Optimise Your Product Feed with AI 

Given the competitive e-commerce landscape, where consumer confidence is low and CPCs are increasing, having an optimised product feed is essential to stand out from the crowd.  Your product feed powers listings across the shopping landscape, from Google PLAs to marketplaces, affiliate platforms, social media and other comparison-shopping engines.  The higher the quality of data in your feed, the greater the visibility, clicks and sales you’ll receive.  

Long-standing, bland best practices, whilst essential for feed quality, are no longer good enough on their own.  Shoppers are using longer terms to search out products and are keen to ensure their decisions are informed when interacting with new brands.  This is where AI tools come in, helping to leverage multiple sources of information to inform and improve vital feed attributes – quickly and at scale.  No more rewriting of individual product titles or relying on poor image quality – AI can enable faster changes across an entire portfolio, leading to greater engagement and ultimately, greater ROI. 

Why use AI to optimise your product feed? 

Product feeds can be vast, curating all relevant data across thousands (and tens of thousands or even millions) of products.  Keeping the data up to date and relevant is key.  In the past, feed optimisation has relied on manual processes and fixed rules; this leads to low flexibility when considering optimisation at an individual product level across the entire feed. 

Fixed rules, or a ‘one-size-fits-all’ approach don’t allow for adaptation within product titles and descriptions aligned to current trends or changing user behaviour, meaning you can miss out on visibility across the shopping landscape. 

AI tools provide a solution that can be adaptable to trends, provide a personalised approach and allow for individual product optimisation at scale, either across key categories or an entire feed.   

Where to start with optimising your feed with AI 

If you’re just getting started with AI feed optimisation, here are a couple of ways to maximise impact and get the most out of your feeds. 

Shoppers want detail – ensure your product titles and descriptions are optimised to drive higher relevancy aligned to shopper queries.  The use of generative AI tools can quickly assimilate data from multiple sources to improve quality of titles and to write informative, relevant content for descriptions at scale. 

Shoppers want to see your products – ensure you’re using good quality images and offering the user multiple views of the product.  Shoppers are drawn to images that show them how they could use a product, so using a tool to quickly adapt your current set of product images, offering both the flat image and a lifestyle image can improve CTR and be cheaper than creating whole new images.  AI can also be used to quickly adapt background images across your portfolio, for example, adding in seasonal backgrounds, driving higher engagement and improved ROI. 

How can Productcaster help? 

Using AI to optimise feeds should not be daunting.  At Productcaster, we are constantly trialling new tools and methods to help our clients get the best from their product feeds and drive higher ROI across the entire shopping channel.   

Productcaster FeedManager is a feed management platform that allows for integration with a number of platforms, providing AI-driven title and description optimisation as well as image-improvements at scale.  Our newly launched ProductTester app also provides robust testing and analysis of feed enhancements, so you can be assured that any optimisations are driving incremental improvements to performance.

Want to drive higher engagement and improve your feed at scale, get in touch with us at info@productcaster.com

Written By Jill Anderson