Feed Management

We’ve met many an eCommerce brand who are running their own PPC Shopping campaigns but not seeing the returns they hoped for. Often, the culprit for stagnant performance lies in their product feed.

By sharpening up product feeds across platforms like Google Shopping, Meta DPA and Bing Shopping, brands can drive better visibility, stronger ad relevance, and improved return on ad spend (ROAS).

At our Ancoats office, our PPC specialists have been well-honed to help eCommerce businesses in the art of feed management. We help ambitious businesses fine-tune product data so that ads hit the sweet spot and deliver for the ad platforms, and for the customer.

What Is Feed Management?

Feed management involves collecting, organising, and polishing the product data that fuels your Shopping campaigns. Every key detail – from titles and descriptions to attributes and categories – needs to speak the right language to search engines.

This applies to Google Shopping and Google Search, Bing Shopping and Meta DPA.

Crucially, Shopping campaigns run on data. A messy data feed will lead squandered budget, poor visibility and missed conversions. Whereas a polished feed contains all of the expected data (and correct data at that). This is what top-performing brands leverage to garner relevant impressions, qualified clicks, and better results.

If you’re running PPC shopping campaigns, Google feed management is essential. It’s the engine that drives campaign success.

Search campaigns benefit from best practice feed management too. Quality and relevance won’t be new buzz-words to anyone familiar with paid search, and applying these principles to feed management can benefit ads with dynamic copy – making it more appealing to ad viewers and driving more sales.

How Does PPC Shopping Feed Optimisation Improve Campaigns?

Optimising your feed transforms your campaigns into lean, effective, revenue-driving machines:

Greater visibility: Sharper titles, accurate categories, and relevant attributes boost keyword match accuracy.
Higher click-through rates (CTRs): Well-crafted, relevant listings stand out in search results.
Boosted conversions: Ads perfectly aligned with shopper intent bring buyers (not just browsers) to stores.
Better efficiency: With improved relevance, you get more value from every pound spent on campaigns.
Scalable across channels: The same optimised feed strengthens performance on Google, Bing, Meta, and other platforms. This will, in turn, benefit your organic performance.

These five elements should be at the forefront of any shopping marketing strategy. Line them up correctly, and PPC shopping feed optimisation can be the thing that moves the needle for your brand.

In Practice: Clean Feeds Drive Clicks

As a working example of the impact of a well-managed shopping feed take these stats from a UK-based fashion boutique selling seasonal dresses. In 2024, the average conversion rate in UK fashion eCommerce was just 3.3%, and the add-to-basket rate stood at 11.1% [eCommercedb]. At these levels, even a small improvement in ad relevance can dramatically impact sales.

By enriching the product feed with details like “linen summer midi dress”, adding accurate sizing and up-to-date pricing, Shopping ads for this boutique were shown to match more shopper queries. The results: a 20% boost in CTR and almost 15% more conversions within just a month of feed optimisation.

As marketers our primary goal is to positively impact the bottom line for our brands, but feed management too often falls by the wayside in optimisation processes.

Why Choose Us As Your Feed Management Agency?

We’re a Manchester-based team with deep roots in eCommerce and PPC performance marketing. Our holistic feed management services are built for ambitious retailers who want to grow efficiently and sustainably.

Here’s a simple breakdown of our approach to feed management:

Feed audits: We comb through your product data to find gaps, errors, duplicates, and compliance issues with Google and Bing Merchant Centres. With clear, concise and action points based on your business needs, we create a plan for positive improvement.
Data enrichment: Through keyword research and insight into shopper behaviour, we enhance product titles, descriptions, and attributes to boost relevance.
Supplemental feeds: We layer in missing details like colour, fabric, or brand to improve listing quality. These additional attributes improve your product’s presence and prominence.
Automation & scaling: Using rules and integrations, we keep your feeds up to date in real time. Price or stock quantity changes won’t ever derail your ads again.
Ongoing optimisation – We monitor performance, A/B test ad variations, and constantly experiment to stay ahead of algorithm shifts and competitors.

“Tidying up” feeds is half the job. Turning them into performance engines is the goal.

A Great Fit For Ambitious Brands

Our feed management services have been designed for (and tested with):

New eCommerce businesses aiming for improved visibility and ROI.
Online retailers with complex or frequently changing product catalogues.
Marketing managers and PPC specialists who want reliable expert support from a partner they can trust.
Business owners committed to maximising ROAS and scaling with efficiency.
Brands is a competitive niche who are hitting a wall with their ambitions to scale.

ActiveWin’s familiarity with businesses of all sizes, and from all sectors, positions us perfectly to meet you where you sit in the market. From there, your business can leverage our knowledge to build to the next level.

Transform Your Product Data

Your product feed is the backbone of your Shopping campaigns. It deserves expert attention. We’re here to help you outsmart competition, convert more shoppers, and get the most out of every ad click.

Get in touch today to start transforming your product data into performance.