Segment your feed effectively

If you learn how to segment your feed correctly, you’ll get a way to easily manage your advertising on comparison engines. By using the feed distribution, you can discover which type of goods is profitable for you and to what parts it is good to sort the feed. Here are the instructions on how to set up effective segmentation in Mergado.

Make your daily marketing efforts more efficient

Whether you are starting segmentation or dealing with it daily, it is important to know that you need to observe common values or parameters. Typically, you’ll use segmentation when setting the cost for click.

For a unitary feed, there is a risk that all items will be given the same values per click.

Tips on how to use feed segmentation

1. Price levels

The most basic distribution of product data by price level is easy — you can create it with a pre-set macro in a single click.

2. Availability levels

This type of segmentation depends on the time for which the products are delivered. Set higher bidding to the products you have in stock than to those, whose delivery takes more time. You can also use macros in this case.

3. Conversion levels

It’s good to use the Google Analytics data when setting up conversion levels. You can easily get conversion rate to Mergado with the Bidding Fox Elements app, and BFE_GA_CONVERSION_RATE tag.

4. Margin levels

If you know the margin of your products, choose this type of feed segmentation. You can get the values to Mergado simply by importing a CSV file using the Data Import rule.

• At the Tags page, create a new tag and hide it for output.
• Then, upload a CSV file with margin values via the Import Data File rule.
• On the Products page, create a query for each margin group.
• In the end, set specific bidding for particular queries.

These are the most common feed segmentation options that e‑shoppers and marketers in Mergado use to get better advertising results. Another new function — the rule planner — will help you set it up as well.

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