Getting The Most From Your Product Feed
Published: June 4, 2014
Author: Molly Shotwell
By now, you’ve no doubt heard the performance benefits of dynamic retargeting on FBX: up to 5X higher CTR and 2X higher ROI compared to static ads. While workarounds exist, a dynamic retargeting campaign consisting of thousands of products will generally require a product feed.
Unlike a static campaign, which requires manual ad copy creation for your entire product catalog, your product feed gives you the opportunity to create a central, automated source for your dynamic ad creatives.
How do you get the most bang for your buck when it comes to your product feed? Let’s start at the beginning, looking at how you integrate your feed with a dynamic retargeting platform.
Why should I have a product feed?
Before we launch into the specific requirements, here’s how a feed can make your life easier:
– Automatic updating of all your products (via a feed refresh schedule)
Instead of manually updating static ads as your products change, making the updates directly in your feed allows us to automatically apply those changes to your dynamic ads. This means quicker turnaround time, and the comfort of knowing that time sensitive changes (think: product price changes, out of stock or discontinued products) are constantly being pushed live, ensuring your ads are relevant and that product details are accurate.
– Allows you to run dynamic creatives on FBX and across the Internet (one feed for multiple campaigns)
One feed is all your retargeting partner should need. Whether you are running a campaign via FBX, dynamic display, or through native retargeting across the web, your one product feed should serve as the central source for all product information.
How does a feed work?
Here is an example of a sample feed entry, which passes us the following fields:
These dynamic elements will be different for every product, and will allow us to serve dynamic ad creatives such as:
Title: Find the best deals at www.yourwebsite.com!
Body: Buy Product Name for as low as $Product Price!
As you can see, the creative is dynamically populated with the fields that are passed to us in your feed.
How do you maximize a feed’s potential?
While the above example certainly qualifies as a dynamic ad, if there are additional parameters you can pass that may help drive higher CTR and conversions, we strongly suggest you include them.
Include optional fields such as Product Category, Product Rating, or Destination. This opens up the possibility of running additional ad creatives and increasing the relevancy of your ad, such as:
Title: Still looking for Product Category?
Body: Shop Product Name rated at Product Rating for Product Price!
Title: Looking for a room in Destination?
Body: Book your room at Hotel Name for Price per Night now!
As a secondary function, the fields you pass us can also be used to apply logic to the ad creative ultimately served. For example, some of our clients choose to run conditional ad creatives based on hotel rating. After checking the value of the Hotel Rating field within the feed, we are then able populate differing ad creatives based on the hotel’s rating. By using more aggressive optimization strategies to show ads for hotels with higher ratings, we’ve been able to increase volume while lowering CPA.
Now that you are familiar with how your product feed integrates with the dynamic creative capabilities of a retargeting platform, like Triggit, it’s time to get started with a dynamic retargeting campaign!