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adCore University

adCore University. AMSTERDAM. How to create t he perfect feed. Presented by:. AMSTERDAM. Nadine Wyrobnik Managed Services Team Leader. Points: 31,270 Rank: 3 Level: Platinum. adCore University. AMSTERDAM. How to create t he perfect feed. AMSTERDAM.

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adCore University

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  1. adCore University AMSTERDAM How to create the perfect feed.

  2. Presented by: AMSTERDAM Nadine Wyrobnik Managed Services Team Leader Points: 31,270 Rank: 3 Level: Platinum

  3. adCore University AMSTERDAM How to create the perfect feed.

  4. AMSTERDAM Your campaign is only as good as your feed!

  5. Example of typical feed AMSTERDAM What’s wrong with this feed?

  6. Identifying Problems in Our Feed. AMSTERDAM Problem #1: Product name is too long and can’t be used as is. We would get keywords such as: • Insignia - 19"" Class (18-1/2"" Diag.) - LED - 720p - 60Hz - HDTV

  7. Identifying Problems in Our Feed. AMSTERDAM Problem #2: We have a brand name “b&w” listed in a short version. Will users search for this brand this way? Keyword: b&w - 6"" 2-Way In-Wall Speakers (Pair)

  8. Identifying Problems in Our Feed. AMSTERDAM Problem #3: Irrelevant data in parentheses. Keyword: LG - 47"" Class (46-9/10"" Diag.) - LED - 1080p - 120Hz – HDTV Without it: LG - 47"" Class - LED - 1080p - 120Hz - HDTV

  9. Feed? What’s that? AMSTERDAM What is a feed? How do I create one? Why do I need a feed?

  10. What is a Dynamic Feed? AMSTERDAM Generated from your client’s website. Hosted on a URL. Two feed formats: • XML • Tabs Delimited. ***Note: adCore also has an option to upload a CSV file (which is NOT dynamic)

  11. Selecting Feed Fields. AMSTERDAM

  12. XML Feed AMSTERDAM

  13. Tabs Delimited Feed AMSTERDAM

  14. How Do I Create a Feed? AMSTERDAM In-house webmaster OR 3rd party generic solution. OR Ask adCore!

  15. 3rdParty Generic Solutions AMSTERDAM

  16. Creating Feed is Easy! AMSTERDAM 90%of all e-commerce platforms have a feed creation solution

  17. Why Do I Need a Feed? AMSTERDAM adCore’s dynamic campaign Automatic price update Stock changes Long tail campaigns

  18. The Feed Reality AMSTERDAM We understand what a feed is. We know how to create one. We have one…. But, in 97% of cases our feed will not be good enough!

  19. AMSTERDAM So how do I create the perfect feed?

  20. Perfect Feed Tip AMSTERDAM TIP #1- Add as many attribute fields as possible.

  21. Why Add So Many Fields? AMSTERDAM Adding fields will allow you more variety in the keywordsyou build and in the adsthat you write.

  22. Keywords variations for feed A: [product name]: cyber- shot [product name] [model]: cyber-shot DSC-RX100

  23. Keyword variations for feed B • [brand] [product name] • Sony Cyber-shot • [brand] [model] • Sony DSC–RX100

  24. Perfect Feed Tip AMSTERDAM TIP #2 - Use adCore’s Data Refinement to tidy up your feed. Use the pre-made dynamic functions to help you.

  25. What Are Dynamic Functions? AMSTERDAM Dynamic functions are pre-made formulas that are built to carry out a task.

  26. Where Are Dynamic Functions? AMSTERDAM

  27. List of Dynamic Functions AMSTERDAM

  28. strClear AMSTERDAM This function will clear all data before or after a sign.

  29. StrRemoveEnclosed AMSTERDAM This function will remove text that is within parenthesis as well as the parenthesis themselves.

  30. Perfect Feed Tip AMSTERDAM TIP #3 - For extra tough feeds, you need the “Wolfe” aka regex.

  31. Regex?! AMSTERDAM A “regular expression” is a sequence of characters that forms a search pattern. We write these for you. All you do is tell us the problem you need solved. In adCore, you can use these in almost all free text fields.

  32. Regex Example AMSTERDAM <strRgxReplace([field],\d+.*$,)> This is a regexthat will delete anything after a number, including the number. For example: Dog food 3 kg -> dog food

  33. Regex Example AMSTERDAM <strRgxReplace([Category],(.+?\u003E){2},)> This is a regex which will clear all text before the 2nd “>” in the Category field. For example: Apparel & Accessories > Clothing Accessories > Sunglasses Will become: Sunglasses

  34. Remember This Feed? AMSTERDAM

  35. Solving Problems in Our Feed AMSTERDAM Problem #1: Product name is too long and can’t be used as is. Solution: Let’s start by removing the Brand name from our Product_Name. Use Dynamic Function: <strReplace([Product_name],[Brand_name],3,)>

  36. Solving Problems in Our Feed AMSTERDAM Problem #2: We have a brand name “b&w” listed in a short version. Will users search for this brand this way? Solution: Use the Data refinement section to find all instances of b&w and replace it with “Bowers & Wilkins.”

  37. Solving Problems in Our Feed AMSTERDAM Problem #3: Irrelevant data in parentheses. Solution: Use StrRemoveEnclosed Dynamic Function to remove irrelevant data. <strRemoveEnclosed([Product_name])>

  38. Open Discussion AMSTERDAM What types of problems do you have?

  39. LIVE adCore Tour AMSTERDAM Let’s go to adCore

  40. AMSTERDAM Your campaign is only as good as your feed!

  41. Take Home! AMSTERDAM Tomorrow morning, when you are back in your office, make a plan for cleaning your feed!

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