Feed Optimisation

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 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 are 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, 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; feed optimisation 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. 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.

A three tiered approach to feed optimisation

Feed optimisation 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 optimisation 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

Feed optimisation is all about ensuring your PPC ads are given the best chances of being displayed at the time the searcher is most ready to buy. Any investment in feed optimisation should therefore result in a tangible increase to your bottom line, delivering more impressions, higher click through rates and, ultimately, more sales.

1

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 feed meets Google’s requirements

2

We’ll incorporate addition 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

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 best results

Get in touch today

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Innovation through technology

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.

Work with Impression, and your 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.

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Find out what we can do for your business

Fill out the form, give us a call or drop us an email. We look forward to hearing from you.

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