In this webinar, we partner with product feed optimization platform, Feedonomics, to discuss how to get in front of potential customers, no matter what platform they’re on. Amplify ads across media by making them shoppable. Join us to learn how.

1. How to Win at
Shoppable Media
by Unlocking the
Power of Your
Product Feed

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by end of week
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3. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 800+
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*AdAge Best Places to Work 2019-2021

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
EVAN KIRKPATRICK
VP, Shoppable Media
PATRICK HENTSCHEL
Senior Director, Global
Accounts

6. Agenda
● Industry Landscape
● Building a Foundation with your Data
● Making Ads More Shoppable
● Multi-Channel Strategy
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7. What is your biggest challenge with
shoppable media?
● Optimizing my product details across platforms
● Connecting and driving customers to local
stores
● Using video and other features to improve
shoppability
● I am not using shoppable media yet!
POLL

8. Industry Landscape
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9. Ecommerce sales accelerating rapidly
+56%
projected retail ecommerce sales
growth 2019 to 2021
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10. New feed-driven, shoppable products are launching
across media
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11. Shoppable products helping to fuel ecommerce growth
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Tinuiti Feed-Driven Spend Growth (trailing 12 months)

12. Building a Foundation
with Strong Product Data
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WEB PLATFORMS
FILE UPLOADS
CHANNEL DATA
SITE CRAWLS
HUNDREDS OF PLATFORMS
Product Syndication
Syndicate product data across media
Consolidate product and performance data to build the feeds that power & enhance Shoppable
campaigns

14. What is Feed Optimization?
Raw title: “Air Max Shoes”
Optimized title: “Nike Air Max Running Shoes,
Size 12 Black”
Feed Optimization means ensuring your
product data is:
● Clean: no rogue HTML, missing values,
and is correctly mapped to the
specifications of each channel.
● Relevant: your product titles are structured
similar to the way users search for them.
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15. Nike’s Google title:
“Nike Air Max 2017 Men's Shoe Size 12”
Nike’s website has a different title:
“Nike Air Max 2017”
Our Google search:
“Nike air max running shoes size 12 black”
What is happening between Nike and Google?
Feed optimization!
But Wait…
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Having your products listed in appropriate
categories, optimizing titles, and adding correct
variants, helps you to create more effective
product listings that show up more often.
Ensuring your products are optimized (ie, titles,
description, materials) will improve searchability,
increase click through rate, and reduce wasted
ad spend.
Optimize Your Online Listings
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Ensure that your product data is
tailored to perform well across
each particular channel.
Sometimes just having the right
keywords to show against
relevant search queries is the
most important.
Product Data Performance
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Transformers
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19. Advanced feed optimization boosts conversion rate
and revenue across platforms
No stranger to success, Bare
Necessities came to Tinuiti in with a
clear-cut vision of how they wanted to
scale their business and grow their
brand using Google and Bing
Shopping ads.
CHALLENGE SOLUTION SUMMARY
Tinuiti’s Shoppable Media experts got to work
manipulating Bare Necessities’ product feed of over
200,000 styles and optimized them for each unique
platform within Feedonomics: Google, Bing, and Facebook.
Through these advanced tactics, the Shoppable Media
team grew Bare Necessities Revenue by over 30% and
increased conversion rate while exceeding the client’s
return on ad spend goals.
INDUSTRY: ECOMMERCE
Case Study -
Mobile clicks with
call extensions
Shopping
revenue
Conversion
rate
+30%
RESULTS
+25%

20. Key Takeaways
● As channels shift towards commerce and launch new
shoppable products, it's important to build a foundation
around product data
● Data should be clean, accurate, and relevant
● Better data = more efficient performance
● Strong titles are essential - the more differentiators you
include, the more relevant search queries you'll appear on
● Ensure that product data is tailored to perform well across
each channel
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21. Making Ads More
Shoppable
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22. Building a Multi-Channel Strategy
To drive product ad performance across media, it’s critical for retailers to understand channel nuances and create
customized strategies to drive results for each channel. Retailers should not be sending the same data to every channel.
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Search & Shopping Video & Discovery Social Commerce Dynamic Creative

23. Stand out with Shopping annotations
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Special offers:
Add promotions to products to
enable "special offers"
annotation and encourage users
to shop
Sale / Price Drop:
Activate sale price annotations
by supplying Google up-to-date
pricing data and using the
sale_price column
Product Ratings:
Generate more high
product ratings and
reviews and qualify for
the automated star
rating extension
Returns:
Add your current policies in
Google Merchant Center to
activate the returns
annotation
Shipping:
Showcase products that
ship fast or free by
providing details in Google
Merchant Center

24. Drive store sales with Local Inventory Ads (LIAs)
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Reminding customers of the
convenience value prop
“We have what you need right
down the street.”
Providing local availability
to digital consumers
“Here’s what we have in your
favorite store.”
Promoting store pickup
(BOPIS) capabilities
“And you can have it in your
hands almost instantly.”

25. Add storefronts to video ads
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Make video more Shoppable
Enhance video ads by connecting them with
product feeds - integrate product data directly
into videos to make them more interactive and
drive more conversions.
“On average, advertisers that add product feeds
to their Video action campaigns achieve over
60% more conversions at a lower cost”
Source: Google internal data, Global, March 2021 - compared 941 campaigns with
product feeds to campaigns without product feeds.

26. Integrate with Facebook & Instagram Checkout
Speed up the buying process and allow users to checkout directly from Shops on Facebook or Instagram
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27. Catalog Listing & Orders
● Important to have solution for:
○ Catalog clean-up & optimization
○ Listing and resolving errors
○ Syncing orders back to native OMS
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28. Orders are pulled from Instagram
Orders are inserted into your store
Tracking numbers are pulled from
your store
Tracking numbers are sent
to Instagram
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How Order Management
Works

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Visualize & Manage
Orders
● For example, our FeedAMP order dashboard
shows all of your marketplace orders
● Easily filter by order status and date
● See the entire order journey

30. ● Instagram requires square images at
least 600x600 px
● Fashion and apparel images are often
not square
● Be sure to turn portrait or landscape
images into square images
for Instagram
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Instagram Image
Padding

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100%
increase
In revenue from the
channel
“Instagram has played a major role in helping us build
a brand, and we love how the new shopping features
allow us to easily showcase our products in a way
that feels authentic to the community we have built.
In just a few short weeks of using the new shopping
features on Instagram, we have seen a 100%
increase in revenue from the channel and a massive
1,416% increase in Instagram referral traffic to our
website.”
Ken Natori
President of The Natori Company
Source: BigCommerce
Instagram Shopping Case Study
Natori
1,416%
increase
In Instagram referral traffic
to our website

32. Key Takeaways
● Understand channel nuances and create customized
strategies to drive results for each channel. Do not send the
same data to every channel.
● Take advantage of Google annotations, local features, and
new enhancements to video to drive shoppability.
● Launch native checkout on social networks like Facebook
and Instagram - allow users to checkout directly in channel
● Optimize images/dimensions for better performance and
approval rate
● Bonus tip - expand the reach of your feed and use product
data to enhance efforts with Dynamic Creative Optimization
(DCO)
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33. Schedule Your
Consultation
with a Shoppable
Media Expert

34. Q&A

36. Thank you!