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[Infographic] 2021 Peak Season Feed Checklist for Online Retailers

Use these last-minute feed optimization tips included in the infographic below to prepare your feeds for the busiest eCommerce season of the year. For each tip, we've included a brief explanation and linked to additional resources to guide you through the next steps. Have a great holiday season! 

 

Top 5 Tips for the Holiday Season

Peak Season Checklist Infographic

1. Conduct a product feed review 

2.  Optimize key feed areas 

3. Use a promotions feed

4. Divide and conquer 

5. Combine Shopping and Search ads

Holiday_2021_Retailer_Checklist


christmas_infographic_blog

If you’d like to take advantage of the Holiday feed optimization service, claim it here.

 


 

1. Conduct a product feed review

Check for any warnings or errors before you send your product feed to the channel you’re selling on. This will keep your listings running smoothly and help you avoid any requirement violations from adding up and affecting your account. 

 

Getting started

You can get started by checking the diagnostics report shown below in your Merchant Center account or by running an automatic feed review with DataFeedWatch.

google-merchant-center-diagnostics

Resources:

 


 

2. Optimize key feed areas

Fully optimized feeds are the foundation of highly successful campaigns. And there are a few important attributes that will make the most impact on your online visibility and the success of your listings.

 

Images 

Since Google Shopping is such a visual channel, having optimized images is all that more important.   

 

How to get started

Make sure your images meet all Google requirements, like:

 

  • Image sizes
  • Formatting 
  • URL requirements 
  • Not using placeholders or generic images
  • No text or watermarks

    Then you'll be ready to make further adjustments to enhance your images.  

 

Resources

  • Google Shopping Images - 7 rules to follow while optimizing your images that will help your listings stand out from the competition. 
     

Titles

Besides images, product titles also work to give shoppers important information about your products and convince them whether to click on your ad or not. 

 

How to get started

Organize your product titles with the most important information at the beginning so that it's sure to be seen. Follow Google's title structure suggestions for your product category as shown in the table below.

FB-recommended-title-structure

Resources

  • Google Shopping Titles - Use these 8 techniques to fully optimize your titles, with tips on finding the best keywords and making ongoing improvements.    

 

Identifiers

Making sure you have unique product identifiers (UPIs) for your products and that they're correct is vital to the health of your feeds. While no longer required for Shopping campaigns, they will help shoppers find your products more easily and your listings may be given priority over those that don't by Google. 

How to get started

Check to see if you have identifiers for all of your products, some of your products, or none of your products. There are 3 to look out for:

 

  • Brand
  • MPN
  • GTIN

 

If you find that you have some identifiers but not for all of your products, you can add them in a few different ways,  like:

 

  • Creating a separate feed
  • Filling it in from another part of your feed (by using a feed management solution like DataFeedWatch)
  • Adding them in manually if you don't have many products.  

 

Resources: 

  • UPIs for Google Shopping - Learn about brand, MPNs, and GTINs plus the benefits of having them and how to add them into your feed if they are missing. 
  • How to find GTINs - Are GTINs missing completely from your feed? Learn how to find them for your products and add them to your feed. 
  • Fixing invalid GTINs - Is your GTINs field populated in your product feed, but somehow you're getting an error? Use these 5 steps to troubleshoot and fix them. 

 

Additional feed optimization resources: 



 

3. Use a promotions feed

Shoppers love getting a good deal. And chances are, you have one to share! Make sure it’s being advertised by creating a Google Shopping promotions feed. This will make your listing stand out and also increase your average order value (people tend to buy more when they come from an ‘on sale’ item). 

google_shopping_price_drop

Getting started

Plan in advance for your sales and product deals by creating a separate feed for your promotions. You'll be able to add the start and end date and the products involved. This saves you from manually adding them in the Google Merchant Center and from worrying if you'll get them set up in time. 

 

Resources:

 



 

4. Divide and conquer

Custom labels let you segment your products into any category. Segmenting your products into groups gives you the freedom to bid more aggressively on these specific items and gives you more control over your campaigns.

 

Getting started 

You can use custom labels to group your products into any categories you can think of, so you need to decide which will be most beneficial for your selling strategy and goals. 

 

Some examples are:

  • Seasonal items (winter, summer, etc.) 
  • Profit margin (high, low)
  • Discounted items 
  • Discount type (clearance, Black Friday sale, etc.) 
  • Price range (50-100, 100-150, etc.) 
  • Selling rate (frequent, low) 

 

Resources:




 

5. Combine Shopping and Search ads

What’s better than choosing between using Shopping ads or Search ads? Using them together! In fact, shoppers are 90% more likely to click through to your website if they’ve come into contact with both. 

 

Getting started

If you're using one and not the other, then the next step is creating a product feed for either Shopping or Search ads. They both have different requirements and abilities (for example, you can only use negative keywords with Shopping ads) so you'll need to get familiar with these and start optimizing. 

 

Resources:

 


 

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Written by Jamie Koho

Content Copywriter at DataFeedWatch Jamie is a content creator at DataFeedWatch. She is fascinated with feeds, coffee and video games.

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