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Advice for segmenting Best Sellers in Shopping Campaigns?

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# 1
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I've setup a Shopping campaign in Adwords based on a feed of 2,000+ products. I've setup one Ad Group to subdivide the products based on the website category names, and then by individual product (using the Product type attribute.

 

However, I have a custom label for each product which indicates whether or not the client has labeled each product as a 'Best Seller' or not in the CMS. I'm keen to utilize this in my Shopping campaign setup, but I'm unsure of the best approach.

 

Do I (for example), setup a new Adgroup within the same campaign, but change the subdivision to be more like:

Best Sellers > Product Type (Category name) > Product Type (Product name)

 

and then place higher bids within this Ad Group, or do I:

 

Setup a separate Shopping campaign for my Best Sellers, label the Campaign priority as Medium (or High) and then manage it this way? (And I presume I wouldn't need higher bids for products within this campaigns vs my existing campaign, as the campaign would be labeled as a higher priority?)

 

Any advice on the above would be greatly appreciated. Thank you.

1 Expert replyverified_user
Marked as Best Answer.
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Accepted by topic author Christian G
September 2015

Re: Advice for segmenting Best Sellers in Shopping Campaigns?

[ Edited ]
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# 2
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product_type is mainly designed to handle
the taxonomy-based divisions and physical

characteristics of products -- related to both

how the product is found on the website so

google can better categorize the item to help

improve quality -- and to group the items along
the same similar lines for product-group bidding
strategies; e.g. bidding higher on tablets than on

e-book readers.

Electronics > Computers > Tablets

Electronics > Computers > E-Book Readers

 

using product_type for such abstract groups would tend

to decrease overall relevance and therefore lower quality --

best-seller is not a physical characteristic of the item.


the newer custom_label_0, ...., attributes were designed
mainly for more abstract groupings such as best_sellers,
specifically for such product-group bidding strategies; e.g.

BestSeller

HighMargin

 

generally, (both product_type and custom-label) attributes

are used to subdivide items into different product-groups

to accommodate bidding strategies.

 

for shopping-campaigns, ad-groups are mainly to assign

different promotional messages to a group of products --

not for bidding strategies.

 

however, if the same item is assigned to multiple ad-groups

or multiple campaigns, then either the bid or priority level

will be used to determine if the item is used in the auctions.

 

for example, if separate campaigns are

set up to handle an upcoming sales event --

the priority level may be used to essentially

swap the campaigns.

 

Re: Advice for segmenting Best Sellers in Shopping Campaigns?

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# 3
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Thanks for your response.

So would you agree or disagree with what KathleenG has advised me on here https://www.en.adwords-community.com/t5/Google-Shopping-PLAs-Merchant/Limitation-when-subdividing-by... in regards to the use of the 'Product type' attribute?

Re: Advice for segmenting Best Sellers in Shopping Campaigns?

Top Contributor
# 4
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there did not seem to be any fundamental
difference in that specific recommendation
with respect to the product_type attribute.

the example simply used the product_type to
more narrowly define the products so that a
specific physical item could be assigned a bid.
e.g.
Electronics > Computers > E-Book Readers > Nook Simple Touch

that said, bidding separately on each individual product
is a rather limiting strategy for very large inventories --
at least not without considering using an api or script.

Re: Advice for segmenting Best Sellers in Shopping Campaigns?

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# 5
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So if I just use product_type for categorizing my products as per the category setup on my website, and not subdividing as deep as per product, then what structure/approach would you advise please for segmenting and creating separate bids for products which are labeled as BestSeller in custom_label_0?

Re: Advice for segmenting Best Sellers in Shopping Campaigns?

[ Edited ]
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# 6
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the bidding strategy should drive the campaign structure;
the attribute's definition should drive the attribute value.

assign bestseller to the best-selling
items as defined by the sales data
using the custom_label_ attributes --
then, create a product-group for that
specific set of items to assign a bid.

typically, there is some arbitrary cut-off amount
for what constitutes a best-selling group of items --
that is determined by your strategy and sales data.

generally the custom_label_0 ... attributes can
be used to create abstract-groups if the number

of groups are limited.

Re: Advice for segmenting Best Sellers in Shopping Campaigns?

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# 7
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Ok that's great thanks for clarifying. One final query which is slightly off topic - I notice you're leaving out spaces for values with the custom labels e.g. bestseller. Are spaces not allowed in custom labels? Do values need to be lower case and without spaces?

Re: Advice for segmenting Best Sellers in Shopping Campaigns?

Top Contributor
# 8
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first, you're welcome.

leaving out spaces is simply a best-practice --
there are no practical restrictions on spaces or case
except to be one, single, value under 100 characters
that is consistent across all items in which the value
is used; using any spaces or similar characters or
symbols tend to foster a notion of multiple values
and potential inconsistencies.

Re: Advice for segmenting Best Sellers in Shopping Campaigns?

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# 9
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Ok that's interesting, thanks for clarifying, and for all your help on this topic.