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Breaking down a Merchant Product Group

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# 1
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Example Shoes, https://support.google.com/merchants/answer/1705911 

 

Example Apparel & Accessories > Shoes (that is pretty broad)  

 

This leads to 30,000 products that are all using the same big 'google product category', but I would like to be able to break this down.  Any suggestions?  Because some brands require a higher bid vs. other brands.  Competition is tough...

 

 

2 Expert replyverified_user

Re: Breaking down a Merchant Product Group

[ Edited ]
Top Contributor
# 2
Top Contributor

first, decide on a bidding strategy.

then, aside from google_product_category, the following
attributes may be used to segment a product-group:
brand, product_type, condition, and mainly for outliers, id

 

note that product_type might be used both (a) within the shopping-campaign,

to segment items for product-groups to help you create effective bid strategies --
and (b) on google-shopping to help google categorize a physical item during
searches; both should be taken into account when deciding on a value to be

submitted for a specific item, within a hierarchical category of items.

 

brand and condition must (still) be submitted per google's specifications --

but can also serve to segment product-groups for different bid strategies.

the five custom_label attributes, such as custom_label_0
may also be used to create more abstract product-groups;

e.g. low-margin, high-margin, winter, summer, spring, etc --

to implement bidding strategies such as bidding lower on

a set of low profit items or higher on seasonal items.

see also
https://support.google.com/merchants/answer/1344057
https://support.google.com/merchants/answer/188494
https://support.google.com/adwords/answer/3455481

Re: Breaking down a Merchant Product Group

Visitor ✭ ✭ ✭
# 3
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Celebird - Thank you for the reply. From what I read from your reply, I could use the custom_label_0 for brands and break down shoes that way. Would that be correct? This is where the bid war would occur.

Re: Breaking down a Merchant Product Group

Rising Star
# 4
Rising Star
You can use custom labels at any level.

So for example you can start with the actual brand, than start using custom labels. Doing this leaves you with 5 custom attributes, while your suggestion only leave you with 4

Same with product type attribute, you can use that first and than start using custom labels or visa versa.
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Accepted by topic author Robert D
January 2016

Re: Breaking down a Merchant Product Group

[ Edited ]
Top Contributor
# 5
Top Contributor

as was indicated, using the manufacturer's brand,
the brand attribute, if the bidding strategy is based
mainly on brand, is likely best.

then, the custom_label attributes can be used
for more granular or abstract bidding subsets --
such as, nike-best-sellers or timberland-winter
or simply best-sellers and winter assigned to
specific brand items, depending on the strategy.

the product_type can sometimes be used to great effect
depending on the bidding strategy and the site's hierarchy; e.g.
Shoes > Women > Athletic > Nike > Running > Fast > Light

again, deciding on set of bidding strategies first,
without any consideration of any attributes and
before deciding on what attributes to use or what
custom-labels to assign, is usually best.

Re: Breaking down a Merchant Product Group

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# 6
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OK - I get it now. I just went into the Merchant Campaign and can now see where I can subdivide by Brand. I did not see that before. Thank you for all the replies and help.

Product Group > All Products > Apparel & Accessories > Shoes > (Bam - Subdivide by Brand) That is what I was looking for.

Re: Breaking down a Merchant Product Group

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# 7
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Celebird and Emmanuel F,

How fast does the BID reflect on the Shopping tab? In other words, if you raise your bid how fast is the turn around for getting higher rankings on search results?

Re: Breaking down a Merchant Product Group

Rising Star
# 8
Rising Star
That's not really a question that can have a correct answer. It all depends on data feed quality. Competition. Landing page quality. And many more reasons. But mostly you see it stabilize after 7 days.
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Re: Breaking down a Merchant Product Group

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# 9
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Thank you for the response. That makes total sense.