Sell more by advertising fewer products. Exclude the unprofitable, seasonal, out-of-stock and low-price products from your shopping feeds and your revenue goes up.
The quality of your feed is what makes or breaks your Product Listing Ads campaigns.
A lot has been written about the importance of always improving the quality of the data feed and we go as far as saying that it's the first place where you should start looking for improvements if you want to optimize your campaigns.
Today we discuss how excluding certain products from the feed will have a major impact on its quality. It may sound counter-intuitive, but you can sell more, by advertising fewer products. All you need to do is filter out the ones that are wasting your advertising budget and focus on the ones that are bringing you the most bang for the buck.
Exclude unavailable / out of stock products
Having the availability up-to-date is important for all merchants, but for multichannel merchants is crucial. An updated availability across multiple shopping channels will avoid that you advertise for products out-of-stock and thus your advertising budget will be spent more wisely. Not to mention, that your clients will have a better shopping experience.
Exclude Seasonal Products
Filtering out products that are out-of-season is necessary if you want to keep your conversion rate high and make your ad spending more efficient. Sure, you might get some sales if you advertise for skis in the summer or flip-flops in the winter, but that budget will be better spent elsewhere.
Exclude products with a low price
Some of the products are better left out of your feed because their price is so low that most likely the CPA is going to be higher than your gross margin. Filtering out from the feed the low price products is something that is necessary and will take you just a couple of seconds to setup a condition that will exclude them.
Exclude unprofitable products
The Pareto principle applies to your shopping campaigns and only 20% of the products will make you money, while 80% will cost you money. If you're selling on multiple channels, identifying the individual performance of your products is something almost impossible, because most channels won't provide you with product level data.
And even in some of the cases in which you manage to get the performance at an individual level, excluding those products at all from your feed is not the best decision. What happens is that most of the times products perform in a different way on different channels. A pair of trousers may skyrocket your sales on Facebook, but may have a lousy performance on Google Shopping.
The best solution is to identify the performance on product level on each channel and remove only the products that don't perform well on those channels.
Exclude a list of unrelated products from your feed
Let's say you already identified which products you want to filter out from the feed and now you want to start creating the rules to exclude them. If those products don't have many attributes in common, then creating rules for each of them is going to be time-consuming.
What you need to do is to review your product feed and put all those products in a separate list and then create a rule that will filter out whatever is on that list, based on the IDs.
Exclude products with multiple conditions
Now, what if you want to combine some of the rules detailed above and create a super powerful condition that will focus not on one but on several attributes? You probably guessed it, and yes you can do it.
The idea behind filtering out products from the feeds is to direct your budget where it has the most impact and brings you the most conversions.
Don't make the deadly mistake of creating the feed and forgetting about it. Always keep an eye on your feed!