Product Feed Optimisation: Strategies and Ethical Best Practices

Optimising your product feed is crucial for maximising visibility, improving conversion rates and driving sales across online channels. However it requires significant expertise and experience to perform this task correctly, and it is often not so simple as it appears - you may think you have got it right, but that’s because you don’t know what a professional does.  

A well-optimised product feed can significantly enhance your performance on shopping platforms, marketplaces and even your own website. This article will outline effective strategies and ethical best practices for product feed optimisation which you try yourself in the first instance, helping you improve your ecommerce presence while maintaining integrity and compliance.

Understanding Product Feeds

What exactly is a product feed, and why does it matter?

A product feed is a file (typically in XML, CSV or TXT format) containing a list of products you want to advertise or sell online. It includes essential information about each product, such as title, description, price, availability and images. 

This feed is used by various platforms like Google Shopping, Facebook Marketplace, Amazon and other comparison shopping engines to display your products to potential customers. So it has to reflect both reality and your company in the best possible way, driving trust as well as sales. 

The Importance of Product Feed Optimisation

Optimising your product feed offers several benefits:

Improved visibility: Well-optimised feeds are more likely to appear in relevant searches.

Higher click-through rates: Accurate and appealing product information encourages more clicks.

Better conversion rates: Detailed and relevant product data helps customers make informed decisions.

Reduced disapprovals: Properly formatted feeds are less likely to be rejected by platforms.

Competitive advantage: Optimised feeds can help your products stand out in crowded marketplaces.

Strategies for Product Feed Optimisation

While the basic elements of a product feed may seem obvious and unchanging, there are a number of subtle steps you can take to make your feed better and more profitable than the next. These are the most effective ones:

Enhance Product Titles

The product title is often the first thing potential customers see. Make it count by:

• Including key product attributes (brand, model, colour, size)
• Placing the most important information at the beginning
• Using relevant keywords naturally
• Keeping titles concise yet descriptive (around 70 characters for most platforms)

Example: "Nike Air Zoom Pegasus 38 Men's Running Shoes - Black/White, Size 10"

Write Compelling Product Descriptions

Craft descriptions which are informative and persuasive. They should meet these criteria:

• Highlight key features and benefits
• Use bullet points for easy readability
• Include relevant keywords naturally
• Address potential customer questions or concerns
• Have unique descriptions for each product

Use High-Quality Images

Visual appeal is crucial in ecommerce. Optimise your images by:

• Using high-resolution, professional-quality photos
• Showcasing products from multiple angles
• Including lifestyle images to provide context
• Ensuring images meet platform-specific requirements
• Using a consistent style across your product line

Use Proper Categorisation

Accurate categorisation helps platforms display your products in relevant searches. In order to achieve this:

• Use the most specific category possible, as broader options will also be presented
• Follow the category structure of each platform
• Regularly review and update categorisations as product lines change

Optimise Product Attributes

Detailed attributes help match your products to specific search queries. Here is what to include:

• Include all relevant attributes (size, colour, material, etc.)
• Use standardised values where possible (e.g., "XL" instead of "Extra Large")
• Keep attributes consistent across similar products

Price Competitively and Accurately

Pricing information is critical for both platforms and customers. Once it’s there, you’ll be held to it, and you won’t win business by invoking small print.

• Ensure prices are up-to-date and consistent across all channels
• Include any applicable taxes or shipping costs
• Clearly communicate any discounts or promotions

Manage Inventory and Availability

Don’t assume your feed will correct itself just because you have better things to do. Keep your feed updated with current stock information.

• Regularly update inventory levels
• Clearly indicate out-of-stock items
• Use availability attributes correctly (in stock, out of stock, preorder)

Leverage Custom Labels

Many platforms permit the use of custom labels to group products for bidding or reporting. This presents a strong maximisation opportunity.

• Use custom labels to segment products by profit margin, seasonality or performance
• Create a consistent labelling system across your product line

Implement Structured Data Markup

Structured data in the form of code recognised by search engines can be used on your website to enhance your product listings. This will create a seamless segmentation relevant to the audience and also maximise its impact.

• Implement the schema.org markup for products as recognised by Google
• Include key information such as price, availability and reviews
• Ensure consistency between your feed and on-site markup

Ethical Best Practices in Product Feed Optimisation

While optimising your product feed, it's crucial to maintain ethical standards and comply with platform guidelines. In all cases, this will mean:

Provide Accurate Information

• Never misrepresent product features, quality, or availability
• Keep all information up-to-date and consistent across channels
• Be transparent about any limitations or conditions

Use Honest Pricing

• Avoid bait-and-switch tactics with pricing
• Clearly communicate any additional costs (shipping, taxes)
• Be transparent about discounts and promotions

Respect Intellectual Property

• Only list products you have the right to sell
• Use your own product images or properly licensed ones
• Avoid using trademarked terms inappropriately in titles or descriptions

Follow Platform-Specific Guidelines

• Familiarise yourself with the rules of each platform you use
• Regularly review guidelines as they may change
• Promptly address any policy violations

Prioritise Customer Experience

• Ensure product information aligns with the actual customer experience
• Address potential concerns or questions in your product data
• Maintain consistency between your feed and your website

Handle Sensitive Categories Appropriately

• Follow specific guidelines for sensitive product categories (e.g., healthcare, age-restricted items)
• Implement proper age or region restrictions where necessary

Respect User Privacy

• Adhere to data protection regulations in your target markets
• Be transparent about data collection and usage in your privacy policy

Avoid Keyword Stuffing

• Use relevant keywords naturally in titles and descriptions
• Avoid overusing keywords or including irrelevant terms to game the system

Measuring the Success of Your Optimised Feed

Optimising the feed and saying you’ve done it is not enough in itself. To gauge the effectiveness of your optimisation efforts, monitor these key metrics:

• Impression share
• Click-through rate (CTR)
• Conversion rate
• Return on ad spend (ROAS)
• Product approval rates
• Search query relevance

Analyse these metrics regularly and adjust your optimisation strategies accordingly.

Common Pitfalls to Avoid

Until negative data manuals become commonplace you will often encounter the phenomenon of acting on a good idea without realising it has already been tried and shown to be a mistake. These are common mistakes in product feed optimisation:

1. Neglecting mobile optimisation: Ensure your feed works well for mobile users.
2. Ignoring seasonal trends: Update your feed to reflect seasonal changes and promotions.
3. Overlooking negative keywords: Use negative keywords to prevent your products from showing in irrelevant searches.
4. Failing to test: Regularly test different optimisation strategies to find what works best.
5. Neglecting feed hygiene: Regularly clean your feed of outdated or irrelevant products.

Conclusion

Product feed optimisation is a powerful tool for improving your ecommerce performance across various channels. By implementing these strategies and adhering to ethical best practices, you can enhance your product visibility, improve customer experience and drive more sales. 

If you are actually committed to optimisation you will be happy to treat it as an ongoing process and continuously monitor your performance, keep up to date with platform changes and refine your approach to maintain a competitive edge in the dynamic world of ecommerce. Although there are many other aspects of your job which require a comparable commitment, optimising your product feed should always be near the top of the corporate priority list, and the general company culture should reflect the obligations this places upon you.