![]() ![]() ![]() The Feed Optimization tool simplifies things like: Optmyzr’s Feed Optimization is used to fix an inventory data feed so it plays more nicely with Google Ads This is when you will need to optimize the feed before using it to advertise. Or the product category data may not map cleanly to Google’s product categories. ![]() For example, the product titles may be too long to fit in an RSA headline component or to fit the title element of a shopping ad. The data advertisers have access to usually originates from a shopping cart system and may not follow all the strict requirements for what Google needs for ads. This is when the need arises to optimize the feed data, a process that must be automated with rules if the advertiser hopes to gain the full time-saving benefits of data-driven ads. The problem is that data may be formatted inconsistently, incorrectly, or certain required fields to run ads are simply missing. While structured data like that found in spreadsheets is commonly used by PPC teams, automatically turning that data into ads may present some problems, especially when the data feed wasn’t built specifically with PPC ads in mind. Step 2: Optimize your feed to show better ads This simple first step gets you on the right track, and you should see benefits quickly. With RSAs becoming the default ad format, this is a great time to add RSA to your whole account and align your inventory data with ad creation.Īnother nice outcome – when inventory is gone, ads for that product stop, which helps eliminate wasted spend (and frustration for customers). This alignment of inventory data and your PPC programs also allows for automated creation of ETAs and DSAs along with the most popular ad extensions. – or size, color, and other attributes relating to apparel or other products). Next, use the automation to add hyper-relevant targeting criteria like keywords to serve ads against product-specific searches, including for users who are searching for attributes that align with your inventory data (in the instance of vehicles, think about make, model, color, year, mileage, etc. Extend the automation to also create RSAs (Responsive Search Ads), RDAs (Responsive Display Ads with images), and DSAs (Dynamic Search Ads). And when automating ads from inventory, there’s no need to stop at simple text ads. By connecting real-time data right into a PPC workflow, marketers can pivot quickly and automatically when one line of product sells out, and a much-delayed shipment finally arrives.Īutomated ad creation instantly reflects the new inventory and makes it possible to serve up ads for only the items you can actually deliver. The three steps outlined below won’t solve every problem in Q4, but these steps can help you conquer some of the most pressing challenges marketers are facing in the coming few months: Step 1: Connect your ads to real-time supply chain and inventory dataĪfter all, you can only sell what you’ll ACTUALLY have on hand or on the way. Here are three tips for executing on the new game plan that can help you win as supply chains wreak havoc on your competitors’ campaigns. To win during Q4, your PPC campaigns need to be far more responsive to real-time inventory and other stressors that are flummoxing many marketers. Similar challenges confront countless other industries in 2021. ![]() It’s more crucial than ever to reduce ad waste and connect a buyer’s search with THE specific car they are searching for online. They are pre-selling allotted vehicles before they even hit the lot, and they wish they had more cars to satisfy huge demand, including for used vehicles. Dealerships cannot get adequate inventories of new vehicles. These factors mean marketers cannot assume vast inventories or even alternative products to satisfy their customers. Then 2021 hit with massive strains in supply chains and escalating shipping costs. Two short years ago, typical steep discounts and strong promotions were big factors in driving Q4 e-commerce success. Q4 is here, and it’s time to ensure your paid search programs drive the success you need for a strong finish in 2021. ![]()
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