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AdCore University AMSTERDAM How to create the perfect feed.
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Transcript of AdCore University AMSTERDAM How to create the perfect feed.
adCore University AMSTERDAM
How to create
the perfect feed.
Presented by: AMSTERDAM
Points: 31,270Rank: 3Level: Platinum
Nadine Wyrobnik
Managed Services Team Leader
adCore University AMSTERDAM
How to create
the perfect feed.
AMSTERDAM
Your campaign is only as good as
your feed!
Example of typical feed AMSTERDAMWhat’s wrong with this feed?
Identifying Problems in Our Feed. AMSTERDAM
Problem #1: Product name is too long and can’t be used as is.
We would get keywords such as: – Insignia - 19"" Class (18-1/2"" Diag.) - LED - 720p - 60Hz - HDTV
Identifying Problems in Our Feed. AMSTERDAM
Problem #2: We have a brand name “b&w” listed in a short version. Will users search for this brand this way?
Keyword: b&w - 6"" 2-Way In-Wall Speakers (Pair)
Identifying Problems in Our Feed. AMSTERDAM
Problem #3: Irrelevant data in parentheses.
Keyword: LG - 47"" Class (46-9/10"" Diag.) - LED - 1080p - 120Hz – HDTV
Without it: LG - 47"" Class - LED - 1080p - 120Hz - HDTV
Feed? What’s that? AMSTERDAM
What is a feed?
How do I create one?
Why do I need a feed?
What is a Dynamic Feed? AMSTERDAM
• Generated from your client’s website.
• Hosted on a URL.
• Two feed formats:• XML • Tabs Delimited.
***Note: adCore also has an option to upload a CSV file (which is NOT dynamic)
Selecting Feed Fields. AMSTERDAM
XML Feed AMSTERDAM
Tabs Delimited Feed AMSTERDAM
How Do I Create a Feed? AMSTERDAM
In-house webmaster
OR
3rd party generic solution.OR
Ask adCore!
3rd Party Generic Solutions AMSTERDAM
Creating Feed is Easy! AMSTERDAM
90% of all
e-commerce platforms have a feed creation solution
Why Do I Need a Feed? AMSTERDAM
adCore’s dynamic campaign
Automatic price update
Stock changes
Long tail campaigns
The Feed Reality AMSTERDAM
We understand what a feed is.
We know how to create one.
We have one….
But, in 97% of cases our feed will not
be good enough!
AMSTERDAM
So how do I create the perfect feed?
Perfect Feed Tip AMSTERDAM
TIP #1- Add as many attribute fields as possible.
Why Add So Many Fields? AMSTERDAM
Adding fields will allow you more variety in the
keywords you build
and in the ads that you write.
Keywords variations for feed A:
• [product name]: cyber- shot• [product name] [model]: cyber-shot DSC-RX100
Product_Name
DeeplinkSelling_PriceCurrencyModel
USDDSC-RX100
Feed A
http://store.sony.com/professional-digital-still-camera-zid27-DSCRX100/B/cat-27-catid-All-Cyber-shot-
Cyber-shot™
599.99
Keyword variations for feed B
Product_Name
DeeplinkSelling_PriceCurrencyModelCategorySub_CategoryProduct_Branddescription
Feed BCyber-shot
599.99USD
DSC-RX100Camera
Digital Still Camera
http://store.sony.com/professional-digital-still-camera-zid27-DSCRX100/B/cat-27-catid-All-Cyber-shot-Cameras?SR=sony_search_seo&SQS=%20DSC%20RX100
sony20.2 Mega Pixel R Series 3.6x Optical Zoom
• [brand] [product name] Sony Cyber-shot• [brand] [model] Sony DSC–RX100
Perfect Feed Tip AMSTERDAM
TIP #2 - Use adCore’s Data Refinement to tidy up your feed. Use the pre-made dynamic functions to help you.
What Are Dynamic Functions? AMSTERDAM
Dynamic functions are pre-made formulas that are built to carry out a task.
Where Are Dynamic Functions? AMSTERDAM
List of Dynamic Functions AMSTERDAM
strClear AMSTERDAM
This function will clear all data before or after a sign.
StrRemoveEnclosed AMSTERDAM
This function will remove text that is within parenthesis as well as the parenthesis themselves.
Perfect Feed Tip AMSTERDAM
TIP #3 - For extra tough feeds, you need the “Wolfe” aka regex.
Regex?! AMSTERDAM
• A “regular expression” is a sequence of characters that forms a search pattern.
• We write these for you. All you do is tell us the problem you need solved.
• In adCore, you can use these in almost all free text fields.
Regex Example AMSTERDAM
<strRgxReplace([field],\d+.*$,)>
This is a regex that will delete anything after a number, including the number.
For example: Dog food 3 kg -> dog food
Regex Example AMSTERDAM
<strRgxReplace([Category],(.+?\u003E){2},)>
This is a regex which will clear all text before the 2nd “>” in the Category field.
For example: Apparel & Accessories > Clothing Accessories > Sunglasses
Will become:Sunglasses
Remember This Feed? AMSTERDAM
Solving Problems in Our Feed AMSTERDAM
Problem #1: Product name is too long and can’t be used as is.
Solution: Let’s start by removing the Brand name from our Product_Name.
Use Dynamic Function: <strReplace([Product_name],[Brand_name],3,)>
Solving Problems in Our Feed AMSTERDAM
Problem #2: We have a brand name “b&w” listed in a short version. Will users search for this brand this way?
Solution: Use the Data refinement section to find all instances of b&w and replace it with “Bowers & Wilkins.”
Solving Problems in Our Feed AMSTERDAM
Problem #3: Irrelevant data in parentheses.
Solution: Use StrRemoveEnclosed
Dynamic Function to remove irrelevant data.
<strRemoveEnclosed([Product_name])>
Open Discussion AMSTERDAM
What types of problems do you have?
LIVE adCore Tour AMSTERDAM
Let’s go to adCore
AMSTERDAM
Your campaign is only as good as
your feed!
Take Home! AMSTERDAM
Tomorrow morning, when you are back in your office, make a plan for cleaning your feed!