Google

Shopping
MANAGING CLASSIC
SHOPPING
CAMPAIGNS
MANAGING SHOPPING &
TARGETING OPTIONS
• Product Groups
• Used to subdivide your data feed into a preferred structure

• Campaign Priority
• Indicate importance of a certain Shopping campaign
• Only used when you have same products, in multiple campaigns in same country.
• Not helpful is you use custom labels with different product across campaigns.
• More about this during KITÁCHI model lecture.

• Bidding Level
• Apply bids at product group level (with modifiers in other places)

• Negative Keywords
• Strip out unrelated/low performing search queries from triggering your Shopping Ads
CLASSIC SHOPPING STRUCTURES – See ‘How to video’.
• Single Product ID Campaigns
• Suitable for businesses with small number of products and small feed.
• Allows bid control over multiple products
• TIP - Label individual products by price bracket or best sellers or anything else that’s
important to you.
• Product Grouping Campaigns
• Price Brackets/Product Group/Gender/RSLA groups – easier to manage
• Good for larger feeds with many similar products.
• Other options
• All product targeted with very low bid to ensure full product coverage – but better to align
with you goals.
CONTROL THROUGH NEGATIVE KEYWORDS

• Some considerations for Shopping campaign optimisation

• You can find the right bid to only capture the most relevant searches for your products
• Leverage tightly controlled negative keywords to avoid or segment searches and prevent your ads
from showing where irrelevant e.g.:

Before After
TARGETING IN OTHER WAYS
• Can you target your shopping campaigns in other ways? – sort of!
• There are three primary ways:
• Impression Share - Maximise your Brand Impression Share to target searches from users most likely to
convert.
• Budget – Invest more budget towards branded campaigns and less spend towards generic campaigns.
• Negative keywords – Where possible, exclude any broad generic terms to control that non-branded queries
are brand appropriate.

• Main KPIs for Shopping campaigns to focus on

• Click Share - The clicks that you've received divided by the estimated maximum number of clicks that you
could have received.
• Benchmark CTR - Estimation of the CTR seen for other advertisers with similar products
• Absolute Top Impression Share - Absolute top impressions divided by total eligible top impressions
In summary

• Introduction to Google Shopping – why & what Google shopping.

• How do Shopping Ads work – Basics & Targeting & connects feeds to merchant center & SERP
• Product feeds and feed management – Specifications & custom labels
• Optimising & Managing Feeds – Titles & example
• Managing Classic Shopping Campaigns – targeting & negative keywords

Next

• Step-by-step guide – Making Your First Classic Shopping Campaign

• KITÁCHI model
THANKS