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Approach to Ads groups for the new Google Shopping campaigns?

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# 1
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I'm been reading up and following some initial tutorials on the new Google Shopping campaigns. I understand the basics of the new 'Product Groups' and that you can have multiple Product Groups within an Ad Group. I'm just not sure what how to name and approach the 'Ad Groups'. Can anyone advise, or share what their approach is to Ad Groups for the new Shopping campaigns please?

 

Secondly, I have a client who I've setup PLAs for in Adwords, and he's since asked me to add some new products in. Do you think it's worth me moving to the new Shopping campaigns approach, or sticking which the current method?

1 Expert replyverified_user
1 ACCEPTED SOLUTION

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Marked as Best Answer.
Solution
Accepted by topic author Christian G
September 2015

Re: Approach to Ads groups for the new Google Shopping campaigns?

[ Edited ]
Top Contributor
# 2
Top Contributor

(1) product-group and ad-group are different.

google automatically populates potential product-group (names) from
feed data -- mainly google_product_category, product_type, and the
new custom_label_... or other existing attributes that you select.

product-group (names) are similar to classic product-targets --
product-groups are mainly to create different bidding (strategies).

for classic, regular-product-listing-ads campaigns, targets are needed
for both granular performance information and bid strategies; however,
for product-listing-ads shopping-campaigns, groups are mainly needed
(only) for bid strategies (since granular report data is now automatic).

since product-group information is populated from the feed (attributes)

the groups generally benefit from relevant google_product_category,
good user-defined product_type taxonomy (category) structures, and
(for abstract product-groups such as low-margin, high-margin, etc.)
well-defined, mnemonic, custom_label_ values.

product-groups are mainly used to support different bidding (strategies).

ad-groups are typically tied to promotional-messages -- so, deciding on an
actionable-alert strategy may help decide the details of ad-group creation;
for example, free-shipping or coupons assigned to specific sets of items.

(2) that likely depends on the client, inventory (size), and bid complexity.

if the client's feed meets the needs of the proposed bidding strategy for
the new shopping-campaign and you have had experience with shopping
campaigns, then the advanced-reporting, competitive-information, and
preventative bid-overlap features should be a great help.

if the new product-listing-ad shopping-campaign will have a more abstract
bidding strategy (product-groups) or requires (feed) modification for the
strategy, or the client's feed is designed in some way for regular product
listing ad campaigns but cannot be easily modified, or there is any
trepidation, then the costs may outweigh the benefits for now.

trying a shopping-campaign on your own products or with a very
simple bid strategy and a client that has a rather small inventory
may be a prudent way to begin.

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Christian G
September 2015

Re: Approach to Ads groups for the new Google Shopping campaigns?

[ Edited ]
Top Contributor
# 2
Top Contributor

(1) product-group and ad-group are different.

google automatically populates potential product-group (names) from
feed data -- mainly google_product_category, product_type, and the
new custom_label_... or other existing attributes that you select.

product-group (names) are similar to classic product-targets --
product-groups are mainly to create different bidding (strategies).

for classic, regular-product-listing-ads campaigns, targets are needed
for both granular performance information and bid strategies; however,
for product-listing-ads shopping-campaigns, groups are mainly needed
(only) for bid strategies (since granular report data is now automatic).

since product-group information is populated from the feed (attributes)

the groups generally benefit from relevant google_product_category,
good user-defined product_type taxonomy (category) structures, and
(for abstract product-groups such as low-margin, high-margin, etc.)
well-defined, mnemonic, custom_label_ values.

product-groups are mainly used to support different bidding (strategies).

ad-groups are typically tied to promotional-messages -- so, deciding on an
actionable-alert strategy may help decide the details of ad-group creation;
for example, free-shipping or coupons assigned to specific sets of items.

(2) that likely depends on the client, inventory (size), and bid complexity.

if the client's feed meets the needs of the proposed bidding strategy for
the new shopping-campaign and you have had experience with shopping
campaigns, then the advanced-reporting, competitive-information, and
preventative bid-overlap features should be a great help.

if the new product-listing-ad shopping-campaign will have a more abstract
bidding strategy (product-groups) or requires (feed) modification for the
strategy, or the client's feed is designed in some way for regular product
listing ad campaigns but cannot be easily modified, or there is any
trepidation, then the costs may outweigh the benefits for now.

trying a shopping-campaign on your own products or with a very
simple bid strategy and a client that has a rather small inventory
may be a prudent way to begin.

Re: Approach to Ads groups for the new Google Shopping campaigns?

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# 3
Follower ✭ ✭ ☆
That's great, thanks for clarifying, and for the advice.