Shopping Engine Feed

A shopping engine feed management for your shopify store

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Why shopping engine feed management is important

When customer searches for an item to purchase he can encounter special pages where he can easily find and compare similar products from multiple sellers. The most prominent example of such shopping page can be a Google Shopping option that is available in search results. Similar approach is used by the majority of comparison sites, namely Bing Shopping, Shopzilla, Price Grabber.

Comparison shopping engines and marketplaces have various features to help you boost your sales. With the right shopping engine feed management approach your shopify store can receive many more new visitors who are interested in buying from you.

In order to present the product catalog of your store on one or multiple shopping engines you must generate a packet of information on your products. This packet is usually called an shopping engine feed, and it contains the necessary data to fully present your products. Each shopping engine has its own requirements to the feed, but generally the product description, photos, product price and product shipping information is required.

A search engine shopping feed can be generated manually, or with the help of plugins to your shopify store and third-party services. The feed is created based on the product catalog of your store, and it can be further optimized to increase the product discoverability.

The data generated in the product feed is then sent to the servers of the shopping engine, like Google Shopping, Bing Shopping, Facebook Dynamic Ads or any other you choose to supply your product feed to. This can be done via manual file upload or automatically. The latter is usually done by FTP/SFTP, or the feed is fetched by the shopping service using the feed's URL.

Shopping engines provide several key advantages to the merchants. First, such platforms can bring a vast amount of traffic to the online store. The cost of generating such amounts using alternative methods, like pay-per-click advertisement, can be significantly higher. Second, shopping engines provide categories, comparison and other options for products, which leads to more targeted traffic for your online shop.

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Tips to generate a perfect shopping engine feed

The importance of shopping engine services for online stores requires a merchant to generate the product feed to be displayed on the shopping engine platforms. To step out from the competitors in the similar product niche a product feed can become an additional marketing strategy, and that is why the feed has to be optimized to bring maximal effectiveness and competitive advantage.

Include keywords

The product feed optimization may begin from modifying the product descriptions to include relevant keywords the customers often use in their search queries to find similar products to those you sell. Enriching your product feed with keywords may be the most important factor to increase the discoverability of your products and bringing more sales.

To optimize the keywords of your shopping feed for a shopping engine first do research on what words are used in the same category you sell your products. Wrong keywords may lead to match with irrelevant search query of a customer, and at the same time an interested buyer can miss your products because his search query wasn't matching with your keywords.

A preliminary research on keywords for your shopping feed can be done by using Google Search. Simply try to find your products and then look at the bottom of the Google Search page, where it puts related terms and search propositions. You may also want to pay attention to the Related Questions posted on the Google Search page.

Additionally, you can research keywords using professional online tools like Ahrefs, Alexa, Wordtracker Scout, Answer the Public, LSI Graph. Some of them are free to use or provide free evaluation, and other - require paid subscription from the beginning. Choose the tool that suits your needs best.

Also visit your direct competitors to look at the keywords they are using. You may pick up some keywords that were not recognised by the online tools like those mentioned above.

Work on titles and descriptions

A good title and description of the product is the one that allows a user to find it and compels in buying it. Creating such pieces of text may not be an easy straightforward task and may require some work.

To generate a perfect title that will draw customer's attention to your product feed you may need to check whether the product title includes relevant keywords. Think on whether a brief product description, like color and size, should be included in the title.

Try to keep the length of the product title and description in the optimum range that is recommended by the shopping engine in its guidelines for a product feed. Keep in mind that a vast number of customers may be visiting the shopping engine from a smartphone or a tablet device, therefore the visible text length shortens.

Include product photos

Make your product feed visually appealing by including a product photo in it. Check the comparison shopping engine feed guidelines, and add several images whenever possible to make an optimal visual presentation of the product.

Export to the product feed images that not only meet technical requirements of the comparison engine but are also visually appealing. The depicted product should be in focus and clearly visible. The item should be presented from the side that makes it clear on the main product properties and attributes. Give the customers of a product perspective by providing them with product photographs made from different angles.

The image is the main channel of information for the customer to understand the product much better than a text description can provide. Try making product images that depict the product in action, its connection to relevant peripherals or accessories. For example, clothing would look much more appealing whe its usage is shown on a model. It may be a good idea to combine product images made in studio and in a real life.

Narrow down your product feed

It can be much more effective to focus on part of your product catalog instead of exporting the whole catalog into the product feed. For example, you can narrow your shopping feed to the most profitable products or bestsellers. Such products can bring you more profit when customer clicks on them comparatively to the ordinary products in your shop's catalog.

Consult on out-of-stock products

Not all products in the catalog of your store are available for sale, some of them can be out-of-stock. It is a good rule of thumb not to show customers the products they can not purchase. Just don't rush to exclude the out-of-stock items from your product feed - an optimized feed can contain such goods.

How to deal with the out-of-stock products depends on a shopping engine you are preparing it to. For example, Google Shopping has the ability to automatically adjust the product feed stock by using a special field. The logic behind including the out-of-stock products in the Google Shopping product feed is that feed processing may take a while. If the currently out-of-stock product is removed from the feed, it may require a significant amount of time before this product will be showed up on a Google Shopping page and other Google product placing services, including ads.

Refine the feed to classic forms

Your store may have unique labels, colors, sizes and other attributes for products. When generating the product feed for a shopping engine, or a marketplace try to aim for classic attributes. For example, if your products have colors like space black, deep ocean blue, when exporting the feed to the shopping engine it would be recommended to refine the colors to their basic forms like black and blue.

A powerful solution to product feed export

Omega Commerce Shopping Feeds is a comparison shopping engine data feed management solution. This shopify application empowers merchants to increase the volume of their online sales by pushing their product feed across the all major shopping engines. The total number of supported marketplaces exceeds 65 shopping and comparison engines with the possibility to generate a custom product feed for currently unsupported marketplace at any moment.

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This tool makes a shopping engine feed generation a quick task, which requires several clicks to obtain the product feed. Still it offers powerful feed generation capabilities for the merchants who want to customize their shopping feed.

With the option for feed customization a merchant can flexibly modify the product feed and include the information fields on products that will help hip present his feed in the most beneficial way on the shopping engine platform. A support for liquid tags allows to make the feed even more flexible by creating programmatic logic and conditions on the products, and their attributes listed in the feed. Get a dynamic product feed for every shopping engine or marketplace your shopify store exports its product catalog.

The Omega Shopping Feeds is a simple yet powerful tool to use to distribute the product catalog of your store to much wider audience. Using the shopping engine platforms it can be done with less financial and technical efforts that it would be required otherwise. Enhance your marketing with optimized product feeds and increase your profits.