How to match products on Heureka

If you run your e-shop in PPC mode, it matters particularly to pay attention to product matching so that you can get the most out of advertising on Heureka. We covered price comparison sites and their benefit for the customer and for e-shops in more detail in the article: Heureka, Glami, Favi - do you know how to use them?

You can find out the matching status of your products simply in the e-shop administration under Overview. For effective advertising on Heureka, placing products in the right categories and product cards within Heureka's catalogue is the be-all and end-all. 

Why does product matching matter? 

When a user looks for a product on Heureka, they either browse a particular product category or search for a particular product and want to compare e-shops' offers. Product cards serve that purpose. You recognise them by the "Compare prices" button. 

Product cards, though, contain not only a price comparison of a product available in various e-shops but also its description, reviews and ratings. They are also favoured in search over unclassified products. If a product card exists, it appears to the user as the first search result and they find all the important information in it. Being placed in a product card is therefore the first step towards raising conversions. At the same time the user can compare the e-shops offering the product in one place. 

Another advantage is that you gain the chance to compete for the top positions in the e-shop ordering, and so raise your e-shop's visibility directly in the product card. 

What does Heureka match products by automatically? 

Matching normally happens on the basis of product names, the category filled in and the EAN code. Heureka gets all this information from your product XML feed. It therefore matters to adjust it according to Heureka's specification and, when optimising, to focus on elements such as PRODUCT, PRODUCTNAME, CATEGORYTEXT and EAN.

Even if you fill in every required element, a higher percentage of products may still appear in the unmatched products report.

In that case you have 2 options: 

1. You find product cards for the unmatched products and adjust the 4 elements mentioned on the basis of their data.
2. You use one of the tools that will save you time and make the work easier.

At Invelity we most often use Mergado to optimise XML feeds. Mergado is a tool with which we can optimise a product feed effectively without a developer's help and adjust the values of individual elements in bulk with a few clicks. It also has several supplementary tools available that are very helpful when optimising XML feeds.

One such tool is Pairing Bear. This tool automatically matches products with product cards on the basis of data from the product matching overview in the e-shop administration on Heureka. For this tool too, though, it matters to fill in the correct EAN code values. The advantage of this tool is that you can approve all the product card suggestions at once - with one click. It also does not require interfering with the feed itself.

The second way you can handle product matching is Simple pairing. You will find it in the "Product matching" and "Offer matching" section. If Heureka has found a product card the product could be placed in, it will offer you the option itself. If not, look up the product card and simply assign it to the product. This method likewise does not require changes at feed level, but it takes more time.

In summary

Matching products properly on Heureka is key to raising visibility and conversions. Optimising the XML feed and using tools such as Mergado or Pairing Bear simplifies the whole process. Thanks to that your e-shop gains better results in PPC campaigns and raises its competitiveness.