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How are product groups used in Shopping campaigns?

 

• To bid on organized inventory in an ad group
• To create a list of keywords used to target Product Listing Ads to shoppers
• To bundle items sold as a package, like a camera and tripod stand
• To organize products within a data feed

 

Related keyword:

 

How are product groups used in Shopping campaigns

 

Explanation:

 

Inside a Shopping campaign’s ad group, you’ll work with your inventory to place bids using product groups instead of keywords. A product group is just a subset of your inventory that you define, and all the products inside it use the same bid.

Read more here: https://support.google.com/adwords/answer/6275317?hl=en

 

Inside a Shopping campaign’s ad group, you’ll work with your inventory to place bids using product groups instead of keywords. A product group is just a subset of your inventory that you define, and all the products inside it use the same bid.

This article covers how to create product groups, plus how to edit and remove them.

How product groups work

When you get started

When you first create a Shopping campaign, you’ll have one ad group with one product group called “All products” that includes your entire inventory. We recommend that you split your inventory into smaller groups with subdivisions to make bidding more specific to your advertising goals.

How to use product group subdivisions to bid more strategically

You can subdivide up to 7 levels for each product group in any order you want. You can have a product group for all your products and bid the same amount for all of them. In the opposite way, you can also have smaller product groups organized by brand or product category. Keep in mind that you can’t set a bid on a product group that has been subdivided–you’ll set bids on the product groups without subdivisions.

Each ad group in a Shopping campaign can have up to 20,000 product groups.

Attributes available for product group subdivisions

Product groups can only be defined by these attributes provided in your product data in Google Merchant Center.

• Item ID: Your identifier (id) for each product.
• Brand: The name of the manufacturer of a product (Example: Google).
• Category: An attribute based on the Google product taxonomy. Example of a category string: Apparel & Accessories > Clothing > Dresses. In your product data, the “>” characters define the hierarchical levels in the product category that you’ll be able to use for subdividing product groups. If you don’t submit the category, we might assign one for you. There may be cases where Google refines the category further after it’s been submitted. Though we do our best, some products may be miscategorized. You can only subdivide by category when you target these countries: the US, the UK, Australia, Germany, France, Japan, Italy, the Netherlands, Brazil, Norway, Sweden, and Turkey.
• Product type: An attribute assigned by you based on your categorization. Example of a product type string: Home & Garden > Kitchen & Dining > Kitchen Appliances > Refrigerators. In your product data, the “>” characters define the hierarchical levels in the product type that you’ll be able to use for subdividing product groups.
• Custom labels: You can create up to five custom labels in your product data (Example of label values: seasonal, bestseller).
• Condition: The state of a product (new, used, and refurbished).
• Channel: Where your products are sold, either “Local” in a physical store or “Online” through an e-commerce store.
• Channel exclusivity: Whether your products are sold locally, online, or through both channels.

 

https://www.youtube.com/watch?v=DQH-2pm-6RA

 

Custom labels can be a great way for you to:

 

• Set the country in which your products will be sold
• Tell Google Merchant Center what products to avoid when uploading data
• Subdivide products into specific product groups in AdWords
• Identify the shipping method used for your products

 

Related keyword:

 

Custom labels can be a great way for you to

 

Explanation:

 

In a Shopping campaign, you subdivide your products based on existing data from the category, brand, item ID, condition, product type, and custom label attributes. You can use custom labels if you want to subdivide the products in your campaign using values of your choosing

Read more here: https://support.google.com/merchants/answer/188494#customlabel

 

Basic product data

The product information you submit using these attributes is our foundation for creating your Shopping ads. Make sure everything you submit is of the quality you’d show to a customer.

 

Price & availability

These attributes define the price and availability for your products. This information is shown to potential customers in your ads. If your products’ prices and availability change often, keep in mind that you’ll need to let us know about all the updates to be able to run ads. Check out these tips for keeping your product information fresh.

Product category

These attributes help Google understand what you’re selling so we can better connect your ads with search queries from potential customers. Keep in mind that you can also use these product categorizations later on to help you organize your advertising campaign in AdWords.

Product identifiers

These attributes are used to provide product identifiers that define the products you’re selling in the global marketplace. We use product identifiers to understand what you’re selling. When we understand what you’re selling, we can help boost your ad performance by adding valuable details about the product and serving the ad in a more relevant way to users.

Detailed product description

These attributes are used to submit particular product characteristics that users commonly search for. The attributes can help you control your ad’s appearance when you sell variants. These attributes are also used to help potential customers filter by attributes on Google Shopping.

Shopping campaigns and other configurations

These attributes are used to control how your product data is used when you create advertising campaigns in AdWords.

Shipping

These attributes can be used together with the account shipping settings to help you provide accurate shipping costs in your ads. Users rely on the shipping costs to help make choices about what to buy, so it’s important to take the time to submit quality shipping information.

Tax

These attributes can be used together with the account tax settings to help you provide accurate tax costs in your ads.

https://www.youtube.com/watch?v=V3ctKf07cE4

 

Campaign priority should be used when:

 

• You want to lower the bid for a product group
•  You have multiple sales to promote within the same campaign
• You want to separate your inventory by brand
• You have multiple campaigns advertising the same products

 

Related keyword:

 

Campaign priority should be used when

 

Explanation:

 

Campaign Priority determines which products you want to get displayed from in case you have multiple Shopping campaigns running with similar products. In that case the deciding factor will not be a bid, but the campaign priority if you set it to High

 

Campaign priority is useful when you’re advertising the same product, for the same country, in multiple Shopping campaigns.

Read more here: https://support.google.com/adwords/answer/6275296?hl=en

 

Campaign priority is useful when you’re advertising the same product, for the same country, in multiple Shopping campaigns.

This article explains how campaign priority works and how to set it up for your Shopping campaigns.

Before you begin

To use the campaign priority setting, you first need to Create a Shopping campaign.

Remember campaign priority is only important if you have multiple Shopping campaigns that promote the same product.

How it works

When you have the same product in multiple Shopping campaigns, you can determine which campaign should participate in the auction for that product with campaign priority. Your campaigns already have a priority: Low. But you can change this priority to Medium or High. These priorities determine the bid for any product that the campaigns share.

Campaign priorities determine bids using these rules:

• The highest priority campaign will bid. If one campaign has a higher priority than the others, the campaign with the higher priority will bid. For example, imagine 2 campaigns share a product. One campaign has a High priority, and the other has a Medium priority. The bid from the High priority campaign will be used, even if the bid in the Medium priority campaign is set to a larger amount.
• If the highest priority campaign runs out of budget, the lower priority campaign bids. If the campaign with the highest priority runs out of budget, the next lower priority campaign will place the bid. Continuing with the previous example, when the budget for the High priority campaign is used up, the bid from the Medium priority campaign will be used.

  Note about ad delivery: When you set a campaign to use the Standard delivery method, your budget will be spread evenly throughout the day. So to reserve funds for later in the day, a High priority campaign might not participate in an auction even if the budget is not yet exhausted. Instead a lower priority campaign that is not reserving funds might participate in the auction. Learn more about ad delivery.

• When multiple campaigns have the same priority, the highest bid is used. If multiple campaigns all have the same priority, the campaign with the highest bid for that product will participate in the auction. For example, if 3 campaigns share the same product and have a Low priority, the highest bid from any of the 3 campaigns will be used.

 

https://www.youtube.com/watch?v=guwsdmjzUiQ

 

To maintain an active data feed, you must update the feed every:

 

30 days

 

6 months

 

1 year

 

24 hours

 

Related keyword:

 

To maintain an active data feed, you must update the feed every

 

Explanation:

Up-to-date product feeds with keyword-rich descriptions will entice users and keep your ads showing at the right moments, while inaccurate feeds can lead to product or account disapprovals. The best way to ensure this is to update your feed whenever you update your site. As a result, product feeds should be updated at least every 30 days.

Read more here: https://support.google.com/adwords/answer/6167192?hl=en

 

Consumers today don’t think twice about living in a multi-screen world. They just grab the screen that happens to be in front of them when they’re at home, in the office or on the go.

These constantly-connected moments are a great new opportunity for retailers. To take advantage of this evolving “digital shelf,” retailers must do three things:

• Be there. Have a strong presence on the digital shelf at all times
• Be relevant. Engage shoppers with the right details at the right moments
• Be optimized. Make it easy for people to shop and buy

In this guide, we’ll show how Shopping campaigns can help you do all three. In all, we’ll offer best practices that can help you win over today’s constantly connected shoppers.

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The digital shelf is a lot like the shelves you browse at any grocery store. The shopper has many choices, and presentation matters. You need to present your offerings with clear titles and accurate, up-to date information.

One key to winning at the digital shelf is to understand how you want to promote your inventory. Set yourself up for success with a well-maintained feed.

 

Use relevant titles and quality images to increase CTR

Title, description and image are the “big three” to focus on when planning your ads. Price aside, these three items have the most influence on whether or not a shopper clicks your ad.

Put the essential and relevant data right at the top.
Here are some tips for writing better titles and descriptions:

Match your titles and descriptions to the search queries on which your ad appears. If the user searches for “sunglasses,” make sure those words appear in the title. That kind of relevance gives customers the best possible experience and raises your chances of being matched to those queries in the future.

Start with straightforward titles and descriptions, then let your search terms report guide changes. Get rid of what doesn’t work and refine what does. For example, a title reading “Loafers Size 13” can be switched to “Size 13 Loafers” if you discover that most shoppers search for size ahead of shoe type.

Use keyword-rich titles but don’t stuff. Keyword stuffing is any attempt to raise relevance by repeating keywords needlessly. Forced repetition can harm your placement rather than improve it.

Watch out for truncation. The number of characters in your Shopping ad will depend on the ad unit being shown (usually between 50-70 characters). Leave yourself a safety buffer by using less than 50 characters in your titles.

Match your feed text to your site. Users are happier when the text on your landing page is a close match to the ad they clicked. If your ad reads “Acme 300B digital camera,” make sure that the phrase is on the landing page. When it comes to images, many of the same ideas apply: keep them simple, clear and relevant to the user’s search.

 

A user who searched for a camera or sneakers is seeing exactly what they’re looking for.

Now here are two less effective images:

 

These images are too cluttered and complicated. Neither one is likely to make a user feel like clicking.

Make sure your images show the product clearly at high resolution: at least 800×800 pixels. Try testing different product angles and backgrounds to see what gets the best results.

Another important factor that leads to a strong ad is your Unique Product Identifier. It’s a very important aspect of a quality feed, so be sure that yours are present and correct.

 

2.  Keep your feed accurate and up-to-date

Up-to-date product feeds with keyword-rich descriptions will entice users and keep your ads showing at the right moments, while inaccurate feeds can lead to product or account disapprovals. Check your feed summary and data quality in Google Merchant Center for these common pitfalls:

Your website URL isn’t verified:

• Required attributes missing
• Unknown “Google product category” values
• Mismatched data between data feed and your website (usually price or availability)
• Non-working destination URLs (ex. 404 errors)

All prices and product availability must match what’s on your website. The best way to ensure this is to update your feed whenever you update your site. As a result, product feeds should be updated at least every 30 days.

 

Once you’ve populated your data feed, you can later create groups that make sense for your business. That makes bidding and budgeting easier for all the products in your campaigns.

 

For categories that aren’t already in your existing taxonomy, use custom labels. They help you group products that share a theme—like bestsellers, seasonal products, promotions or profit margins—so you can manage and bid on them appropriately. You should assign a specific definition for each of the five custom labels and specify the possible values for each. Then, you use these custom labels consistently across the products in your data feed, assigning appropriate values to each product according to your own definition.

Here are examples of custom labels:

Custom label	Definition / Objectives	Possible custom label values
0	Seasonal	• Spring-summer • Fall-winter
1	Promotions	• Flash sale • Clearance • Co-marketing deal
2	Selling rate	• Bestseller • Low seller
3	Margins	• High margin • Low margin
4	Release year	• 2013 • 2014

 

Learn How To Fix Your Feed Disapprovals

When setting up your data feeds, you may run into issues such as feed processing, data quality and policy violations that prevent your products from appearing on Google. In this video, you will learn how to get your data feed into tip-top shape to show even more of your products online, making it easier for online shoppers to find what you’re selling.

 

https://www.youtube.com/watch?v=nH3ZfyIgkxU

 

You want to prevent your ads from appearing for certain search terms. How would you do it?

 

Remove the related search terms from your product titles in your product data
Put shorter descriptions in your product data
Remove products from your product data
Add negative keywords to your campaign or ad

 

Related keyword:

 

You want to prevent your ads from appearing for certain search terms. How would you do it

 

Explanation:

 

It’s important to add negative keywords to your campaigns to optimize your ads and reach only very targeted audience. Negative keywords can help you reach the most interested customers, reduce your costs, and increase your return on investment. When you add terms as negative keywords, your ad won’t show to people searching for those terms.
Source

 

A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.

For example, when you add “free” as a negative keyword to your campaign or ad group, you tell AdWords not to show your ad for any search containing the term “free.” On the Display Network, your ad is less likely to appear on a site when your negative keywords match the site’s content.

 

https://www.youtube.com/watch?v=qSQBPZP95uU