As we explained in What is a Data Feed, there are four different formats a Data Feed can take: CSV, XML, JSON, and TSV. For simplicity, we’ll use a CSV Data Feed as an example here. The information about the terms ‘item, ID, Keyword etc. is still correct for all the different format types, the only difference is how these elements are organized.
And, if at any point you get fed up of hearing about Data Feeds, you can get our Data Feed Management Service, and we’ll do it for you ;)
In Spaceboost, each product or service that you want to advertise will be referred to as an item. This could be anything from a baseball cap to a trip destination or a health insurance plan. We’ll read each item in your Data Feed by row.
In a CSV, each horizontal line of information is referred to as a row. In Spaceboost, this is how we will separate your items by default. When you are done with your Data Feed, each row should contain all the information you want to use to advertise that individual item, separated by tags.
Tags are an essential part of the Spaceboost methodology. For each item (each row), there will be different tags that apply to that item. Here your tags are grouped by column. Here you can see that each column has a header which defines the tag name. So in this example, the column ‘E’, which here has a header assigning it the tag of ‘Category’, contains the correct information for the Category tag for every item in the feed.
The individual cells of your feed which contain the information relevant to each item and tag are referred to as Fields. The field D4, for example, is the brand "Ikea".
Each Item in a Data Feed must have a unique identifier. The simplest way to achieve this is to create a column with the tag header ‘ID’, and assign different IDs to each item, as in the example below: 1,2,3,4…etc. An item’s ID is a necessary element for a Data Feed. Every item has to have its own, individual, item ID. The character limit for an item ID is 255 characters.
This is another necessary element for a Data Feed (because most ad channels require it to create an ad). It is the name of your item. It doesn't need to be unique. You will use it to identify each item in Spaceboost, you can use it to create keywords, and include it in your ad copy, and create or organize your campaign or Ad group names.
If you are an ecommerce with lots of items, categories are extremely recommendable. All of your Items should be separable into categories. How you organize these categories depends on your catalog. In the example below - of a Home and Decor ecommerce - the item with the ID ‘3’ has a Category tag of "Kitchen". This means that, when creating the ads that will make up your campaigns, you can select these tags to personalize everything about your campaign's structure.
This should be a sub division of your category which will allow you to segment your audience further. For example, from a Category with the tag "Home Decor", a Sub-category could be "Kitchen". Or from a Category tagged "Sports Equipment", a Sub-category could be "Football Boots". The more you can segment your ad structures based on your catalog, the more you can adjust your bids and personalize your ads to match searcher intent.
Normally, you will use combinations of the other information in your Feed to create Keywords for your campaigns - for example "Item name + brand", or, simply "Item Name", or both! However, if you want to further customize your structure with Keywords that don't follow the information in your feed, you can create a specific Keyword column in which to do this.
This is the final URL that your ad for this item will include. It is important that it is as specific a URL as possible - i.e: a link to a URL for an individual item that you are advertising and not a general homepage - as this will boost your Quality Score, improving customer experience and shortening the conversion funnel.
Price / min_price
This is the price, or if you want, minimum price (eg. Flights from $20) of the item you are selling. You need to separate it by decimal point, and, when you upload it to Spaceboost, you'll need to specify what currency you are referring to.
Target CPA / CPL
Include a Target Cost per Acquisition for each of your items, or Cost per Lead if you want to generate Leads. This will allow us to manage Google’s Smart Bidding algorithms to adjust your bidding strategy across your campaigns to reach the best possible performance for that item. Again, with a dynamic feed, this can be updated and reflected live in your ads once the campaign is live.
If you don't know how to calculate your Target CPA, start using the formula:
Target CPA = Average Net Profit of each Sale of your Item / Target ROI
For more information about what CPA is and how to use it, head to our blog.
The amount of a certain item that you have to sell. Above all, including this tag works well for ecommerces as, with a dynamic feed, this information will be automatically updated. Not only will you be able to create a sense of urgency by including in your ad copy the exact number of items left, it also means you won’t waste budget advertising products you don’t have - as soon as your Stock is 0 for an item, we will immediately pause those ads.
Promotions / Discounts
Again, perfect for ecommerce, but equally useful for travel or any vertical in which the product or service that you have to sell has a time limit. Whether it’s 50% off, Free Delivery, or whatever hook you need to increase CTR.
Locations / Google ID (Location)
This tag allows you to use Google’s own geo-tagging codes to automatically assign campaigns to a specific location. Check our full guide on targeting by Google locations here.
NB: If you want to include a tag to target campaigns by City or Province, you need to do it by including the City or Province’s ISO code - which you can download here. If you are targeting a City, you need to copy the Country Code and add the Location Code on the end. In the first row of this Excel, if you wanted to target Bagram as a location, the code would be AFBAG.
Titles / Headings in the feed can not contain spaces, or underscores “_” at the beginning or the end of the text, or accents or special characters (only letters and numbers).
Spaceboost works with Expanded Text Ads. This means that your titles can be a maximum of 30 characters long. You can also use tags from your feed as the title sin your ads, but it is a good idea to write some yourself in case the information in the field you select does not fit. You can make as many different individual title tags as you want, and test their performance.
Copy / Description
These work the same as Title tags. They have a maximum of 90 characters. Again, you can customize and automate your ad copy by combining tags from your feed with more copy in Spaceboost, but it is best practice to write a couple of full, static descriptions that will always be able to appear (that comply with Google's requirements re: characters and special characters).
A Custom Field is a customisation option which allows you to combine, edit, or transform the information you already have prepared to make new tags. Here's our guide to creating Custom Fields.