Specifically, optimizing Google Shopping campaigns through structure is about segmenting the search traffic. Before diving into how this can be done, we must first establish the difference between two distinct types of traffic segmentation. We refer to these as:
Cross-Campaign Traffic Segmentation
Cross-Campaign Traffic Segmentation refers to the way different search traffic types can be segmented between two or more campaigns. For example, it is common practice in standard search campaigns to divide search traffic into generic and brand searches. This can also be done in shopping, which offers bid management advantages.
In-Campaign Traffic Segmentation
In-Campaign Traffic Segmentation refers to the breakdown of search term data into individual products within a single campaign, as opposed to the more usual scenario whereby a search term’s data is the aggregation of multiple products. For example, the search term “red t-shirt” may trigger several different red t-shirts in a product feed. As these will vary in fit, design, price and so on, so will people’s desire to buy them. Therefore, it is very unlikely that the search term “red t-shirt” will perform identically on all the varieties of t-shirts it triggers – so knowing exactly how this search term performs for each product is valuable information.