Best Practices for Managing Product Feeds to Maximise Shopping Campaign Performance
You’ve got the great products, a solid business plan, and a hunger to conquer the online marketplace. Now, it’s time to make sure your product feeds are working hard for you. Microsoft Ads have become a crucial tool for connecting your products with the right customers. As the digital space gets more competitive, making sure your product feeds are on point could make all the difference. Whether you’re new to this or have been around the block, our guide will help you take control and make the most of Microsoft Ads.
Microsoft Ads has come a long way, evolving to serve more businesses and help you reach audiences not just across the UK, but globally. As we step into 2025, it’s crucial to keep your campaigns fresh and effective. This isn’t just about staying up to date—it’s about getting ahead. Let’s dive into the ins and outs of optimising your product feeds to make your shopping campaigns shine.
Understand Your Audience
Knowing your audience is key. It sounds simple, but often businesses rush through this part. Who are your customers, and what do they want? Use data to look back at past performance and uncover trends in purchasing behaviour. With the insights gained, you’ll be able to target your audience more effectively. Custom audience segments in Microsoft Ads are an excellent tool for this, allowing you to tailor your ads to different groups. Try testing a few varied segments and see which resonates best.
Keep Your Product Feed Updated
An outdated product feed can be detrimental. Make sure your feeds are current with any changes in pricing, availability, and product specifics. Sync your website and product feed to prevent errors. If you’re still doing this manually, consider investing in automated feed management software. Consistently find products that didn’t perform well last year; improve or replace them with newer ones. Regular updates lead to an improved customer experience and happier buyers.
Optimise Product Titles and Descriptions
Your product titles and descriptions are how customers find your products. Think of them as the handshake with your customers. Ensure you include relevant keywords, but keep it natural; keyword stuffing is a thing of the past. Use clear, specific language to inform your audience about the products. Focus on features and benefits, and place the most important details upfront. Reflect on past campaigns; which words brought in customers? Double down on those.
Use High-Quality Images
Images are powerful. Poor-quality or boring images will likely lead to low clicks. Use high-resolution images that show your product clearly from different angles. Invest in good photography. Not only do they catch the eye, but they also lower return rates as customers know what to expect. Videos and 360-degree images can also be effective in giving a complete view of the product, so consider including them in your feed where possible.
Get Pricing Right
Competitive pricing plays a major role. Conduct competitive analysis regularly. What are your competitors charging? Can you provide better value? Price benchmarking tools can be useful for this purpose. Make sure the prices are consistent between your feed and your landing pages to prevent any confusion or unnecessary cart abandonment. This consistent approach will help in maintaining trust with your audience.
Leverage Dynamic Remarketing
Remarketing should be an integral part of your strategy. Microsoft Ads offers dynamic remarketing, which personalises ads to remind customers of the products they showed interest in. Use this to target past site visitors and re-engage them. Set up your remarketing tags properly to track visits and conversions. In 2024, many businesses found dynamic remarketing increased their return on ad spend. Incorporate this into your campaigns to recapture lost sales.
Monitor and Adjust Bidding Strategies
Bidding is a dance between cost and performance. Microsoft Ads offer automated bidding strategies, such as Target ROAS or Enhanced CPC. These can help you get efficient outcomes. Pay attention to the data and adjust as you go. Look back at what worked before and what didn’t. Thoughtful bidding can make a big impact on your return on investment.
Final Thoughts
In the evolving landscape of digital marketing, staying ahead is about constant learning and adapting. Optimising shopping campaigns on Microsoft Ads requires diligence and a proactive approach to your product feed management. Keep an eye on your audience and trends, ensuring your product feeds not only keep up but lead the way.
Don’t hesitate to seek help if necessary. For expert Microsoft Ads management, others have found support invaluable. Make the most of refreshed strategies and tailored guidance to see your campaigns flourish.
