Why use keywords in your shopping feeds?
01 Shoppers Search
Shoppers use keywords in Google and Bing Shopping to search and discover products to buy.
02 ML Needs Signals
Google and Bing both use machine learning to power their shopping engines and advertising platforms.
03 Data Signals
The more signals you provide to a machine learning ad platform, the better they will work.
The attributes of a product feed data are essentially the only signals that Google and Bing can use to match products to buyers.
Fetching Keyword Ideas feature in FeedOps
Having monthly search volumes directly within the FeedOps platform is one way to take the guesswork out of feed optimisation for our users. We want to make product feed optimisation activities as simple as possible, or in this case, with the click of a button.
Users can now select the highest volume keywords for their product types. Having this best practice in place means greater visibility for your products and product categories across a higher volume of relevant keyword searches.
Remember, the product feed data is essentially the only data that these ecommerce marketplaces use to match your products to buyers, having rich layers of optimised data makes a big difference to the overall success of the campaigns.
Working Example of fetching Keyword Ideas
As an example, Google strongly recommends at least 3 layers of product types in order to show for a wider, broader range of relevant product searches. FeedOps users can maximise their exposure using the opportunity in FeedOps to combine category depth levels with optimised keyword volumes.
In this example, we see that this website has only 2 levels of product depth in their feed. As highlighted in the red box, Product Type category levels 3 to 5 are ‘empty’ and so is the ‘Focus Keyword’ column.
To edit the columns, users simply select the products using the check boxes on the left hand side and select ‘Edit’. The screen below then launches:
Additional Information
You can use a seed keyword while fetching for keyword ideas and if you don’t have one, we use the default value for the attribute, if available or each product’s landing page URL.
Aside from the product categories, you can also use the average monthly search volume data to optimise the ‘Focus Keyword’ in your campaigns.
Breakdown Instructions on how the fetch Keyword Ideas in FeedOps
1. Go to Website > Channel > Products.
2. Go to Columns Selection > and select any/all Product Type 1, Product Type 2, Product Type 3, Product Type 4, Product Type 5 & Focus Keyword attributes.
3. Select the products that you want to fetch keyword ideas for.
4. Click on “Edit” and open the selected attribute.
5. Select the country you want to target and then click “Fetch Keyword Ideas”.
About FeedOps
FeedOps are product data feed specialists for digital advertising.We have a full suite of product feed optimization tools designed to better match your products to marketplace audiences, improve conversions and increase Return on Ad Spend (ROAS) from your advertising dollars.
To learn more about how FeedOps can help you, please get in touch.
