You know what really grinds my gears?
Google’s Merchant Center.
Sure, it’s an incredible tool, and essential to every eCommerce business trying to grow sales online.
But seriously, it’s a pain. First you have to figure out how to export your products in a very specific format (which is no small task, even if you’re a Shopify user).
Then you have to upload that feed in order to set up Google Shopping campaigns.
Then you have to set your budgets, launch, analyze, optimize, etc. etc. etc.
By the time you hit step two, your feed is out of date. You ran out of your top seller. You’ve updated the image. You’re slashing prices. Before you know it we’re back at step 1.
Ok, rant over. Let me catch my breath before I break down these beautiful inventions called Data Feed tools. It’s time to get rid of any Data Feed roadblocks preventing you from Google Shopping greatness.
Why Use a Data Feed Tool?
If you’re wondering what a data feed tool is and why you should be using one, let’s take a quick step back and catch you up to speed.
All Google Shopping campaigns require a Merchant Center data feed to list all of the products you’re selling, along with some defining characteristics of each of the products. Yellow Mickey Mouse t-shirt Size Small. Adidas Men’s Yeezy Boost 350 “Oxford Tan”. You get the idea.
Google also requires all Google Shopping advertisers to update their data feed at least once every 30 days to keep in-stock and out-of-stock products up to date. For most e-commerce businesses, 30 days between updating their data feed is an eternity. Companies that have products going in and out of stock frequently should be updating their feeds much more frequently (Google allows updates to happen up to 4 times in a single day).
Updating your data feed can be a royal pain in the ass—we talk about the best ways to do it manually in our e-commerce guide to Google Shopping—and this is where data feed tools come into play. They essentially make it easier to manage your Google Shopping data feed (and other comparison shopping engines like eBay or Bing Product ads) by automating a lot of the manual work that goes into updating it.
Today we’re going to walk you through the best Google Shopping data feed tools on the market today. Let’s dig in!
The 4 Best Google Shopping Data Feed Tools
1. GoDataFeed – www.godatafeed.com
GoDataFeed is considered by many to be king of the castle when it comes to data feed tools. It’s integrated with many comparison shopping engines (CSEs) in additional to Google Shopping, so it gives you flexibility if you’re also serving ads across Facebook, Bing, and 100 others.
GoDataFeed uses a “single point of integration” to make it easy for advertisers to import their product catalogs, and it automates daily feed submissions to Google Shopping. It also gives you tools that will alert you when there are issues with your product feed.
Pricing — Pricing ranges from $29 per month for 1 CSE feed and up to 1,000 SKUs, to $499 per month for unlimited CSE feeds and 25,000 SKUs.
Free Trial Status — GoDataFeed offers a 30-day trial for you to kick the tires and determine the value.
Supported Platforms — Shopify, Volusion, Magneto, Bigcommerce, 3dcart, WooCommerce, Yahoo!, Netsuite, Miva, Oscommerce, ShopSite, Spark Pay, XCart, ZenCart, FTP, and HTTP
2. SingleFeed – www.singlefeed.com
SingleFeed‘ insists that categorizing your products in Google Shopping is inherently confusing. They definitely aren’t wrong, it’s one of the most common mistakes we see when optimizing Google Shopping for e-commerce clients.
In addition to making it easy to automate daily feed submissions to Google, Singlefeed also works to help you correctly categorize your products. Their team of library scientists has created a “mega-taxonomy” which helps to identify the proper category and sub-category for each product in an advertiser’s data feed. They then have a team of specialists spot-check each product to ensure it’s in the best feed—a fantastic final touch to keep things optimized.
Pricing — Pricing ranges from $99 per month for Google Shopping only feed integration and up to 10k SKUs, to $199 per month for all CSEs and up to 50,000 SKUs. Custom pricing is available for companies with over 50,000 SKUs.
Free Trial Status — SingleFeed does not offer a free trial, but live demos are available.
Supported Platforms — Vendio, Volusion, Magneto, American Eagle, Yahoo!, Commerce V3, Miva, Oscommerce, MaxEXP, OrderDynamics, and XCart
3. feed:itor – www.feeditor.com
feed:itor is the new kid on the block, but it does offer some pretty interesting incentives for advertisers looking to simplify their data feed management. Interesting features include a list of 500 scripts you can leverage to optimize your shopping feeds, and all pricing tiers including unlimited CSEs.
Data nerds take note: feed:itor makes creating custom reports and dashboards pretty straightforward. The more insight you have into how certain products perform over others, the better your optimizations will be over time.
Pricing — Pricing ranges from $99 per month for unlimited CSE feeds and up to 2,500 SKUs, to $3,000 per month for unlimited CSE feeds and 1,000,000 SKUs.
Free Trial Status — feed:itor offers a 14 day free trial for users looking to test things out
Supported Platforms — Shopify, Magneto, Bigcommerce, and Shopzilla
4. Feedonomics – www.feedonomics.com
Feedonomics has some of the most powerful data feed automation technology on the market today. It’s able to spot inconsistencies across product titles, check for broken links and images, alert you of poor performing products, and make using multiple CSEs a snap with “bulk category mapping”.
If you’re looking for more hands-on support, Feedonomics has you covered. It has training and consulting tiers to help provide you with the tools and knowledge to be successful on Google Shopping and other CSEs. They are great options if you’re looking for something that’s not too complicated or too simple.
Pricing —Custom pricing will be sent to you after filling out their quote form. It will range from the number of CSE feeds you need to include, and the number of SKUs in your inventory.
Free Trial Status — Feedonomics does not offer a free trial, but they do offer a free shopping feed audit. They also offer month to month pricing, so you can cancel at any time.
Supported Platforms —Shopify, BigCommerce, Magento, Volusion, Yahoo Stores, Opencart, 3dcart, osCommerce, WebCollage, Amazon Webstore, Digital River, GSI Commerce, AdVantShop, Woo Commerce, PrestaShop, IBM Websphere, Virtuemart, Gumroad, Xt-commerce, Intershop, Zen Cart, ATG Commerce, X-Cart, Shopware, Ecwid, MyCommerce, WP eCommerce, CS Cart, NopCommerce, NetSuite E-commerce, and many others. View the full list here.
Note that, although this list is in no particular order, we do love GoDataFeeds’ mix of ease-of-use and reasonable pricing quite a bit. Regardless, integrating with any of these Google Shopping data feeds tools will save you the time and energy it takes to manually update your data feeds.
Did we miss one of your favorite Google Shopping data feed tools? Do you have reviews of the above tools that you think we should know about? Let us know in the comments below!