Since the start of the pandemic, supply chain issues have caused panic among retailers. On average, 16% of products are out of stock and cannot be purchased. Industries such as vehicles (57%) and sporting goods (40%) are particularly affected. There are also large differences in geographic locations, with Latin America experiencing one of the lowest levels of stock availability.
Interestingly, when out-of-print items are excluded from a Google search campaign, advertisers typically see a 181% increase in ROAS.
These statistics come from a new DataFeedWatch report based on information from 4.5 million products, 15,000 stores and more than 60 countries. Uncovering industry trends, common mistakes and optimization tactics, the report provides retailers and advertisers with actionable data to evaluate their channels, channels and strategy.
Common data feed errors and pitfalls
The most common feed issues often included missing or incorrect data and incorrectly formatted attributes.
Magento merchants struggle with nearly 10% of products affected by feed errors. Merchants using Magento are struggling to have almost 10% of their advertised products affected by errors. This figure exceeds the industry average of 7%.
BigCommerce and WooCommerce get 7.03% and 8.27% of all feed errors, respectively.
Shopify sellers record the best data feed health result with only 5.47% rejected listings. Interestingly, DataFeedWatch speculates that the volume of feed errors is likely an indicator of the level of complexity of data management on the platform.
Shipping and issues are responsible for 23.49% of all product ad receipts. Shipping is the most troublesome aspect of setting up product data. The most common errors are values that are too high and unspecified attributes such as missing shipping country.
Image attribute issues are responsible for 20.32% of all rejections. This is probably due to having a relatively high number of requirements. Major imaging errors include:
Promotional overlays on images. Images too small. Missing or invalid images. Generic visuals.
GTIN issues account for 5.5% of errors. Submitting incorrect GTIN values or omitting GTINs entirely accounts for just over 5% of issues.
Title issues. 25.82% of Google Shopping listing titles exceed 70 characters. This means that reduced visibility can be a problem if titles are cropped.
In Google Shopping, product titles have a total capacity of 150 characters, but are truncated after 70 characters. Since 25.82% of Shopping listing titles exceed 70 characters, important product data may not be visible.
Feeding tactics
Most retailers use feed tactics to increase their campaign performance. When retailers advertise on multiple channels, different feed data may be required, increasing the likelihood that advertisers will need to leverage secondary data sources.
Whether you’re creating new titles, targeting by “best sellers” or margins, optimizing your data feeds has a positive effect on campaign performance.
Product titles are the most optimized data in a product feed. Of all stores that had overwritten data, 14% of those changes were to product titles. Advertisers changed several keywords or rewrote headlines from scratch.
Two out of five eCommerce advertisers use custom_tags to optimize their campaigns. 13% of these advertisers create product groups based on whether the product is currently on sale.
When advertisers segmented their feeds based on margins, they saw a 96% increase in ROAS.
64% of e-commerce companies filter less profitable products. In almost all cases of traders cutting products it is because prices fall below a certain threshold.
Price is the #1 reason for removing products from campaigns. When excluding products from paid ads based on item price, 90.92% of sellers choose to remove products below a specified price.
Only 9% of sellers filter products based on the highest prices.
More than 25% of online merchants offer additional images to advertising platforms. Additional images usually show the product from a different angle or with staging elements. This gives buyers the best possible idea of what they are buying and how the product can be used.
At least one in 10 e-commerce advertisers provide additional product information in the feed by leveraging secondary data sources. The types of secondary data sources used include:
Inventory management systemsAnalyticsGoogle Sheets
You can download the full report in PDF from DataFeedWatch here. Includes more information on the current state of e-commerce shopping, including tips for advertisers to optimize and improve their feeds, choosing the right platforms, and best practices for paid advertising campaigns.
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About the author
Nicole Farley is an editor at Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has extensive experience in digital marketing, an MBA, and a penchant for true crime, podcasts, travel, and snacks.
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