Just as in any other area of Paid Search Marketing, getting the full potential out of Google Shopping campaigns requires a well structured setup. This comes before anything else. Furthermore, structure has to be considered and implemented on all levels of an AdWords account: at campaign-, adgroup, and product group-level.
The first part of this three-part white paper series on Google Shopping optimization suggests that different traffic types, varying on expected performance, should be segmented into different campaigns. This enables us to bid differently on them, and thereby get the most value out of each traffic type. Furthermore, the white paper explains in detail how to implement this segmentation.
The white paper also suggests using the SPAG Structure (creating one ad group for each product in the feed), with the added advantage of search term data being segmented on individual products, providing increased insight for the account specialist and potential cost savings.
Lastly, the white paper discusses the question of whether or not to utilize the option of actively influencing which products should be displayed for specific search terms, an option that is made available by the SPAG Structure. It recommends not making use of this, not only due to the number of risk factors associated with it, but also because proactive bid management will ensure, in the long run, that the most popular products are displayed on their relevant search terms.
The next part of this white paper series will explain how the quality of the product feed can be increased based on a data driven and dynamic approach.