Feed management
Datafeeds or feed management is about generating additional traffic to your website, which you do by displaying your products or services on feed-based channels. The datafeed used in feed management is basically an export file of your product database. At least, in the case of an online store. This export file is usually an xml file with the most up-to-date range of products, descriptions, inventory and prices. You can then distribute or offer the xml file on a feed-based channel.
There are channels for this such as Google Shopping, Beslist and Marktplaats. Even though visitors do not come to your product or service directly through your website, you get more traffic. This gives you higher sales because visitors come to your website in a different way.
Google Search Console
Feed-based channels are websites that target a particular audience or segment. These websites offer data feeds within different product groups. With these feeds, they can give visitors information about those product groups and redirect them to the final Web shop. Feed-based websites usually work with a performance-based fee. Here you can think of a fixed or variable click fee. Feed sites where the sale takes place on their own website are often called marketplaces. Several feed-based channels can be named:
- Affiliate marketing: newsletters, cashback sites and comparison sites
- Display remarketing: showing ads to visitors who have been on your website or app
- Marketplaces: Amazon.com and Bol.com offer products from independent sellers on their websites
- Shopping inspiration: Google Shopping, Fashionchick and Stylight.co.uk are examples of inspiration websites that offer products from other webshops
- Comparison sites: Beslist.nl, Kieskeurig, Tweakers.net and Vergelijk.nl compare products from the same category in price, reviews and other information
By using feed management on feed-based channels, you can control a lot of extra traffic. Because your website can be reached through other channels, visitors will get to your website (again) faster. Tip: By placing Tags on all channels, the performance is even clearer to see in the Google Analytics of your website. If used properly, you can reach new audiences and reactivate existing customers. Good feed management means good ROI and a lot of extra exposure.
