Larry called us in a bit of a panic. He is a search engine marketer with a large agency. He just found that ‘Product type’ was missing from his customer’s Google Shopping feed.
But product type was supposed to be the main attribute in their bidding strategy! Even though the rest of the Google Shopping feed was fine, he could not set proper product targets in AdWords.
It had taken him 3 months to get the data feed from his customer. The web shop’s developer had many things on his plate and writing a script to deliver a daily feed for 5,000 products was never high on his list.
Larry didn’t particularly like the idea of going back to this guy and wait another 2 months for him to do it right!
We quickly browsed his data feed and found that the product type (he had 22 different types) was mentioned in the Description in 98% of the cases.
That saved the day for Larry: in our data feed software it took him 10 minutes to create 22 rules to set product type based on description.
You wonder what happened to the 2%? Larry realized that the description wasn’t right to begin with.
Product type should also be in there for those 25 products: more compelling and a good keyword to add. He just added that in the shop back-end and the problem was solved for 100%.