A shopping campaign structure is essential when optimizing a strategy on the Google Shopping portal. The most common thing is to elaborate the campaign structure based on the same pattern of web architecture – the way your portal is organized – of the online store. Now we are going to see some of the most efficient ways to structure your campaigns on Google Shopping. We will present them from less advanced to most advanced structures.
Structure your campaigns by price
This is one of the most basic and simple possible structuring strategies for your campaigns. As the name suggests, you need to divide your campaign by products’ prices. It is recommendable to divide your catalog with customized tags that contain at least 300 products. In many cases, promoting products under 10 euros turns out to be inefficient and the best thing you can do is to exclude those from the campaign.
Structure campaigns by profit margin
This system is based in one of the most important metrics for e-commerces: profit margin There are different ways to structure campaigns by profit margin. All of them must use customized tags:
Divide the campaign among Own product, National purchase and Import. This sort of listing is highly used by big retailers, as the margin obtained in each one of these types of supply are quite different. Once you have divided it, you can subdivide the campaigns under other criteria.
Divide by profit margin in monetary value.
Divide by profit margin in percentage.
This classification allows you to easily see when are you spending more than the profit obtained for a certain product; or when a product offers a profitability above the average.
Structure campaigns by keywords
It is essential to have properly adjusted the keywords for which your ads will appear on the searching engines. In order to properly structure your campaigns by keywords, it is critical to choose the negative keywords as well; they are those for which you do not want your ads to display.
Negative keywords have three types of match: broad match, phrase match and exact match.
A branded keyword is a keyword that contains the name of a brand; a long tail keyword is “key phrase” that contains information much more detailed than a simple and generic word
The next strategy is one of the most tedious possible strategies. However, it is going to provide you with very good results. It takes a lot of time to create specific customized keywords lists, that is why we recommend you to apply this strategy only for those products with a high number of searches on Google and that generate enough profit to compensate the time invested in the creation and tracking of the strategy.
In a search campaign, if you want to promote a product like “Nancy Summer Collection Brunette” you might need to include certain keywords like:
[buy nancy summer brunette]
“Nancy summer brunette”
+buy +nancy + summer + brunette
If you want to be found by very specific keywords, you need to use the title modification strategy and add negative keywords to an ads group level. To do it, you will need to divide the campaign up to the point that you only have “Nancy” to an ad group level. Afterwards, you have to add negative keywords in exact concordance or phrasal keywords to avoid showing this ad to those search terms that offer a low purchasing intention.
Structure your campaign by ROAS
Once your campaigns passed to target ROAS-remember that is a formula used to calculate (REVENUE/PUBLICITARY COAST)x100-, it is vital to analyze the performance of the many groups of products to detect which ones offer a higher profitability. Remember that it is necessary to unblock your Google Shopping campaign conversion tracking in order to activate the target ROAS bidding functionality.
In order to optimize campaigns running this strategy, you should divide them by ROAS in groups of 200 and, afterwards, set different target ROAS for each group of products.
Structure campaigns by the competitiveness of the market
This is one of the most powerful structuring strategies. It provides you with incredible results depending on your position in the market. Following this structure you can bid more or less aggressively depending on your position in the market. It is necessary to create three campaigns and subdivide each one of them applying any of the previously mentioned criteria. To do so, you need advanced pricing software that allows you to know the prices of our products in the marketplace and to make dynamic price changes based on those prices, such as Netrivals. Since it is done through custom labels, the products will pass from one campaign to another dynamically.