Thanks to our strong development team, SingleFeed has released a slew of feature that can help all merchants with data feed optimization (DFO). However, I know not everyone has time to keep up with our FAQs or emails or data feed optimization tips, so I wanted to start highlighting some of the features which are either working silently in the background or right there in your face, but still overlooked.
Today’s product tour highlights the ability to send different products to different engines.
Why should this matter to you? Products can perform differently on different shopping engines. For example, a men’s silk tie on one shopping engine might be converting at 6% while only converting at 2% on another. When you take into account the cost per click (CPC) rate - which again varies from one engine to another, your return on investment (ROI), return on ad spend (ROAS), or bottom line profit might be drastically different depending on the shopping engine.
Because of this, SingleFeed allows merchants to include different products in the data feeds for different shopping engines. And unfortunately, many merchants don’t take advantage of this opportunity.
In the sample SingleFeed, there are ‘include fields‘ which allow a merchant to define the exact product set for each data feed. The default is to send every product to every shopping comparison engine. However, if a merchant doesn’t want to include a certain product in a feed to an engine, all the merchant has to do is put an ‘N’ in the corresponding engine’s include field. For example, if a merchant doesn’t want to send a certain product to Shopping.com, PriceGrabber, and Smarter.com, the merchant just has to put a ‘N’ in the Shopping.com Include Field, PriceGrabber Include Field, and Smarter Include Field.
Merchants should be sending all their products to Google Base and any other free shopping comparison engines. However, merchants should be smart about including products in feeds to CPC based engines. SingleFeed will soon release tools tools to help merchants make better informed decisions as this will help you with quantitative data feed optimization. In the meantime, the conversion trackers on the shopping engines can help you figure out which products are performing well and every merchant should already be using an analytics program like Coremetrics, Google Analytics, Engine Ready, and/or Omniture.
Read more about refining product data feeds at LoveYourFeed.