Feed Management Services
Achieve a better ROI across Shopping, Search and Social through feed optimisation
Shopping feed management, also known as feed optimisation, ensures your ads are displayed when the searcher is most ready to buy. Investing in our feed management services results in more impressions, higher click-through rates, and more sales for your business.
What are feed management services?
Feed management is a powerful tool for anyone advertising on a platform that relies on, or that could benefit from, a feed of product and shopping information. Most commonly associated with Shopping campaigns, our feed management services can be used for:
Google’s own feed-driven advertising mechanism, Google Shopping is used by advertisers who have a product to sell online. There are no keywords to bid on here; Google Shopping is all about showcasing your products and letting Google know the most relevant result for the searcher.
DPA, or Dynamic Product Advertising, is being used by more and more ecommerce businesses who want to showcase their products in the Facebook feed. Much like Shopping feeds, Facebook relies on your feed, so optimising it for relevance and quality will help you break through the noise.
Bing
Bing Shopping may be less advanced than Google Shopping but that doesn’t mean it’s not a viable platform for advertisers. If you’re investing in Bing Ads, you could be reaching a whole different audience; shopping feed management will help you make the most of that audience, with refinements being specific to this platform and the people it attracts.
Search
Advertisers using Google’s search network will know the importance of keywords, quality and relevance to improve positions and bring down CPCs. Optimising your feed can also benefit search ads, with custom rules enabling dynamic customisation of ad copy to make it more appealing and therefore drive more sales.
A three-tiered process to feed management
Optimising your product feed is an incredibly powerful technique that – when done well – will enable you to get more ‘bang for your buck’ when advertising through paid media platforms including Google Shopping, Bing Shopping, Facebook and Google Ads.
At the core of any product feed management project is a process that starts by getting the basics in place, and builds out to a more test-driven approach to refinement and improvement. Here at Impression, we’ve refined our own approach to feed optimisation, to a point where we can easily identify where your business currently sits along that process. We can then begin working on the things that are going to deliver results from day one.
Our approach to feed management
Innovation is an important part of how we work. By working closely with our development team in particular, we’ve been able to create tools that make your PPC campaigns more efficient and more effective.
By working with Impression, your shopping feeds will benefit from our bespoke tools and scripts that automatically make beneficial improvements across your ads. This innovation through technology means our feed management services can achieve more in less time, meaning you’ll see greater results, faster.
1
Feed specification
We review your feed to ensure it meets the platform’s specifications – for example, if you’re advertising on Google Shopping, we’ll make sure your shopping feed meets Google’s requirements
2
Feed optimisation
We’ll incorporate additional features within your feed that will boost its chances of being served at the right time, to the right person, including custom labels and additional feed attributes.
3
Feed testing
We’ll start testing things such as messaging, imagery, feed rules and so on to make your feed as effective as it can be – this is a constant iteration process that refines and improves your feed scientifically for the best results
Feed management FAQs
Feed management case studies
View our work
Paid media strategy drives a 40% revenue increase
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Industries
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Paid media strategy unlocks over 5,000 new visitors for retailer
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Industries
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Find out what we can do for your business
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