Whether you are new to data feed management or are using a current shopping feed management provider, there’s a lot of information to take into consideration to ensure you find the right partner for you.
From the channels your using, to the ability to have full control of your feed, here’s 7 tips to help you choose a feed management software to deliver the best results for your business.
One of the main reasons a business chooses to stay with a feed management provider, (even though it may not best serve their needs), is due to the fear of a complicated and stressful migration to a new provider.
From the outset understand what your new providers’ view on migration is. How will they handle your feeds? Will performance be affected? How long will it take? Productcaster offers clients a Safe Launch on boarding programme, incorporating a transparent optimisation strategy to help ensure you launch in a strong position for growth.
Publishing partners & marketing channels
Don’t be wowed by the numbers of partners. Although many providers claim to have more than 1,500 partners integrated in their platform, on average, a brand will only need to publish between 5 – 10 unique partners. The typical key players include the likes of Google Shopping, Facebook, Bing, affiliate networks and marketplaces such as eBay and Amazon.
According to Search Engine Land, Google Shopping offers the largest growth opportunity for most online retailers in 2019. It is therefore up to retailers, and agencies on their clients behalves, to choose a feed management provider not only based on the amount of publishing partners and channels available. But choosing a provider that best matches up to their business in quality as well as quantity.
Finding a provider that matches your business growth can feel like a challenge, but it doesn’t have to be. If you currently have a feed provider which limits you scaling marketing campaigns for your business, limits you publishing new products or expanding into new markets or on new channels, know it is within your right to be able to do this at no extra cost.
Choose a provider who offers you unlimited access (we call ours infinite) and allows you to grow your business at no extra cost. It doesn’t cost the provider any extra so it shouldn’t cost you and your business either.
Create, react and publish at speed
Feed creation with technical teams, or those with a complicated set-up, have a habit of slowing a business down. The knock-on effects of a busy or slow technical team can often add weeks or months to your timings. This can limit your scaling ability and ultimately, your performance. It is therefore of upmost importance you find a provider who has an intuitive and automated approach to setting up partners which can be carried out by marketers.
Optimise your published feeds at pace without technical intervention
When the provider demonstrates their feed management tool, understand how easy it is to change the content in the feed you provide as well as the partner specific feeds. Ask them to demonstrate how easy it is for you to transform content to be localised for a new market, to optimise to margin or include promotional messaging within your content, Avoid partners who have highly technical ways of optimising the content, which will mean that you need additional support, typically causing delays to campaign changes or additional fees.
Understand how your partner can improve your feed performance
Feed quality continues to be a huge problem in the shopping market. With brands under-performing at 57% vs the industry benchmark of 80%. It is therefore evident to see there’s still significant room for improvement for many.
Get familiar with the current condition of your feed, with feed health checks such as Productcaster’s free Feed Check. This is a simple way to get an understanding first-hand of the key challenges you may be facing with your feed. Any provider delivering a high level of service will also be able to walk you through how they can improve your performance.
Ensure your provider is there when you need them most
Software as a Service solutions can often be faceless, where support is received via ticketing systems or live chat. Although you will want to be in control of your own destiny, there are times when you will need specialist guidance from your feed management provider. With digital ad spend increasing across Europe and expected to grow nearly 10% in the UK in 2019 alone, picking a provider who can offer specialist advice will provide invaluable support in a time of industry growth.