Google Shopping Ads- Intermediate Strategies
Intermediate Google Shopping Strategies
So far we discussed only campaigns with a single ad group.
Why should you create multiple ad groups, what are the advantages?
- They can reduce the number of wasted clicks and better allocate the budget.
- They can allow better management of search terms; You can exactly identify which keywords are triggering clicks on your product ads and act on this by adding Ad Group negative keywords.
- Prevent feed and product group changes distorting the data
There are, of course, some disadvantages to this approach:
- It can take longer to get significant click data for bid adjustments or bidding automation
- It can be harder to review, adjust and manage bids if the number of groups increases
With the help of negative keywords, we can create a SPAG (single product ad group) campaign.
If you used Google Ads you know that there exists a method called SKAG — single keyword ad group approach. SPAG is the Shopping ads equivalent of SKAG.
Strategy no. 3 – SPAG – Single Product Ad Group
Since you can set up negative keywords on campaign or ad group level you can weed out unwanted searches by applying the SPAG strategy.
Let’s say that you are selling clothes for women and men. You can set two ad groups, one for women and one for men. When somebody searches for women’s t-shirts and types “women’s t-shirts” you want to make sure that “men” is a negative keyword for that group.
Keep in mind that if you have a large pool of products this strategy can become a bit messy, but it works wonders for feeds to up to 100 to 150 different products.
It is our opinion that Google Shopping should be an essential part of your marketing tactics and e-commerce marketing strategy. We wrote in the previous articles how to set everything up. In the following article, we will describe how to actually use it to make the most out of it.
There are two major things that need to be done:
- Creating a superior campaign
- Optimizing your data feed
The last article ended with describing the basic elements of a campaign.
We will now go further and explain the key factors that you can manipulate to create a superior campaign for your e-commerce business. We will introduce basic, intermediate and advanced Google Shopping strategies.
Optimizing the data feed is equally important and if you want to read about it before, you can go here. In any case, make sure to cover both subjects.
Google Shopping Campaign Strategies
Digital advertising is manifested through a large array of digital strategies an digital marketing services. Every form of PPC has its own arsenal and the same applies to Google Shopping.
Let’s say that you created your very first campaign following the instructions from our previous article. What you have now is a single campaign where the bids are all the same for all the products that you sell. As you can probably guess, this is very far from over.
There are different online retail e-commerce businesses and online stores and most of them don’t sell only one product. We can’t leave our single bid campaign. Chances are, your business sells a great volume of different kinds of products. However, we can’t bid on keywords, Google Shopping doesn’t allow that. What can we do?
There are four major elements that we can manipulate, four major mechanisms to create a campaign, fit for every e-commerce business.
The easiest step is also the first step – divide products into different product groups.
Instead of bidding on keywords you can bid on product groups.
Google Shopping starts from what Google calls the “All Products” product group. You can subdivide this group up to 7 levels in any order you like.
You can use the following attribute categories:
- Item ID
- Brand
- Category
- Product Type
- Custom Labels
- Condition
- Channel
- Channel Exclusivity
The attributes you had set in your data feed will be used for segmentation. It’s up to you to decide what will be the best way to segment your campaign.
Let’s say you want to create three ad groups that will be divided by their condition. Google recognizes three types of conditions: new, used, and refurbished. Your campaign structure will look like this:
Each product group can be layered on top of one another. If you want to further expand the segmentation you can divide by another attribute. Maybe it will be by channel. Let’s say you have a “Local” attribute that marks a physical store and “Online” attribute which marks an e-commerce store.
Your products are already segmented in some way, look how you have them divided on your website and can serve as a starting point. If you have a small number of products, maybe below 200 or 300 you can go down to the level of their product ID.
On the other hand, if your e-commerce business has a large data feed where managing bids at a product level are unrealistic to opt to use the brand, category, product type or any other attribute that makes sense to your business.
You can read more about product groups on Google’s blog:
https://support.google.com/google-ads/answer/6275317?co=ADWORDS.IsAWNCustomer%3Dtrue&hl=en&oco=0
You can create up to five custom labels in your product data. This can be beneficial if you happen to have products that are best sellers. These are the ones that are bringing in the majority of profit so it is smart to divide them into a special group.
Keep in mind that segmenting into product groups doesn’t affect whether Google considers your products relevant to a search query. This is purely an organizational step that makes room for another more important element – bidding.
Want to Try Google Shopping Ads?
Let the Google Shopping Ads experts at ElectricBot assist you with setting up your new Google Shopping Ads campaigns and remarketing ad campaigns today! Click here to find out more about our all-inclusive search engine marketing services Call- 1-201 565-3050
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