{"id":117193,"date":"2019-02-19T20:00:00","date_gmt":"2019-02-20T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/feed-your-search-engine-a-new-era-in-ecommerce\/"},"modified":"2024-12-19T16:42:09","modified_gmt":"2024-12-19T21:42:09","slug":"feed-your-search-engine-a-new-era-in-ecommerce","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/feed-your-search-engine-a-new-era-in-ecommerce\/","title":{"rendered":"Feed Your Search Engine: A New Era in Ecommerce"},"content":{"rendered":"

If you’re an ecommerce retailer, you already know how hard it is to acquire new customers and drive sales while competing against the giants like Amazon, Walmart, and Overstock. But digital marketing for ecommerce<\/a> is experiencing a huge shift\u2014particularly in the way paid search experiences<\/a> are delivered to the users in response to a search query.<\/p>\n

Simply put, if you start making better use of data feeds to energize your product listings, you can prepare your business for an imminent shift in the ecommerce search space.<\/p>\n

How new SERP structures revolutionize ecommerce<\/h2>\n

Search engines are moving away from the traditional keyword-based customer journey, wherein users search for a keyword, sort through text ad results, and click through to a website. With the emergence of more structured and segmented product feeds (also known as shopping feeds), search engines are now serving up SERPs that are personalized, localized, and conversational\u2014with more actionable results.<\/p>\n

The driving factor behind this paradigm shift (and other developments on the paid search horizon<\/a> this year) is the increasing use of automated strategies powered by machine learning technology. But how do these automated strategies work? More importantly, how do they decide which product ad to show in response to a user query when we are not using keywords?<\/p>\n

The answer is structure: product feeds act as mechanisms or bridges that help streamline access to the retailer’s entire product data set and related information. They are generated and managed in standardized file formats, which allows platforms or comparison-shopping engines\u2014such as Bing Shopping (Bing Product Ads), Google Shopping (Google Product Listing Ads), and Amazon Marketplace\u2014to market products from multiple retailers by accessing and correctly understanding products in the context of user preferences, search history, demographics, location, and other qualifiers. The result? Dynamic, personalized engagement in real time.<\/p>\n

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