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Feed Management Services

Helping you achieve a better ROI across Shopping, Search and Social

Shopping feed management, also known as feed optimisation, ensures your ads are being displayed at the time the searcher is most ready to buy. Investing in feed management results in a tangible increase to your bottom line, delivering more impressions, higher click-through rates and, ultimately, more sales.

What are feed management services?

Feed management is a powerful tool for anyone advertising on a platform that relies on, or that could benefit from, a feed of product and shopping information. Most commonly associated with Shopping campaigns, shopping feed optimisation can be used for:

Google Shopping

Google’s own feed-driven advertising mechanism, Google Shopping is used by advertisers who have a product to sell online. There are no keywords to bid on here; Google Shopping is all about showcasing your products and letting Google know the most relevant result for the searcher.

Facebook DPA

DPA, or Dynamic Product Advertising, is being used by more and more ecommerce businesses who want to showcase their products in the Facebook feed. Much like Shopping feeds, Facebook relies on your feed, so optimising it for relevance and quality will help you break through the noise.

Bing Shopping

Bing Shopping may be less advanced than Google Shopping but that doesn’t mean it’s not a viable platform for advertisers. If you’re investing in Bing Shopping, you could be reaching a whole different audience; shopping feed management will help you make the most of that audience, with refinements being specific to this platform and the people it attracts.

Search Ads

Advertisers using Google’s search network will know the importance of keywords, quality and relevance to improve positions and bring down CPCs. Optimising your feed can also benefit search ads, with custom rules enabling dynamic customisation of ad copy to make it more appealing and therefore drive more sales.

A three-tiered process to feed management

Optimising your product feed is an incredibly powerful technique that – when done well – will enable you to get more ‘bang for your buck’ when advertising through paid media platforms including Google Shopping, Bing Shopping, Facebook and Google Ads.

At the core of any feed management project is a process that starts by getting the basics in place, and builds out to a more test-driven approach to refinement and improvement. Here at Impression, we’ve refined our own approach to feed optimisation to a point where we can easily identify where your business currently sits along that process, and start working on the things that are going to deliver results from day one.

Our approach to feed management

Innovation is an important part of how we work. By working closely with our development team in particular, we’ve been able to create tools that make your PPC campaigns more efficient and more effective.

By working with Impression, your shopping feeds will benefit from our bespoke tools and scripts that automatically make beneficial improvements across your ads. This innovation through technology means we can achieve more in less time, meaning you’ll see greater results, faster.

1

Feed specification

We review your feed to ensure it meets the platform’s specifications – for example, if you’re advertising on Google Shopping, we’ll make sure your shopping feed meets Google’s requirements

2

Feed optimisation

We’ll incorporate additional features within your feed which will boost its chances of being served at the right time, to the right person – for example, we’ll use custom labels and additional feed attributes

3

Feed testing

We’ll start testing things such as messaging, imagery, feed rules and so on to make your feed as effective as it can be – this is a constant iteration process that refines and improves your feed scientifically for the best results

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Feed management case studies

View our work
Paid media strategy turns it up a gear

Paid media strategy turns it up a gear

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Industries

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Read Full Case Study
Paid media strategy drives a 40% revenue increase

Paid media strategy drives a 40% revenue increase

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Paid Media

Industries

Retail

Read Full Case Study
Read Full Case Study
Paid media strategy unlocks over 5,000 new visitors for retailer

Paid media strategy unlocks over 5,000 new visitors for retailer

Client

Services

Paid Media

Industries

Retail

Read Full Case Study
Read Full Case Study

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