1. adCore University AMSTERDAM How to create the perfect feed.

2. Presented by: AMSTERDAM Points: 31,270 Rank: 3 Level: Platinum Nadine Wyrobnik Managed Services Team Leader

3. adCore University AMSTERDAM How to create the perfect feed.

4. AMSTERDAM Your campaign is only as good as your feed!

5. Example of typical feed AMSTERDAM What’s wrong with this feed?

6. Identifying Problems in Our Feed. AMSTERDAM Problem #1: Product name is too long and can’t be used as is. We would get keywords such as: –Insignia - 19"" Class (18-1/2"" Diag.) - LED - 720p - 60Hz - HDTV

7. Identifying Problems in Our Feed. AMSTERDAM Problem #2: We have a brand name “b&w” listed in a short version. Will users search for this brand this way? Keyword: b&w - 6"" 2-Way In-Wall Speakers (Pair)

8. Identifying Problems in Our Feed. AMSTERDAM Problem #3: Irrelevant data in parentheses. Keyword: LG - 47"" Class (46-9/10"" Diag.) - LED - 1080p - 120Hz – HDTV Without it: LG - 47"" Class - LED - 1080p - 120Hz - HDTV

9. Feed? What’s that? AMSTERDAM What is a feed? How do I create one? Why do I need a feed?

10. What is a Dynamic Feed? AMSTERDAM Generated from your client’s website. Hosted on a URL. Two feed formats: XML Tabs Delimited. ***Note: adCore also has an option to upload a CSV file (which is NOT dynamic)

11. Selecting Feed Fields. AMSTERDAM

12. XML Feed AMSTERDAM

13. Tabs Delimited Feed AMSTERDAM

14. How Do I Create a Feed? AMSTERDAM In-house webmaster OR 3 rd party generic solution. OR Ask adCore!

15. 3 rd Party Generic Solutions AMSTERDAM

16. Creating Feed is Easy! AMSTERDAM 90% of all e-commerce platforms have a feed creation solution

17. Why Do I Need a Feed? AMSTERDAM adCore’s dynamic campaign Automatic price update Stock changes Long tail campaigns

18. The Feed Reality AMSTERDAM We understand what a feed is. We know how to create one. We have one…. But, in 97% of cases our feed will not be good enough!

19. AMSTERDAM So how do I create the perfect feed?

20. Perfect Feed Tip AMSTERDAM TIP #1- Add as many attribute fields as possible.

21. Why Add So Many Fields? AMSTERDAM Adding fields will allow you more variety in the keywords you build and in the ads that you write.

22. Keywords variations for feed A: [product name]:  cyber- shot [product name] [model]:  cyber-shot DSC-RX100

23. Keyword variations for feed B [brand] [product name]  Sony Cyber-shot [brand] [model]  Sony DSC–RX100

24. Perfect Feed Tip AMSTERDAM TIP #2 - Use adCore’s Data Refinement to tidy up your feed. Use the pre-made dynamic functions to help you.

25. What Are Dynamic Functions? AMSTERDAM Dynamic functions are pre-made formulas that are built to carry out a task.

26. Where Are Dynamic Functions? AMSTERDAM

27. List of Dynamic Functions AMSTERDAM

28. strClear AMSTERDAM This function will clear all data before or after a sign.

29. StrRemoveEnclosed AMSTERDAM This function will remove text that is within parenthesis as well as the parenthesis themselves.

30. Perfect Feed Tip AMSTERDAM TIP #3 - For extra tough feeds, you need the “Wolfe” aka regex.

31. Regex?! AMSTERDAM A “regular expression” is a sequence of characters that forms a search pattern. We write these for you. All you do is tell us the problem you need solved. In adCore, you can use these in almost all free text fields.

32. Regex Example AMSTERDAM This is a regex that will delete anything after a number, including the number. For example: Dog food 3 kg -> dog food

33. Regex Example AMSTERDAM This is a regex which will clear all text before the 2 nd “>” in the Category field. For example: Apparel & Accessories > Clothing Accessories > Sunglasses Will become: Sunglasses

34. Remember This Feed? AMSTERDAM

35. Solving Problems in Our Feed AMSTERDAM Problem #1: Product name is too long and can’t be used as is. Solution: Let’s start by removing the Brand name from our Product_Name. Use Dynamic Function:

36. Solving Problems in Our Feed AMSTERDAM Problem #2: We have a brand name “b&w” listed in a short version. Will users search for this brand this way? Solution: Use the Data refinement section to find all instances of b&w and replace it with “Bowers & Wilkins.”

37. Solving Problems in Our Feed AMSTERDAM Problem #3: Irrelevant data in parentheses. Solution: Use StrRemoveEnclosed Dynamic Function to remove irrelevant data.

38. Open Discussion AMSTERDAM What types of problems do you have?

39. LIVE adCore Tour AMSTERDAM Let’s go to adCore

40. AMSTERDAM Your campaign is only as good as your feed!

41. Take Home! AMSTERDAM Tomorrow morning, when you are back in your office, make a plan for cleaning your feed!