Free eCommerce Shopping Feed Audit, Get Yours Now

What will we look at on your 100% free shopping feed audit? 

Below details some of the areas we will evaluate - this will help your e-commerce store get better results!

Getting your Free Product Shopping Feed Audit couldn’t be easier!

As a reminder your audit is free, and you have no obligation to use us to complete any work that might need doing. So, get yours today! What have you got to lose?

What will the free shopping feed product audit look at?

Great question! Here are some of the areas we will look at:

1. Google Product Categories

   • The Google Product Category [google_product_category] attribute is used to tell Google what category an item should sit inside of.  Google's taxonomy list is BIG, but selecting the correct category is super important. You can see the list of Google's taxonomy here. It's very important to make sure you select the correct category for your product. If you don't, you may find customers simply can't find your products when looking for the products you have to sell. We also look to see if your products in the right category or maybe an old category that they should no longer be in? We have found that some items can be mistakenly assigned to a parent category for every product! If you are looking for greater e-commerce store success, then making sure your products appear in the correct category every time is of paramount importance!

2. Product Titles

   • A product title is very much one of the most important parts of your product feed. The product title should describe perfectly what your product is and include relevant keywords and elements of interest for the potential customer, elements such as 'size', 'colour', 'gender', 'material' and many other elements that are of interest to your end-user (potential customer). All your products in your eCommerce store should have well-structured and written titles providing all the required information on your product, this will help users to understand your product better and help turn searches into purchases. Google matches user search terms to the words within your product titles so it’s important to make sure your titles or both relevant and contain the right elements of volume search terms. Writing great product titles is no substitute for the proper use of your product attributes. This all needs to be balanced with a close eye on not adding too many or too few characters. Laziness is not well received here so don't be fooled into making lots of your product titles the same, your product titles need to be individual - which can be quite a big job if you have a very large product catalogue. But putting in the hard work first will pay dividends in the end. Stick with it and watch your products fly off the shelves of your e-commerce store!

3. Product Descriptions

   • Everyone who has the internet these days understands what a product description is. But the art of writing engaging marketing copy that explains what a product is and why it is the product your prospect should purchase is sometimes missed in the 'rush' to get the 'new product' up and live. As you will know the purpose of the product description is to give the customers all the relevant and important information about the features and benefits of your product. These should be written as to compel the prospective e-commerce store visitor into purchasing that specific product. Google also scans and ranks your Product Descriptions to match keywords to the search terms (your customers are typing in). It’s hugely important that all of your Product Descriptions contain high quantity descriptions of your products. These need to be specific descriptions that encourage the prospect to convert. Whilst ‘keyword stuffing’ is frowned upon, Product Descriptions do provide the perfect opportunity to make sure you are able to include all of your core and converting keywords, aligning your product descriptions to your highest value search terms can result in more targeted and quality traffic, resulting in more sales in your e-commerce store. So, taking the time to be as customer-centric as possible with well-written descriptions should be very high on your list of 'must-haves' for your e-commerce store!

4. Product Types

   • We often find that in the rush to get new products onto e-commerce stores areas such as the [product_type] attribute is one area that is all too easy to be overlooked by 'over-enthusiastic' team members. It won't come as much surprise to learn that Google uses Product Types to match the search terms people are typing in to find and display your products within the correct filters. It’s important to ensure you’re not just passing generic Product Types or using the website navigation from your own website. There are several 'best practices' to follow here from Use > to separate multiple levels in a category. through Submit product_type [product_type] for products used in any campaign type. With elements such as if you use product_type [product_type] to organise your bidding and reporting in Google Ads, we recommend that you don't submit more than 1 value. And many more, the initial list can be found here or for API we recommend starting here. With lots more information here around Product data specification. If all of this is starting to seem like 'the dark arts' don't worry - we are here to give you helpful and insightful insights into what matters and more importantly - how to improve it to make sure your e-commerce store is firing on all cylinders!

5. Brands

   • The brand attribute is one of the two product identifiers and should always be part of your Product Titles and Product Descriptions where relevant. The brand element is occasionally missed so sense checking is advised. Ideally and depending on your product list you should be running the free shopping feed product audit once per month at least. After the audit you should set aside the time to 'fix' any elements this highlights as moving the needle here will have a positive effect on your e-commerce stores sales and long-term viability.

6. GTINs

   • Global Trade Item Numbers (or to the uninitiated 'barcodes') are the unique identifiers for products/trade items. GTIN identifiers are used everywhere you go and for most products available in most shops and e-commerce stores alike. Google and other product selling websites use these to match up product information in a database which may belong to the retailer, manufacturer, or other entity. If your products have GTINs but you do not include them within your Product Feeds, then you are missing out on lots of very specific traffic. Including product specific GTINs to will lead to thousands of extra impressions every month. Yes, you guessed it - GTINs are super important! We will go through your entire feed and hunt down any products that are missing their GTINs - highlighting these will allow you to add them in and your e-commerce store will be able to reap the benefits!

7. Item Group IDs

   • Whilst it is not always 100% relevant for e-commerce stores who only sell 'parent products' we will look across all of your products for any missed opportunities. Item Group IDs can and will increase the number of impressions, clicks and ultimately sales your e-commerce store registers every month. If you sell many different variants of products (think size, colour, gender and many more) then this is for you. Stop missing out on traffic with incorrect or missing Item group IDs. Your eCommerce store will thank you for it!

8. MPNs

   • Manufacturer Part Number is as described, the manufacturer-assigned value (alphanumeric). The MPNs are mainly used to identify specific products from the same manufacturer.
     Usually, the MPN is required for products that do not have a manufacturer assigned GTIN (Global Trade Item Number). There are some exceptions to this rule such as custom-made products and/or products that don’t have a clearly defined and associated MPN. Whilst the MPN is not as important as GTIN, you should still get into the flow and process of including your Manufacturer Part Numbers. If you have them as MPN’s they are one of the two required Product Identifiers, so you are heading in the right direction. The most important thing to remember is 'the more data we can give Google and others, the better your e-commerce store will perform'. As more people who are looking for your products will be able to find you!

9. Other Elements

   • There are other elements you can expect us to 'lift the lid' on for your e-commerce shopping feed audit. Including Product Images and Product Type Depth. Remember your product shopping feed audit is 100% free and fast. Follow the simple steps of filling in the reform now to get your audit fast!
     We recommend after your 100% Free Facebook Ads Audit you should book in for your Business Specific Success Strategy (BSSS) that will road map out for you the next steps to gain success on Facebook Ads and set the business-led specific KPIs - we create these for all of our clients.

Next Steps - we highly recommend you work through findings & improve your Shopping Ads Account: You will now have a great starting point to improve the return on investment (ROI) from your e-commerce store! - Congratulations! Now you should speak to us around how your own larger and smarter BSSS (Business Specific Success Strategy) will further help you get a much better ROI, return on ad spend (ROAS) and actionable business-driven Key Performance Indicators (KPIs) to improve your business's bottom line, then we'll be happy to keep on speaking with you.

If you have any questions simply reach out and let our PPC Geeks know you're interested and they will be happy to guide you through the simple process detailed above and of course answer any questions you might have.