E159: Caitlin Dell’Orfano

Maximising Performance and ROAS: How Feedonomics Transforms Your Google Shopping Ads

Caitlin Feedonomics Black & White

eCom@One Listen on Spotify

Podcast Overview

The BIGGEST mistake we see seven figure plus merchants make with their Google Shopping Ads is a poorly optimised data set.

That’s right. They are literally burning thousands of pounds worth of money due to this one mistake. 

Inaccurate data. Mismatched. No custom labels. No mention of brand or features. How can Google possibly rank a product for a search term if the data set is messy and unorganised?

It’s a nightmare. 

That’s why we had to get Caitlin from Feedonomics on the pod. 

eCom@One Presents:

Caitlin Dell’Orfano

In this episode, we delve deeper into the world of Google Shopping, data feeds and optimisation with our fabulous guest, Caitlin Dell’Orfano, Senior Agency Program Manager at Feedonomics. From working in the email marketing space to B2B, feeds and BigCommerce, she has a wealth of real world experience and knowledge on this topic.

Caitlin discusses the benefits of Google Shopping Ads, sharing tips, insights, expertise and tactics along the way to help you reduce your costs and improve the profitability of your Ads with valuable tips you can go implement straight away.

Find out how to use this feed management tool for data manipulation and cleansing for a high quality data set. Discover how Feedonomics is adapting to the B2B landscape and tackling challenges faced by manufacturers and distributors in the industry. 

Listen to this podcast right now to make more money from your Google Shopping Ads. 

Topics Covered

2:03 – Caitlin’s journey in eCommerce, from email to B2B to BigCommerce 

3:54 – How Feedonomics works 

8:35 – What makes Feedonomics stand out from their competitors

12:55 – How Feedonomics filters and optimises data sets

15:34 – Tips to help you reduce costs and improve results with Google Shopping Ads

19:17 – Challenges faced by B2B manufacturers and distributors in sending product data to resellers

24:08 – The importance of optimising website data. Brand recognition, clean data feeds, and categories/variables are all underutilised optimisation methods for better rankings

27:25 – Using a feed management tool for data manipulation

29:45 -Test keywords and optimise campaigns for multiple channels. Q3 is the busiest time for AB testing before the holiday season.

32:30 – Book recommendation

Richard Hill [00:00:04]:

Hi there. I'm Richard Hill, the host of eCom@One, and welcome to episode 159. This episode, I speak with Caitlin Dell'Orfano, on the channel agency program manager, BigCommerce And Feedonomics. Now Caitlin is a bit of a geek when it comes to shopping feeds and and merchant feeds,

Richard Hill [00:00:21]:

you know, an absolute essential part of running any successful e commerce store. If you're trying to scale a store, you know, having an absolute banger of a, feed is absolutely key. Especially if you're looking to jump into different channels. So we discuss merchant feeds in absolute, detail, which are best practices and how some simple tweaks to your feed can really make a difference. We look at feedonomics and the B2B landscape and so many more things in this episode. If you enjoyed this episode, hit the subscribe or follow button wherever you are listening to this podcast, and we're always the first to know when a new episode is released now. Let's head over to this fantastic episode. Okay. How are we doing, Caitlin? You okay?

Caitlin Dell'Orfano [00:01:03]:

I'm great Richard. Thank you guys so much for having me on.

Richard Hill [00:01:06]:

No problem at all. Looking forward to this one. Feeds is something that, we discussed, we discussed some probably every 5th episode, massive part of our agency, but

Richard Hill [00:01:17]:

I think before we do and before we get into the good stuff, it'd be great for

Richard Hill [00:01:20]:

you to introduce yourself to our listeners and the people that are watching this live.

Caitlin Dell'Orfano [00:01:25]:

Yeah. I'm Caitlin Dellerfano. So my role here is I'm at a company called Feedonomics where we discuss all things, product feed management, and syndication. I run our Feedonomix omnichannel agency program, so I'm responsible full for working with our partners on the agency side of the house to help educate and equip them with all things that they will need to help their clients indicate product data do all of their advertising channels, marketplace channels, alongside of some unique partner program benefits as well.

Richard Hill [00:01:57]:

Wow. So before you did feeds, what's your sort of history in the e commerce world then? What what what was your sort of background?

Caitlin Dell'Orfano [00:02:03]:

Yeah. I've had a roundabout journey getting into my role here at Feedonomics. I started in the e commerce space probably about 6 years ago, more on, like, the email marketing side of the house. And then I took, a unique journey through ending up in more of, like, the b to b life science e eCom space. So I have a unique I would say viewpoint on, like, B2Becommerce eCom that whole industry, which is something that we can talk about today, as pertains to feed management side of the business there, but I ended up, at BigCommerce about 2 years ago, almost in November. So it's been a crazy journey. And essentially, we had an idea once we acquired Feedanomics to help all of the agencies in BigCommerce's ecosystem understand product feed management a little bit more and what that means for their clients. So they basically hired me and said, Hey, we have this idea for a new agency program. Go make it work. And so since then, it's been almost 2 years, and we've been, like, incredibly successful growing and scaling the program, helping agencies understand the importance of product feed management for their clients, and then just growing our channel partner relationship and also just educating our partners on that side of the ecosystem as well.

Richard Hill [00:03:16]:

So a busy busy couple of years then, right from the beginning, from that acquisition, points, obviously, we've we've been working with BigCOM for probably, well, since, since they sort of set up in in Europe, really, in EMEA. And obviously, the acquisition of Feed Economics was, took me took me by surprise, to be fair, and obviously a brilliant brilliant acquisition and brilliant brilliant fit for those merchants that they are, you know, really looking for a, you know, I would say, a very thorough heavy duty, fee management tool. What would you say sort of make Feedonomics, a game changer in the world of sort of feeds and feed management.

Caitlin Dell'Orfano [00:03:54]:

Yeah. I would say there's a couple different points in where Feedonomic stands apart in the ecosystem versus some of the other players in the space. I would say the first element is our full service aspect of phenomics, so that can mean a few different things. But to us, it means the product is a fully managed solution, meaning we have a team enterprise feed managers who are essentially acting as a project manager for a brand specifically around their product feeds. So I think that that's like The biggest differentiator is essentially you're getting a product feed manager for a 4th of the cost of what it would be to hire someone internally to manage this and then also, like, outsource it to an agency who doesn't have, individuals who are, like, as expert as the enterprise feed managers whose sole job is to syndicate and optimize product feeds. Then the second piece of that would be our technology. So we use transformers and we're able to optimize data, that way, create if then statements and just really take over the optimization of the product for the client, depending on what channel they're looking to syndicate feeds to. The 3rd aspect, and I think this is, again, like, what may us, especially unique, is our channel partner access. So the different programs that we've created with our partners like meta, TikTok, Google, Amazon, and all of the other marketplace channels, we are feeds there, but also really help them grow through different advertising credit programs, different marketplace subsidy programs to help brands actually test out if they're gonna be successful on a new channel. And I think those relationships oftentimes really sway client towards using phenonomics versus another platform that may be full service or maybe, some sort of feed tool. But when they leverage phenomics, they also get access to very unique partner benefits as well.

Richard Hill [00:05:47]:

I've just got back actually yesterday. This will air probably a few days afterwards. But I've just got back from the the big partner summit in London, about 600 merchants. And, obviously, the majority of your sort of leadership team then, you know, a great day. From big commerce and the and the big pump commerce sort of partner networks out there. Obviously, fantastic. Well, our company has been to the last 3, you know, it started with the first one we went to was a couple of hundred people, then 3 or 4 hundred people, and then about 650 people yesterday. Obviously, a lot of talk about feed economics, about the, And what I thought was just sort of may well, there's a few things you mentioned there, but, you know, the the fact that there's an option to have it fully managed You know, which, like you say, a lot of, I think, a lot of merchants, you know, they sort of set it and forget it, unfortunately, when it comes to feeds, and obviously, if it's, you know, whether that's a daily, weekly, monthly routine, and various routines, having somebody there that is managing that feed, you know, day in, down, you know, it's quite a unique proposition from the majority of feed options that are out there. But I think the thing that I really like is about the sort of the the deeper, I guess, sort of partner relationships that are sort of built into the process. So if you're working with Meta, for example, and you're using Ideanomics to to to build your feeds and and to to run, on meta, you've obviously then via Feed Economics got access to, a, like, a specialist team there. Is that is that right?

Caitlin Dell'Orfano [00:07:08]:

Yeah. Yes. Pretty similar. You get access to a different degree of, like, partner management, obviously, being owned by BigCommerce gives us a lack up in that space because if you think about it, there are thousands of agencies, thousands of technology companies, but there aren't thousands of large eCom brands. Really, there's big commerce and then probably, like, 6 or 7 others in this space that really have, like, a big foothold. So our partner's relationships just run deeper than the average would. And so what we can get our clients access to is often, like, very, very different than what they would work with, like, just a direct partner manager at, like, a meta or a TikTok. So we can bring them into different subsidy credit programs. And, again, like, they vary per channel and, like, oftentimes, like, that helps offset the cost of, like, leveraging Feedonomics for a few months. So the brand can, like, really test out that new channel, all the while still sending product data to the channels they're already selling on. So I think that that's, like, a really unique use case for phenonomics, and that's been really successful with a variety of different companies.

Richard Hill [00:08:12]:

I think it was mentioned yesterday. Now forgive me if I've got this wrong, but ultimately, because of the partnerships that you've got in place with the platforms that potentially, Ideanomics could be free for the 1st 12 months if you're leveraging you know, the partner networks, you know, in a form of like a if you wanna call that a rebate or a sort of a Yeah. You know, it's it's quite a that's quite a new thing I think you're doing at the moment.

Caitlin Dell'Orfano [00:08:35]:

Yeah. I don't know about, like, 12 months, maybe 6, but if you stack them, like, Sure. But, I mean, I think, like, the biggest one I think is 6 months, and that's where I'm at. But, yeah, you can definitely qualify. There's so many of them. Like, we're our technology team is really expanding those relationships and they're doing such a good job. And, I mean, like, the subsidy credits and the programs that we have going to honor. Amazing offerings for brands. And I'm talking to clients on the phone, usually, like, with an agency almost every single day. And, like, I talk about these the time, and it's usually, like, that's what sparks them and, like, that's the client really interested in Feedonomics because at the end of the day, like, you can send product data as one way, like, or another to a channel. And I can tell you every single which way, like, why are technology's gonna do that better? And at a faster speed and help you send product data to new channels as well and increase like that ROAS, that click through rate, the conversion rate, and all of that good stuff that everybody wants to hear. But at the end of the day, like, getting a client onto a new sales channel and getting them, like, a promotion package, like, helping them get expedited approval. That's really what, like, brands seem to care about a lot, and I think that that's, like, a huge edge for Feedonomics versus, like, any of our competitors in the space.

Richard Hill [00:09:50]:

Totally agree. The amount of the I don't I just know the amount of people that'll be listening to this that are in a country a sort of thing, and there may be, you know, maybe UK. They used to you know, we're running ads on Google Shopping UK, Amazon, and UK, but hang on a minute. There's actually a there's a whole big world out there where you can list and, you know, and channels that you might never ever some of you may not have heard of, you know, I think there was talk of Chitching. Is that one of yours?

Caitlin Dell'Orfano [00:10:15]:

Yes. Chashin is similar model to, like, a Rakuten. So there are new advertising platform where essentially, like, you control, the amount of, like, the I think it's the CTA on the yeah. The CPA on the account. So it's an interesting new advertising channel that brands are able to to send product feeds to. And as a consumer, when I was demoed this platform, essentially, like, Google, but every time you buy something, you get money back. So I was like, I don't know why anybody would not use this from a consumer standpoint. So as the more brands that start to, like, test out that channel, I think, the more consumers that start utilizing it, I think it's going to be incredibly successful and they're ramping up their marketing efforts to eCom, like, more of a well known platform because right now, like, a lot of people are like, what is that? And, like, the brands that we've spoken to, like, about this platform are interested because the rebates pretty significant in terms of, like -- Yeah.

Richard Hill [00:11:10]:


Caitlin Dell'Orfano [00:11:10]:

if you qualify and you adopt this channel, we're gonna give you $45100 rebate credit. And I think that that's pretty significant because, 1, you can use that worth the cost of economics. You can use it towards your advertising dollars. However you see fit. But also, like, in that same motion, you can send your product feeds to Google, to Meta, to Instagram to TikTok to all those other advertising channels in the same breath, because our service includes, like, all of that unlimited for advertising. So think it's a unique way to position it. We have a really cool new channel, similar model to, like, a Rakuten, but again, it's like that CPC is really what you're setting yourself.

Richard Hill [00:11:46]:

Yeah. We get we're gonna get them on, actually, had a conversation with them yesterday, with the guys that are running that are running, the UK. So we're gonna get those guys on in a cup in a couple of weeks. I think they're coming over to the office. We'll see what they've got to savor. Yeah. Very exciting. And you -- That'll

Caitlin Dell'Orfano [00:11:59]:

be a great one.

Richard Hill [00:12:01]:

But I think, yeah, for you guys listening, you know, the boss bottom line is obviously you can take, you know, you're used to no doubt running shopping or metal or one of the other or both, but about is there's, you know, up to dozens and dozens of opportunities out there and economics makes it very easy. To, you know, take that product data, you know, and duplicate that with this, you know, the different. So if we like, obviously different, forms need different, variables potentially obviously, they're very similar. But I think they usually, that's where quite a lot of people get things wrong. They get maybe confused with this if you want to call it like a migration from, you know, they're they're using eCom, or obviously there's other e commerce platforms out there, they're big comers, but you know, it can be quite daunting to some of the, maybe, this midsized merchants to take that data from their store. Put it into a feed management tool. You know, how what would you say to those guys that are maybe a little bit concerned about that initial setup?

Caitlin Dell'Orfano [00:12:55]:

Yeah. That's a great point, and I oftentimes do get asked a lot from brands. Like, we're using a native integration in our Shopify store or in our big commerce store, why why do we need feedonomics when it just works fine? And oftentimes, I explain it in pretty simple terms, and this might not be a 100% relevant for the UK, but I still believe that it is. And, hopefully, there are some people that listen to this in the US too, but I call it the water filter example. So right now, I could walk into my kitchen. I can turn on the faucet, and I can drink right out of the tap water. Now, especially in the US, we know why we should not do that in terms of the chemicals, the pesticides, the chloroform, all the nasty things that are in our tap water today. It's just not suitable for drinking, but If I was on my deathbed, I was gonna die, I would drink the tap water. That's the same thing as sending a product feed through, like, a native integration. It's gonna get the gonna do the job. It's gonna get the data from one place to another, but it's not really gonna get it in the best format possible. Now Edenomics comes in, it's gonna be that, like, high powered water filter on top of your tap. So we're gonna enable to take your product data right out of your big commerce your Shopify, your WooCommerce, wherever your product data lives, we're gonna optimize it, we're gonna syndicate it, we're gonna clean it, we're gonna map it for every single channel cleaning up those keywords, all of that, extra space, all of those extra characters that are in that feed, and make sure that it optimates for every channel you're pushing feeds to. So it's the same thing as, like, high powered water filter, just cleaning and optimizing that data. So in terms of like the long term health of the products and the ROAS, the click through rates, the conversion, you're gonna see that increase like you would with, like, a regular water filter that you install. You're gonna pay a little bit more money for it, but you're gonna have better results long term. So that's usually the example I use, and that That breaks it down for you. They're like, oh, I wouldn't drink tap water. I'm like, yeah, I wouldn't do that either.

Richard Hill [00:14:43]:

I like that. I think once you've gone filter water, there's no going back. Exactly.

Caitlin Dell'Orfano [00:14:47]:

That's what I'm saying. That's, like, it's, like, phenonomics too. Like, once you go at phenonomics, you can't go back.

Richard Hill [00:14:53]:

It's so true, isn't it? I think, you know, obviously, you get a certain set of data out of any platform, you know, good or bad, but generally, you know, it's not a 10 out of 10. It might be a 5. It might be a 6. It might be a 7, but Yeah. You know, with a fleet management tool in place. So, you know, for the guys that are listening that are that are, you know, they're running ads via a feed. You know, what would you say are some things that you see consistently incorrect or wrong with feeds that are Yeah. They might not be ready to test feed anomalies yet, but they can maybe, you know, play and and and adjust what they have now. What are some of the areas that you see time and time again that, that are a real issue for feeds.

Caitlin Dell'Orfano [00:15:34]:

Yeah. And I would always say that those brands, like, never leave anything up to the imagination of Google. The one of the other things they oftentimes, like, coach clients on is because one thing you could be importing from your big from your e commerce store might translate completely differently on Google, because Google just categorize its things on its own. It has a mind of its own. So I would say, like, the biggest things that I look for and that we catch in, like, our feed audits are, like, titles -- Yeah. -- are missing oftentimes in feeds because if you think about it, if you're shopping on nike.com eCom you're looking at a particular shoe, the brand title isn't in there because you're on nike.com. So, like, it just says free runners. But if you just have, like, a native integration, it's just like a pipe of data, kind of similar to that tap water, that the title is not pulling through. Right? So on Google Shopping, Nike wouldn't pull through. So it actually costs you more money for that bid price. And the more optimized you get with, like, brand titles, the actual that's where you see the cost going down per bid So that's where your mon your costings comes in. I often see, like, special characters and just, like, white space and feeds that you wouldn't think is there. Because it's just not translating correctly. Oftentimes, like, descriptions aren't as optimized, like, there's repeated words, repeated language, And again, like, there's special characters that just, like, shouldn't be in there. So we at Feedonomics oftentimes run, like, complimentary feed audits for brands. So These are great even for brands who aren't quite ready to have, like, a, a pretty, hefty in terms of, like, fully managed fee tool. It just helps, like, the client understand, like, okay, like, this is where I'm at today. Like, these are the errors or the different optimizations that, like, I could actually make with my product feed, and then they usually come back in, like, 3 or 6 months once they've kind of, like, built up that advertising spend, like, really kind of done a little bit and they've seen the results. And they're really ready to take that leap with us. So I always recommend those as, like, a first starting point, like, when looking at Feedonomics versus, like, any other tool.

Richard Hill [00:17:31]:

Yeah. Some great points there. I think the brand one gets everybody, doesn't it? It gets so carried away with their own site and that things are in the right category, but if you think about your products guys, you know, when they're out in the wilderness, you know, on another platform, you know, your Google shopping is is probably the one we talk about most. You know, you're out the products around in the Google shopping, tab, or obviously on the homepage of Google, you know, they're now on your website. So it's not obvious what category they're from. Because they're not on your website, so in the Nike example, I just wanted to introduce you very quickly to our sponsors pricing. Now pricing is competitor price tracking and monitoring software that can dynamically change a product's prices on all sales channels they work with brands such as Samsung, Sony Suzuki, to increase their online revenue. Now if you run Google Shopping, which I know a lot of you absolutely do, this software is absolutely the key to accelerating profits. One of the reasons I recommend pricing to my clients is because you can find out your competitors pricing and stock availability all in one simple to than Dashboard, giving you a huge competitive advantage. Now if you have any inquiries and questions about this software or you're ready to get cracking, we have worked out a very, very special deal for our listeners where you can get a free month trial and then 25% off for the 1st 3 months, head toeconone.compricing and complete the inquiry form, and we will connect our listeners to the pricing team. Right. Let's head straight back to the episode. So B2B, I know we have a lot of listeners on the podcast that are in the B2B space in the enterprise space, you know, I know, sort of fear Nikes and, big eCom, you know, doing a lot of, moves in that area. You know, maybe it'd be great for you to sort of tell our listeners, you know, how Feedonomics is sort of shifting, their sort of focus possibly into the B2B landscape.

Caitlin Dell'Orfano [00:19:17]:

Yeah. Definitely. And I came from B2B Life Sciences. So this one is near and dear to my heart because once we had a revelation in terms of what our solution could do for B2B Manufacturers and distributors. I realized, oh my gosh, this would have helped so many of my clients in the space that I was in, like, particular life science supplies. So I was working with brands like Eppendorf, GSK, some of the biggest brands globally, and they all seem to have the same problem would be getting their product data from their manufacturer ERP, CRM, PIM, wherever it lived to their thousands of different resellers, distributors, whatever you wanna call them. Oftentimes, like, they would have probably one sort of, like, native integration, like, built out to, like, their main distributor. And then the others, they would just be sending, like, manual, like, Google Sheet feed files to these brands and why that was not the best One, it's incredibly time consuming. 2, it's not gonna help your products sell on your distributor site because you're not sending them optimized data for their own website. And if you think about it, a big reseller who's ingesting products feeds from thousands of different manufacturers, isn't gonna take the time to optimize your catalog. Right? Like, they're just gonna get it in there bare bones to get on the site. So where feedonomics actually helps with those, like, manufacturers we can actually send those product feeds to those all of your different resellers in the format that you need that data to be in. And I think that that's really important. It's not something that oftentimes agencies bring up with their b to b clients. It's not something they're talking about with them because unless they're building a native integration to one of their resellers, for them. It's really not something that's discussed often, but it is a problem. So particularly the space that I came from was a huge problem. And I'm assuming in other industries it is as well just because of how slow B2B has been to adapt eCom. I think it is an issue. On the flip side of that, if I'm a distributor and I'm ingesting 1000 of different products, products, skews, products, catalogs, millions of different skews oftentimes from my own site, that can be really taxing on my team internally to categorize and optimize that data to fit onto my own site. So that's where we get into more of, like, a data aggregation conversation and feedonomics can also step in there and help the distributor ingest all those SKUs and optimize them for and categorize them correctly for their own website and clean up that data. So It can be used both ways with manufacturers or distributors for a variety of different use cases. And I think it's really cool because you can just use our technology in a lot of different use cases. So it's fun to have those conversations on the more complex side that aren't necessarily just a B2C brand sending data to all of their advertising channels. So I think that that's a new area of our business development team that we're exploring. And it's been really fun to have those conversations.

Richard Hill [00:22:21]:

I think it's quite unique, you know, because I think, you know, historically, when you listen to our industry is, you know, predominantly, you know, a lot of talk around, you know, you know, B2C, but the B2B size, huge, isn't it? It's just huge. And some of the some of the challenges they have with, you know, those conversations yesterday about, you know, some certain B2B brands that have millions of SKUs coming in from, you know, you got our distribution angle, you got millions of SKUs, potentially different price points. Obviously, that's a different topic, but there are millions of SKUs coming in from a lot of different data sources that are all very different to having that, a layer over that that can, you can set rules that standardize things and make things a lot easier for the the platforms, you know, so I think a lot is an area where I think a lot of B2B brands, distributors, etcetera, they they sort of shy away from it because they can't do it very well, basically. So, so it maybe doesn't get done or it gets done very badly. Whereas, obviously, with phenomics for as an example, you know, it may really kind of streamline that B2B sort of, you know, getting all the different, whether that's you know, different distributors, manufacturers, obviously, depending on who's listening, but, you know, it's quite a challenging piece, isn't it?

Caitlin Dell'Orfano [00:23:35]:

Yeah. And it's oftentimes too. Like, when you think of phenomics, usually, it would be those B2B brands that are going D2C. And I always say not necessarily, like, we can help them and even if they're not trying to sell it to you to see as well. Like I mentioned earlier, Lowe's use cases, so it they can still have their own e commerce presence not being trying to go D2C and feed it on a still a potential solution for them. So

Richard Hill [00:23:56]:


Caitlin Dell'Orfano [00:23:57]:

Yeah. -- it's an interesting conversation to keep having in those cases we keep developing on our side and how we can fit the platform in as, like, a date optimization and syndication tool at its core.

Richard Hill [00:24:08]:

So I think I was gonna step back for a few moments ago. We talked about the top 3, you know, 33 areas. You know, we meant, you mentioned brand and, obviously, we touched on that, you know, and and the, the Nike example and the, and the barbecue example, you know, I think that's a huge issue, you know, that people don't, you know, action, you know, they just think, I think people maybe don't understand the fact that they can What what we're saying is, you know, I think a lot of people spend a lot of time optimizing the data on their website, essentially, you know, so their website you know, is is of no doubt, you know, if especially if it's bomb big comments, it's gonna be very, very well constructed, and it's gonna be super fast and the categorization and the the product sets are gonna be all well researched with your SEO team, hopefully. But when you take that data out of, the store out of that environment. Obviously, it might not stand up against the competitors because you're not mentioning brand. You know, which, which is quite eComOne. And then you mentioned, you know, having sort of spurious white space and maybe spurious characters in the feed. And then, obviously, you touched on there's an opportunity with you guys to obviously have a feed, audit. You know, we always like a good everyone likes a good audit, don't we, man, whether that to feed or SEO or whatever it may be, you know, and I think that's something I would really encourage anybody listening to do, you know, across the, not just the feeds, but, you know, in general, the sort of because things change, you know, I think that's the thing, you know, things change. I'm obviously aware that's on your websites and feed the way that the platforms take various sort of optimizations and and sort of rank them. So, you know, I really would encourage you, but there's there's 3 things, but what would you say if we dig a little bit go under the skin a bit more, what are sort of probably some of the optimizations that are really underutilized that our listeners could go and have a look at. So we we touched on the the brand. We touched on, you know, clean up the data, but what else? Is there anything there maybe you know, around the categories and the variables, additional variables?

Caitlin Dell'Orfano [00:26:01]:

Yeah. There are a couple things that we see oftentimes that like, help with the most instant lifts to ensure, performance is successful. So usually it'll be, like, products are in the right subcategories. So for the channels. I think that's a big one that people miss a lot of times. So it ensures the right searches, better click through rates, higher conversion rates, Another couple that we see oftentimes too is, like, not including brand. That's, like, probably the number one. Also, like, color, size, gender, which oftentimes, like, people don't think of. So that's a big one. Oftentimes that's missed category and then also the non branded keywords. That's also something that phenomics can help generate automatically to help ensure that the product is getting, like, the most optimized returns. Also, too, like, the other things that we catch, like I've mentioned previously, are, like, checking their feed for spaces, odd characters, repetitive language as opposed to, like, unique and very streamlined titles and descriptions. Those by far are, like, the 3 things that we see the most that can, like, really impact the health of the feed and, like, that someone can do manually if they wanted to, but, like, obviously, those bigger brands are investing, like, the amount monthly in their advertising spend really don't have the bandwidth because they're trying to seriously grow and get on new channels and increase sales and, like, really build out the brand and, like, build new products. Like, that's really who's who's gonna wanna leverage, like, feedonomics.

Richard Hill [00:27:25]:

Yeah. I think to be clear to the listeners as well, so you've done the work on the like, you're a 10 out of 10, if that's possible on on the site, and then you're taking that data into a feed management tool, I. E. Feedanomics. Yeah. But the things we're talking about, you're doing within the tool. So you're not changing the data on your website. You're taking data from the site to a third party place. Like a holding ground. Almost you're holding the data there and you're manipulating changing adding, and then you're pushing that back in to the platform of choice. So obviously, you know, you know, the Whether that's, you know, half a dozen shopping, you know, Google shopping, Facebook, etcetera. So you're not changing anything on your site. I think a lot of people get a little bit mixed up with that. Oh, I've just spent a lot of time doing everything it's a separate thing. And I think, you know, I really would advise, you know, you guys that are listening, you know, have a look at that feed in terms of what is missing because there's a lot of variables that usually don't get pulled out or get missed or you realize you don't have didn't have them in the first place. So I think, you know, you mentioned categories, categories are, are are a fixed set of data from Google. Now you might have you know, certain products that just don't fit in a category that's predefined by Google, and it needs its own category, but you can't create categories. You gotta create what's those product types. So it's like a slightly different thing. But if you didn't do that, then your products might be going into the wrong, slightly wrong category, you know, if you're trying to think, back to something like lawn mowers. There's 2, there's a cylinder lawn mower, and then there's rotary lawn mower. Well, if you've just got it in the lawn mower category and you haven't got a split, further down into the 2 types of lawn mower. You're probably not as excited as I am about lawn mowers. I'm sure, Caitlin. I do apologize. But, you know, these are quite simple things to fix with a fee management tool.

Caitlin Dell'Orfano [00:29:07]:

Yeah. Exactly. Yeah. We're not changing any data on the client's e commerce site and, like, think another thing about phenonomics is we're incredibly flexible. So, like, if a client has data in their PIM, in their ERP, in their eCom and they need to generate a file fee for multiple different sources. We oftentimes look for a source of truth, but we can get really creative on a client by client basis to ensure, like, We're getting all of the most accurate information to generate that product fee that needs to go to the different channels. So that's also something that we're able to help, kind of lean in with our clients on.

Richard Hill [00:29:40]:

So last couple of questions. So AB split testing. Talk to you about that.

Caitlin Dell'Orfano [00:29:45]:

Yeah. So that's a really awesome service that we offer on our premier level for advertising. I think agencies are particularly biased and really love this side of the business and really love this, like, service off bring. I think it's a great solution just to be able to test different keywords on different channels, and you can leverage and work side, it's like your enterprise feed manager to do that, but usually oftentimes, like, the clients that we work with on our premier level have pretty hefty advertising budgets they're selling or advertising on multiple different channels. They have an agency that's managing their PPC and, like, building those campaigns and ensuring that those campaigns and the creative are in lockstep. And then Feedonomics is obviously generating the the most, efficient and optimized product feed to make those campaigns successful. So Usually, it's like the client plus the agency plus Feedonomix all working together to test out different keywords, different descriptions, and see what, like, really sticks in terms of, like, performance. So that's oftentimes something that usually, I would say, like, Q3 is our probably, like, busiest quarter for all of the AB testing because everybody wants to make share that pre holiday. They have everything locked in. So right now, like, we've been doing a lot of AB testing with our brands on the back end with our enterprise feed managers. To just get everything ready for holiday, which is coming up very soon.

Richard Hill [00:31:05]:

So I would, mash yourself a question guys. You know, are you doing a b split test? With your feed right now. And I know the answer to 99% of you won't be. So, you know, there's an opportunity to be able to do that. You know, with with the live you know, Feedonomics, you know, is quite a, you know, when you think about split testing landing pages, for example, on your Google Ads, you know, it's a similar thing. We're we're split testing. You know, the, you know, we're talking about having brand entire or moving brand entire or, you know, triggering different things in different categories and moving things around in in the product types or, you know, the titles really more than anything. So, Caitlin, it's been an absolute blast having you on. I really appreciate that. So that's very quickly then. What's on the, roadmap? Anything you can share next 12 months, things that are coming out for Feedonomics?

Caitlin Dell'Orfano [00:31:51]:

So our VP of product was called probably kill me. I'm probably not looking for anything that we've been we've had on the roadmap. We have a couple of really betas going on right now in terms of, like, marketplace functionality. So we've we're pre launch on one of them as of right now it's not even open to, like, our existing clients. So we have some things cooking in the pipeline, but, unfortunately, like, I can't share.

Richard Hill [00:32:15]:


Caitlin Dell'Orfano [00:32:16]:

I know. I'm bummed. I'm I'm not important enough. No. I'm just kidding, to have access to the knowledge that I can. So

Richard Hill [00:32:22]:


Richard Hill [00:32:23]:

Yeah. Okay. So I like to finish every episode with a book recommendation. Do you have a book to recommend to our listeners, Caitlin?

Caitlin Dell'Orfano [00:32:30]:

I do. So when I first started with Feedonomix, actually keep it on my desk right now. It's called Legacy, and it's a great book to send, like, the value of teamwork and how different this is like a plug for the book. I can't believe I even have it on my desk, but It's really just about, like, how you work together as a team and, like, different aspect of the business and all coming together. Our CEO, Sean Littman, recommends the best book I've ever read, and it's totally changed my perspective on business. I think just like as a personality, I'm definitely more outgoing. I'm really just more confident. And I think this has helped

Richard Hill [00:33:04]:

me ground a little bit more and just understand that not everybody works the same

Caitlin Dell'Orfano [00:33:05]:

way that I do, and at the same capacity. So it's a great book, and I would really recommend it for anyone that works in any type of business or organization. It's it's a really great read. And I literally leave it on my desk and I loved it.

Richard Hill [00:33:20]:

That sounds great. I've not I've not seen that one. I'll read that. So I'll get that. We'll get that link up in the show notes, and we'll get that ordered for, kinda have a little look at that over the weekend. Well, thank you for coming on the show. For those that wanna find out more about you, more about phenomics, what's the best way to do that?

Caitlin Dell'Orfano [00:33:34]:

Yeah. I'm on LinkedIn, Caitlin Dell'Orfano , and then you can email me caitlin.dellorfano@feedonomics.com , reach out. I'd love to get some feet out. It's done. If you're at the brand level, I'm happy to help facilitate that for you. We do offer free omnichannel consultations, which are more of like a strategy session around how we can help your business grow and scale on our different partners. Obviously, we love to recommend Feedonomics during those consults, but They're great for merchants who really just wanna help understand and grow on net new, advertising or marketplace channels. So happy to get that all of those going for you. And please feel free to reach out to me.

Richard Hill [00:34:09]:

Thanks, Caitlin. Thank you for your time, and I'll look forward to seeing you again.

Caitlin Dell'Orfano [00:34:13]:

Of course. Thank you so much, Richard.

Richard Hill [00:34:19]:

Enjoy this episode, hit the subscribe or follow button wherever you are listening to this podcast, you're always the first to know when a new episode is released. Have a fantastic day, and I'll see you on the next one.

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