Your product information both companies get through a feed and this is where the crux lies. Very few advertisers still have their feed completely in order. This is unfortunate, because a good feed is the most important prerequisite for successful marketing. Amazon and Google have different requirements for their feed and it is therefore important that the feeds are optimized individually. Unfortunately, you are not there yet. Not only must two optimal feeds be generated, the content and keywords for each product must be optimal and that in a different language. For this, you need a German native speaker who has experience with Amazon and Google Shopping. The German native marketer then tries to beat the competition at the product and keyword level. An ongoing process in which your technical specialist must work well with the German marketer.
For more and more Germans, Amazon is search and purchase engine of the Internet. More and more people start their search at Amazon. What doesn't exist on Amazon, doesn't exist, it seems. For sellers and manufacturers, visibility in Amazon's product database is now almost as important as visibility on the Web. Optimizing the Amazon feed gives you an edge over your competitors. At Amazon, the ranking in the search results, as well as the product detail page, is formed from the data in the feed. Nam Nguyen, Amazon specialist at Dexport, explains what he believes an optimal feed should meet. "The most important thing for a good feed is the incorporation of native German keywords into the content. That's the foundation and it has to be in good shape before you start advertising on Amazon.
“If it’s not on Amazon, it doesn’t exist.”
He says he prefers to work with ProfitWiser. 'ProfitWiser is a perfect full-service marketing tool that you can work with yourself. It not only allows you to manage and optimize the content, but also allows you to easily manage the campaigns and so you have insight of the actual ROI per product, category and country.' Finally, Nam would add, "When you optimize your feed with a feed tool like Channable or bGenius, it is important to make sure that the optimizations you do from ProfitWiser are not undone by the automatic update. So a marketer must not only apply smart keyword strategies in a particular language, but also be able to handle different tools.
Google Shopping ads have been upgraded and are becoming increasingly important, causing your organic and AdWords text ads to lose visibility. This is due to the shift from large to increasingly smaller screens. Text ads cannot be marketed as easily on small screens, but the Google Shopping section does well on smaller screens. Hence, a shift can be seen. By using Google Shopping properly, active sellers can get a large portion of their sales from this tool. Google decides, partly based on feed quality, how PLAs (Product listing Ads) are ranked. Anna, native German marketer at Dexport, sees it all happening behind the scenes. For many clients, Google Shopping is becoming increasingly important. 'By optimizing the feed you increase visibility which has a positive impact on the quality score and ultimately can lower the average click price. This increases the return on investment of the campaign. Thereby it is not only important to incorporate the right keywords per product in the title and product description, but also to structure the feed in a smart way to get the most return from the Shopping campaigns.'
A good example, Anna explains, is Joe Merino. 'By optimizing the feed, Google Shopping sales almost doubled. Among other things, I adjusted the product titles to include the most important German keywords. We also saw that the top-selling colors of merino wool sweaters in Germany are different from the Netherlands. I gave the top-sellers in terms of color a label and increased the bids so that they are found even better and sold more.'
Advertising, unfortunately, is never free. With Google Shopping, you pay per click. Costs vary and depend on the competition for a product. You can budget, for example, by setting click costs so that your advertising costs never exceed a certain percentage of sales. A specialist can manage this for you, allowing you to keep control of spending per sale.
“Before long, 20 to 25% of revenue will go to Amazon.”
With Amazon, it is different because there is partial commission-based billing. You typically pay 15% commission (depending on the product group). In addition, you can also advertise on Amazon on a cost-per-click basis to raise awareness of certain products. Soon, 20 to 25% of sales go to Amazon. Therefore, it is very important to keep an eye on profitability. Unlike Google Shopping with which you acquire customers for your own webshop, every Amazon customer remains an Amazon customer and therefore you do not build a customer base for the future. 'With a Tool like ProfitWiser, you keep an eye on the profitability of products and can control advertising budgets in such a way that you are still left with a profit at the end of the line,' Nam Nguyen explains.
Need help setting up a good product feed for Amazon and/or Google Shopping? Then get in touch.
