Excluding products that are out of stock
Posted: Wed Dec 18, 2024 5:01 am
1. Use dynamic product titles and descriptions
If your products have different titles and descriptions, it is useful to have this automatically added to your data feed for each product. This allows you to match the structure of your titles and descriptions and provide them with search terms on which you want your products to be found.
2. Apply bid increases based on margin
With a feed management tool you can create rules in which a calculation is made. In this way you can determine the margin per product via the sales price minus the purchase price and then convert this into percentages. These percentages can then be converted into different campaigns in, for example, Google Ads.
Low margin products are shown in campaign A, medium margin products in campaign B and high margin products in campaign C. Naturally, different bids are attached to these.
You are looking for a pair of Nike shoes in size 40 and end up on the Nike website. A while later, an advertisement for the same shoes is shown on Instagram, after which you buy them. When you click on the advertisement, you find out that only size 35 is still available. Annoying!
If we turn this around, Nike has essentially paid for a click that would never have resulted in a conversion. This could have been prevented with a clever rule where you automatically exclude all products with less than one pair in stock from your product feed. This way, you would never have seen the shoe again and Nike could have saved on the click price.
All sizes with 1 pair or less available are excluded from the data feed in this example.
All sizes with 1 pair or less available are kuwait telegram data excluded from the data feed in this example.
4. Exclude products based on assortment
Research has taught you that sizes S, M and L have significantly higher conversion rates than surrounding sizes XXS, XS, XL and XXL.
Example of availability-based feed marketing.
All sizes are available for this product.
When all products are in stock, as in the example above, all products in your data feed will be included. We then create a smart rule that determines that when sizes S, M, and L are sold out, the remaining sizes will also be removed from your advertising channels. After all, the surrounding sizes yield a much lower return.
Image of availability based feed marketing.
The running sizes are sold out, which excludes the other sizes.
If your products have different titles and descriptions, it is useful to have this automatically added to your data feed for each product. This allows you to match the structure of your titles and descriptions and provide them with search terms on which you want your products to be found.
2. Apply bid increases based on margin
With a feed management tool you can create rules in which a calculation is made. In this way you can determine the margin per product via the sales price minus the purchase price and then convert this into percentages. These percentages can then be converted into different campaigns in, for example, Google Ads.
Low margin products are shown in campaign A, medium margin products in campaign B and high margin products in campaign C. Naturally, different bids are attached to these.
You are looking for a pair of Nike shoes in size 40 and end up on the Nike website. A while later, an advertisement for the same shoes is shown on Instagram, after which you buy them. When you click on the advertisement, you find out that only size 35 is still available. Annoying!
If we turn this around, Nike has essentially paid for a click that would never have resulted in a conversion. This could have been prevented with a clever rule where you automatically exclude all products with less than one pair in stock from your product feed. This way, you would never have seen the shoe again and Nike could have saved on the click price.
All sizes with 1 pair or less available are excluded from the data feed in this example.
All sizes with 1 pair or less available are kuwait telegram data excluded from the data feed in this example.
4. Exclude products based on assortment
Research has taught you that sizes S, M and L have significantly higher conversion rates than surrounding sizes XXS, XS, XL and XXL.
Example of availability-based feed marketing.
All sizes are available for this product.
When all products are in stock, as in the example above, all products in your data feed will be included. We then create a smart rule that determines that when sizes S, M, and L are sold out, the remaining sizes will also be removed from your advertising channels. After all, the surrounding sizes yield a much lower return.
Image of availability based feed marketing.
The running sizes are sold out, which excludes the other sizes.