Feed Management

For those not familiar with feed management, let us explain a bit more. Important to note is that feed management is only relevant for websites with products, therefore webshops only. Web shops have a database where they keep their products. When you export this product database you will get a feed, a product feed. Automating this process and using the feed to link to other channels is what we call feed management.

We just skipped an important part. As just exporting and importing the feed is not a whole lot of management. What makes it feed management is that most ‘raw’ feeds out of web shops are not suited for the channels that want to ‘read’ what is listed in the product feed. Therefore, the feed needs to be adjusted in order to make sure that all attributes are listed correctly. Optimising the feed and making sure it is of the quality needed, that is what we call feed management.

Feeds can be used to link with many different shopping channels. There are many interesting benefits of using shopping channels. First of all, these channels are a great source to get more exposure, and therefore traffic. Next, these channels allow you to really focus on ROI. And also, it is very easy to go international. As some channels just recognise products using certain attributes (e.g. EAN) and can then generate product descriptions in all different languages, without you having to translate these yourselves.


vergelijkingssites, affiliate netwerken en marktplaatsen kunnen worden gelinkt via Channable.


was de recordboete die Google werd opgelegd door de EU vanwege machtsmisbruik mbt Google Shopping.


link kan ervoor zorgen dat je producten zichtbaar worden op duizenden vergelijkingssites, affiliate netwerken en marktplaatsen.

At Hide and Seek we use product feeds in many different ways. We can make sure that feeds from the websites are linked to a single channel, e.g. for Google Shopping. Or we use a Feed Management System (e.g. Channable) in which the website feed can be imported, therefore all the ‘raw’ details. Then within the Feed Management System we setup specific rules for the different channels, to make sure the imported attributes are adjusted to meet the specific requirements of the channel to use.

Next to ‘just’ linking the feed to channels, you can also use Feed Management Systems to automate your search campaigns. When you have a huge and changing product database, it is a intensive job to keep your campaigns up to date. You can automate this process by using the right set of rules, that we can set up in the Feed Management System. This way, your search campaigns represent your products correctly at all times.

Managing this process requires expert knowledge, as it is necessary to know what attributes are needed for the different channels. We have optimised many feeds before and are familiar with the requirements. Making it an easy job for us, when for you it will be cumbersome to get to the nitty gritty. We will make sure to be up to date with the latest tools and updates. And will inform you when a new relevant sales channel pops up.

So let us just be the expert on this, then you can focus on providing us and the end consumer with the best product mix.