Feed is THE key to optimizing Shopping campaigns
As a reminder, product feeds are files containing all the information related to your product catalog. They are used to send this catalog automatically to an external website or platform, such as Google Shopping.
They contain all the information about your products, such as stock levels, prices, titles, colors, descriptions, etc. The quality of the data transmitted therefore has a significant influence on Google Shopping ads. Even more so when we consider how Google Shopping is evolving.
From Catalog Integration to Enrichment in 3 Key Steps
The first challenge for companies, regardless of the sector, is to generate high-quality data. This is also a challenge when companies are groups made up of multiple entities, as they need to streamline and harmonize the creation of product catalogs.
With the Manutan group, we worked on this data quality challenge, and we are going to share the keys to a collaboration that proved successful.
Automation
Manutan specializes in distribution. It was therefore only natural for them to focus their efforts on warehouses and logistics partners that could be shared in order to improve efficiency.
When it came to transporting and transferring data, however, things proved more complex for the company.
In short, everything was going well until Manutan realized that they had nearly 27 different feeds supplying Google Shopping: different structures, different sources, different updates, etc.
It was therefore decided to centralize this issue and streamline the process in order to facilitate data collection and provide Feed Manager with all the information needed to optimize Shopping campaigns as effectively as possible through the product feed.
Once data automation is in place and the connections have been set up to enable all your products to be sent to Google Merchant Center, another question arises: how can you achieve strong performance, and how can structuring this data help improve campaign performance?
Optimization
This is where the optimization process comes into play. It involves feeding the algorithms with the right data.
What content optimizations should be made to your catalog to meet Google’s requirements? How can I optimize my titles, descriptions, and attributes? What impact do these optimizations have on performance?
The various Shopping attributes are placed in the expert hands of Feed Manager to improve their content based on the data collected beforehand on the client side.
By optimizing Shopping attributes, we are actually optimizing the quality of the service delivered to our online prospects. We leverage the full potential of the data provided.
And how can we go further? How can enrichment guide the algorithms and improve performance?
Segmentation
Once the foundation for automating catalog submissions and optimizing content is in place, we move on to a phase focused on feed segmentation by adding business intelligence.
The objective is to translate business-specific characteristics into the feed. All e-commerce businesses have visibility and profitability objectives combined with marketing goals.
For example, we can:
- Leverage products considered “invisible” but with strong potential
- Position products intelligently in competitive markets
- Manage stock levels using Google Ads
- Use market data to optimize marketing campaigns
These elements also apply to other acquisition platforms such as Social, as well as marketplaces, which also operate using a feed-based model.
Conclusion
As a long-standing Feed-Manager client, Manutan has demonstrated the benefits of this successful collaboration with figures that speak for themselves: a +30% increase in investment generated +106% in revenue and a 59% increase in profitability.
As you can see, strong performance is impossible without a high-quality feed tailored to your strategy!
