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How Feed Driven Ads Change the e-Commerce Game

Feed-driven ads are ads that can be created dynamically, based on your product feed, to allow you to advertise multiple products/services at scale.  Since they are created with product data, their information will always be up-to-date. Feed-driven ads increase chances for e-commerce businesses to have their products seen and therefore increase traffic and conversions. Giacomo Iotti, TX Markets’ Performance Marketing Manager has shared with us his knowledge of feed-driven marketing and how it is relevant for marketplaces and classifieds online. For a quick overview of feed-driven ads, you can watch Giacomo's answers to three questions below.

Making the Most of Feed-Driven Ads 

Feed-driven ads aren’t a necessity for every business. However, in fields like retail, usually there is a large range of products that have fluctuating prices and availability. Those types of products would require a huge manual effort to keep up-to-date within different campaigns. That’s where feed-driven ads come into play. They allow you to advertise the full range of products with little manual effort, whilst also updating your existing ads with the latest price and availability data. Your ads are automatically more relevant and product-specific. That will in turn result in a higher click through rate and a lower cost per click. This technique is not limited to search ads, but can for instance also be used for ad channels such as shopping, dynamic ads on social media, and display ads. 

A lot of work goes into feed-based marketing and setting specific goals before dealing with the technical complexities is crucial. Whilst a great product feed is essential for a campaign to succeed, it is just as important to have a solid strategy. You need to ask yourself what you want to achieve with feed-based campaigns. Once you have laid out your strategy and know exactly what the goal of your feed-based campaign is, you can tackle the technical challenges. 

Feed-based ads at TX Markets

When approaching feed-driven ads, you need to be aware of the technical aspect of them. Creating a good-quality feed that is updated, at least daily, is essential but also challenging. Not only because of its initial setup but because different ad platforms (like Google or Facebook Ads) tend to have different requirements for the feeds. Because of that, you need to be able to customise your feed for each channel. This is especially challenging if you are dealing with a very large database. For a marketing team it would be advisable to liase with a Data Intelligence team to create and edit those feeds. Platforms like Feedonomics have found a way to make the whole process easier and also faster. At TX Markets we use this platform to support us in our feed-based advertising journey, since it becomes increasingly more necessary to properly advertise the product range on the different marketplaces. 

Marketplaces and classifieds are a prime example of why feed-based campaigns are important in saving a lot of time and effort. Marketplaces advertise thousands of products, from different product categories and targeting very different audiences. Feed-based marketing automates the process of advertising thousands of different products to different people. 

Of course, marketplaces have their own great challenges. Unlike a regular retailer, marketplaces list products from private sellers. Whilst there are certain requirements for a listing, such as title, description, etc., the quality of the listings can be very inconsistent. The required listing information and general metadata is predominantly entered by someone who is not an e-commerce expert and who does not think about ad campaigns when creating their listing. Furthermore, different products need different metadata. The listing of a second-hand car should include car-specific attributes that other product categories don’t need.  A marketer who works with products feeds therefore needs to create a strategy for all possible scenarios, which makes that job very challenging. Here you can find some steps that will help you get started.

5 Key Steps for Marketplaces & Classifieds to Get Started with Feed-based Campaigns
  1. Goals: What do you want to achieve with the feed-based campaigns? 

Is it about automating manual processes, or expanding an existing strategy to target audiences more specifically?

  1. Data: Based on your goals, determine what kind of data is needed. 

Prepare for the various product category scenarios we talked about above. Start to populate a feed with data from listings.

  1. Cooperation: Get the data intelligence team on board  

Connect with the team as soon as you have figured out the two first steps. You will be able to supply them with necessary information to create and/or edit your product feed on a daily basis.

  1. Adaptation: Keep in mind the ad platforms  

Once the feed is created you will have to adapt it to the requirements of the ad platforms you are planning on using.

  1. Creation: Your ads can now be created and launched  

This last step varies depending on the technologies, resources and channels you are working with. Facebook Dynamic Ads, for example, can be built directly within the ad platform. Feed-driven search ads need to be built via a third-party tool or Search Ads 360.

The Takeaway

The worldwide lockdowns of 2020 have sped up the necessity of e-commerce and digitalisation of traditional retail businesses. Therefore, feed-based marketing gained a lot of momentum that won’t be slowing down anytime soon. Especially when applied to e-commerce. Feed-based marketing allows ads to be more customised, relevant and therefore tendentially less disruptive. We are all tired of having our online experience distracted by irrelevant ads. Feed-based marketing could change this and make for a more pleasant ad experience.

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