PRODUCT CATALOG & RETARGETING
LAST UPDATED: August 18, 2021
So product catalogues (or feeds) are the lifeblood of dynamic retargeting & shopping based ads. Feed management is, or can be, a complicated process depending on what type of business/products/services you offer, and there are some premium service providers that can do this for you (such as Feedonomics) but for the most part, you can get yourself setup with product/catalogue feeds that will pretty robust for the vast majority of retail.
We will be looking at two major providers for dynamic ads – Facebook & Google. Facebook is amazing for serving up ads almost instantly after browsing for products, Google, on the other hand, has total dominance when it comes to search-based shopping campaigns.
With that, a properly structured product feed is critical not only to get good results but to not get banned from the services too. Both Facebook & Google have strict requirements and will not hesitate to deny your ads, or ban your merchant account altogether.