June 22, 2017
We were recently asked to take part in DataFeedWatch’s recent blog post about Shopping Campaign Optimization. Twelve industry experts provided their top beginner & expert campaign optimization tip or trick to help you improve your shopping performance. Lots of info about shopping feed strategy and campaign segmentation to allow for you to better target those products driving revenue for your business.
Here are my recommendations to get you started, but I definitely recommend clicking over to the full blog post:
Having good, complete information in your feed is crucial. This starts with the product’s title and description as these are the primary ways Google matches your products with search queries, unlike search campaigns that uses targeted keywords. Take an SEO approach to writing them and if your eCommerce platform isn’t feed friendly, look for a feed management tool which will allow you to edit and optimize that content.
Beyond segmenting your products into similar categories to create ad groups within campaigns, leverage campaign priorities and shared budgets to create a situation when you can tier bids to better target (by ROI) general, brand and model searches. Duplicate your campaign twice so that you have 3 identical campaigns to start. Label them General, Brand, Model and set the campaign priority High, Medium & Low respectively and bids in reverse order. Next, add all model and brand terms as negatives to the General campaign and all models to the Brand campaign. Lastly, join the 3 campaigns together using a Shared budget. This will allow for you to bid lowest on generic terms, more on Branded terms, and the most on Model terms.
Would love to hear your tips…