Criteo is known to be one of the leading digital marketing platforms. It has more than 12,000 advertisers and has proven successful in more than 130 countries around the world.

The number and brands that Criteo uses support what they claim on their website. As of today, Criteo receives a total of 1.4 million users per month. Additionally, in a 12-month period, he has helped his clients earn a total of $600 billion in post-click sales.

Criteo solutions for retailers

Criteo currently offers its clients four different products; all designed to increase sales and optimize marketing strategies.

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1) Criteo Dynamic Retargeting

This Criteo product can be of great use to e-commerce businesses looking to generate sales by converting visitors into buyers through the use of dynamic, personalized and perfectly placed ads.

App Advertising: Help retailers get shoppers to revisit their mobile app.
Facebook Dynamic Ads – Deliver relevant, personalized ads across all Facebook properties.

2) Criteo Sponsored Products

This Criteo tool has the ability to display products to users throughout their purchase journey. By understanding user behavior on each type of device, browser, app, etc. retailers can manage to expand their business with the help of the data feed.

3) Criteo Audience Match

Similar to Google’s Customer Match, this tool allows online retailers to target their ads to a specific audience created from an email list in order to tailor ads to those customer segments

4) Criteo Customer Acquisition

Like the Audience Match service, it leverages existing data in the retailer’s CRM. This tool uses retargeting to increase sales from existing customers.

Specification of the product feed in Criteo
Having accurate product data is essential if you want your ads to be more relevant and appear in customer searches. And to attract more customers to your website, increase ROAS and get as many sales as possible, it is essential to optimize the feed for Criteo.

Considering this importance of the feed, it is worth improving its accuracy to match the items that are sold in the store.

To use the product feed, Criteo requires retailers to use one of the following formats: TSV, CSV, or XML.

Mandatory fields in Criteo

Below is a list of the data that must be provided.

ID:

This is the product identifier. The ID must start with a letter or number and can only contain ASCII characters. Must not exceed 250 characters and must be a variant string.

Title:

Each product in the feed must have a title. It is a field that cannot be left empty or blank. The character limit is 120, although it is recommended not to exceed 25.

Description:

Although the limit is 5000 characters, the ideal is not to exceed 50.

Google product category :

The product category must be according to the Google product taxonomy. Criteo needs the most relevant category in case a product is related to multiple categories.

Link:

Each product in the feed must have a link and this can contain a maximum of 1024 characters. It must start with the protocol http or https and be followed by the URL of the page. If the product URL does not have a protocol, you can add it to the feed.

Image link:

Required for each product in the feed. It should not exceed 2000 characters.

Additional image link:

It must start with the protocol http:// followed by the full URL of the product image. All symbols must be encoded. The limit is 1024 characters.

Availability:

The three possible values ​​to provide information about the availability of a product are «pre-order», «delivery time» and «in stock». This field must not exceed the 25 character limit.

Price:

The price must always be displayed in the same currency as the page. The character limit for this field is 14, the decimal separator must be a period (.) and the thousands must not be separated.

Sale price:

This field is different from the previous one, since, in this case, it shows the sale price available on the web page. May vary based on product availability. The limit is also 14 characters.

GTIN:

The GTIN is a unique product identifier that can be used for a product, service or item in the world market. If the products in your feed do not have a GTIN number, you can find out here: Find the GTIN numbers of your products.

Brand:

It refers to the brand of the product. It can only contain 70 ASCII characters.

Adult:

The adult attribute is used when it is inappropriate for users under the age of 18 to view a given product. The value must be true or false.

Optional fields in Criteo

Criteo does not obligate companies to provide you with information on the following fields.

However, doing so will make it easier for the product to match the user’s search query. Additionally, by providing optional fields that increase the likelihood of relevant clicks, you reduce your ad spend. The more clicks you get, the more revenue you earn from product sales. These fields may not be as relevant as the ones mentioned above, but their importance in improving the effectiveness of your online ads cannot be affected under any circumstances.

Basic product information

• mobile link
• Condition
• Product Group ID
• Color
• Gender
• Age group
• Material
• Pattern
• Size (type, system)
• Shipping (weight, height, width, length, label)
• Promotion ID
• Sales Price Effective Date

For the full list of optional fields and all the necessary information on how to best prepare your data feed for Criteo, we recommend you visit its official page.

Sending the data feed to Criteo

The first step in launching an advertising campaign for your products is to create a data feed. The next thing is to upload it to Criteo and to put the product catalog in operation, certain factors of vital importance must be taken into account. On the page attached below, we have compiled the different ways to upload a data feed : Upload your data feed to shopping engines.

How to optimize the feed for Criteo

If you already use Google Shopping, you’ll be pleased to know that Criteo uses the same product feed. Therefore, if you have already optimized the feed for Google, you will only need to transfer it to the Criteo system.

If, on the other hand, you have just started creating the feed, we recommend that you optimize it by making sure that you meet the requirements:

Don’t forget to optimize attributes like product titles or ad images, add product types, and use custom tags to organize items.

Feed optimization is not a sporadic activity, but rather an exercise that you must carry out constantly. For frequent monitoring of campaign and marketplace performance, you can use the Criteo Publisher Marketplace. In this way, you will be able to position yourself better, eliminate errors, optimize advertising campaigns and receive higher income.

Criteo Analytics

Criteo offers its clients the option to export and analyze the data using third party applications.

If you’re looking for a reliable analytics tool to help you understand how your ads are performing on Criteo, you can always count on DataFeedWatch Analytics.

It shows the clicks, conversions and profits generated by each of the products. This improves your position and allows you to understand which products are not profitable and when you should remove them.

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conclusion

In short, we can say without any doubt that a digital marketing platform like Criteo can be the most important piece of the engine that makes it possible for an e-commerce to survive and prosper in such a competitive market.

Criteo offers you a world of opportunities to make your digital marketing campaigns much more effective and profitable.

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