Exploring common use cases for feed editing and optimization
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Product title optimizations
Note:Optimizing product titles is crucial, especially for Google or Microsoft feeds used in PMax or shopping ads. Originally, FeedOps imports product names as titles, which might work well in some cases. However, to attract quality traffic that's more likely to convert, it's essential to include relevant keywords. This practice enhances visibility to customers who've just searched those terms, leading to higher click-through rates and more sales.
To optimize your product title, start by filtering the product data view to a list of products that share a common theme or similar type of keywords. It's important to have the Google Keyword Planner open in another tab for research and comparison. You can access the Google Keyword Planner here.
For example, let's say your website specializes in beauty products and you're focusing on the skincare category. You could set a filter where Product Type one is "facial cleansers" and Product Type two is "moisturizing creams." This method helps to narrow down your product list to those that fit within the specific category you're optimizing.
Once the filter is applied, you'll have a group of products within that category. Your analysis may show that combining Brand with "Moisturizing Cream" is the most common successful pattern. For instance, if "L'Oréal Moisturizing Cream" and "Neutrogena Moisturizing Cream" are among your products, highlighting the Brand plus Product Type two (e.g., moisturizing cream) in your product titles could resonate well with search trends, enhancing visibility and potentially increasing sales.
To achieve this, select the checkbox at the top of the product screen. This action will choose all visible products that match your filter criteria.
Because the title is shown in the default view, you do not need to add it to the columns. Now, click "Edit," which will expose the editing panel on the right.
The edit screen will display the title template. Use "+" or "-" to add prefixes or suffixes to the original title. Alternatively, you can replace the original title entirely using attributes. In this case, we'll keep the original title and insert 'Brand' and 'Product Type 2'.
- The template will the look like this.
| Brand | Product Type | Rewritten Title | Target Keyword |
|---|---|---|---|
| Neutrogena | Moisturising Cream | Neutrogena Moisturising Cream - Hydro Boost Water Gel | Neutrogena Moisturising Cream |
| Olay | Moisturising Cream | Olay Moisturising Cream - Regenerist Micro-Sculpting Cream | Olay Moisturising Cream |
| Aveeno | Moisturising Cream | Aveeno Moisturising Cream - Daily Moisturizing Lotion | Aveeno Moisturising Cream |
| La Roche-Posay | Moisturising Cream | La Roche-Posay Moisturising Cream - Toleriane Double Repair Face Moisturizer | La Roche-Posay Moisturising Cream |
| Cerave | Moisturising Cream | Cerave Moisturising Cream - Moisturizing Cream | Cerave Moisturising Cream |
| Kiehl’s | Moisturising Cream | Kiehl’s Moisturising Cream - Ultra Facial Cream | Kiehl’s Moisturising Cream |
| Clinique | Moisturising Cream | Clinique Moisturising Cream - Dramatically Different Moisturizing Lotion+ | Clinique Moisturising Cream |
| L’Oréal Paris | Moisturising Cream | L’Oréal Paris Moisturising Cream - Hydra Genius Daily Liquid Care | L’Oréal Paris Moisturising Cream |
| Nivea | Moisturising Cream | Nivea Moisturising Cream - Soft Moisturizing Creme | Nivea Moisturising Cream |
Aligning product titles with popular search terms is a strategic approach that significantly enhances online visibility and appeal to potential customers. This method ensures that products appear in relevant search results, increasing the likelihood of attracting interested buyers. Key benefits include:
- Improved Search Engine Rankings: By incorporating popular keywords, product listings are more likely to rank higher in search engine results, making them more accessible to shoppers.
- Increased Click-Through Rates (CTR): Optimized titles that match search queries can lead to higher click-through rates, as they directly address the searcher's intent.
- Higher Conversion Rates: Relevant and clear titles can attract more qualified leads, who are more likely to make a purchase, thus boosting conversion rates.
- Enhanced Customer Experience: Providing clarity through titles helps customers find exactly what they're looking for, improving their overall shopping experience.
- Competitive Edge: In a crowded market, well-crafted product titles can set your listings apart from competitors, drawing more attention to your products.
In summary, meticulously optimizing product titles to align with popular search terms is a critical step in maximizing online product visibility, engaging potential customers, and driving sales.
Product type Optimization
Optimizing product types directly enhances visibility in search results, specifically through strategic use of keyword density and long-tail keywords within product types themselves. This targeted approach ensures a closer match to potential buyers' search queries, significantly increasing the likelihood that your products will appear in search results. Long-tail keywords, which are more detailed and less competitive, are particularly effective in this context, as they cater to users with specific search intents.
Have your keyword planner ready and search for keyword variations, focusing on phrase match. In optimizing product types, as seen in the example where "brand + product type" was effective, also consider variations around words like "hydration," "Oil Free," and "Natural." Including these important words in your product types significantly boosts your chances of matching with searches.
Adding strategic terms to product types
To incorporate these strategic terms into product types, add an additional filter to the data. There are many methods to achieve this, but the simplest is to narrow your selection to products that include the word you're targeting in the title. e,g. Hydration.
Next, ensure that your columns include product types.
Then click "Edit," and your product types will be displayed for your selected products.
You can then incorporate your strategic keywords into the product types and click "Save."
Note that you have the option to directly save or save as a suggestion. If you choose to save as a suggestion, it will appear in the FeedOps Playbook for review. This feature is useful for teams with a review process. You also have the option to save for all channels, which is advisable for product types as most media platforms now use LLMs (Large Language Models) to automatically target audiences. The more data you provide, the better your targeting will be.
We also advise a product type depth of at least 3 levels, though 5 levels is ideal.
Tip: Additionally, if you have connected your Google account to FeedOps, you can access the keyword planner directly from this screen. This integration simplifies the process of finding and applying strategic keywords to your product types.