Trusted Feeds

A hybrid of organic and paid-for listings should be an essential part of your media plans.

How can they buy from you if they can't find you... read more

A trusted feed is a paid inclusion program that utilizes an XML feed to index pages on your Web site. The results are then displayed under the natural listing sections of some of the world's leading search engines. The XML feed is essentially a representation of your Web page content in a much more flexible and interchangeable data format than traditional html. Deep content, dynamic, graphic and frame pages are not search engine friendly. Trusted feed allows frequent and automatic updates. Best of all, you only pay per click and they offer the highest return on investment.

Ecommerce Web sites like Dell or Amazon could use trusted feeds to promote their wide range of content, products and services.

But should trusted feeds be integrated with paid listings campaigns?

Tactics similarities: Like paid listings, trusted feeds are measurable (ROI can be tracked), plannable, scalable and their budgets are predictable. Like shopping engines, trusted feeds are based on XML feeds and very much operate the same way.

Complementary: Trusted feeds appear in the body of natural search results and are often more trusted by consumers than paid for results. Also, trusted feeds' cost structure is based on a fixed and low CPC. Therefore, they will often offer higher conversion rates, better ROI and will balance potential paid listings ROI fluctuations.

Obvious synergies: This is the most interesting part of the integration of organic elements into paid for search activity. Trusted feeds are dynamically linked to the site content and the creative displayed in the natural results is most relevant to the landing page. This ensures that consumers are not deceived, which leads to high conversion rates. Use these creatives to refine your paid listings, increase relevancy, conversion rates and ROI.

Trusted feeds can also be used proactively for seasonal offers and can be combined successfully with other online activity to maximize the benefits of both. Adapt ranking and pricing tactically.

Last but not least, trusted feeds give you a great insight into consumers’ minds. Have you ever looked at the keywords that lead consumers to click on your trusted feeds listing to land on your site? You will find a minefield of information on how consumers think. You will discover what keywords lead them to interact with your brand and at which stage in the purchase funnel. You will understand how valuable and relevant your products or services are to consumers. Use this information to expand or re-focus your paid listing activity. These keywords are most likely to be more affordable and less competitive. Would you have ever guessed that “car hire contract” would be a keyword that consumers search for while renting a car?

The same applies for best performing paid listings. They could influence your site optimisation and provide a good testing ground to offer the best navigating experience to your visitors.

• the technical focus
• the integration and synergy with paid listings campaigns
• the ROI focus through eMetrics
• the marketing and consumer focus

Very few media companies position this hybrid of organic and paid for listings as an essential part of their media plans. But they are a nice sweet spot worth investigating and deepening for the next phase of search marketing.