Google Shopping Ads- Advanced Strategies
Advanced Google Shopping Strategies
Before going any deeper with more advanced strategies it is time to reveal the fourth mechanism with which you can customize your campaigns.
Google Shopping Ad Campaign Priority
You can set up your campaign priority level and it can be low, medium or high.
Let’s say that there is an identical group of products across two or more campaigns. Let’s say that there are two identical ad groups and if they qualify to be presented Google will form identical ads. The bids are the same. Everything is the same, except you set one to have high priority, and the other to have low priority.
If one of the campaigns has a higher priority it will enter the auction process first.
This will happen even if the ad group in the campaign with lower priority has a bigger bid level. This trait will be the key trait for our next strategies.
Priorities were traditionally used to control bids for products on sale or for seasonal changes.
Example: There is a group of products you wish to clear from your stock. Maybe they are out of season or you just want to offer a discount. In order to have these products show up first, a higher priority campaign can be set up.
You would do this because you don’t want to place higher bids on these discounted products which are on sale.
Indeed, campaign priority can be used in simple campaigns.
They can also be paired with other tactics like negative keyword placement to create more advanced strategies.
Using negative keywords and campaign priority together
Campaign priority paired with negative keywords can be used to help better target prospects who are on a different level of their buyer’s journey.
The buyer’s journey can be separated into different stages. The most common division is to the following 5 stages:
Awareness – Interest – Intent – Consideration – Purchase
How does this reflect on their behavior? More precisely asked, how does this reflect on their buyer’s intent and their search queries?
Somebody interested to find more about bicycles might type “bike”, or “mountain bike”.
If they are deeper down the funnel, in the phase of consideration they might type “Ultrasport hardtail mountain bike 26 inches”.
What are the chances that someone who is just searching for “mountain bike” is ready to buy one, against someone who is searching for “Ultrasport hardtail mountain bike 26 inches”?
How much would you bid on the first vs. the second search query?
We will now examine two strategies that use this knowledge.
Query-Level Bidding Strategy
This type of strategy is based on creating three campaigns with different priority levels.
How does it work?
The whole strategy stands on four components: Priority Setting, Negative Keywords, Shared Budgets, and Product Bids.
There are three campaigns that need to be established: low, medium and high priority.
The budget has to be separated among the three campaigns and should be large enough to endure at least 20-30 clicks per campaign per day. This is perhaps the only drawback of the strategy.
The aim of the strategy is to split the website’s traffic between the 3 types of queries:
- When users perform broad or general searches
- When users perform brand related searches
- When users perform product related searches
In conclusion, we will have three campaigns: general, brand, and product-level. Each of these three campaigns will have corresponding priority levels and bid amounts. It will go like this:
- General campaign – High priority – Low bid amount
- Brand-level campaign – Medium priority – Medium bid amount
- Product-level campaign – Low priority – High bid amount
The bid levels follow campaign importance. There is a low chance for conversion when people search in general about the product, and a high chance when they are entering the specific product details. However, since high bids will always overrule smaller bids the priority levels are negatively correlated with the bid amounts.
The negative keywords will function as mechanisms that will determine if the query falls in one of the 3 categories. There are also universal negative keywords that will prevent the ads from showing up, regardless of the campaign.
There are 3 groups of negative keywords that will influence which of the three campaigns will be possible:
- Brand related keywords
- Product-related keywords
- Universal negative keywords
There are four outcomes to this type of campaign:
- Shopping Traffic Volume And Cost Tend To Increase
- Conversion Rate Tends To Rise
- Budget will be spent as rationally as possible
How to set it up?
- Set Up Your Non-Brand Campaign
- Set Up Your Brand Campaign
- Set Up Your Product Level Campaign
Choose first a manufacturer or a product category you wish to set this strategy for.
The best way to do it is to first create the non-brand campaign. This is also the step where you will set up your shared budget. Once you set up the budget, set up the priority, negative keywords and bid level. Copy the campaign and adjust the priority, negative keywords and bid levels – this is now the brand level campaign. Ensure that all three campaigns are sharing the same budget. Repeat the previous step for the product level campaign.
Advanced Strategy no. 2 – Alpha-Beta Strategy
A very similar strategy to Query-Level bidding, but instead the split to general, branded, and product level campaigns we have a split between high converting and low converting campaigns.
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