How Product Feed Management Helped New Balance Increase Revenue
In the ever-evolving landscape of eCommerce, brands are constantly seeking innovative strategies to improve visibility, drive traffic, and boost revenue. One such tactic that has proven to be a game-changer is Product Feed Management. A recent case in point is New Balance—a globally recognized sportswear brand—that successfully leveraged this strategy to enhance its digital performance and increase revenue.
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This blog explores how effective product feed management played a pivotal role in New Balance’s eCommerce growth and how businesses can replicate this success. Whether you're an eCommerce manager, digital marketer, or brand owner, understanding the impact of product feeds could unlock new revenue streams for your business.
What Is Product Feed Management?
Before diving into New Balance’s story, it’s essential to understand what product feed management is.
A product feed is a structured file containing information about your products, such as title, description, image, price, availability, and more. These feeds are submitted to advertising platforms like Google Shopping, Meta (Facebook and Instagram), TikTok, and marketplaces like Amazon.
Product Feed Management involves optimizing, updating, and maintaining these feeds to ensure they meet the standards of each platform and maximize the visibility of your listings.
Learn more about product feed optimization on ShoppingIQ and how it can significantly improve your campaign performance.
The New Balance Success Story: A Quick Overview
New Balance’s investment in feed management was featured in a Drapers article highlighting how the brand strategically used this method to boost performance across digital campaigns.
Key Results:
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Improved Product Visibility across multiple platforms.
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Increased Click-Through Rates (CTR) through better feed optimization.
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Higher Return on Ad Spend (ROAS) by serving more relevant ads to potential buyers.
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Significant Revenue Growth attributed to feed-led improvements in campaign quality.
Why Feed Management Made a Difference
Let’s break down the key areas where product feed management influenced New Balance’s success.
1. Precision Targeting with Better Data Quality
One of the main challenges in digital advertising is ensuring your products appear in the right searches. Inaccurate or incomplete data in product feeds often results in low-quality impressions.
New Balance implemented structured product data strategies by:
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Optimizing product titles with high-intent keywords.
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Ensuring accurate availability and pricing.
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Categorizing products correctly according to Google Shopping’s taxonomy.
This level of detail enabled them to show up in more relevant searches, enhancing discoverability and targeting.
External Resource: Google's product data specification guide outlines how structured data impacts ad performance.
2. Automation for Scale
With a vast catalog of SKUs and seasonal inventory changes, managing product feeds manually isn’t sustainable. New Balance adopted an automated feed management solution to dynamically update product attributes across multiple platforms.
Automation allowed them to:
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Push real-time inventory updates.
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Adjust pricing dynamically.
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Test variations of product titles and descriptions at scale.
This scalability ensured consistency across all advertising channels while reducing manual workload.
For businesses looking to automate their feeds, ShoppingIQ’s feed automation tool offers seamless integration with Google Merchant Center and major ad networks.
3. Improved Shopping Campaign Performance
Product feeds are the backbone of Google Shopping Ads, Meta Advantage+ catalog campaigns, and Performance Max. By improving feed quality, New Balance saw a measurable uplift in campaign performance.
Optimized feeds helped:
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Increase relevance scores.
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Lower cost-per-click (CPC).
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Improve overall conversion rates.
Their Performance Max campaigns, powered by better product data, became more efficient, generating better ROAS than previous campaigns with under-optimized feeds.
4. Better User Experience Through Accurate Listings
Feed optimization doesn’t just benefit advertisers—it enhances the customer journey. When users are presented with up-to-date and relevant product details, they’re more likely to convert.
New Balance focused on delivering:
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High-resolution product images.
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Clean, keyword-rich descriptions.
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Accurate stock status and variant availability.
This reduced bounce rates and abandoned carts, increasing conversion rates across platforms.
Common Challenges in Product Feed Management
If you’re considering enhancing your own feed strategy, it’s important to be aware of common obstacles:
Can Your Brand Replicate New Balance’s Success?
Absolutely. The key is to start with a structured and scalable feed management system.
Here’s what you need:
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Audit your current product feed for gaps and errors.
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Implement a dedicated feed management tool like ShoppingIQ.
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Optimize feed attributes—focus on product titles, descriptions, and image quality.
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Tailor feeds per platform, including Google Shopping, Meta, and TikTok.
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Monitor performance and iterate regularly based on campaign data.
Final Thoughts
New Balance’s revenue growth story is a testament to the power of refined product data. Product feed management isn’t just a technical task—it’s a marketing strategy that influences everything from impressions and clicks to conversions and revenue.
In today’s hyper-competitive digital market, ensuring your product data is clean, optimized, and aligned with customer expectations can give your brand a much-needed edge. Whether you're managing 100 products or 10,000, investing in feed management can yield tangible, scalable results.
For a future-ready solution that simplifies and supercharges your product feeds, explore how ShoppingIQ can be your growth partner.
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