The effectiveness of retailers’ campaigns can be improved by adopting certain feed methods, however there are also areas where retailers fall short.
Supply chain problems have retailers in a frenzy ever since the outbreak began. An average of 16% of items are unavailable for purchase. Sports products (40%) and the auto industry (57%) are particularly heavily hit. Geographical areas also vary greatly, with Latin America having one of the lowest stock availability rates.
It’s interesting to note that advertisers often get an 181% ROAS gain when removing those out-of-stock items from a Google search campaign.
These numbers are taken from a recent DataFeedWatch report that was created using information from 4.5 million products, 15,000 stores, and more than 60 different countries. Retailers and marketers may use the report’s actionable data to assess their feeds, channels, and strategy by learning about industry trends, frequent mistakes, and optimization techniques.
Data feed mistakes and potential pitfalls
The most frequent feed problems frequently involved erroneous or missing data as well as improperly formed attributes.
Nearly 10% of products have feed issues, which is a problem for Magento retailers. Magento-using retailers struggle with faults affecting roughly 10% of their displayed products. This figure is higher than the 7% industry standard.
The percentage of feed mistakes that BigCommerce and WooCommerce collect is 7.03% and 8.27%, respectively.
Shopify sellers achieve the best data feed health results, with only 5.47 percent of their listings being rejected. Intriguingly, DataFeedWatch hypothesises that the frequency of feed mistakes is probably a sign of how complicated the platform’s data management is.
23.49% of all product ad rejections are attributable to shipping and other problems. The most challenging part of setting up product data is shipping. The most frequent mistakes include figures that are too high and unspecified attributes, like omitting the shipping country.
Issues with image attributes account for 20.32% of all complaints. This is probably caused by the fact that there are so many needs. Top picture mistakes include:
inadequately sized images.
invalid or missing pictures.
5.5% of errors are caused by GTIN problems. Over 5% of problems are caused by submitting inaccurate GTIN values or omitting GTINs entirely.
Title problems. In the Google Shopping listings, 25.82% of the titles are longer than 70 characters. This means that if titles are cut, reduced visibility may be a problem.
Product titles in Google Shopping are limited to 150 characters in total but are cut off at 70 characters. Important product information might not be visible since 25.82% of titles in shopping listings are longer than 70 characters.
To improve the effectiveness of their marketing campaigns, most merchants employ feed strategies. Different feed data may be needed when shops advertise on numerous channels, which increases the probability that advertisers may need to use secondary data sources.
Optimizing data feeds has a favourable impact on campaign performance, whether you’re developing new titles or segmenting based on “bestsellers” or margins.
The most optimal bits of information in a product feed are the product titles. 14 percent of the stores with rewritten data made modifications to the product titles. The titles were either completely rewritten by the advertisers or had a few keywords modified.
Custom labels are used by two out of every five e-commerce advertisers to optimise their campaigns. Based on whether the product is currently on sale, 13% of those advertisers establish product categories.
Advertisers witnessed a 96% boost in ROAS when they categorised their feeds depending on margins.
64% of e-commerce companies eliminate products that are not lucrative. Almost always, when retailers reduce their product offerings, it’s because the cost has fallen below a certain level.
The main justification for removing products from campaigns is price. 90.92% of marketers decide to eliminate goods below a predetermined price point when excluding products from paid advertisements based on the item price.
Only 9% of marketers use price points as a filter for products.
More than 25% of online retailers offer extra photos to ad platforms. Additional pictures typically depict the product from a different perspective or with staging. This provides buyers with the most accurate understanding of what they are purchasing and how to use the item.
By utilising secondary data sources, at least one in ten e-commerce advertisers provide additional product information to the stream. Secondary data sources that have been utilised include:
Analytics for inventory management
The complete PDF report from DataFeedWatch is available for download here. More details on the present situation of online shopping are provided, along with advice for advertisers on how to improve and optimise their feeds, guidelines for picking the best platforms, and best practises for paid advertising campaigns.