adcore university amsterdam how to create the perfect feed
TRANSCRIPT
![Page 1: AdCore University AMSTERDAM How to create the perfect feed](https://reader038.vdocuments.mx/reader038/viewer/2022102808/56649c8f5503460f949485f4/html5/thumbnails/1.jpg)
adCore University AMSTERDAM
How to create
the perfect feed.
![Page 2: AdCore University AMSTERDAM How to create the perfect feed](https://reader038.vdocuments.mx/reader038/viewer/2022102808/56649c8f5503460f949485f4/html5/thumbnails/2.jpg)
Presented by: AMSTERDAM
Points: 31,270Rank: 3Level: Platinum
Nadine Wyrobnik
Managed Services Team Leader
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adCore University AMSTERDAM
How to create
the perfect feed.
![Page 4: AdCore University AMSTERDAM How to create the perfect feed](https://reader038.vdocuments.mx/reader038/viewer/2022102808/56649c8f5503460f949485f4/html5/thumbnails/4.jpg)
AMSTERDAM
Your campaign is only as good as
your feed!
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Example of typical feed AMSTERDAMWhat’s wrong with this feed?
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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
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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)
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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
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Feed? What’s that? AMSTERDAM
What is a feed?
How do I create one?
Why do I need a feed?
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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)
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Selecting Feed Fields. AMSTERDAM
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XML Feed AMSTERDAM
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Tabs Delimited Feed AMSTERDAM
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How Do I Create a Feed? AMSTERDAM
In-house webmaster
OR
3rd party generic solution.OR
Ask adCore!
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3rd Party Generic Solutions AMSTERDAM
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Creating Feed is Easy! AMSTERDAM
90% of all
e-commerce platforms have a feed creation solution
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Why Do I Need a Feed? AMSTERDAM
adCore’s dynamic campaign
Automatic price update
Stock changes
Long tail campaigns
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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!
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AMSTERDAM
So how do I create the perfect feed?
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Perfect Feed Tip AMSTERDAM
TIP #1- Add as many attribute fields as possible.
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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.
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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
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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
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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.
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What Are Dynamic Functions? AMSTERDAM
Dynamic functions are pre-made formulas that are built to carry out a task.
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Where Are Dynamic Functions? AMSTERDAM
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List of Dynamic Functions AMSTERDAM
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strClear AMSTERDAM
This function will clear all data before or after a sign.
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StrRemoveEnclosed AMSTERDAM
This function will remove text that is within parenthesis as well as the parenthesis themselves.
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Perfect Feed Tip AMSTERDAM
TIP #3 - For extra tough feeds, you need the “Wolfe” aka regex.
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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.
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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
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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
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Remember This Feed? AMSTERDAM
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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,)>
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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.”
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Solving Problems in Our Feed AMSTERDAM
Problem #3: Irrelevant data in parentheses.
Solution: Use StrRemoveEnclosed
Dynamic Function to remove irrelevant data.
<strRemoveEnclosed([Product_name])>
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Open Discussion AMSTERDAM
What types of problems do you have?
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LIVE adCore Tour AMSTERDAM
Let’s go to adCore
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AMSTERDAM
Your campaign is only as good as
your feed!
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Take Home! AMSTERDAM
Tomorrow morning, when you are back in your office, make a plan for cleaning your feed!