When it comes to product feeds, you must master two elements to really succeed. First, your feed data must be optimized at the technical level, to ensure the search engine's bots are displaying your product ads for every relevant search query. Robots overlook feeds that don't contain vital information and skimp on additional values. But your feed also needs to be conversion focused. This gives your ads the competitive edge they need to gain the buyer's interest and beat out a dozen other PLAs to win the purchase. Buyers overlook ads that aren't competitive and compelling. If you don't satisfy the robots, you won't show up. If you don't satisfy the shoppers, you won't get clicks. Product feed veteran Lauren Hawkesworth and paid search team leader Mark Curtis show you how you can make 8 product feed upgrades that will please both search engine bots and shoppers to help you drive new revenue through Google Shopping, Amazon PLAs, and popular CSEs.

2. ©2015 ROI Revolution, Inc.
Get the recording:
roirevolution.com/feedupgrades

3. What You’ll Learn Today
Why good “Data Quality” matters to
your customers (not just the CSE
policy teams).
Which “Optional” attributes should
never be left blank (based on how
CSEs are now using them)
How “going the extra mile” can
rocket even tiny retailers past
“Big Box” stores
How to set the stage for Google to
show multiple listings of yours,
while excluding your competition
©2015 ROI Revolution, Inc.

4. User Experience
©2015 ROI Revolution, Inc.
• Original content
• Detailed titles
• Longer descriptions
• Sharp, high-resolution images
• Fast, relevant landing pages
• All info, even optional fields
• Thoughtful information
• Manufacturer descriptions
• General titles
• Shorter descriptions
• Low resolution images
• Slow or dysfunctional websites
• Only required info
• Minimal effort

5. Reasons Why Feeds Fall Short
©2015 ROI Revolution, Inc.
1. Limited resources (time, staff, expertise, data to work with)
2. Low priority for development teams
3. 3rd party plugins or eCommerce engines might not map data
correctly or be configured right
4. Nobody’s actively creating data that may be missing

6. ©2015 ROI Revolution, Inc.
Product Feeds
Product feeds are digital packaging of a real product

7. ©2015 ROI Revolution, Inc.
Comparison Shopping
What real life comparison shopping is about:
Ingredients
Quantity
Measurements
Weight
Who made it
Shelf life
Risk mitigation
Quality
Servings
Total Price
Price/unit (oz., lb.)
Nutrition
Benefits
Where it’s made
Brand Trust
Experience

8. ©2015 ROI Revolution, Inc.
“it is essential to provide high-quality product
data -- product data that is fresh, accurate and
comprehensive.”
Data Quality

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Does it really matter?
Data Quality

10. ©2015 ROI Revolution, Inc.
Does it really matter?
Data Quality

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#1 Titles

13. Titles
©2015 ROI Revolution, Inc.
Optimize your titles around keywords
• Use combination of common + “long tail” keywords
• Descriptive words at the front, general words at the end
• Avoid filler words
• Don’t include your company name (unless your company is
the manufacturing brand)

14. Titles – Case Study
©2015 ROI Revolution, Inc.

15. ©2015 ROI Revolution, Inc.
#2 Descriptions

16. Descriptions
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• Recommended 500 – 1,000 characters (Max = 5,000)
• Avoid unnecessary repetition, rephrasing, keyword stuffing
• Write descriptions conversationally, as if you’re explaining it to
someone else (hint: that’s exactly what you’re doing)
• Blend important features (size, weight, materials, gender) with
benefits and explanations

17. Descriptions
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#3 Accurate Data

19. Accurate Manufacturer Data (Brand, MPN, UPC)
©2015 ROI Revolution, Inc.
• 2 out of 3 are required
(use all 3 wherever possible)
• GTIN = UPC (USA), EAN (Europe), JAN (Japan) & ISBN
• Don’t use (unless you’re the manufacturer)…
• your own internal numbering systems
• your company name as the brand, if you’re a reseller
• Use exact manufacturers brand names (don’t rewrite or guess)
• Use the same brand names that the majority of feeds are using

20. Accurate Manufacturer Data (Brand, MPN, UPC)
©2015 ROI Revolution, Inc.
• Conforming on Brand,
GTIN, MPN, UPC, etc
enables you to show in
high-ranking product
groups

21. ©2015 ROI Revolution, Inc.
#4 Unique Content

22. Unique Content
©2015 ROI Revolution, Inc.
• Avoid “copy & paste” manufacturer descriptions, titles, etc.
• Common generic content won’t set you apart
• CSEs will allow it, but not recommended
• Create or modify your own images (and host them yourself)
• Don’t create multiple line items for the exact same product

23. ©2015 ROI Revolution, Inc.
#5 Image Quality

24. Image Quality
©2015 ROI Revolution, Inc.
Google Prefers:
• ± 800 pixels
(height x width)
• White backgrounds
(whenever possible)
• Clarity (sharp resolution,
avoid shadows or glare)
• No watermarks or overlays
• Multiple images are best
(different angles, closeups
of textures)

25. ©2015 ROI Revolution, Inc.
Image Quality

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#6 Pricing

27. Pricing
©2015 ROI Revolution, Inc.
Sale price – price of the item during
upcoming sale
Sale price effective date – dates and
times that the sale begins and ends

28. ©2015 ROI Revolution, Inc.
Pricing

29. Pricing
©2015 ROI Revolution, Inc.
Always use MSRP values.
If your price is different,
then some CSEs will show
your price as a sale price.

30. ©2015 ROI Revolution, Inc.
#7 Recommended
Attributes

31. Include “Recommended” Attributes
©2015 ROI Revolution, Inc.
• Age Group
• Gender
• Size
• Color
• Material
• Pattern

32. Include “Recommended” Attributes
©2015 ROI Revolution, Inc.
Why?
Because many of
your customers filter
based on required
and “optional”
attributes.
If you leave the
optional attributes
blank, you will not
show for filtered
results on that
attribute.

33. ©2015 ROI Revolution, Inc.
#8 Custom Labels

34. Custom Labels
©2015 ROI Revolution, Inc.
• Custom label 0-4 (5 total fields)
• Common uses:
• Seasonality
• Profits or margins
• Stocked or drop shipped
• Clearance / closeout status
• Best sellers / Trending

35. ©2015 ROI Revolution, Inc.
What’s in it for You?

36. What Comparison Shopping Engines Want
©2015 ROI Revolution, Inc.
1. Great user experiences
• Information that’s clear, detailed & complete
• Landing pages that are fast, relevant & honest
• Original content (avoid manufacturer images & descriptions)
2. Shared passion & ownership
• You should always care more about feed quality than CSEs do
• Improvements & optimizations are good for everyone
(except your competition)
3. Consistency
• Update frequently (preferably automatically)
• Avoid chronic suspensions, disabled items, etc.

37. What Advertisers Want
©2015 ROI Revolution, Inc.
World SERP Domination

38. Resources for Moving Forward
©2015 ROI Revolution, Inc.

39. Key Takeaways
©2015 ROI Revolution, Inc.
“Data Quality” is not for the CSEs. It’s
for your customers.
“Optional” or “Recommended”
attributes should read as “required
for those who want to do better.”
Go “the extra mile” because most
others won’t. It’s about having better
data than everyone else.
Good data quality is the key to showing
multiple products on Google and higher
up on other engines.

40. Connect with ROI
©2015 ROI Revolution, Inc.
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