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DataFeedWatch, a Cart.com company specialising in product feed operations and feed optimisation, has integrated artificial intelligence into its feed marketing engine.
This innovation is significant for both the company and the industry in general. By incorporating AI into the performance of shopping campaigns, digital marketers is able to enhance the effectiveness of the methods applied to boost advertising outcomes, relying on the already proven approach of optimised product data feeds.
DataFeedWatch has recently introduced new AI capabilities that can help marketers improve the return on ad spend by increasing the efficiency of paid search and social campaigns with minimal effort. Jacques van der Wilt, general manager of Feed Marketing at DataFeedWatch by Cart.com, claims that this fits into the company’s vision to develop the best possible feeds using minimal effort.
He stresses the fact that the feed is crucial in every successful advertising campaign and that the majority of digital marketers do not have enough time or resources to formulate a perfect feed. The integration of AI in DataFeedWatch’s operations is expected to resolve this issue by enabling feeds to be created with just a couple of clicks.
The decision on how best to implement AI-optimisation tools is one of the primary distinctions of DataFeedWatch’s approach. Rather than relying on third-party chatbots, such as ChatGPT, DataFeedWatch has integrated its AI directly into the platform. The company utilises its 12 years of expertise in product feed optimisation, taking into account the specifics of different industries and verticals, to create data structures with proven efficiency. For catalogues with thousands of products, this built-in AI solution—available in all DataFeedWatch subscriptions at no extra cost—provides significant time and cost savings.
The new AI-powered features include automated data mapping, which simplifies the process of preparing product feeds for channels like Google Shopping. Data is automatically mapped into the correct format, reducing the need for manual data mapping and complex rules. The AI engine can also generate product titles and descriptions optimised based on the specific information for each product. It can learn from, and optimise, over 200 different product types. Moreover, marketers retain control by modifying the generated titles and descriptions as needed.
Some of the other useful features include the AI’s ability to fill empty fields when data is missing. For example, if the size is missing, the AI can automatically populate those fields. Similarly, the AI can optimise the product category with just one click. This is very useful since there are over 6,000 product categories in Google’s taxonomy list.
Currently, DataFeedWatch offers AI-optimised feeds for Google and Facebook in English, with additional channels and languages on the way. This development aligns with current trends, as many PPC professionals are eager to integrate AI solutions into their processes. A recent study titled the “State of PPC Global Report 2024,” based on responses from 1,135 PPC specialists, revealed that AI for feed management solutions tops their wishlist.
Early user feedback has been positive. Jonatan Johansson, CEO of the digital agency Est Populo, described how the native AI delivers top-quality results faster, allowing his team to focus on other high-priority tasks. He added that the AI automates the time-consuming and technical aspects of creating and optimising product feeds.
