When you manage an e-commerce store one important feature is to have a general representation of products with functionality to export them in various 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. This way you could publish product data feed in many channels like online ad platforms, comparison price sites. Aslo importing your feed in facebook you could start running facebook dynamics ads which have higher degree of relevance to users as result higher CTR.

Facebook Catalog

Let's take an example how we will import our catalog data in facebook. The simplest way is to go directly to the facebook.com/products  which is the catalog manager. Pressing New catalog we import our data feed to facebook, it accepts four type of formats, they are rss xml, atom xml, csv, tcsv. These feeds can be uploaded manually or generated daily in a specific link in 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 the content of your feed is debug tool

There some necessary fields also some others are optional, but one very important is the category of each item which should following the Google's product taxonomy. Facebook and instagram it's a perfect channel for retail e-commerce.

Google Merchant Center

Another platform that you can import product feeds is google merchant center. There are two reason the first one is to publish in google shopping and second one is the 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 user can see again products that have previously visited on your e-commerce store while browsing other favorite websites that running google ads.