This document provides an overview of product feed optimizations for cross-channel strategies. It discusses best practices for optimizing product feeds for Google Shopping and social channels. Key topics covered include evolution of product feeds, feed management, best practices for cross-channel optimization, segmenting data using custom labels, and data governance and troubleshooting. The presentation emphasizes the importance of consistent, optimized product data across channels to improve performance and provides various tools and strategies for feed optimization, testing, and governance.

1. title
title
Product Feed Optimizations For a
Cross Channel Strategy
Feed Best Practices for Google Shopping & Social Channels

2. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator

3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

4. Today’s Speakers
James Wallace
Shopping & Feed Strategist
Chelsea Dyjak
Strategist, Paid Social
Jason Shao
Enterprise Account Director

5. 5
1. Evolution of the Feed
2. Feed Management
3. Best Practices: Cross-Channel
4. Segmenting Data
5. Data Governance / Troubleshooting
Agenda

6. Feedonomics about us
Top 100 fastest-growing
company in the United States
80
Countries served with offices in LA, Denver, SF,
Austin, London, Manila, Cape Town & Australia
2,000+
Clients
Founded in
2015
150+
Team members
24/7
Full-service support

7. Evolution of the Feed - Why it Matters

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Why Feeds Matter Now
● Most merchants have a presence on
Google Shopping
● Many are looking for ways to drive
traffic from appropriate shopping
channels as the retail landscape
continues to change during
COVID-19

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What is Feed Optimization
Feed Optimization means ensuring your product
data is:
● Clean: no rogue HTML, missing values, and is
correctly mapped to the specifications of each
channel.
● Relevant: your product titles are structured
similar to the way users search for them
Raw title: “Air Max Shoes”
Optimized title: “Nike Air Max Running Shoes, Size
12 Black”

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Optimizing Your Online Listings
Having your products listed in appropriate
categories, optimizing titles, and adding correct
variants, helps you to create more effective
product listings that show up more often.
Ensuring your products are optimized (ie, titles,
description, materials) will improve searchability,
increase click through rate, and reduce wasted ad
spend.

11. Emphasize Unique Qualities
● Power words: organic, man made, non GMO,
vegan, synthetic leather, cruelty free
● Including gender in an easy win
● Leverage these in custom labels for
structuring campaigns
● Place strategically in titles to stand out
● Google Shopping gives you 150 characters…
USE THEM!
● Keyword inclusion is rewarded with higher
relevancy

12. Pull data
from
anywhere
We can pull your
data from any feed
file, shopping
platform, or custom
site with any kind of
schedule.
With our powerful
platform, we can
optimize your
product data and
automatically push
to any channel at any
time.
Get
listed
everywhere
Feed Management

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Supported Platforms
We know exporting CSV or XML product
feed files from different shopping platforms
can be very difficult. We can create product
feeds for the shopping engines below using
our own APIs, plugins, and web crawlers.

14. Cross-Channel Tactics & Best Practices

15. Product Feed Management
15
Client Data Feed
Feed Management Team
(Shopping Team, Feedonomics, ProductsUp)
Snapchat
Catalog
Facebook
Catalog
Pinterest
Catalog
Data Feed
A file that contains information about
the inventory & list of products that you
want to upload to Platforms.
Product Sets Product Groups Product Sets
Attributes
Values such as ‘condition’, ‘availability’,
‘id’, or ‘title’. Attributes are typically
optimized and cleaned up by the feed
management team.

16. Data Feed Attributes
16
ID a unique identifier for each item
Title the name of your item
Description
short paragraph describing item
Image Link
the link to the image that will be used for your ads
Link
this will send the user to the item’s page on your website
Availability
is it “preorder,” “in stock,” or “out of stock”
Item Group ID
used to identify a group of similar products
Price how much it costs to buy the item
Category
the full path of the taxonomy where the product falls
Brand
the brand name of the product generally recognized by
customers
Condition is it “new,” “refurbished,” or “used”?
Sale Price discounted price
Add below if wanted
Additional Image Links
additional images that can be separated by a comma
Google Product Category taxonomy recommended by
Facebook
Custom Labels (0-4)
up to 5 custom labels can be included to identify
various groups of products with similar attributes

17. Sample Feed w/ Attributes
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18. Actionable & Measurable Segmentation
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Product
Feed
Collections
Promotions
Inventory
Product
Feed
Category
Your Feed should have groups of
products labeled by segments
relevant to your business goals
● Product Categories
● New Arrivals
● Clearance
● Merchant Promotions
● Best Sellers
● High Inventory
● Margin

19. ALWAYS Take Advantage of Custom Labels
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Uncover opportunities with custom labels
● Include similar groups in each custom label
● Avoid any redundancies
● Utilize reports by custom labels
id title custom_label_0 custom_label_1 custom_label_2 custom_label_3 custom_label_4
123 Product A New Arrivals Low Margin Control
231 Product B Clearance High margin Control
321 Product C 30% Off Sale Best Seller Low Margin Control
421 Product D 30% Off Sale Best Seller High Margin Test
135 Product E New Arrivals 30% Off Sale Low Margin Control
● Use for A/B testing
● Make data-driven decisions

20. Using Custom Labels to test
Current Custom Labels
0 = On sale
1 = Best Seller
2 = Free Shipping $35+ (BP)
3 = In Stash
4 = Seller Tiers (Power, Top, High Potential, Seller
w/ a Sale)
Updated Custom Labels
0 = On sale (new formatting)
1 = Holiday & Occasion
2 = Free Shipping $35+ (BP)
3 = In Stash/Best Seller
4 = Seller Tiers w/ more granularity (Jan 2021)
Leverage On Sale
custom label for Cyber
Week within the US
Test Holiday &
Occasion paired with
holiday focused copy
throughout Q4
Lean on Stash and
Best seller products
paired with “shop our
top picks” copy, to let
shoppers know they
are high quality items

21. Uniformity Across Channels
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Sending the same product information across multiple channels will lead to consistency with reporting & tactics
Dynamic Product Ads Product Listing Ads

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● Pre-September - 1M products
● Recent Update - 10M
● Early Oct will be 100M
● Unlimited
SizeofFeed
Capabilities
Other
Considerations
● 5M ● 1M
● Able to append dynamic
tracking params in feed
● Dynamic templates for unique
placements created that we
can use
● Ability to manually disable
single products
● Robust filtering
capabilities to build
product sets
● One data source per
business account
● Minimum of a combined
100K PageVisit and ATC
events in the last 7 days
passing back product IDs
● Limited to targeting and
driving users in app as of
now
● Working on a m.web setup
and API integration
● Dynamic templates
created that we can use
Feed Differentials by Platform

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Collections
➔ Select an engaging GIF
or video to introduce
products
➔ Prominently showcase
any promotions within
the hero video
➔ Curate product sets for
upcoming promotions
DPA Carousels
➔ Consider tailoring context
cards to showcase new
arrivals or best selling
product sets
➔ Test new body copy on a
biweekly to monthly
cadence to combat
creative fatigue
Facebook Dynamic Ads: Different Feed Ad Types

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Fewer Assets. More Creative. Create Ads from your Catalog with pre-built templates
Snapchat Dynamic Ads: Creative

25. Cross-Channel Tips & Tricks
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ID vs Item Group ID
be aware of the differences in IDs for Google & Facebook
Titles
Keep titles on Facebook short & sweet. Google will be keyword
heavy
Image Link
Test lifestyle images on both Google & Facebook
Availability
Flag your products with low quantity values to create a sense of
urgency
Price & Sale Price
Label products with a sale price. This will make it easier to create
Evergreen campaigns highlighting sales
Category
Build category tiers that are relevant to the business
Custom Labels
If you’re adding something for Google, ask about Facebook

26. Data Governance & Troubleshooting

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FeedAlertsTM
Unresolved Google Merchant Center (GMC) errors
and disapprovals can result in thousands of
dollars of lost revenue per day.
● FeedAlerts™ can check for errors twice a
day.
● Set any kind of error threshold you want.
● Receive email alert with detailed error stats.
● Our team can resolve feed errors for you.

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Data Governance / Troubleshooting
Protecting your data is more important now than
ever. Adding safeguards to your product feeds will
ensure your product listings will not be disrupted.
Automatically get alerts when:
● New products are added and are not
optimized
● Products are not categorized
● Products are missing critical attributes
● Any custom conditions are triggered in
your product feed

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FeedTelligenceTM
Get Ideas from Real Search Data
● Automatically compare your Google
Shopping feed to actual converted search
terms
● See missing words for title and description
optimization.
● This is on a per-SKU basis!
*Must use Google Analytics with eCommerce tracking

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Catalog Split Testing
Conduct A/B tests with any attribute to improve
performance
● Title A/B Testing
● Image A/B Testing
● Missing and incorrect attributes (color +
size)
● Custom labels for advanced bid
segmentation

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Competitor Insight with FeedSPITM
Win the Buy Box with Automated Repricing
● Create algorithmic rules to win the buy
box.
● If you are not in control of the buy box,
keep lowering your price.
● If you are already in control of the buy box,
keep raising your price to increase profits.
● MAP price alerts across multiple channels.
Case Study
FeedSPI™ Achieves a 19.4% ROAS Increase on
Google Shopping over a 2 month period.

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Why Do Marketplaces Matter
55% 92% 80%
of all product searches originate
on Amazon
of users who start on Amazon,
purchase on Amazon
of sales on Amazon and Walmart
happen through the buy box

33. FeedAMPTM
Your Sales on Amazon, Walmart, and eBay
Products are optimized and
sent to Marketplaces.
Orders are sent from
Marketplaces to your store.
Tracking numbers are sent
back to Marketplaces.
FeedAMP™ automates the order fulfillment workflow
1 2 3

34. +25%
Conversion rate
34
Case Study:
Advanced Feed
Optimization Lifts Online
Intimate Apparel Retailer's
Conversion Rate by 25%
An online specialty intimate apparel retailer, known for their
unmatched selection of popular bra brands and an unparalleled
range of styles and sizes wanted to scale their business and
grow their brand using Google and Bing Shopping ads.
Tinuiti’s partnership played an integral role in taking the client’s
already established Shopping program to the next level.
Shopping ads had the highest number of impressions the client
had seen during any single period, and revenue grew by over
30% while exceeding the client’s return on ad spend goals.
Shopping & Feed for Ecommerce
+25%
Shopping revenue

35. Key Takeaways
Take advantage of Custom Labels to create segmented
product sets
Send the same attributes cross-channel so that sales and
messaging can be consistent
Ensure your feeds are optimized to boost performance and
protect your data from various feed issues

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Complimentary Feed Audit
Do you have problems with rogue HTML, titles
that don’t contain brand, color, or size?
Duplicate titles, ids? Whitespace issues?
Easily identify missed opportunities with
FeedGrader™.
● Titles missing search-relevant keywords
& brand
● Incomplete/Messy/missing descriptions
● Unoptimized/Missing product type
distinction
● Incorrect/Vague Google Shopping
Categories
● Underutilized custom labels

37. Schedule Your 1:1
Strategy Evaluation

38. Live Q&A
James Wallace
Shopping & Feed Strategist
Chelsea Dyjak
Strategist, Paid Social
Jason Shao
Enterprise Account Director

39. THANK YOU!