Google Shopping

2 Google Shopping Campaign Structures To Maximize Efficiency

By Tony Capetola on October, 28 2016

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Tony Capetola

Tony is the Chief Marketing Officer here at Sales & Orders, along with heading up the inbound and customer marketings teams, Tony also oversees partnerships and branding for our award-winning company and platform.

Most retailers using Google Shopping miss out on the opportunity to create the most effective campaign structures when they are just getting started. From Ad Group to Subdivision there are often quite a few pitfalls that are easy to miss if you are not familiar with setting up Shopping.

Here are 2 Pro-Powered ways you can avoid costly structure mistakes and still have a relatively efficient way of managing bids on product ads.

Product Type Rocks

One of our favorite Product Data Feed Attributes is ‘Product Type.’ Why? It’s controlled by the user giving you more control over how to group your products the way YOU will recognize them. Product Type is sort of appended to the Google Product Category however it is still its own attribute or column in a field (if you were using a spreadsheet for example).

So someone who classifies their products under:

“Animals & Pet Supplies > Pet Supplies > Dog Supplies > Dog Apparel”

Can further categorize their products under their own type such as “doggy tshirts.” What this now gives way to is literally your very own system of breaking out product groups in your Shopping campaign.

Let’s put this into effect by creating a campaign with a single Ad Group without any initial subdivision. When you are at your Ad Group (All Products for example) click on the ‘+’ icon to bring up the subdivision menu and select Product type from the dropdown.

Subdivide Default.png

Once you have your desired product groups for this particular ad group and moved them over to the right (as seen in the image), you can click save. Now, your product groups would look like this:


A Quick Note On “Everything else in…” Product Groups

These can get a bit tricky if you aren’t careful. Let’s say you had more than a single product group such as “doggy t-shirts” “doggy scarves” and “doggy boots” for this ad group and only those three.  Your Everything else in product group literally contains everything else from your Merchant Center Feed. It is a general best practice to exclude this group in two specific cases:

  • It contains products you do not want to be bidding on for this particular ad group because they belong to or should belong to another campaign.
  • It contains no products thus making it irrelevant and unnecessary to adjust bids for or further subdivide.

Now, assuming your margins are very similar if not the same for your select product groups, you can now begin to increase your Max CPC bids and monitor each group’s performance individually and gather average data across multiple product groups.

But what if you want to see each product’s performance at an individual level?

The House Favorite

We are talking about ID-Level Shopping campaign structures! And yes, they are that exciting. They provide the most granular, clear-cut data insight for how each product performs on its own.

This structure is not for the faint of heart though. It takes some extra work and time to build and report on them but it is well worth it in the long run. Here’s the “short version” example wherein just as we had previously subdivided our campaign by product type, we are now going to take that (or those) product group(s) and subdivide even further. Now click that ‘+’ icon and now choose Item ID from the dropdown this time around:

subdivide further.png


It can get tricky here. If you look carefully you will see that once Item ID was selected it only displays the top 200 products in the group. Seeing as you want to be able to include every product then you’ll need to select or bulk add values manually. Once you do this you will need to have a list of all the Product ID’s for the one’s that exist within this product group.

The most efficient way to do this is by using a spreadsheet (Excel for example), sorting your products by product type, and copying over all of your desired Product ID’s and pasting them into Notepad.

Now copy those and paste them into the field in the image below and click “Add values” and then Save.

Your product group(s) should now look something like this:


With this structure you have unparalleled control over individualized bids, product exclusions, and ad metric reporting. You can also take advantage of Bulk Operations in AdWords and, by using a properly configured excel file, upload changes with a bit more ease.

As always though we stress the importance of being careful. The larger your product catalog becomes, the more difficult these tasks will to. We hope, however, this can give those “Do-It-Yourselfers” an extra leg up on creating and managing their Google Shopping campaigns.

Good luck!

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