The Importance of Feed Management for Google Shopping

January 25th, 2016 by Nikki Kuhlman

BLOG-The-Importance-of-Feed-ManagementI’ve been to Google three times for Shopping campaign training, and at least half the time is spent on optimizing the feed. The reason behind that it because, as a Googler (who I will not mention by name) loves to say, “Crap in, crap out.” The feed is the backbone of your PLA campaigns. That means if the data in your feed is bad or missing information, it won’t matter if the Shopping campaigns are set up perfectly, they won’t be as successful.

So what makes for a good data feed?

1. Unique Product Identifiers: these include Brand, UPCs (for the US, or other Global Trade Item Numbers for other countries) and Manufacturer Part Numbers. These are used to match against Google’s product catalog to make sure a product is valid. It also levels the playing field against your competitors. If you both have the same item in your feeds, but your competitor has the Brand, UPC and MPN and you only have Brand and MPN, they will “win” the auction because Google will value their product over yours.

2. Product Content: which includes Title, Product Category and Description. Title is absolutely, hands down, the most important thing you can do to show up on relevant searches. Here’s two examples – guess which one will show show up on more relevant searches?

a. Example 1: Blue T-Shirt
b. Example 2: Nike Men’s Blue Crew-Neck Short Sleeve T-Shirt, Size Medium

Yes, you guessed it – example 2. Having things like gender, color, style and size in the title are very important. And Brand can also be important if it’s a brand with name recognition.

3. Pricing: which includes Product Price, Sale Price, Tax and Shipping. If the price in your feed doesn’t match the price on your landing page, your Merchant Account can and will get suspended. Same with shipping costs – shipping must calculate properly or Google will suspend the Merchant Account.

The bottom line is to fill in the data gaps. There’s also additional attributes that can really help, like full descriptions, color, size etc. The more information you give Google, the better chance you will have to show.

Other tips include updating the feed data daily – Google likes fresh content. If you can’t do daily, at least do weekly. And good quality images are another place to concentrate.

Last year JumpFly started offering feed management services to their existing clients. It’s really made a difference for many clients on how well their Shopping feeds do, as the Account Managers can work directly with the Feed Manager to make sure the titles and information is optimized. It’s also helped reduce the dreaded “feed expired” issues we’ve had for some clients in the past who have forgot to upload a new feed.


Yahoo Gemini Final Thoughts

December 14th, 2015 by Stephanie Shaw

BLOG-Yahoo-Gemini-Final-ThoughtsThe last four weeks have covered:

Let’s cover the last few essential pieces of Yahoo Gemini.

Conversion Tracking

Yahoo Gemini uses Dot for event tracking across Yahoo’s search and native ads.  Advertisers who use Dot can also gain access to additional insights in the performance of their campaigns and adopt remarketing.  In the Gemini UI, you’ll receive your Dot code when you create your first conversion rule.  The Dot code goes on every single page of your website in the <head></head> section.  

Conversion rules can either use a destination URL (begins with, equals or regular expression) or you can create an event.  If you use the destination URL option, there is no other code you have to install.  Simply install the main Dot code and create your conversion rule in the Gemini UI.  However, if you want to use an event, you will have to install one additional snippet of code.  You can now report conversion revenue with event codes, as well.  Install this code only on the conversion page or trigger in the <body></body> section.

One of the interesting features of Dot is its ability to integrate with Bing Ads UET.  You can link these two tags if you contact your Yahoo account manager and take advantage of Dot’s full functionality, which includes the ability to track performance on the Yahoo Bing Network.

Reporting

The Yahoo Gemini reporting dashboard has a variety of pre-built and custom reporting options for you to get pretty much any data you need.  You can schedule the reports to run Once, Daily or Weekly.  At this point all reports are exported as CSV files, so if you’re looking for fancy graphs and bells and whistles, you’ll have to wait awhile.  That being said, you can still get the data you need in order to make optimizations.

Campaign Optimizations

As someone who’s been using Yahoo Gemini for awhile, I will freely admit that campaign optimizations can be difficult.  The UI needs a lot of work and we encounter tons of glitches.  While you can now view data down to the keyword level within the UI, sometimes you can’t see the keyword or change bids like it’s designed to do.  These are the growing pains I eluded to earlier, and unfortunately it’s just part of the deal.  We’ve found the best way to manage these campaigns is to export your data into excel and upload any bid changes as a bulk upload.  While this is not ideal, it is reliable.

Coming Soon to Yahoo Gemini

Yahoo Gemini is new to the PPC world.  It is far from perfect, but they are regularly adding new features, enhancements and upgrades.  Here are a few things in the pipeline:

  • Advanced Location Targeting
  • Reporting Updated by the Hour
  • UI Usability Improvements
  • Additional Product Ad Categories
  • Increased Supply
  • My Audience – Website Actions, Mobile Device IDs, Emails and In-App Events.
  • Monthly Frequency Management
  • Audience Verification with ComScore and Nielsen
  • Video Available through BrightRoll DSP
  • Cross-Channel Campaign Insights

Ready To Get Started?

Yahoo Gemini definitely offers some unique opportunities.  For those of you struggling for traffic or if you know that your target audience is using Yahoo, it’s probably time to test this new network.  Get in touch with your JumpFly Account Manager and we’ll help get you started!  


Yahoo Gemini Search Ads

December 7th, 2015 by Stephanie Shaw

BLOG-gemini-search-adsLast week I covered Yahoo Gemini Native ads. This week is all about Yahoo Gemini Search Ads.

While Yahoo can deliver search ads for up to 49% of desktop traffic, Gemini has done most of their enhancements on the mobile search experience.  They’ve made a richer and more helpful ad to enable the consumer to take action quickly.  The new Yahoo Mobile search enables action by showcasing the best results from top sources across the web and industry leading partners.  It also drives engagement through a new look and feel built around people, places and things, and the way you use your phone on the go.  This new experience has been successful for them with sessions increasing by 80%.

You can create search campaigns in the Gemini user interface, but if you are a power user like us, you are probably asking yourself: “Where’s the editor?”  There isn’t one…yet.  Your best bet on building search campaigns in Gemini is to create limited ad groups with only your top performing keywords.  Alternatively, your Yahoo account manager can import your Google or Bing campaigns.

Here’s a summary of the features available with Yahoo Search Ads:

  • Keywords: Target with broad, modified broad match, phrase and exact match keywords.  Negatives are exact or phrase match.  Keywords can have their own destination URL.
  • Ad Specifications: The big benefit of Yahoo search text ads are the generous 50 character titles.  The other character limits are pretty standard with 150 for the description and 35 for the display URL.  Ad rotation is automatically set to optimized.  Ads support the use of dynamic text.
  • Targeting:
    • Geographic Areas – Like Native Ads, you can target by country, state, city, DMA and radius around coordinates. Radius can be specified in increments of 1 mile up to 500 miles specified by longitude and latitude. Geo Bid Adjustments are available from -90% to +900%.  Bid adjustments can only be made through bulk upload or via the API.
    • Time Of Day – Ad scheduling is possible in 15 minute increments.  Scheduling can only be done through bulk upload or via the API.
    • Device – Bid modifiers are available for all three devices.  Desktop from 0-100%. Smartphone from -100% to +300%. Tablet from -20% to +300%.  Bid adjustments can only be made through bulk upload or via the API.
  • Ad Formats:
    • Sitelink Extensions – While these are not enhanced with description lines, you should definitely include them.  They can only be added through bulk upload or via the API.
    • Call Extensions – These do not use a forwarding number for tracking and can only be added through bulk upload or via the API.
  • Product Ads: This is currently an open pilot and is only available on smartphones and tablets.  Desktop testing is underway, but it is not yet open to advertisers.  These must be set up through your Yahoo account manager.

I’ll talk about my final thoughts on Yahoo! Gemini next week.