Original subtitles

What is a feed: required attributes

In this lesson we will see what a data feed is

and the attributes that compose it

in order to fully maximize our campaigns.

We see it.

A good feed is the key to your e-commerce campaigns.

The feed is a file

where we have all the information about our catalog products.

As you can see, it can have different formats:

XML or spreadsheet.

The spreadsheet is still an Excel

with rows and columns where the first row

corresponds to the information that Google and Facebook need.

We are going to call these data attributes.

Every next row

are the data we have for each product.

I show you in a real example that I have already done.

Don't worry, throughout the lesson

we will create one together little by little.

As you see in this Google spreadsheet

I have all the attributes that are easily recognizable,

Well, here, for example, we have the title of the bicycle,

the description, the link of that bike.

If I click here I can access this particular bike.

Then I have the URL of the image, it is here.

I copy the url, put it here.

I have the price, its availability, the brand that it is, etc.

The feed in XML is another format that the advertising platforms

they can also read.

In this course, for simplicity, we are going to create a product feed

in a Google spreadsheet like the one we have seen.

You will be very happy to know

that this feed example that we will create

It will be used to make ads on Google, Facebook and Instagram.

In this lesson I will teach you all the required attributes

so that both platforms

are able to collect this information.

The importance of understanding these attributes

is given for two reasons,

each more important than the other.

On the one hand, the more information the feed has,

of higher quality will be,

and this will greatly help the performance of your campaigns.

On the other hand, catalog campaigns

or specific campaigns for e-commerce,

they don't work like other Google campaigns,

where you buy the keyword that represents your business,

but your products will appear in the Google search engine

according to the correspondence

of the search carried out by a user

and the information you have in the catalog.

Let me explain with an example.

If you have an online store for ceramic products

and a user Google "handmade ceramic mugs",

but you have described your product in the catalog

as "vessels of artisan earthenware"

it is possible that you could lose sales opportunity,

since Google won't show your ads

or will show you much less

for not being as relevant as other competitors

that yes they are using the words.

This is why it is very important to use keywords

and describe the product in the most common way possible.

For this there are several tools that help you to know

the search volume of the "keywords".

I leave you some platforms in Lesson Resources.

First I would like you to understand well

the procedure for this product feed that we will create

become so cool image ads

that we saw at the beginning.

Later I will give you many tips on how to enrich

the data of each product

to appear in Google locations

as many times as possible in the most profitable way possible.

As you can see, here we have our CMS,

which would be the PrestaShop, Shopify or WooCommerce you use.

This is the platform

where you manage your products and the sales that you surely know.

Then we will upload our catalog to Google Merchant Center,

what is the platform we have in the middle

before creating the ads in Google Ads.

Once we create the campaign with the catalog,

We will appear in the different Google networks and locations.

With Facebook it happens very similar.

Within our Business Manager we have a section

which is called Commerce Manager,

then we will create the campaigns within Facebook Ads

and thanks to this,

our ads will appear on Facebook and Instagram.

There are several ways to upload our products.

We can do it one by one, which is what we want to avoid,

that's why I'm going to show you an alternative to do it.

We can also upload our products through a module,

which is a bridge that extracts from your platform,

Prestashop, WooCommerce or the CMS you use,

the catalog information and gives you a URL,

that you can then put inside Merchant Center

or the Facebook e-commerce manager.

But paid.

You can also hire a programmer to create a feed for you

and you can directly upload that URL that he has created for you.

To be a little more independent,

I will teach you how to do it with google spreadsheets.

The first thing we have to understand

are the attributes that make up the feed.

There are two types: mandatory and optional.

Without the mandatory ones we cannot create the campaigns.

I will explain them one by one

and, in addition, I will give you enough tips to improve them.

The first one is the title.

As you can see, it is what appears after the image.

It is very important to add the keywords

that most represent your business in the first 60 characters,

because later it is cut.

Although they are cut, the color and size

it may be interesting to add them later,

because Google can interpret that it is a relevant result

for the user who has searched with size and color.

The more information you put in the title, the better.

Of course, we cannot add any promotional text,

no capital letters to show emphasis or words in other languages.

Also, in Resources I will leave you some recommendations that Google passed

because, for each sector,

titles can be made differently.

Google gave some recommendations that I find interesting.

The next attribute is the description.

It is very important that you use keywords here

because it will help SEO.

Keep in mind that it will not be better if you repeat the keyword a lot,

but you name it in different ways, shapes,

or add as much information as possible,

since many people can not only search for "bicycle",

which does not have many synonyms, but the design it has,

by color, size, by many other variables.

In the end you have five thousand characters maximum,

that surely you will not arrive, because there are many.

If you don't have very developed descriptions,

you can add the title or other attributes that we are going to see.

The product link is very difficult to understand,

since it is the link that the product will go to.

Product link is a required attribute

and Google should track it.

We cannot put the Robots.txt.

You have to try to have as few redirects as possible.

The link in the image is the most main image,

where the product is seen in the best possible way.

To be able to add different images

where we will have details, we will have another different attribute,

that we will see in the next lesson.

Images with a model work better than without a model.

Therefore, above all,

if you work with textiles, clothing or fashion

it is interesting that you use models.

In addition, it is important

that the product is neither too far nor too close.

Google recommends that it occupies between 75% and 90% of the image.

Then we have the price and availability.

The price of the feed is very important

that matches the one on the landing page.

Remember that, if you have a discounted price,

the one you have to put in this price attribute

is the actual price, the higher.

It is not necessary to include shipping costs,

this is another attribute or a separate setting.

On the other hand, there are four ways to show availability:

in stock, out of stock, pre-ordered and pending receipt.

The difference between these last two

is that in the advance order

that product has never been in stock in our online store.

However, the pending receipt is a product that was,

You ran out of stock in the store and you will receive it again.

Therefore, you have the option to display it within the catalog,

so they can buy it

and, when you have it in the warehouse, you can send it to them.

This attribute, ID, is the internal own identifier,

that is, it is how you name this product

with its own numbering, internal to the business.

It is unique for each product

and it is the same for different countries and languages,

because, if you sell a bicycle,

It is the same to sell it in Norway as in Spain.

It is the same product, therefore it has the same identifier.

These identifiers are very important.

I wish they had explained them to me when I was starting out,

because they can be confusing if they don't explain it to you in a simple way,

however, when you meet them, they don't have that much difficulty either.

Actually the attribute name is GTIN,

but GTINs can be named differently.

For example, in North America they call them UPC,

but out of there, they call them EAN, in Japan they call them JAN,

and for books it is used all over the world and is ISBN.

I have normally been working with EAN,

because I haven't worked with North America that much.

The EAN is a code that the supplier passes to you.

If you work with suppliers

surely, when the product arrives,

you have a barcode and underneath there is a numbering.

This would be the EAN.

When we don't have GTINs, none of the ones we see here,

because we are the manufacturers,

we have to use brand and MPN,

it is mandatory to use both.

The MPN really is a code that you can make up too.

It has to be different from ID, but since you are the manufacturer,

It is as if you are your own provider.

This has no difficulty because you will already have your own brand,

Or, if not, you can put the name of the web.

Finally, I show you this attribute, there is an identifier,

because Facebook will ask us to.

If not, when we upload the feed on the platform,

it will give us some error.

That is why I wanted to explain it to you.

Actually, this attribute is only used

if we do not use a brand, GTIN, or MPN,

but it is not usually normal.

Here you can see all the attributes we have seen.

As you can see, I have only put here the attributes and here the products.

These attributes have to be in English.

For Google it could be in the language we prefer.

However, Facebook only supports them in English.

So as not to have to do them twice,

it is best to do them in English directly.

As you can see, you have some attributes

that I have identified and put in orange.

This is because they have to continue

the format that Google specifies us.

Notice.

If I go to this page,

which is called product data specification

and that I have left you in the resources,

I can search for "availability", which would be the availability,

and tells me how it has to be.

It has to be written strictly like this:

in_stock, out_of_stock, preorder ...

So here we would have to put the underscore.

This is the only reference Facebook is going to complain about,

because with Facebook there has to be a space here,

as you see here.

So when we put it into Google,

we will put it with the underscore, and, when we upload it to Facebook,

we will change the underscore for a space.

On the other hand, the price has to be

with the point and two decimal places and the currency that it touches.

As you see it here.

The syntax of the euros has to be per ISO 4.217.

This we have nothing more than to search for it in Google

and we put the coin as they tell us.

On the other hand, the identifier exists,

in English it is "identifier exists", we put all "yes",

because in all of us we have the brand and the MPN, which is here,

or the EAN.

As you can see here, these items do not have EAN,

because they have MPN.

It turns out that they are bicycles

that we manufacture internally.

These bikes are so cool that they have no supplier.

Therefore, I do not put anything in EAN, I leave it empty,

but, yes I put MPN and mark.

It's our brand, SantaFixie.

In the rest I also put a brand, because they also have a brand.

So you can create different rows with all your products.

Now that we saw what a data feed is

and the required attributes,

in the next lesson we will see

the most interesting optional attributes.