Using SA360’s Inventory Management


Compared to most verticals, the retail industry is incredibly fast paced. With a constantly changing product focus and an active trade calendar, it can often be a challenge to keep up! 

This is particularly prevalent within paid search, where there’s the requirement to keep both keywords and copy as up to date as possible in order to deliver the best returns and to align with the wider business message. So this poses the question – how do we keep up?

Why not consider Search Ads 360’s Inventory Management feature?

If you’re not familiar with it already, Inventory Management is a pretty cool (and ever so slightly nerdy!) tool that automatically generates campaigns, keywords and ads based off your product feed. This helps to keep your active keyword set totally up to date and completely aligned to your stock. When a new product enters your feed, a new keyword will be created. And when it goes out of stock, the keyword is paused or removed.

So why is this my preferred method?

1. It saves time

Like all marketeers, our time is precious, so perhaps one of the main benefits of this feature is the time it saves us. SA360 is able to generate thousands of keywords in minutes, giving us the opportunity to focus more of our attention on the important stuff.

2. Create super tailored product keywords

Since keywords are generated based on combining and extracting elements of your feed, the output is perhaps the most granular, tailored and relevant to your product set that you can get.

As the below example shows, you could choose to extract the product title itself, directing users towards the specific product page.

Or if you’d like to go a little less granular, you could perhaps create long tail category keywords as in the example below. This template would create keywords like [women’s black velvet top] or [men’s brown leather dress shoes]. Again, your keyword category focus is being constantly updated to match what your actually have in stock.

3. Focus on value

Okay, so creating keywords for your entire inventory may be a little hard to manage. And maybe we don’t want to cover our entire product ranges. Budgets aren’t unlimited! And we probably want to have a different strategy for different categories, right?

Not a problem. For this, simply overlay filters with your plan and only create keywords for the products in your feed that meet a certain criteria. 

This is where good custom labelling comes into play. Using this, perhaps you could just create terms for your bestsellers, your promotional items, or your high margin products.

4. Generate engaging ads

And what’s more, the ads associated to your new keywords can also be generated using your feed data! Text can be lifted right out of a specified field in order to create dynamic and engaging ads.

Maybe include prices, product names, or promo information. It’ll all get updated in real time to match your feed. The possibilities are endless – it’s time to get creative and think about what will make your brand stand out.

5. Align your shopping and search strategies

Finally, building keywords off the back of your feed is a sure fire way to make sure your search and shopping strategies are aligned. With a shared product focus, you can help to create highly relevant and cohesive user journeys.

Fancy giving inventory management a go, or perhaps you already have? Let me know what your think! 

About the author

Sarah Barker
Sarah Barker

I've worked within digital marketing agencies for 4+ years, across a variety of different verticals. But without a doubt, I'm particularly passionate about retail.

My current role as Head of Biddable Media Strategy not only means that I stay on top of the latest news, but also ensures I'm continually developing new best practice and biddable media plans.

So it seemed incredibly fitting for me to start my own retail marketing blog. Not just to cover industry updates, but to include thoughts from my own experience to help get others thinking and talking about all things retail!

Sarah Barker By Sarah Barker