Blog record summary
- What benefits do shopping ads give in relation to regular text ads
- How to use negative keywords, promotion priorities and product levels in your shopping campaign
- Three concrete ways to structure your shopping campaign
- Advantages and disadvantages to each of them.
What is a shopping advertisement?
Shopping ads come across the text ads in the search results, or on the right hand side of the results. An expanded selection of shopping ads for a search can also be found in the “shopping” tab under the search box. Where we want to be, however, among the 1 to 8 ads that appear in the search results (the number depends on competition and where in the search results the shopping ads appear)
Why do you need a shopping campaign?
Higher conversion rate
Even the best search advertisement can often have difficulty measuring itself with a shopping advertisement when it comes to conversion rate and cost-per-click.
A higher conversion rate is due to the fact that shopping results often drive more relevant traffic to the website than a text advertisement could do. This is because the potential customer is often more likely to meet in the shopping area. Furthermore, the potential customer sees both the image of the product, the name of the product and the price of the product before they choose to click on the ad.
Increased visibility
Shopping ads allow us to be visible on individual products in a way the few most online shops with a certain amount of products, clear through their search ads. Even with a well-optimised search campaign and associated DSA campaign, there will often be some gaps in the range’s visibility through text ads.
Although shopping in many areas has clear advantages over traditional text ads, it is by no means a matter of either or when it comes to shopping and text ads, but “yes, thank you, both”. Unlike text ads, shopping ads can show several ads from the same “supplier” at the same time. If applicable, both search and shopping ads can be tugged simultaneously. This allows the theory to dominate the search results on certain keywords and to take more space in the search results.
How should you structure your shopping campaign?
Search term
The big difference in the work with shopping ads and search ads is that shopping ads are feed-based. Whether a product is considered relevant for the purpose of its search depends on: information in product feed (id, title, description, link, picture, price, size, etc.) and how high your bid is. In search, however, we as advertisers define the terms of reference that determine when the ad is being triggered.
In shopping campaigns we can add negative keywords. That is, search terms we don't want to show our ads on, but we can't directly target ourselves against specific search terms. However, the use of negative keywords is an important tool for a well structured shopping campaign.
Promotional priorities
Each shopping campaign has a priority. In this way, if the same product is in more than one shopping campaign, we can determine which of the promotions will be involved in the auction when someone is looking for this product. The campaigns are automatically set to “low” priorities, but can also be changed to “medium” or “high”. This function is an important tool if you choose to have more than one campaign. The campaign with the highest priority will always be thriving, regardless of the bids. If two campaigns have the same priority, it will engage the auction with the highest bid.
Product group
You can decide how to divide the product groups based on the product attributes available. E.g. product category, brand, product ID and so on. A very important prerequisite for how to structure the campaign is that the bidding takes place at the lowest level of product categories you choose.
If the lowest level is a product category, e.g. “sko” will be used for all products in this category. Independent of size, type of shoes, etc. If the lowest level is ‘make’, everything under the same mark will be treated equally.
In all the examples of campaign structures below, there are different variations, for example, combining more product levels on a multi-advert campaign, which divides into the advertising groups “nic shoes” and “adidas shoes” to further specify.
An optimal shopping campaign will however be divided by the Item ID (product ID) as the lowest product level because this provides the opportunity to have full control over the bidding in relation to the product's profits, popularity, etc. So we're starting from this in more examples.
Structure of the campaign
Shopping campaigns are structured differently from search campaigns. As mentioned above, shopping campaigns do not have keywords, and in many ways the product feed, or product itself, is the keyword in this case.
A complete feed with all product information forms the basis for how to set up and structure your shopping campaign.
In particular, there are three ways to structure their shopping campaigns:
- A campaign, an ad group
- A campaign, more advertising groups
- A combination
A campaign, an ad group
Each of the different ways of structuring the campaign has both advantages and disadvantages. A campaign with a related ad group with all products can be unrespective and difficult to keep track of. In addition, all products share a common budget. In return, this is the most remote campaign structure to set up. This is a campaign structure that can be useful if you have relatively few and equal products or if you have little time to make maintenance and optimization. There is no way to work with negative keywords inside the case to prioritize some products over others, but only for all products in total.
A campaign, more advertising groups
A multi-ads campaign provides more opportunities in terms of easier separation of results. Here you have increased control over which brands or categories work best. This also allows you to add negative keywords in a more targeted way. You choose the level of the lowest product level in the advertising group and ideally a SPAG structure is preferred. This implies that there are even more possibilities to distinguish between the different products in the case than a single advertising group with the ‘Item ID’, which gives the lowest level.
SPAG stands for “single product ad group” and provides not only the ability to bid-just for each product but also the ability to add negative keywords to each product. Here you can really optimize for the profits, bestsellers, etc.
This type of campaign setup, however, takes a lot of time if it is manually controlled, both by bidding and negative keywords. Therefore, automation and good practice are dependent on the number of products in the case of large fat.
More campaigns, more advertising groups
The third way in which the campaigns are structured is a combination of the above. More campaigns and more advertising groups. Here you would like to have a general campaign where all the products in the case are located. This has the promotion priority set to medium and its main task is to ‘thicken gaps’ for the products not included in the other campaigns or, if the budget is used up. And you have a bestseller campaign where you have high promotion priority and preferably SPAG structure. This campaign will ideally contain own advertising groups for each product in the feed, but a good start is a bestseller campaign you can build out over time.
Finally, brand traffic should be split up versus traffic from product-specific or general keywords that do not mention the brand. This campaign may be quite similar to the one above, but the essential thing is that all sorts of brand are put as negative keywords in the above-mentioned campaign. The brand promotion must have promotion priority lowSo let's say that this is the same thing as that. With more campaigns and this campaign structure, it is important to make use of priorities in the campaigns. With this setup, the ads from the brand campaign will be displayed when applying for brand-related keywords because they are found as negative keywords in the other campaigns. If no tag search terms are applied, one of the others will be shown because they have higher priority.
Do you have any questions about what structure you should choose or need help setting up and optimising your shopping campaign? Contact us!