Peter has finished subdividing the product groups in one of his Shopping campaign’s ad groups. What bid should Peter not use for the remaining “everything else in all products” product group?
- A bid of zero
- A bid that’s the average of the subdivisions
- Continue subdividing until there are no products in this group
- A bid lower than the subdivisions
The products within the product groups you don’t subdivide remain in an “Everything else” product group. You then set bids for each product group depending upon your campaign goals.
If you’re used to search campaigns where you are strictly dealing with keyword-level bidding, Shopping Campaigns can be daunting…especially the elusive Merchant Center. What is Google’s Merchant Center exactly?
The Merchant Center is actually where a lot of the magic happens in Shopping Campaigns. This is where your product data feeds live. A product data feed is a list of all the products you sell. And it’s not just any list; this list has to be in a special format required by Google with tons of attributes that describe your products (think spreadsheet!). Some key attributes of your product data feed list are:
- ID – the ID you use to uniquely identify your product
- Title – the name of your product; this will be the text that is shown when your ad is served
- Description – this text describes your product and will be shown when your ad is clicked
- Product category – choose from Google’s predefined categories
- Product type – defined by you
- Link to item’s page on your website
- Availability status (in stock or not)
- Sale price
No need to write text ads like you do for search campaigns – shopping ads are generated automatically using the data in your feed.