Standardize<\/strong>: This can be used when an attribute accepts set values. For example, where there are errors in the original data in fields such as condition.<\/li>\n<\/ul>\nUsing feed rules to overcome low-quality feeds<\/h2>\n You can use feed rules for many alterations and modifications, but below are some of my top rules. They aim to reduce errors within the feed and improve its relevance and performance.<\/p>\n
Remove errors in product titles<\/h3>\n With product titles, there are certain policies they must adhere to. For example, your titles should not be used to promote free delivery or promotional codes. <\/p>\n
In some instances, however, such elements can pull in automatically from your website. You can use feed rules to remove or replace such elements to ensure your titles are error-free.<\/p>\n
To use feed rules, set the data source you wish to edit. In most instances, this will be your primary feed. If you have a supplementary feed containing titles, you should select the supplementary feed.<\/p>\n
Once you have selected your data source, add a modification specifically to find and replace, then add a rule. When selected, a command box will pop up, allowing you to select an attribute or type in an entry. You will want to type in an entry manually. <\/p>\n
You should type in the text you wish to remove from your product titles. You can see in the image example we are removing two elements. In the Replace with<\/em> field, you should leave this blank if you just want to remove the element.<\/p>\nWhen happy with your rule, click OK at the bottom. You should see previews populate on the right-hand panel. The panel will show how the rules build on top of each other.<\/p>\nYou can also use the advanced section to shore up your rule, to specify case sensitivity or matching regular expression, amongst other commands.<\/p>\n
Append text in product titles<\/h3>\n Another great way to use feed rules for titles is to append text based on set criteria. This is a simple way to add relevancy based on core keywords. <\/p>\n
This rule allows you to improve the feed quality to increase the match rate to more relevant searches for your products. This approach could also be applied to product descriptions.<\/p>\n
If you are using more than one rule for titles, remember to layer them in the correct order. You can use the preview to accomplish this.<\/p>\nBuild titles with product attributes<\/h3>\n If your product titles lack key attributes such as color or size, but these are submitted attributes in your feed, you can draw on these. <\/p>\n
You can also use this approach for attributes such as brand to help incorporate these details into your product titles.<\/p>\n
Apply custom labels<\/h3>\n A quick and easy way to group products based on set criteria is through custom labels. An example of this would be if you wanted to identify all products that were currently on sale.<\/p>\n
In this example, I use other submitted attributes to build the criteria. We know that a sale price should be submitted with the primary feed for sale items. We can call on this element and tag all products with a sale price with a custom label. <\/p>\n
Using a rule based on this criteria, the value becomes dynamic as products come in and out of sale. You can then use this label to build your campaign structure, optimize, or report on.<\/p>\nBecause we aren’t amending a value but creating one, there are no modifications to add underneath this.<\/p>\n
Add promotion IDs<\/h3>\n If you are running promotions but need to narrow down to specific products only, you can use feed rules to apply a promotion ID. For example, if the offer was only available for specific brands.<\/p>\nAs with the other rules, you can only have one rule per attribute. So for each new promotion, you must replace the rule conditions.<\/p>\n
Populate missing attributes<\/h3>\n In some instances, your feed may underperform due to missing attributes. While these attributes may only be recommended, they can help increase feed quality or support in campaign structure.<\/p>\n
Attributes you could build out with feed rules include product types and colors. To build these attributes out, the data needs to be available elsewhere in your feed, for example, within a title or description.<\/p>\n
This way, your feed rule becomes “If title contains black set color to black.”<\/p>\n
Remove errors in standardized fields<\/h3>\n Within your shopping feed, there are several attributes that have standardized values you can submit, for example:<\/p>\n
\nCondition<\/li>\n Availability<\/li>\n<\/ul>\nBuilding product types from URLs<\/h3>\n The product types attribute is often among the messiest and hardest attributes to amend successfully.<\/p>\n
While product type is only a recommended attribute and does not factor directly into ad delivery, it is a vital attribute for account structuring. Ultimately your account structure can make or break your performance, so it becomes an important attribute.<\/p>\n
Depending on your site structure, feed rules can help to navigate this. With the use of split and choose, you can use the breadcrumb structure of your URLs to build out product types.<\/p>\n
To build out your product types, you can follow the steps below:<\/p>\n
\nFirst, add your data source as your primary feed and select “Set to.”<\/li>\n You will want to set the value to “Link.”<\/li>\n You will then want to add your modification and select “Split and choose.”<\/li>\n You will want to split your attribute by a slash (“\/”).<\/li>\n Finally, you need to select the split attributes you want to use. For example, https:\/\/<\/em> will be 1 and your domain will be 2, so the best practice would be to start your selection at 3. You will also want to consider how deep into your URL path to go as not to include the product string itself<\/li>\n<\/ul>\nOvercoming low-quality feeds with feed rules<\/h2>\n Many edits and improvements can be made to your product feed using feed rules. They are a great place to start if you have edits that span across all or a high volume of products.<\/p>\n
Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\nThe product feed is the single most essential element when it comes to listing shopping inventory on Google. However, feeds can be notoriously low-quality and heavily neglected. Shopping feeds work on multiple levels to help promote retail businesses, with paid and free listings. This, coupled with the emergence of more AI within Google Ads, propels […]<\/p>\n","protected":false},"author":2,"featured_media":1856,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[22],"class_list":{"0":"post-1856","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ppc","8":"tag-ppc"},"yoast_head":"\n
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