Shopping campaigns and managing the feeds that power them is often cumbersome, time consuming and resource intensive. To help with these challenges, Marin has developed an innovative solution called Smartfeed which manages your feed and also updates your account’s structure -- the Marin platform serves as an intermediary which automates the build based on your feed.
So, what is it? How does it work? And how to use it to the fullest?
What is Smartfeed?
Marketers are always looking to improve their feed and shopping activities’ performance, and most solutions available are expensive and solely feed-focused.
By including Smartfeed within your Marin account, marketers not only have the ability to optimize, create and maintain their feed automatically based on their business’ needs, but they are also able to do this in combination with optimizing, creating and maintaining their own shopping structures, with the aim to maximizing reach and efficiency.
While having all this activity in one place saves marketers’ time, Smartfeed also tailors optimizations for each channel’s requirements (such as Google Shopping or Facebook Marketplace). This allows marketers to use rules and other optimizations to apply to the feed at scale, before they are submitted or scheduled to multiple shopping platforms on an automated and recurring basis.
Marketers will also be able to analyse their feed’s structure and performance, report on those numbers and receive alerts based on product performance to understand when and where optimizations are desirable.
What does it solve?
Many of the challenges faced by marketers today revolve around time consuming setups and maintenance of low quality feeds, which also then need to be maintained and optimized in each shopping or marketplace platform.
As seen before, Smartfeed deals efficiently with the time consuming piece as everything sits under the same platform, while low quality feeds can be enhanced by using multiple and new sources to upgrade your feed’s data. Finally, building out and managing your shopping structures will happen straight within Marin on a daily basis, allowing you to tweak your feed’s information and see this change reflected into the Shopping campaigns shortly thereafter.
Maintaining a clear and consistent shopping campaign structure can be tedious and time consuming. Marketers need to spend a lot of time creating all the different objects, only to then spend additional time optimizing the structure itself, as well as maintaining it and removing and adding objects as relevant in order to improve performance.
With Smartfeed, Marin Software takes the heavy lifting out of a marketer’s day to day workflow by automating the build and edition of shopping campaigns as well as automating their optimization.
Smartfeed can use a feed to build out entire shopping structures to include all or specific SKUs in the feed. Multiple level objects can be built, such as campaigns, ad groups, product groups and creatives. Building out the campaigns, for example, can be as simple or complex as required, with Smartfeed’s ability to adjust settings such as budgets, device modifiers or status to name a few.
In addition, Smartfeed integrates fully with Marin’s dimensions feature. This allows marketers to assign dimension values to specific objects, such as ad groups or product groups, with a view to adjust the bids via our Dynamic Actions feature or simply run a granular report across multiple publishers such as Google and Bing.
Finally, ad groups and product groups can be automatically assigned to bidding folders based on information within the feed such as custom labels or product categories. Smartfeed can be set up so that if these are modified, the changes are reflected automatically in the structure in order to make optimizations as precise, custom and easy to implement as possible.
Ready to know your best-performing tactics across the consumer’s journey and optimize every marketing dollar? Schedule a demo and learn more about Smartfeed!
