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Leveraging Data Feeds in Paid Search

[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][text_output]Data feeds, from a digital marketing perspective, have been around for a long time – with Google Shopping now over 12 years old, and comparison shopping engines (CSEs) going back even further.

Naturally, retail and travel have been the most comfortable fits in light of their inventory based offering. However inventory data feeds have generally had limited application across Paid Search, outside of bespoke, and usually fairly manual, processes.

The transition of Google Shopping to its current paid format has brought feeds to the forefront of Paid Search management, as a key traffic driver that has gained substantial real estate on any relevant SERPs:

 

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The contribution of Google Shopping to total revenue generated across paid search only continues to grow, and the implementation and management under Croud’s best practice approach to Shopping activity is something we have experienced great success with. But what about outside of Google Shopping campaigns? Can’t we use this data to support our ‘normal’ paid search activity?[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]Inventory Management and Business Data[/custom_headline][text_output]Access to such a rich source of inventory data has clear benefits across standard paid search campaigns too – the most simple case being, if the stock of Product X is depleted, pause my AdWords campaigns for Product X.

Our two favourite paid search tech platforms – DS and Marin – both allow for utilisation of feed data outside of Google Shopping, allowing rules to be applied to standard campaigns that check for criteria within the feed, for example, pause the campaign for Product X if the feed shows we’re out of stock. You can also automate keywords and ad copy creation to ensure that product specific activity is always up to date and reflective of your freshest inventory.

Google have also launched a number of feed related updates in the AdWords platform, with AdWords Business Data allowing for data to be used for customising ads based on data within your feeds – allowing for almost real-time context to you paid search accounts.

feeds[/text_output][custom_headline type=”left” level=”h1″ looks_like=”h1″]3 Key Takeaways to Take Advantage of Feeds[/custom_headline][text_output]1)    The main limitation to most advertisers is the feed itself. The most important thing you can do is ensure your feed
quality is as high as possible and its generation is a process is to build with agility in mind. Future developments aredifficult to predict, but if you have the flexibility to adapt your process, it will give Untitledyou a big advantage over your competitors.

2)    Once this set up is in place, work to continually optimise your feed, and particularly your titles and descriptions, where Google focuses its relevancy algorithm for Shopping. This will yield incremental improvements in performance over time, and help you to understand how the way in which your customers interact with your ad signals their interest in your products.

Untitled3)    Lastly, get involved! You won’t see the benefits unless you are testing the new products. Being proactive with your
involvement in new trials can be the difference between driving growth by being the first to market with an interesting new improvement to efficiency, and trying to make up ground just to keep performance consistent as your competitors improve.

Got any questions? Don’t hesitate to get in touch.[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]