. Overall, this tactic helps to drive both revenue and ROAS.\u00a0<\/p>\n\n\n\n

      2) Margin<\/h4>\n\n\n\n

      Identifying profitable products in your inventory that generate a strong return on investment is essential for your product listing ad toolbox. Labeling those high-margin product<\/strong>s allows you to prioritize them in your marketing strategy and separate them from your remaining products. Case studies have shown up to 96% ROAS increase<\/u><\/a> using this strategy.<\/p>\n\n\n\n

      3. Excluding items with low profitability potential<\/h2>\n\n\n\n

      Optimizing your advertised product range continually becomes important, considering the staggering growth rate in the eCommerce industry.<\/p>\n\n\n\n

      Identifying new and profitable items to sell is crucial for your business growth, but realizing which products NOT to advertise may be just as relevant.<\/p>\n\n\n

      \n
      \"post<\/figure><\/div>\n\n\n

      Source: Feed Marketing Report 2022 by DataFeedWatch<\/em><\/p>\n\n\n\n

      In 2022, 64.74% of marketers eliminated products from ads to maximize the budget spent<\/a> on advertised products. <\/p>\n\n\n\n

      Price is the top factor that motivates almost 16% of e-commerce owners to cut their products<\/strong>. Sending a marketing budget to every product in a store can potentially harm your marketing strategy, as the budget may be wasted on low-margin products, loss leaders, etc. Marking your products with certain threshold boundaries can be a helpful way to avoid these items. <\/p>\n\n\n\n

      90.02% of marketers who filter products based on prices remove items when their price is below a specified point. Price thresholds vary considerably from retailer to retailer, and the decision is often made with consideration of the profit margin<\/strong>. <\/p>\n\n\n\n

      The title is a second factor<\/strong> in dropping specific products or collections from an online marketing strategy<\/a>. This is an easy way to group items you would not like to advertise online.<\/p>\n\n\n\n

      Products with missing data can also be avoided to prevent poor marketing<\/strong>. Therefore, items with missing images, link availability, etc., can be filtered to reduce the wasted budget directed towards them.<\/p>\n\n\n\n

      Tip<\/strong><\/h4>\n\n\n\n

      When optimizing your product portfolio<\/strong>, consider the following exclusions:<\/p>\n\n\n\n