Once the data has been validated, we map the relevant source fields to fields in the new feed. This mapping is validated again to ensure the data ends up in the right place.

After mapping the data, our analysts solve for missing or inaccurate data. We also fix any errors resulting from disallowed terms or special characters.

Our analysts carefully segment your products to allow ad spend to be directed where it matters most. A variety of product attributes might be included in this process, including seasonality or historical product performance. Margin is an important segmentation factor, as it helps effectively divert spend to products that drive the most revenue and profit.

These segments are unique to every client. We can design segments to offer reporting on important factors like brand or vendor.

Our product segmentation includes these product attributes:

An important aspect of segmentation is product performance. We use Google Analytics or other ecommerce tracking software to identify top performers and segment them away from underperformers.

This prevents the underperforming products from negatively impacting top performers. This also allows us to assign appropriate bids to products based on performance, so the majority of spend can be directed to products that will grow revenue and sales and increase profit.

Optimized feeds won’t do any good if they aren’t routinely synced to the relevant engines. We sync all of our feeds at least daily, to ensure the information present in Google Merchant Center is as up-to-date as possible. This process also ensures any needed campaigns or ad groups are promptly built, so products can serve as quickly as possible.

We don’t just set it and forget it. Our analysts run regular checks on the feed, to ensure any errors or disapprovals are found and fixed before they can become major problems! We also perform title optimization analysis and other reviews on a regular basis, and use those insights to continually improve the quality of the feed.