Data Feed and PLA Optimisation
As I’m sure you all know by now, Google has changed the “Google Shopping” search results from a free service to a completely paid model. Now, I have heard quite a few moans and groans about this from various different retailers, but I am a firm believer that it is actually a good thing – if your data feed and PLA campaigns are optimised correctly, it can be extremely profitable for you. However, on the flip side, if you are not ready you could see your business suffer. This is where my helpful little blog comes into play: I will reveal the basics of data feed optimisation and PLA optimisation to you so you’ll be able to use this new change to your advantage, because as you can see for a lot of specific products PLA’s have taken over…so don’t miss out!
Most people generate feeds automatically from their e-commerce software or through content management system plug-ins which create an .XML or .TXT (or other similar formats) file which Google merchant centre pulls automatically from the back end of your website. These are a good basis for an initial feed but can also be a little rough around the edges. Personally I’d recommend storing your data feed in a Google Docs spreadsheet and making manual changes to prices and whatever else needs changing as and when they’re needed. All you need to do is download the feed into a spreadsheet and upload it into Google Docs – you can set the merchant centre to pull it from there either on a daily weekly or monthly basis but I would opt for a daily upload so when you make changes to the feed they are automatically pulled the next day.httpss://docs.google.com/spreadsheet/ccc?key=0AlAvnBaZC1NEdHg0Rk1MejdTSXZXQUhJMlZ6bjZIU3c#gid=0 Let me briefly explain the columns to you ID: The item’s identification Title: The item’s title Description: The item’s basic description (ideally no more than 70 words) Google_Product_Category: Google’s categorisation for different industries products Brand: The brand name of the item Condition: The condition that the item is in. Link: URL that links directly to your item’s page on the website MPN: (Manufacture Part Number) A number which uniquely identifies the product to its manufacturer. Price: The price of the item product_type: Your category of the item UPC: Universal Product Code image_link: A URL link to a picture of the item additional_image_link: Additional URLs of images of the item Availability: The availability status of the item adwords_grouping: (this is an important one for later optimisation) This is how you wish to separate your products in AdWords. Now it’s time to go through your feed editing where you see fit, so if, for example, your auto feed generating tool has a short title (let’s say you have a 3D TV in your feed) and the title generated is simply