As search has evolved into a more visual experience that surpasses Search Engine Result Pages (SERPs) lined with paid and organic text ads, users now have an expectation of visual content informing their purchases. For advertisers, visual search creates incremental opportunity to capture the lowest hanging fruit of those in-market for their product and with the right approach can dramatically increase scale and results. Long ago are the days of search account structure being the only thing to drive success. Keeping an advanced and updated product feed is the primary key to maximizing business potential through visual search. Here are some additional benefits of having a healthy product feed. Beyond the PLA (Product Listing Ads) Feed With a functioning product feed, there are a variety of platforms and products beyond Google Ads where visual product ads can achieve success:
  1. Pinterest Shopping—This platform’s highly engaged and active user base and ability to create dynamic ads automatically makes it a top choice to reutilize a product feed. A GFK study found that 83 percent of user purchases were influenced by brands represented on Pinterest.
  2. Google Showcase Shopping—A decent amount of user traffic comes from higher funnel shoppers with more general or non brand queries. Showcase ads bring people to the digital storefront and provide time for browsing, which is similar to an in-store process. Enhance customer experience by providing product results that satisfy the query type.
  3. Facebook Dynamic Product Ads—Similar to Remarketing strategies, DPAs show visual ads to shoppers who previously viewed products or abandoned them in their virtual carts. These ads then surpass remarketing efforts by targeting users who have purchased similar products to those being sold and who fall within scope of the brand’s market audience. This is an easy way to gain a higher ROAS by showing visual product ads to the most relevant shoppers.
Product Feed Best Practices There a plenty of templates that exist for creating product feeds, but using a prefabricated solution may not always be the most effective method. Here are several best practices to bear in mind when beginning the process of building out a product feed.
  1. Effective product feeds contain multiple images of the product, showing it from different angles, and providing different perspectives.
  2. Products with robust titles are more successful. Make sure to include brand, gender, product name, and color.
  3. In order to get real time business results, ensure that updates to both inventory feeds and websites coincide.
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