5 Product Feed Marketing Tactics to Improve Your Return On Advertising Spend

Advertising is a great way to draw attention to both your products and your brand. But what do you do if your advertising costs begin to outweigh the benefits? Here are 5 simple feed tactics to improve your return on advertising spend (ROAS) and get more out of your campaigns.

What is a data feed?

By definition, a data feed is something that allows you to send recent, up to date, structured information.

Common types of data feeds include news feeds and product data feeds. When it comes to advertising, product data feeds are the most important. They allow you to administer the information of a large quantity of products. This is a very useful tool for merchants, as it allows you to keep extensive product catalogues up to date, and therefore refine any advertising for those products. For example, only advertising products labelled ‘winter wear’ during the colder seasons.

By doing this, shopping channels receive the most up to date product information and display your most effective product advertisements.

Why take a tactical approach to improving your ROAS?

If your ROAS isn’t what you’d hoped for, there may be a tendency to act rashly and make substantial changes to your campaign. However, this may often backfire and leave you in a worse position.

By taking a tactical approach to improving your ROAS, you allow space for errors by making smaller changes. These smaller, tactical tweaks allow you to see where things are going wrong, and how to improve them. They also ensure you don’t exacerbate the issues with a campaign further. By making small, singular changes at once, you allow yourself the opportunity to revert to the previous state if things should go badly.

A tactical approach to improving your ROAS may be more time consuming, but it also tends to be far more effective.

5 feed tactics to improve your ROAS

Focus on profitable products

When trying to improve your ROAS, focusing on profitable products always helps. Firstly, profitable products are often your most popular products. Advertising products that sell more will bring in extra revenue. Secondly, the most profitable products may also be those with the highest profit margin. This could be due to their high price, or lack of competition. Either way, you will see an improvement in your ROAS.

Use negative keywords

Negative keywords are a great tool to use when advertising. They allow you to rule out searches that may not be relevant to your advertisement. For example, if you are selling Nike shoes, you don’t want to show your advertisement to those searching for second hand Nike shoes. Therefore, listing ‘second hand’ as a negative keyword will help to lessen the amount of searchers finding your advertisement irrelevant to them. Because of the increased relevancy of your ad, you will then see your click through rate improving, and ROAS doing the same.

Optimize your titles

Optimizing your titles can be the key to getting the most out of your advertising. Depending on the type of product you are selling, it may be worth having the brand, colour, or type of product in the title. It is also important to try to have keywords in your title to ensure you are shown to searchers in the first place. Try structuring your title using the table below.

5 Product Feed Marketing Tactics to Improve Your Return On Advertising Spend

Use custom labels

Using custom labels, such as price brackets or seasonal labels can help to refine your product catalogue even further. Because of the level of detail custom labels bring to an advertising feed, your ads will reach an even more specific audience. This specific approach will help you to attract the ideal searchers and turn less spend into more profit.

Make your feed cross-platform friendly

If you design your feed for advertising across multiple platforms, it will be more effective. Users now purchase on mobile, tablet and desktop platforms, so your advertisements need to be tailored to all three. As mobile and tablet often have less visible text in ads, you should try to put the most important parts of your title and description first. This will ensure they are seen by mobile users.

Final thoughts

Improving your ROAS isn’t an overnight task, it takes time and patience. However, if you do take on the task of optimizing your feed, these tactics will set you well on your way to seeing visibly positive results.

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Author: Jacques van der Wilt

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