Shopping Feed Management

Marketers know that datafeeds are a great way to gain incremental traffic and improve non-brand campaigns, but managing datafeeds is no easy task. PM Digital streamlines and optimizes the process, enabling clients to easily manage multiple programs, utilize advanced shopping engine techniques and understand the true ROI value of comparison campaigns vs. other online programs. And PM Digital’s frequent analyses and reports detail your audience’s shopping behaviors from click to purchase, allowing you to refine your marketing efforts with ease.

PM Digital optimizes and manages datafeeds across several online channels. We specialize in datafeeds for:

  • Comparison Shopping Engines: List your product or service across multiple shopping engine sites.
  • Google’s Product Listing Ads: Tied to search queries, Product Listing Ads include richer product information, such as product image, price, and merchant name, without requiring additional keywords or ad text.
  • Dynamic Remarketing Ads: Customized ads based on the behavior of users both on advertiser-owned and publisher sites.

Typically, managing feeds in-house is a cumbersome, time-consuming effort, so many marketers turn to outside agencies to prepare their feeds. There are some agencies that focus solely on trafficking datafeeds and others who manage multiple online channels such as paid and natural search, social, display and remarketing, and comparison shopping engines. While both may be competent at managing feeds, achieving maximum potential with datafeeds is far less about trafficking and more about strategic campaign management.

PM Digital’s Shopping Feed Management Benefits:

  • Bid Strategy Management: We provide budgeting and forecasting intelligence to determine which providers and/or channels are best for your brand, meet your ROI goals, and ensure maximum revenue.
  • Ongoing Optimization: We not only optimize feeds so they meets the requirements of each shopping engine on an ongoing basis, but we also optimize the elements of your feeds to improve relevancy and drive even more qualified traffic.
  • Content Optimization: Datafeed promotional copy and creative should be consistent across channels. In addition to maintaining and refreshing both, PM Digital offers in-house ad copy and creative development.
  • Categorization: We’ll take the categories for each product/SKU and map them to over 50+ sites.
  • Reporting: We track your results by portal or performance goal and deliver actionable reports.
  • Paid Search Expertise: Particularly important for PLAs, which perform similarly to paid search keywords, we house significant historical data and provide valuable insight into how specific non-branded paid search ad groups and search terms perform.
  • Cross-Channel Integration: We incorporate datafeeds strategically with the other online channels. As experts in search behaviors and trends (SEM, SEO, and Social), we are poised to carryover search insights and apply best practices to optimizing campaigns.

 

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