Shopping Campaigns

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Shopping Campaigns

How best to promote products for specific search terms

webdevfv

1:04 pm on Sep 18, 2014 (gmt 0)

Hi

I've set up Shopping Campaigns and they're doing quite well. The basic categorisation is by brand, and then I've grouped by price, so that I can bid high or low depending on what sells well.

One area that I want to target is by colour. I have a competitor who always features well (sometimes 3 or 4 of the 5 slots) on this, i.e. white widgets, blue widgets, pink widgets.

My current settings do sometimes bring up results but these are random and 'chosen' by google.

How can I create a pool of products for google to select from and compete on these keywords.

Should I set up a separate campaign? or should I have a separate adgroup all within the same Shopping Campaign? It's all quite new, and I'd like to start off on the right foot rather than stumble around and the a year on realise I've gone down the wrong (or at least less best) road.

All help much appreciated.

TIA
Kevin

ACapetola

5:40 pm on Sep 18, 2014 (gmt 0)

Hey Kevin,

You should set another product group with a Custom Label for the colors you want to promote.

You may have some issues with your subdivision strategy. Generally accepted rule of thumb is to subdivide to the SKU level for full granular control over an entire campaign.

You may benefit from a data aggregator/bid optimization tool to get the most out of Google Shopping.

webdevfv

6:57 pm on Sep 18, 2014 (gmt 0)

when you say 'product group' do you mean adgroup? so keep them in the same campaign and just extract the products I want to show.

is there a good book / informational website on this sort of thing yet? - particularly Shopping Campaigns.

ACapetola

8:53 pm on Sep 18, 2014 (gmt 0)

Product Group (This is what you created when you chose Brand & Price)

A way to organize your Google Merchant Center product inventory in a Shopping campaign within AdWords. You create product groups using attributes derived from your product data, available within AdWords. Then you bid on these product groups.

Ad Group - A set of keywords, ads, and bids you manage together, in order to show ads to people likely to be interested in them.

[edited by: Ocean10000 at 11:23 pm (utc) on Sep 18, 2014]
[edit reason] URL Removed [/edit]

webdevfv

9:30 am on Sep 19, 2014 (gmt 0)

Right, I've got you now. I set it up a month ago or more, and because it takes so long to load up on screen I click away, so the definitions haven't been set in my brain.

Basically, you're saying I need to re-evaluate how I approach this.

Where I'm coming from is that in 'normal' text campaigns you can have different ads targetting different people (depending on keywords they enter) but ending up at the same destination, i.e. one of your web pages. You can cross target people with Ad Extensions (sitelinks), i.e. when people search for widget they might actually be looking for baby widgets, so I add a link to baby widgets in the Sitelinks extension.

I was just wondering whether it might work having 2 structures
- one that google feeds off and provides what it thinks people are looking for (this is working well at the minute so that's why I'm keen not to ditch it)
- and a second area where you're really trying to target closely.

What you appear to be suggesting is that we should only have one big Shopping Campaign and only target people once. Is that a correct assumption? If it is the case will I not be throwing the baby out with the bath water, so to speak?

webdevfv

1:26 pm on Sep 19, 2014 (gmt 0)

I still don't see how I can target blue widgets etc. I just tried using keywords (broad match modifier) with Shopping Campaigns and it wouldn't allow it.

So how is the competitor getting those 3 or 4 results in the listings. Are they simply setting really high CPC prices on product groups, i.e. blue widgets