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Google Procuring permits you to subdivide your product teams primarily based on Class, Brand, Merchandise ID, condition, product kind, channel, channel exclusivity or one in every of five customized labels. You may also create a number of levels. For example: you first subdivide all of your merchandise based mostly on product sort, then you definitely divide them by model and on the third degree by Item ID.
This marketing campaign construction lets you set bids primarily based on the category, brand or particular person product level. That is the most typical campaign that I see. It keeps things simple, but permits fairly granular control. If you’re not pleased with the default attributes to subdivide your campaign on, you can even use custom labels to add extra data into your feed.
With a whole lot of purchasers I add value or margin information in these custom labels. That permits me to bid extra aggressively for increased priced, greater margin products, whereas protecting bids lower for the much less profitable ones. Simply like you cut up the product teams, you can even create a campaign based mostly on the attributes we’ve mentioned above. To do that, you need to leap into the settings of your newly created campaign and use a listing Filter to solely embrace part of your product providing.
This implies you can have separate procuring campaigns primarily based on model or class. Or one which I’ve often seen and used, is a custom label to put your bestsellers into their very own campaign. The largest advantage of a number of campaigns is you could set a particular budget for every marketing campaign. Which means which you can allocate 80% of your finances to your bestsellers, and 20% to your lesser products. This one is probably the most complex campaign construction on this checklist. Having multiple campaigns with the same merchandise permits you to target a selected set of search queries with each.
Sure, you may target search queries with Google Purchasing campaigns. It’s additionally referred to as search stage question bidding. The most important advantage of this setup is which you could set completely different max CPCs based mostly on how valuable a search question is to you. The most common use case for that is to split branded search queries from generic search queries.
You can bid aggressively on the branded search queries, whereas sharply reducing the max CPCs in your generic buying campaign. This is a good various strategy to excluding them from your campaigns. The instance above are 2 campaigns for a similar model, one is a marketing campaign that targets branded search queries, the opposite one targets generic queries. Verify the difference in CTR & CPC between the two.
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