In the last post, I mentioned the importance of the priority feature for Google Shopping. In this one I’ll try to explain one of the ways in which it can be used to enhance the overall performance of the shopping campaign.
Before I start with the structure that I use, lets get familiar with what exactly priorities do; https://support.google.com/adwords/answer/6275296?hl=en, this link should be more than helpful for this.
So , as Google defines it, when same products are placed in campaigns with different priorities, the product int eh lower priority campaign will be shown only after the higher priority campaign doesn’t entertain it, can be for any reason; budget, super low bids or maybe negatives. Thus, they are next to useless if they used with complete inventory in different campaigns.
But they can be super helpful when used properly, so this is how I use it.
- Generally every product has two attributes associated with it; Brand and Category.
- I choose either of these as a parameter to define my campaign structure and the other one to segment the campaign into adgroups.
- Lets take an example of a Bowling Accessories store, we have 3 major categories of products in there; Balls,Bags and Shoes.
- So I make 3 campaigns each for Bags, Balls and Shoes with different priorities.
- Next, make same ad groups in all the campaigns; all the brands associated with these products.
- For products in the high priority campaigns, choose the products that have high profit margins or the ones that have high conversion rates or maybe the gateway products; the ones that are popular in the inventory. They should get the maximum amount of traffic as compared to others, so that we can get a higher ROAS. Exclude the rest. I generally keep top 10 selling products in them or the ones that have high margins.
- Use the most worthless and rotten products; the ones that convert once in a blue moon in the low priority campaign.
- For the Medium priority, use the maximum number of products in this one so that we can get maximum amount of traffic at a lower cost.
- Bids, keep it at an average for Medium priority ones, 10-15% higher for the high ones and 10-15% lower for the lower ones revise them with the time.
- I generally block the generic terms like, bowling balls, bowling shoes and bowling balls in exact match in the Medium and Low priority campaigns so that the generic traffic can go to the high priority ones.
- This might sound complicated but its simpler when its done.
This structure will ensure that you are getting maximum traffic for the generic and the Brand terms in the High Priority campaigns and once the budget in this gets exhausted, the traffic is diverted to the medium one and then to the lower one.
Over the course of time you will find, that the overall CPA is lower for every product type; Bags, Bags and Shoes. Also the the Conv. Rate is going to be almost 25-30% higher as compared to a single shopping campaign.
Similar campaigns can be setup using the Brands as campaigns and the product type as ad groups, but that might just increase the amount of work.