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TanmayM wrote...
Hey Community Folks!
I am creating this space exclusively for users who write blogs or articles around Adobe Media Optimizer and related technologies. You can feel free to post your genuine content around AMO or topics like Search/Display/Social Marketing, programmatic ad buying etc. If we like what you have written, we may well include it in our official Knowledge Base Articles and give you the due credit! If you have any questions before posting you can send me a private massage.
Hope to see some great content here!
The Blog Post below is from Manu Malhotra AMO Consultant, Adobe
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The product marketer in me cannot stop appreciating Craig Nevill Mannings innovative and new approach towards product search. What he imagined in 2002 is now a reality. Product search and Google shopping campaigns are an integral part of contemporary Digital Marketing Strategy.
Well, I am sure most of you are already putting Google shopping campaigns to best use. In this blog, I intend to cover some of the industry best practices in managing google shopping campaigns feeds. To sum it up, here is what you can expect
- What are the various feed types which one to use and when
- Tips for efficient Creation, management and updating of feeds
- Automation! Is there a way to automate the process, in part or in full?
Well first things first!
What are the various feed types which one to use and when
There is no one path that takes you there!
Choose the Feed type basis your objective. Resort to Regular feed when you are updating your inventory. However, for changes in price and availability use online Product Inventory Update Feed. Its quick and efficient.
How, is more important.
Broadly there are two ways to go about the process Manually submitting Google Sheets or Unicode tab delimited or xml sheets. An intelligent and a programmatic way is through shopping content API. This needs developer intervention however, it is one of the most efficient ways.
Tips for efficient creation, management and updating of feeds
He: What should I do? Me: Well, it depends on where you want to go
Keeping a checklist handy is the simplest thing that can ensure good quality. Make sure you have following check points ready
- Required Attributes make sure you have provided all the mandatory attributes
- Shipping Options specifically check that you have mentioned mention shipping options
- Google_product_Category provide this as well as color, gender, age_group and size attributes when selling apparel products
- Mobile URL- needed if there isnt a mobile redirect already in place
- Feed scheduling / updating make sure that the feed is updated timely, ideally as soon as the inventory is updated
In addition, watch out for disapprovals. Some common reasons which lead to disapprovals can be easily avoided.
- Price and availability Feed data vs landing page. This is very important since it directly impacts the user Experience. If the two dont match, your dear customer will never like it
- Landing page Under Construction
- Images water marks
- Not having a clear Return/Refund policy
- Not having Secure check out
- Policy Disapprovals
To make sure you are managing disapprovals review the account errors and warnings Diagnostics tab and update technical contact info on Merchant Center Settings tab. A very intelligent and smart way to manage feeds is through Google Sheets add on. Using this, you can easily check if any entry in the feed row is incorrect or requires modification.
Automation! Is there a way to automate the process, in part or in full?
Answer is, why not!
Enabling automatic item updates settings allows you to update your items on google shopping based on the information present on the website. For this option to work for you, you need to annotate your website with schema.org microdata.
Folks, that is all that I intended to cover. You may also like to explore data transformation with feed rules which is particularly helpful in correcting errors in attribute names and implementing custom labels.
Overall, I have had a good time enjoying and working on the shopping feeds. Do share your own views and real life experiences in managing shopping feeds.
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Read original blog here: https://manumalhotra.in/2016/07/07/best-practices-in-managing-google-shopping-feeds/.
This article may be reproduced without my permission as long as it attributes in full and includes a link to this piece.