Product feed optimisation

Product feed optymalization

Sembot offers a wide range of optimisation solutions to effectively manage your advertising campaigns and product feed. Below are the key actions you can take to improve your campaign performance and optimise your product data.

Before you start optimisation activities, make sure that your product file has been downloaded correctly. To do this, go to the ‘Products’ tab - if everything is working as it should, you will see your products in an easy-to-read table.

Directly above the product table you will find the operation panel, which allows you to optimise and manage your products.

On the left-hand side you will find the filter section, where you can create your own tables with specific filters. You also have access to ready-made system tables:

• Custom filters - allows you to set any filter you want for your products,
• All - contains all products available in Sembot, both active and those that were in the range but are currently inactive,
• Active - list of products currently active that are in the input file,
• Inactive - a list of inactive products that are no longer present in the input file.

In the next section you will find shortcuts to the product tables of the generated output files.

In the top right corner above the product table you have two buttons:

• Add new product - allows you to manually add a product to the system,
• Download file as CSV - generates a CSV file with the products, taking into account the applied filters and selected columns.

Below, just above the product table, you will find three functions:

• Analytical data - allows you to select the data source and the time range from which you want to retrieve data,
• Column settings - allows you to customise the table view by selecting the columns to be displayed,
• Actions - gives you the ability to manage products, such as adding rules, deleting old products, managing phrases or modifying overrides.

In the following sections of this article, we will discuss the individual functions and optimisation options in more detail.

In Sembot, you can customise the table view by adding or removing columns with the attributes you want to optimise or verify.

This allows you to:

• Focus on the key attributes of the products you plan to optimise,
• Verify the accuracy of the data contained in the table,
• Analyse the results from the analytics channels and adapt them to the new strategies,
• Make optimisation adjustments to attributes to better meet changing market needs.

To add columns, click on the button - ‘Column settings’ in the top right corner of the product table. 

To add a column, click the ‘plus’ sign (+) and select the column you wish to add. 

Tip: To save a set of columns, select the ‘Memory’ button, name the set and save it.

In Sembot, you can use advanced product filtering, which gives you full control over product selection. You can filter products based not only on basic attributes, but also on analytics data and information from phrase and price monitors.

Available actions on filtering include:

• Filter by word or phrase - search for products containing specific words,
• Apply manual changes - manually modify selected products,
• Search using regular expressions (regex) - precisely search according to specific patterns.
• Filtering numerical attributes - use comparison operators such as =, >, <, ≥, ≤ to find products that meet specific numerical conditions. 

In addition, you can create filter groups by combining them using the ‘and’ (AND) and ‘or’ (OR) operators, allowing you to match results even more precisely. In this way, you can, for example, search for products that meet several conditions at the same time or alternatively for one of them.

With these options, you can manage your assortment efficiently and adapt it to your needs.

The rules in Sembot work automatically - they are processed every time the data file is updated. This way, you do not have to manually adjust new products that appear in the assortment - the rules will be applied to them if they meet the specified filter criteria.

You can configure rules in two ways:

Products → Your products → Actions → Create rule,

Rule settings → Add rule.

For more information on creating rules, click here.

The delete old products function in Sembot allows you to get rid of greyed-out, inactive products that are no longer on sale. This allows you to keep your product feed tidy and focus on current offers.

Sembot stores data on products that have been discontinued from sale, and by deleting them, you prevent the product table from becoming littered with unnecessary information. In turn, if the same products go on sale again, the system does not have to download the data from scratch, which saves time and resources.

To use this function:

• Go to the ‘Products’ tab.
• In the ‘Actions’ section, select the ‘ Remove old’ option.

This tab will display all inactive products, which you can easily filter, select manually and delete, thus keeping your system and database in order.

The function of deleting manually overwritten changes allows products to be quickly restored to the data sent in the input file when changes made manually are no longer needed. 

To delete manually overwritten changes:

1. Go to the ‘Products’ tab.
2. In the ‘Actions’ section, select ‘Remove override’.
3. From the list, select the attribute from which you want to remove overwritten changes.
4. Click ‘Apply.’

The changes will be removed the next time the input feed is updated, or you can remove them manually by going to Feed settings and clicking Download input feeds.

Conversion phrases are keywords that the system pulls from the search_term_view report (the ‘searched keywords’ view) in Google Ads. These are phrases that users typed into the search engine and that led to a conversion, i.e. a desired action, such as buying a product, filling in a form or signing up for a newsletter.

Adding conversion phrases helps to increase the effectiveness of your marketing efforts. They allow you to broaden the reach of your products/ Adding conversion phrases to your product descriptions can improve their visibility in search engines, which can translate into more visits and conversions.

How do I add conversion phrases?

1. Connect your Google Ads account with Sembot.
2. Once connected, go to Products-> Actions -> Manage phrases. Conversion phrases will be downloaded and displayed next to each product that has registered a conversion.
3. To add phrases to the description, click the cogwheel icon next to the selected product and then select ‘Edit phrases’. A window will appear with a list of phrases the product has converted to. Select the ones you want to add to enrich the product description and improve its visibility in search engines.

For more information on adding conversion phrases, follow the link.

Manual editing of attributes in Sembot allows you to modify product data directly, which is useful when you want to customise parameters for specific needs or update data that should not be subject to system update rules.

To manually edit product data, click on the pen icon next to the selected parameter and start typing. The parameter that has been edited will be marked ‘Overwrite’, meaning that it will not be updated according to system rules or during subsequent data updates, unless you select the option to take into account manual changes when creating the rule.

A green icon next to the parameter will inform you that you have made manual changes to the attribute.

Feed optimisation via AI allows you to automatically improve the quality of your product data. By using artificial intelligence, you can improve aspects that affect the visibility of your products.

Sembot gives you the possibility to generate titles, short titles and descriptions with the help of AI. Suppose you have a product with a weak or suboptimal title. By clicking on the AI icon next to the selected product, the artificial intelligence automatically analyses the data in the product file, such as description, categories or other attributes, and generates suggestions for new titles based on this.

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Duplicates are copies of products that the user can create in Sembot to obtain different versions of the same product. These versions may differ in title, image, description or other parameters from the product feed. Duplicating products allows the offer to be tailored precisely to the needs of different audiences.

Important: Duplicates are only created in the product feed and all lead to the same product card in the shop. This means that you do not need to create several versions of the same product in the webshop. Thanks to the different product IDs in the feed, you can easily track which duplicates bring in the most sales.

The practical application of product duplication is wide-ranging and offers many possibilities, such as:

• Exact matching of the product name to the phrases searched by users (highest possible quality score of the ad)
• Full coverage of all search phrases by users 
• Advanced segmentation of product campaigns depending on the precision of the key phrase - with different rates
• Easy A/B testing of titles, images and descriptions

In Sembot you have several options for creating duplicate products:

• Duplicate a single product with attribute editing - click the cogwheel icon next to the selected product and select ‘Duplicate’. Then edit any product attribute, such as title, image or description.
• Duplicate a single product by title - click the cogwheel icon next to the selected product, select ‘Duplicate by column 'title’ and enter new product titles. After each phrase, click Enter or Tab to confirm the change.
• Duplicate products in bulk - select products from the list, click ‘Duplicate selected’. Then select the column you want to edit and overwrite the duplicates with the selected phrase, such as bestseller.

For more information on duplicating products, follow the link.

The use of analytics data in Sembot enables you to automate your campaigns and manage your product table effectively. Synchronisation with Google Ads and Google Analytics allows the collection of key indicators such as the number of clicks, conversions or displays. Thanks to intelligent rules, the system automatically identifies bestsellers eliminating the need for manual analysis.

For more information on optimisation using analytics data, follow the link.

Price tracking allows you to analyse the price position of products in your shop and those of your competitors. Thanks to the data collected from GTIN codes and product titles, it is possible to optimise campaigns through automatic rules and dynamic budget allocation. For more information on price tracking, follow the link.

Phrase tracking enables optimisation of text ad campaigns, product ad campaigns and SEO activities. By analysing the effectiveness of phrases, you can adjust your marketing strategy, increasing visibility and conversion.