marinsoftware.com Product Feeds Unleashed: Automating Your Ad Campaigns 6 Addressing Product Feed Issues Across Channels As you resolve feed errors and steadily clean and sync the data without issues, you have the opportunity to expand and leverage what’s in your feed. There’s a relative treasure trove of data available for advertisers to consider and use in optimization efforts that’ll pay big dividends once you use them. Google allows you to enhance feed data with its labels. With Marin, advertisers gain a feature that works across Google, Facebook, and Amazon to get the most out of your product or contextual data. This could include inventory levels, sales status (yes or no), and price changes (day to day or week over week). You can then use those signals to automate actions that happen on each channel, based on expressed logic that you determine. For example, we can set up a rule that says, “For any product group that syncs with an inventory that’s less than 10 units, automatically decrease the bid for that product 75 percent.” These rules run in the background on top of the algorithm, taking into consideration business information, like declining inventory levels, that may not be readily apparent to AI or machine learning. On days that the criteria aren’t met, the algorithm returns to the evergreen bid model and calculations that happen based on your KPI targets. Product 20 % High Priority Individual SKUs Apply the 80/20 Rule 60 % Medium Priority Brand or Category 20 % Low Priority New Product Coverage Catch All Middle