Today we’re sharing a post from Elizabeth on our US blog about optimising products for feeds. Over to you, Elizabeth!
Building your brand and finding new opportunities for growth is part of being a business owner. As a Zazzle Designer, you know the hustle from product creation and promotional efforts to marketplace optimizations. Today, we’d like to go over another way you can expand your customer reach without too much effort, by optimizing your products so they can easily be added to feeds.
As you can imagine, Zazzle invests a lot into advertising campaigns to drive customers to the site and to your unique products; shopping feeds are a key part of that strategy. We’re not just talking about Amazon, but also Google and Bing which have shopping ads. The example below shows how these ads appear on the web.
If you go on Google search and type in ‘custom pink daisy invitations,’ what comes up is a search results page with the Google shopping section on top or on the right-hand side. In the example below, five Zazzle invitations come up on top, under the shopping section.
If your product was to come up in an ad like this, it’s likely that you would get more traffic and sales for that particular product. In fact, we’ve seen a direct correlation with products getting surfaced in these external ads to the success of the product and the Designer on Zazzle. Not all products can be considered for these ads, but we’d like to share with you a few things you can do to improve your chances.
One significant factor that we consider for feeds is if a product has a good long-tail title and description. A long title means several descriptive words that are true to your design. In the example below, each word can be used to describe the invitation. You can think of the title below in terms of color (pink), descriptive elements (gerber daisy), and occasions (graduation). Be creative, but make sure the title makes sense as a whole so you can use it in a sentence, it shouldn’t be a number of keywords strung together.
The same idea goes for your product description. The description gives you an opportunity to tell the story about your design. What occasion do you picture your customers purchasing this design for? What’s its inspiration? What’s its history?
In the example below, we can see the description paints a picture of the customer using the product for a specific event — invite guests to a celebration honoring the recent high school or college graduate. It also provides a more in depth description of the design itself by highlighting the style (cute), medium (digitally painted photograph), and background (tan). To get ideas for titles and descriptions, you can do some searches yourself and see what type of titles and descriptions seem to work well in the ads.
Another important factor in getting in creating feed-friendly products is image quality. As the search engine (e.g. Google) wants to deliver the best possible customer experience, image quality is key. Among not accepting products with blurry images or images with text overlay, products with watermarks will also not be considered for ads. You can remove your watermarks from your products by unchecking the box in your advanced store settings.
Creating long-tail titles and descriptions, and not using watermarks are important parts of getting your products into feeds. The good news is that following these practices will most likely give you a boost in the Zazzle marketplace as well, so it’s a double win for you! We hope you’ll take this into consideration as you create your products and grow your business and your brand.