Feed optimisation: How to revolutionise your marketing management

Introduction to feed optimisation in marketing management

Feed optimisation is playing an increasingly important role in marketing management. It supports companies in preparing their product data in a structured and targeted manner in order to sustainably increase both findability and the conversion rate. Clients in various industries often report how carefully optimised data feeds enable a better presentation of products and services, which ultimately generates more visibility and sales. iROI-Coaching supports projects related to feed optimisation and provides valuable impetus for a sustainable success story.

Why feed optimisation is the key to success

Feed optimisation essentially consists of adapting and improving the product data feeds that are used on various online marketplaces and advertising platforms. An optimised feed helps search engines and platforms to recognise products more precisely and display them more relevantly. This leads to better positioning and therefore more potential customers. Careful maintenance and customisation of the feed also helps to reduce error messages and provides information about stock availability or price adjustments in real time.

In the automotive industry, for example, dealers use feed optimisations to clearly display vehicle images and technical data such as engine performance or equipment units. This not only improves click rates, but also the quality of incoming enquiries.

In the fashion and clothing sector, detailed product descriptions that specify size, material and colour variants make it easier for customers to make a purchase decision. This reduces bounce rates and increases sales.

In the electronics industry, companies use feed optimisation to clearly present technical specifications such as processor performance or energy consumption. This creates trust and often leads to higher conversion rates.

BEST PRACTICE with one customer (name hidden due to NDA contract)

A supplier of household appliances was able to double the visibility of its products on Google Shopping through targeted feed optimisation. In particular, the precise adaptation of product descriptions to current search terms led to a noticeable increase in the click rate and sales.

Practical implementation of feed optimisation

Successful feed optimisation begins with a detailed analysis of the existing product feed. This involves identifying format errors, missing attributes and inaccurate descriptions. It is then advisable to set clear goals, such as increasing visibility on certain marketplaces or improving the conversion rate. Different channels such as Google Shopping, Amazon or affiliate networks have their own requirements in terms of data structure and attributes. Feed management tools help to implement these requirements efficiently.

A good example is the use of customised labels to specifically highlight top sellers, seasonal items or special offers. This allows campaigns to be better controlled and budgets to be utilised in a more targeted manner.

In the food retail sector, providers use feed optimisation to precisely communicate expiry dates, allergens and nutritional information, for example. Customers benefit from transparent information and a better shopping experience.

In the technology segment, regular synchronisation of the feed with current inventory data proves to be crucial. This prevents unavailable products from being advertised, which has a negative impact on customer satisfaction.

Providers in the tourism and leisure sector also benefit from feed optimisation by updating availability, prices and additional services such as additional insurance or early booking discounts. This increases bookings and customer satisfaction.

BEST PRACTICE with one customer (name hidden due to NDA contract)

A medium-sized company from the fashion industry implemented feed rules to automatically optimise product titles and descriptions. The customisation of keywords in particular led to a significant improvement in visibility on sales platforms.

Tips for effective feed optimisation

The most important measures include

• Precise product information: Use clear, comprehensible and complete product descriptions with relevant keywords that appeal to customers and support search engines.
• Regular updates: Synchronise prices, availability and offers daily to ensure accurate information.
• Error prevention: Check your feed for formatting errors and missing mandatory fields so as not to jeopardise activation on the platforms.
• Use of tools: Use specialised software for feed management and optimisation to save time and minimise errors.
• Segmentation: Use customised labels and attributes to target campaigns and use budgets efficiently.

In the furniture trade, the use of product variants, such as colour and material, is particularly important. Precise categorisation improves findability and supports purchasing decisions.

In the healthcare sector, the correct indication of certifications and product applications is a key factor in feed optimisation. Clear product data creates trust and strengthens brand perception.

Retailers in the electronics sector also report that the translation of product information for international markets via optimised feeds significantly increases reach and sales.

BEST PRACTICE with one customer (name hidden due to NDA contract)

A sporting goods company integrated dynamic remarketing via optimised feeds, allowing previous visitors to be addressed with personalised offers. This led to a significant increase in the click and conversion rate.

My analysis

Feed optimisation is a key lever for effective marketing management in the digital world. It supports companies in presenting offers appropriately and increasing visibility in relevant channels. At the same time, it facilitates the management and control of campaigns and ensures a better customer approach. iROI-Coaching supports companies that want to shape this change with customised feed optimisation solutions. This shows that a continuous optimisation process brings measurable success.

Further links from the text above:

Feed optimisation (VersaCommerce)
Feed management: importance in e-commerce (Channable)
Data feed optimisation agency (adseed)
Feed optimisation (slopelift)

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