Product Listing Ads is one of the latest ways of ads in Search Marketing and at the same time it yields good results once we optimize merchant feeds and make use of this great opportunity. To acquire extra exposure in search results and Google shopping, we can combine strategic fields of merchant feed with consumer intent.
If we do not have idea of what terms are to be included in the feed, then the best method is to examine on our high ranking queries from organic search. This analysation shows us that depth or coverage of query space depends on richness of the feed.
6 Tips To Optimize Feed Effectively:
Below are the six steps that effectively optimize a feed for relevance and reach.
1. First step is to make comprehensive feed:
It is important to include all of the products in feed and if we exclude any of the products then it means that we are not including those set of keywords in PLA’s. Even though there are chances of getting traffic from similar products but excluding products means that we are losing relevance. If relevancy is weaker it results in week consumer response and it is disadvantage as our marketing amount will go waste.
Let us consider example of above image, here we have entered Shop for Nike air max navigate and this resulted in all the images having word Nike Air Max and we even got a search result of Women’s Nike Air. This is the relevancy for the keyword.
2. Next we need to make sure that total feed is complete:
It is important that we do not leave any attribute or field empty in the feed as these missed fields create gaps in search pages. For example if we continue with above example for suppose we assume that we have missed field size then if we search with keyword then we get traffic but if someone searches for 7.5” then our product will not be listed in search results.
It is good if we do not include double stroke for broad queries instead we can go with broad match keywords. As this broad stroke query makes keyword less competitive as well as less qualified traffic.
3. Then we have to go ahead with enriching our feed:
There is a need to optimize content of our feed basing on what type of keywords does users make use to search our products. For this we need to convert non-standard intents, synonyms of the keywords and terms that are used in to attributes so that they are used as real word queries.
There is a need for us to optimize feeds for products depending upon the category they belong to. That means while preparing feed attributes we need to concentrate on what type of products we are targeting.
Above image is the example of Synonyms to colors, here we can optimize for dress as Cassi colored attractive attire, where as incase if we are optimizing for bag we can use it as Purple colored denim bag. So we need to concentrate more on what search queries are used by users instead of thinking to make products unique.
4. Next important step will be Optimizing product titles:
We need to optimize products titles within limited characters as they need to be appeared on SERP but we should not use title as it appears or the titles that are SEO optimized instead we need to follow below steps:
- It is important to place core attributes in the beginning:
That is we need to write title in such a way that within first 25 characters there should be Product type for each and every product. Priority should be given to high search queries and which are to be included within first 25 characters.
- We need to make sure that first 25 characters are optimized for display and readability:
There is a need that we need to optimize titles not only for relevancy but also user readability as well as display. That is we need to optimize title with in the space we have along with the constraints such as relevancy, readability and display.
- Remaining 45 characters have priority for relevancy and depth:
As we concentrated on product type and visibility within first 25 characters, so we need to focus remaining 45 characters with attributes for relevancy and depth. There is a need to test these attributes constantly that we include in feed. We need to try with different sets such as Brand, Size, and Color versus Brand, Size, and Material. So we will come to know which set shows our products in Search Results and need to concentrate on that rather than going with other attributes. To perform our campaign successfully we need to test titles and decide which is the best one for our products.
5. Optimize your Product Descriptions:
Optimizing descriptions for products in a better way helps in ranking higher in Google Shopping and also we need to make use of additional fields to boost high conversion rates:
- We need to submit rich snippets which include product review count and product review average which indeed set our products apart from competition.
- By including rel=canonical in product pages it will help Google in comparing these URLs with pages found by its crawler.
- As most of them use multiple product-type values so to optimize it we need to insert all product types between quotations and separating each of them with coma. It is the best option to use optimized product types as it indicates Google to place the products in appropriate categories. By this Google will be able to understand our product briefly and can funneling qualified traffic to our site.
6. Final step is to manage Product Feeds and Product Listing Ad campaigns perfectly:
The most important point to remember is that optimization of product feed should be based on the feedback that we get from PLA campaigns. We have to optimize our product feed based on the search queries that convert and also need to analyze search queries that bring in value based on common phrases and terms. Then at last we need to tune up product titles and descriptions with the help of those terms and phrases.
Thus the above six tips helps in optimizing product feed and take advantage of PLA campaigns.
One of the major tactics of digital marketing is investing SMB’s in email marketing. 
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