**5 Ways to Prioritize Your E-Commerce Data and Give the Machines What They Want**
In the ever-evolving world of digital advertising, our jobs as campaign managers are changing. The rise of artificial intelligence (AI) and machine learning means that much of the hands-on work we once did is now being done by technology. As a result, the future of our work is being transformed, and we need to adapt.
Think of yourself as a coach rather than a player on the court. Our job is no longer about pushing buttons and getting our hands dirty in the ad account. Instead, we need to guide the machines and technology to ensure we’re heading in the right direction. Success lies in our ability to prioritize our e-commerce data and provide high-quality inputs to platforms like Google Ads.
In this article, we’ll explore five ways you can prioritize your e-commerce data and give the machines what they want. Let’s dive in!
**1. Conversion Data: The Key to Success**
Conversion data is worth its weight in gold, but not all conversion data is created equal. Many brands use page views, add to cart, or button clicks as conversion goals. While these metrics may have their uses, they shouldn’t be your primary conversion goal in Google Ads.
To optimize your ad account effectively, set your primary conversion goal as the actual purchase of a product on your site. By doing so, Google’s AI technology will identify and target individuals who are more likely to convert. You can further enhance your data quality by using dynamic revenue values instead of static conversion values. This ensures that Google receives accurate conversion data, allowing them to understand which products customers are purchasing.
It’s important to note that ad platforms like Google Ads prioritize recent data. The data from the previous 30 days is what matters most. To remain successful, you must consistently maintain high-quality data signals and keep your campaigns on the right path.
**2. First-Party Data: Harness the Power**
First-party data refers to the information you collect about your customers and anyone who has interacted with your e-commerce business. This data is powerful and can be uploaded to platforms like Google Ads using features like Customer Match.
By providing Google with more customer data, such as email addresses, names, phone numbers, and even purchase conversion values, you enable their AI technology to match your site with potential customers who share similar characteristics. Leveraging first-party data in your campaigns is a missed opportunity if you’re not already doing so.
However, when handling customer data, it’s essential to prioritize privacy and ensure compliance with regulations like GDPR in Europe and the California Consumer Privacy Act (CCPA) in the United States.
**3. Google Product Images: Tell a Visual Story**
In today’s visual world, the power of product images should not be underestimated. Google’s AI technology scans the images in your shopping feed to understand the products you offer. For example, if you sell black Adidas shoes but neglect to mention the color in your shopping feed, Google may struggle to rank you for relevant searches.
To optimize your e-commerce business, ensure that your product images are high-quality and showcase your products from different angles. Consider including images that demonstrate product usage, highlight specific features, or showcase parts of a bundle instead of the entire product. By providing Google with more visual data, you increase your chances of ranking well in search engine results pages (SERPs).
For an even greater impact, consider incorporating video content on your product pages to further engage potential customers.
**4. Google Product Titles & Descriptions: Stay Relevant**
Just as customers evolve, so do their search behavior and preferences. To ensure your shopping feed remains up to date, regularly update your product titles and descriptions based on how customers search. By doing so, you can capture traffic and conversions for specific events or seasons.
For example, if certain products in your inventory are popular during Mother’s Day, update your shopping feed to reflect this. By aligning your product titles and descriptions with the needs and preferences of your target audience, you’ll attract more relevant traffic and increase your chances of conversion.
Remember, your shopping feed is an organic entity that requires ongoing attention. Updating it throughout the year in response to real-time customer moments can yield significant benefits, particularly during peak shopping seasons like Black Friday and Christmas.
**5. Google Shopping Feed: The