Product feeds are an essential building block of ecommerce marketing today, populating retail websites and ads with the latest product offerings. They’re not super exciting, but they work. In fact, they make up for more than 60% of paid clicks for retailers on Google.
The even more exciting news is that how you organize and display your product feed can boost its performance even further. ROI can grow exponentially when you have the right automated tech on your side. In this blog post, we’ll walk through each layer of what we’re calling “the feed stack” — the software needed to build a successful feed marketing program from the ground up.
Ecommerce platforms are an entry point for new brands to connect with other ecommerce tools and integrations, and can help scale inventory management for enterprise brands as well.
This is the foundation of your retail site and product catalog, allowing you to manage your inventory and update its status at regular intervals. Think Shopify or Adobe Commerce.
The ecommerce platform layer is table stakes for any retail business. It’s the shelves and racks of your online store, and ultimately the final landing place for customers making a purchase.
Think of it as the hub for all of your product information and image assets, which can be leveraged down funnel for marketing initiatives. Organizing your product photos and information into specific columns within your ecommerce platform makes it easier to get more out of the tools you integrate with. From here, you can build the rest of your feed stack.
Feed management tools help you manage your inventory in real time, build in logic, and prepare the data set to be applied in other platforms for marketing and sales purposes. This is what gives you the power to target (and re-target) the right people with the right product lines and SKUs. Feedonomics, Channeladvisor, and Channable are all great examples of feed management providers.
This layer is where the work is done to better target potential customers in advertising. If the ecommerce platform is your online storefront, the feed management system is your sales associate — showing interested parties the products that fit their needs. It’s the translator that lets you apply your product catalog across the web on all platforms.
When evaluating a new feed management tool, make sure it allows you to make custom, dynamic columns for product attributes and update product information with automatic, rule-based criteria. This would allow you to apply logic strategically. For example, during a sale, you can enable a formula that adds the discounted price automatically.
We’ve arrived at the creative layer in catalog management. Enriched catalog creative allows you to optimize your product feed by redesigning the images used for your product SKUs with backgrounds, icons, product reviews, and more.
It does so by using the data within your feed management system to identify which images to redesign and how. If you have a feed management system and you’re already doing the back-end work to properly tag and organize your inventory, adding this layer helps your product feed ads work even harder.
For example, products categorized as “Bestsellers” could carry a “Bestseller” badge on its image to let customers know it’s a hot item. You can even assign designs to specific product categories. For example, if only mattresses are on sale, you could apply a sale price design to mattress SKUs only.
This does a handful of really important things:
All of this adds up to increased purchase intent when customers land on your product page, leading to even greater success.
Marpipe Enriched Catalogs is a great example of this layer of the product feed stack. With Marpipe, you can customize every aspect of your feed creative overlay — by uploading your brand colors, images, graphics, and fonts — and have full access to a wide range of free assets and graphics, too. Marpipe customers using Enriched Catalogs have seen more than a 60% increase in ROAS and 2x revenue with the same spend.
Here are a few more ideas for how to use your enriched catalog creative to apply thumb-stopping designs to your catalog ads:
This is the publisher side — where your ads are displayed. It can be called something different depending on the platform. For example, Meta calls this DABA for Dynamic Ads for Broad Audiences. Google calls it PLA or Product Listing Ads.
DPA optimizes against the engagement of your catalog ads to show the best-performing products and creative to the very best buyers.
The very best enriched catalog creative providers will integrate seamlessly with DPA providers. Within Marpipe, for example, you can design catalog ads for launch directly to Meta, Snapchat, Pinterest, and TikTok.
To grow and compete in today’s retail landscape, ecommerce marketers must invest in the full feed stack.
The layer most marketers are lacking is the one that helps them stand out the most — enriched catalog creative. Marpipe can help you add that performance lever and dream up eye-catching, conversion-driving designs. (See it in action in this 75-second video, check out our pricing, and schedule some time with an Enriched Catalog expert.)
The whole is greater than the sum of the parts when it comes to the feed stack. Each layer builds upon the previous one to make your product feed work that much harder for you. Without any one of them, entering new channels and increasing performance becomes an uphill battle. With all four layers operating together, you can build a powerful, automated marketing machine.