All language subtitles for 04 - Qué es un feed atributos obligatorios.eng

What is a feed: required attributes

In this lesson we will
see what a data feed is

and the attributes that compose it

in order to fully
maximize our campaigns.

We see it.

A good feed is the key to
your e-commerce campaigns.

The feed is a file

where we have all the
information about our catalog products.

As you can see, it can
have different formats:

XML or spreadsheet.

The spreadsheet is still an Excel

with rows and
columns where the first row

corresponds to the information
that Google and Facebook need.

We are going to call
these data attributes.

Every next row

are the data we have for each product.

I show you in a real
example that I have already done.

Don't worry, throughout the lesson

we will create one
together little by little.

As you see in this Google spreadsheet

I have all the attributes
that are easily recognizable,

Well, here, for example, we
have the title of the bicycle,

the description, the link of that bike.

If I click here I can
access this particular bike.

Then I have the URL of
the image, it is here.

I copy the url, put it here.

I have the price, its
availability, the brand that it is, etc.

The feed in XML is another
format that the advertising platforms

they can also read.

In this course, for simplicity, we
are going to create a product feed

in a Google spreadsheet
like the one we have seen.

You will be very happy to know

that this feed
example that we will create

It will be used to make ads on
Google, Facebook and Instagram.

In this lesson I will teach
you all the required attributes

so that both platforms

are able to collect this information.

The importance of
understanding these attributes

is given for two reasons,

each more important than the other.

On the one hand, the more
information the feed has,

of higher quality will be,

and this will greatly help the
performance of your campaigns.

On the other hand, catalog campaigns

or specific campaigns for e-commerce,

they don't work like
other Google campaigns,

where you buy the keyword
that represents your business,

but your products will
appear in the Google search engine

according to the correspondence

of the search carried out by a user

and the information
you have in the catalog.

Let me explain with an example.

If you have an online
store for ceramic products

and a user Google
"handmade ceramic mugs",

but you have described
your product in the catalog

as "vessels of artisan earthenware"

it is possible that you
could lose sales opportunity,

since Google won't show your ads

or will show you much less

for not being as
relevant as other competitors

that yes they are using the words.

This is why it is very
important to use keywords

and describe the product in
the most common way possible.

For this there are several
tools that help you to know

the search volume of the "keywords".

I leave you some
platforms in Lesson Resources.

First I would like
you to understand well

the procedure for this
product feed that we will create

become so cool image ads

that we saw at the beginning.

Later I will give you
many tips on how to enrich

the data of each product

to appear in Google locations

as many times as possible in
the most profitable way possible.

As you can see, here we have our CMS,

which would be the PrestaShop,
Shopify or WooCommerce you use.

This is the platform

where you manage your products
and the sales that you surely know.

Then we will upload our
catalog to Google Merchant Center,

what is the platform
we have in the middle

before creating the ads in Google Ads.

Once we create the
campaign with the catalog,

We will appear in the
different Google networks and locations.

With Facebook it happens very similar.

Within our Business
Manager we have a section

which is called Commerce Manager,

then we will create the
campaigns within Facebook Ads

and thanks to this,

our ads will appear on
Facebook and Instagram.

There are several ways
to upload our products.

We can do it one by one,
which is what we want to avoid,

that's why I'm going to show
you an alternative to do it.

We can also upload our
products through a module,

which is a bridge that
extracts from your platform,

Prestashop,
WooCommerce or the CMS you use,

the catalog
information and gives you a URL,

that you can then put
inside Merchant Center

or the Facebook e-commerce manager.

But paid.

You can also hire a
programmer to create a feed for you

and you can directly upload that
URL that he has created for you.

To be a little more independent,

I will teach you how to do
it with google spreadsheets.

The first thing we have to understand

are the attributes
that make up the feed.

There are two types:
mandatory and optional.

Without the mandatory ones
we cannot create the campaigns.

I will explain them one by one

and, in addition, I will give
you enough tips to improve them.

The first one is the title.

As you can see, it is
what appears after the image.

It is very
important to add the keywords

that most represent your
business in the first 60 characters,

because later it is cut.

Although they are
cut, the color and size

it may be
interesting to add them later,

because Google can interpret
that it is a relevant result

for the user who has
searched with size and color.

The more information you
put in the title, the better.

Of course, we cannot
add any promotional text,

no capital letters to show
emphasis or words in other languages.

Also, in Resources I will leave you
some recommendations that Google passed

because, for each sector,

titles can be made differently.

Google gave some
recommendations that I find interesting.

The next attribute is the description.

It is very important
that you use keywords here

because it will help SEO.

Keep in mind that it will not be
better if you repeat the keyword a lot,

but you name it in
different ways, shapes,

or add as much information as possible,

since many people can not
only search for "bicycle",

which does not have many
synonyms, but the design it has,

by color, size, by
many other variables.

In the end you have five
thousand characters maximum,

that surely you will not
arrive, because there are many.

If you don't have very
developed descriptions,

you can add the title or other
attributes that we are going to see.

The product link is very
difficult to understand,

since it is the link
that the product will go to.

Product link is a required attribute

and Google should track it.

We cannot put the Robots.txt.

You have to try to have as
few redirects as possible.

The link in the image
is the most main image,

where the product is seen
in the best possible way.

To be able to add different images

where we will have details, we
will have another different attribute,

that we will see in the next lesson.

Images with a model work
better than without a model.

Therefore, above all,

if you work with
textiles, clothing or fashion

it is interesting that you use models.

In addition, it is important

that the product is
neither too far nor too close.

Google recommends that it
occupies between 75% and 90% of the image.

Then we have the
price and availability.

The price of the feed is very important

that matches the one
on the landing page.

Remember that, if you
have a discounted price,

the one you have to put
in this price attribute

is the actual price, the higher.

It is not necessary to
include shipping costs,

this is another
attribute or a separate setting.

On the other hand, there are
four ways to show availability:

in stock, out of stock,
pre-ordered and pending receipt.

The difference between these last two

is that in the advance order

that product has never been
in stock in our online store.

However, the pending
receipt is a product that was,

You ran out of stock in the
store and you will receive it again.

Therefore, you have the option
to display it within the catalog,

so they can buy it

and, when you have it in the
warehouse, you can send it to them.

This attribute, ID, is
the internal own identifier,

that is, it is how
you name this product

with its own numbering,
internal to the business.

It is unique for each product

and it is the same for
different countries and languages,

because, if you sell a bicycle,

It is the same to sell
it in Norway as in Spain.

It is the same product,
therefore it has the same identifier.

These identifiers are very important.

I wish they had explained them
to me when I was starting out,

because they can be confusing if they
don't explain it to you in a simple way,

however, when you meet them, they
don't have that much difficulty either.

Actually the attribute name is GTIN,

but GTINs can be named differently.

For example, in North
America they call them UPC,

but out of there, they call them
EAN, in Japan they call them JAN,

and for books it is used
all over the world and is ISBN.

I have normally been working with EAN,

because I haven't worked
with North America that much.

The EAN is a code that
the supplier passes to you.

If you work with suppliers

surely, when the product arrives,

you have a barcode and
underneath there is a numbering.

This would be the EAN.

When we don't have GTINs,
none of the ones we see here,

because we are the manufacturers,

we have to use brand and MPN,

it is mandatory to use both.

The MPN really is a code
that you can make up too.

It has to be different from ID,
but since you are the manufacturer,

It is as if you are your own provider.

This has no difficulty because
you will already have your own brand,

Or, if not, you can
put the name of the web.

Finally, I show you this
attribute, there is an identifier,

because Facebook will ask us to.

If not, when we upload
the feed on the platform,

it will give us some error.

That is why I wanted
to explain it to you.

Actually, this attribute is only used

if we do not use a brand, GTIN, or MPN,

but it is not usually normal.

Here you can see all the
attributes we have seen.

As you can see, I have only put here
the attributes and here the products.

These attributes have to be in English.

For Google it could be
in the language we prefer.

However, Facebook only
supports them in English.

So as not to have to do them twice,

it is best to do
them in English directly.

As you can see, you
have some attributes

that I have
identified and put in orange.

This is because they have to continue

the format that Google specifies us.

Notice.

If I go to this page,

which is called
product data specification

and that I have left
you in the resources,

I can search for "availability",
which would be the availability,

and tells me how it has to be.

It has to be
written strictly like this:

in_stock, out_of_stock, preorder ...

So here we would have
to put the underscore.

This is the only reference
Facebook is going to complain about,

because with Facebook
there has to be a space here,

as you see here.

So when we put it into Google,

we will put it with the underscore,
and, when we upload it to Facebook,

we will change the
underscore for a space.

On the other hand, the price has to be

with the point and two decimal
places and the currency that it touches.

As you see it here.

The syntax of the euros
has to be per ISO 4.217.

This we have nothing more
than to search for it in Google

and we put the coin as they tell us.

On the other hand,
the identifier exists,

in English it is
"identifier exists", we put all "yes",

because in all of us we have the
brand and the MPN, which is here,

or the EAN.

As you can see here,
these items do not have EAN,

because they have MPN.

It turns out that they are bicycles

that we manufacture internally.

These bikes are so cool
that they have no supplier.

Therefore, I do not put
anything in EAN, I leave it empty,

but, yes I put MPN and mark.

It's our brand, SantaFixie.

In the rest I also put a brand,
because they also have a brand.

So you can create different
rows with all your products.

Now that we saw what a data feed is

and the required attributes,

in the next lesson we will see

the most interesting
optional attributes.