Ad's up Life : Feed Management Training

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A good product catalogue is great. An optimised feed is even better. Our Feed Management training course teaches you how to structure, clean up and enrich your product feeds to boost your performance on Google Shopping, Meta, TikTok… as well as making it easier to list your products on marketplaces such as Amazon, Cdiscount and eBay. Fewer errors, more sales. And, above all, true control over your e-commerce channels.

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Who is our Feed Management training course aimed at?

Our Feed Management training course is aimed at digital marketing professionals who manage the distribution of product catalogues on platforms such as Google Shopping, Meta, Pinterest and price comparison sites. It is ideal for traffic managers, e-commerce managers and acquisition managers looking to optimise the quality of their product feeds, improve their visibility and maximise the performance of their campaigns. No technical prerequisites are required, but a basic understanding of shopping campaigns is an advantage.

Prerequisites:

Knowledge of digital marketing: generalist

Target audience:

Webmarketing Project Manager
Marketing / Digital Marketing Manager
E-commerce Manager
SEA/SMA Consultant
Amazon Ads Consultant
SEA Training Manager

Learning objectives:

Be able to create flows for any acquisition channel (Google/Meta/Marketplaces):
Understanding how product flows work and what they consist of
Find out about the best tools on the market for workflow management
Knowing how to analyse product flows with a view to continuous improvement
Understanding how to optimise product feeds to maximise performance across acquisition channels

Target skills and competencies:

The skills covered by this training are assessed.

Ability to create a product feed for any acquisition channel
Ability to use a workflow management platform
Ability to assess and optimise a product flow
Logic, rigour, analysis

Professional training that can be funded by the OPCO

What is the OPCO and how can I find out about yours?

OPérateurs de COmpétences (OPCOs) are state-approved bodies responsible for funding apprenticeships and supporting companies in the vocational training of their employees.

There are currently 11 OPCOs, each dedicated to a particular sector of activity. There are three ways you can find out which skills operator you belong to. If your company is already a member of an OPCO, go to the cfadock website. You can find your OPCO using your SIRET. Not yet a member of your OPCO? Find your OPCO using the table provided by the Ministry of Labour. You will need your Collective Agreement Identifier (IDCC). If your company is not a member and you do not apply a collective agreement, consult the list of skills operators to identify the OPCO that corresponds to your sector of activity.

How can the OPCO fund your training?

There are several ways of financing your training through your skills operator. Whatever the case, you need to join your company's OPCO in order to receive funding. Once you have signed up with your relevant OPCO, contact us to get a quote for your training. All check out our digital marketing trainings are eligible for funding by the OPCOs.

Once you have obtained the estimate, send it to the OPCO to which your company belongs. If your training request is approved, an agreement to cover the costs will be sent. If not, you will be given the reason for the refusal.

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Campus Feed Management

The Feed Management course aims to support digital marketing professionals in understanding, optimising and automating their product feeds, particularly with a focus on performance on platforms such as Google Shopping, Meta and price comparison sites. By the end of the course, participants will be able to structure a reliable, business-oriented feed and fully exploit its potential within an e-commerce strategy.

Get to know the Feed Management ecosystem

Before you can optimise, you need to understand. This first section covers the basics of product feeds: what they’re used for, how they feed into advertising platforms, and which tools can be used to manage them (Google Merchant Center, Channable, Lengow, DataFeedWatch, etc.).

Participants learn about the importance of user flow in ROAS-driven strategies and the specific constraints associated with marketplaces, Google Shopping and dynamic retargeting.

Understanding the structure of a workflow and its business implications

Product name, ID, description, title, image, price, availability… every field in the feed plays a role in advertising.

This section aims to help you master the mandatory and recommended attributes, understand Google’s and Meta’s requirements, and identify common pitfalls. It also covers the logic behind structuring content by sector (retail, tourism, services, etc.).

Be able to connect, read and audit a feed

This practical session enables participants to familiarise themselves with a feed management tool (e.g. Channable), connect a source product feed (CSV/XML/API) and identify initial issues.

They learn how to carry out a basic check: missing attributes, non-compliant formats, import errors, insufficient product coverage...

How to optimise your titles and descriptions to improve your Quality Score

The feed is also a marketing tool. In this section, participants learn how to dynamically edit the title and description fields to improve the visibility of their products on Google Shopping or Meta Ads, by incorporating strategic keywords, business rules, or distinguishing attributes (brand, promotion, material, etc.).

Workshops on automated reformulation are available.

Create smart segmentation rules

An optimised feed is also a segmented feed. Using filtering and enrichment rules, it is possible to create more relevant sub-feeds tailored to the campaigns you wish to run: bestsellers, new arrivals, special offers, by price range, by seasonality…

This section explains how to define logical rules, prioritise high-value products, and synchronise these workflows with distribution platforms.

Set up custom labels to manage your campaigns

Custom Labels are a powerful tool for organising Shopping or Social Ads campaigns.

The training course guides you step by step through the process of creating custom labels – by margin, season, stock, category and so on – and setting them up within differentiated bidding strategies.

Monitor performance and standardise management processes

Finally, this section covers the KPIs to monitor for a feed (bounce rate, coverage, clicks by attribute, performance by label, etc.) as well as how to set up simple dashboards to track results.

Best practices for automation, versioning and synchronisation with analytics and campaign tools are also outlined.

Methods and teaching methods used

Our Feed Management course is delivered in person. To take part, participants must sign and return the agreement, the terms and conditions, and the course rules.

The Feed Management course is delivered either face-to-face or online. It can be delivered as an open course depending on the schedule, or as an in-house course upon request. Participants can access the course once they have signed and returned the agreement, the terms and conditions, and the course rules.

In order to provide effective training and help participants grasp the various concepts, a range of methods are employed. Trainees are provided with a PDF training manual and a glossary to help them quickly familiarise themselves with technical terms. The introduction to Feed Management is delivered through a combination of theory and practical exercises, such as case studies, role-plays, illustrated explanations and assessments with debriefings at the end of each chapter of the training.

Why choose our Feed Management course at Ad's up Campus?

A course on feed management

The Feed Management course at Ad’s up Campus guarantees the highest standards of quality and satisfaction for every participant. Not only does the certification attest to the effectiveness and teaching quality of our course, but it also makes it eligible for funding from your OPCO.

Through this certification, we are committed to providing you with comprehensive training, delivered by skilled and experienced professionals, to help you achieve your goals in optimising and attributing your traffic.

A dedicated SEA expert trainer

The quality and effectiveness of a training course depend first and foremost on the choice of trainer. The Feed Management course at Ad's up Campus is led by one of the agency’s paid search experts.

Throughout the training day, your dedicated trainer will draw on their expertise and skills to guide you through learning optimisation techniques and getting to grips with the analytics tools. In an ideal learning environment, you will acquire the essential skills to structure, enhance and optimise your product feeds in order to improve the performance of your campaigns and their distribution across platforms.

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