When you manage an e-commerce store one important feature is to export your product catalog data to different data formats. These data formats could be files or streams that could be easily transformed and include basic information such as products descriptions, prices, availability, etc these are called data feeds. This way you could publish product catalog to many channels like online ad platforms, comparison price sites.
Also importing your feed in facebook you could start running facebook dynamics ads which have a higher degree of relevance to users as result higher CTR.
Facebook Product Catalog for Dynamic Ads
Let's take an example of how we will import our catalog data on facebook. The simplest way is to go directly to the facebook.com/products which is facebook catalog manager. Pressing New catalog we import our data feed to facebook, it accepts four types of formats, they are rss XML, atom XML, CSV, tcsv. These feeds can be uploaded manually or generated daily in a specific link to your our online store.
The content of such files should be accurate and well defined. If there is any problem or missing info on some items like the brand or mpn code this item will not be accepted during the import process. A tool to test and validate feed's content is the debug tool
There some necessary fields also some others are optional, but one very important is the category of each item which should following Google's product taxonomy. Facebook and Instagram it's a perfect channel for retail e-commerce.
Google Merchant Center for Search Marketing
Another platform that you can import product feeds is google merchant center. Two reasons are the following first one is to publish in google shopping and the second one is for dynamic retargeting ads. Google Shopping is not currently available in all countries but dynamic retargeting is, through your AdWords account can associate a campaign with a feed from your merchant center account.
So prices, photos can appear in display network and a user can see again products that have previously visited on your e-commerce store while browsing other favorite websites that running google ads.