
What is feed optimisation?
Feed optimisation is a powerful tool for anyone advertising on a platform that relies on, or that could benefit from, a feed of information. Most commonly associated with Shopping campaigns, feed optimisation can be used for:
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 are the most relevant result for the searcher.
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, Facebook relies on your feed, so optimising it for relevance and quality will help you break through the noise.
Bing
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; feed optimisation will help you make the most of that audience, with refinements being specific to this platform and the people it attracts.
Search
Advertisers using Google’s search network will know the importance of keywords, quality and relevance to improve positions and bring down CPCs. Feeds can also benefit search ads, with custom rules enabling dynamic customisation of ad copy to make it more appealing and therefore drive more sales.