adCore University

adCore University AMSTERDAM

How to create

the perfect feed.

Presented by: AMSTERDAM

Points: 31,270Rank: 3Level: Platinum

Nadine Wyrobnik

Managed Services Team Leader

adCore University AMSTERDAM

How to create

the perfect feed.

AMSTERDAM

Your campaign is only as good as

your feed!

Example of typical feed AMSTERDAMWhat’s wrong with this feed?

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

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)

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

Feed? What’s that? AMSTERDAM

What is a feed?

How do I create one?

Why do I need a feed?

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)

Selecting Feed Fields. AMSTERDAM

XML Feed AMSTERDAM

Tabs Delimited Feed AMSTERDAM

How Do I Create a Feed? AMSTERDAM

In-house webmaster

OR

3rd party generic solution.OR

Ask adCore!

3rd Party Generic Solutions AMSTERDAM

Creating Feed is Easy! AMSTERDAM

90% of all

e-commerce platforms have a feed creation solution

Why Do I Need a Feed? AMSTERDAM

adCore’s dynamic campaign

Automatic price update

Stock changes

Long tail campaigns

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!

AMSTERDAM

So how do I create the perfect feed?

Perfect Feed Tip AMSTERDAM

TIP #1- Add as many attribute fields as possible.

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.

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

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

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.

What Are Dynamic Functions? AMSTERDAM

Dynamic functions are pre-made formulas that are built to carry out a task.

Where Are Dynamic Functions? AMSTERDAM

List of Dynamic Functions AMSTERDAM

strClear AMSTERDAM

This function will clear all data before or after a sign.

StrRemoveEnclosed AMSTERDAM

This function will remove text that is within parenthesis as well as the parenthesis themselves.

Perfect Feed Tip AMSTERDAM

TIP #3 - For extra tough feeds, you need the “Wolfe” aka regex.

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.

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

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

Remember This Feed? AMSTERDAM

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,)>

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.”

Solving Problems in Our Feed AMSTERDAM

Problem #3: Irrelevant data in parentheses.

Solution: Use StrRemoveEnclosed

Dynamic Function to remove irrelevant data.

<strRemoveEnclosed([Product_name])>

Open Discussion AMSTERDAM

What types of problems do you have?

LIVE adCore Tour AMSTERDAM

Let’s go to adCore

AMSTERDAM

Your campaign is only as good as

your feed!

Take Home! AMSTERDAM

Tomorrow morning, when you are back in your office, make a plan for cleaning your feed!