For inventory driven search or to improve product feed or inventory feed supplements all the other search marketing efforts. So anything you are doing with your search, you want it to lean on that product feed to help build and optimize and keep the ad current.
There are certain basic points to be kept in mind while optimizing inventory driven search. First thing is finding those keyword targets, those long-tailed modifiers like collection name or colors, size, etc. This would help cast the net out a little wider. The other thing to follow in order to improve product feed would be to make sure that your ads are actually being in tune with the inventory. The out-of-stock and in-stock adjustments should be updated on a prompt basis. This would spell out efficiency.
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Another very important aspect to improve product feed would be to actually include the prices in the ad itself. This is important because you are in direct competition with online shopping portals like Google shopping ads that have an updated image and price.
If your ad is a text-ad, you want to make sure that those prices are actually accurate; they are not outdated, because that is what is going to hurt your conversion rates. There are ways like AdWords service on the keyword level that makes sure that all the information is dynamically updated as the inventory changes.
Now, before looking into these in more detail, let us take a brief peep into the online market as it stands today. The online market today is hyper-competitive. It is saturated with merchant sites and they are all vying for the attention of the online shopper. So, how do you differentiate or be different? This especially happens when you are a small fish in a big pond with already stressed resources. When you are up against big game that have more resources and farther reach, it does seem like mission impossible.
What you need to do in order to improve product feed is pull a 180 and look into how you are approaching the issue. Look internal instead of external for opportunities. What you do have is inventory. Inventory is the most underutilized of marketing tools for the issues that come with it like shipping time, stock levels, and it is very difficult to keep a handle on it as it fluctuates from day to day.
At this point if we stop and take a step back, this inventory can become a gold mine at marketing. Things like product attributes can help you cut through the noise and cater to more specific searches or exposing inventory quantity levels can help build confidence and a sense of urgency in buyers. In addition, you can use the same inventory quantity information to increase the efficiency of the ads and thus to improve product feed.
So what are the strategies that one can adopt for leveraging an advertisement?
First up is the notion of an inventory driven search. This strategy focuses mainly on your paid search investment. Inventory driven search allows merchants to dynamically control the content flow of their paid-ads based on their inventory information, live inventory information. Inventory offers a lucrative source for keywords. Every item that can be put up for sales has many attributes like size, color, weight, brand, model number, MSRP, using conditions and various other things. Keeping this in mind, you can invest in such attributes by leveraging them. Because users search using specific attributes.
The flow of ads needs to be up-to-date. Users get frustrated when things are out of stock, so keep your inventory levels on check or only serve ads for the products you already have to improve product feed.
Inventory driven search is targeted, specific and provides insight into search trends for future decision-making scenarios. And where inventory is concerned, it is yours and yours alone. So use it wisely and leverage your online ads.