Presently, we are in such an era where the quality of marketer’s own data is a mainstream aspect of advertising success. This is specifically evident in retail, where product listing ads often have a major share in the paid media budgets. Those ads are supported by the content, which resides in the retailer’s product feed.
Because of the fact ad content is reliant on the product feed; the marketing department has to take a vigorous role in the development and management of the feed content, much like it has done with SEO on the last few years. Here are a few easy steps to take without a necessity of prominent coding expertise or a share in costly feed management and optimization tools –
Standardize product variations –majority product colors, as customers who look for products online regularly use these. Merchandisers have all types of interesting way to show the colors of their products to stand out in the competition.
Always add the product category in the product titles
People usually seek for stuff online, not abstract concepts. Even though ‘Betsey Johnson Mermaid’ sounds good, it doesn’t connect to search behavior.
Remove unnecessary information, specifically from product titles
Online shoppers scarcely search for retail products by their product code, SKU#, ISBN code etc. If this sort of information is in your product titles, then you are damaging your keyword density and eventually your relevance. You will give higher CPCs for the similar position and your ads won’t be as attractive to the end shopper. It’s better to brush this stuff as there are typical columns in your feed for them.
Keep in mind that these are your ads and you should treat them with the similar respect and care as your more “creative” ad units.