This article will guide you through the process of working with Dynamic Texts and help you get started. Dynamic Texts is a fairly complicated topic and pretty hard to understand at first glance. In this article we'll break the topic into smaller sections and enable you to write Dynamic Texts easily.
We'll cover the following topics:
As the name indicates, Dynamic Texts is dynamic text/content. This means, that the content is constructed using variables and conditions. When integrating your webshops with other sales channels, your product information (e.g. titles and descriptions) is used by these channels. This means, that your product will have duplicated content spread across multiple webshops and marketplaces. This can sometimes result in bad SEO and no sales for several reasons often being duplicated content and non-optimized titles and descriptions. You see, all of your content was originally written for your own webshops and not meant to appear anywhere else. In order to attract as many customers as possible, you'll need to optimize your content to each specific sales channel and their respective audience.
When trying to attract new customers through all of your installed sales channels, it's important to lure with the right bait. In this case, the right bait is relevant content optimized for each sales channel's audience. This was previously one of the hardest things to do - especially when using multiple sales channels. It would be a nightmare to write unique product titles and descriptions for each sales channel and even harder to maintain the content if it contained changing properties (price, quanity, discounts, etc.) without dynamically changing the content accordingly. This is one of the reasons most webshops don't write the product price in their descriptions - since the description would have to change whenever the price did.
This is where Dynamic Texts comes into play. Since every piece of content is constructed using variables and conditions specific to each channel, you'll never find yourself in a maintaining nightmare again. You'll be able to write relevant content containing changing properties using Dynamic Texts without having to update each piece of content whenever a product changes. It's the best of both worlds.
Let's look at an example with Google Shopping. Users often use descriptive search terms when searching for products on sale.
|Search term on Google||Original product title||Dynamic product title|
|Baby swing on sale||Baby swing||Baby swing on sale|
As you can see in the table above, you'll in that case have a better match due to the descriptive search term without altering the product title displayed on the webshop product page. Later in this guide, we'll look at how this exact product title was constructed using Dynamic Texts.
Dynamic Texts comes with some clear benefits.
You have the ability to write relevant content optimized for each channel. This is a really big deal since each channel have special needs and a different audience. If you're selling clothing on both Miinto and Amazon, you'll likely encounter that optimized content is the way to go.
In order to have full controll of your product information flow between different sales channels, you'll need an abstraction layer. You can't do this within your webshop e-commerce system, since it's connected to the live webshop. If you want a specific product title on Google Shopping, you can edit the actual product in your e-commerce system, but the change will also be reflected on the actual product page on your site - so this won't work. Within Feedr, we'll keep the original product as a master and then derive dynamic optimized pieces of information to each sales channel without affecting the actual product.
The most important benefit is that it's dynamic. This means that all Dynamic Texts will change whenever a product changes. Imagine a product's description is constructed using Dynamic Texts and contains changing properties like title, price, stock, discount, etc.
Let's say the following product description was constructed using Dynamic Texts: "Buy it now. Only 3 left". In case of a purchase, Feedr will automatically pick up that change and alter the text to: "Buy it now. Only 2 left".
Dynamic Texts are built with scalability in mind. We know, that writing unique relevant content for each product to multiple sales channels is very difficult and often impossible - not to talk about the amount of work hours. Because of this, we've made it easy to bulk edit product information on each channel so you won't have to go through each product individually. This becomes real handy when managing thousands of products.
Now let's see how we use Dynamic Texts on a Google Shopping Feed.
Now you'll see a list of all products in your store as demonstrated on the image below. To start using Dynamic Texts, you'll have to select the products you want to edit.
When selecting at least one product, an edit button will appear and allow you to edit the selected products for that specific sales channel like so:
Once clicking the edit button a form will appear and allow you to start writing your Dynamic Texts for both Product titles and descriptions. You don't have to write both titles and description. You can choose to only edit one of the fields.
As you can see on the image above, a form to start writing Dynamic Texts has appeared. Each fields are responsible for the title and description respectively.
The Dynamic Texts will only be applied to the selected products upon save. You'll always to able to clear previously written Dynamic Texts. Now, we'll go through the steps of writing some basic Dynamic Texts for the product title to keep it simple.
Start of by writing "Test" into the product title field (the first field). You will now see that the selected products' titles are being updated to "Test". (see image)
Congratulation, you've just written your first non-dynamic text since "Test" is just plain text and not a variable or condition.
Now it's time to start writing actual Dynamic Texts using variables and conditions.
All variables use the following syntax: $VARIABLENAME$ - see our Dynamic Texts - Overview article with all existing variables, conditions and functions.
All conditions and helper functions use the following syntax: @FUNCTIONNAME
In the table below, we'll walk you through some of the most used Dynamic Texts and help you better understand how it actually works in practice.
|Dynamic Text||Outcome||Alternative outcome|
|Buy $TITLE$ @IF($ONSALE$ = true) on sale @ENDIF||Buy Nike shoe on sale||Buy Nike shoe|
|Buy $TITLE$ @IF($ONSALE$ = true) on sale @ENDIF only $QUANTITY$ left||Buy Nike shoe on sale only 5 left||Buy Nike shoe only 5 left|
|Buy $TITLE$ @IF($ONSALE$ = true) on sale @ENDIF for just $@PRICE($PRICE$)@. @IF($ONSALE$ = true) Save $@PRICE($DISCOUNT$) @ENDIF||Buy Nike shoe on sale for just $20. Save $10||Buy Nike shoe for just $20.|