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Create a ROAS Script for Shopping Campaigns

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# 1
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Hey Team,

 

I am currently working with a 20M+ listings account and in many ways, I think it's impossible to scale the performance of the account without a real solution to bid on the product ID level. That being said, that encompasses a large amount of management if done by hand.

 

I know there are bidding rules that can be created in the Keyword level for text ads, but within Shopping Campaigns, it appears to me that the only solution are the automated bidding strategies or scripts. Unfortunately the targeted ROAS strategy didn't even halfway hit it's targeted goal in the 1mo test we ran, so on to scripts, I guess?

 

Upon looking into the the different selectors available for Shopping scripts, I have not seen any types of ROAS conditions that can be included in the criteria.

 

Essentially what I would like to do is create a script that does the following:

If ROAS is >20 over the last 7 days, raise CPC $0.03.

 

If I can get an adhoc way of doing this simple script, then I can make the additional changes that I would need. Essentially, with so many different prices in the account, it is not reasonable to do the following script:

If conversions > 3 over the last 7 days, raise the CPC $0.03.

This script would have too many cases where it would not hit our ROAS target. Any ideas and help would be great. Even if it involved a manual download of all our product targets with the ROAS value from adwords that then sync's up to a script would something I would be open to.

2 Expert replyverified_user

Re: Create a ROAS Script for Shopping Campaigns

[ Edited ]
Top Contributor
# 2
Top Contributor


there is a dedicated forum that might be more appropriate --
https://developers.google.com/adwords/scripts/community/

although, for that use-case the api might be considered for some components  --
https://developers.google.com/adwords/api/community/

as an aside, one of the salient points of having product-groups was to be able
to handle large inventory by bidding on groups of products -- while bidding at
the id level only with respect to outliers.

Re: Create a ROAS Script for Shopping Campaigns

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# 3
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Hey Calebird

I understand your point, but with as many products as we have, the case for outliers are enough to never really get the individual leaf nodes much higher than the root. It seems to make more sense if you were managing a smaller catalog than we are.

Re: Create a ROAS Script for Shopping Campaigns

[ Edited ]
Top Contributor
# 4
Top Contributor


smaller inventory can be handled at the id level;
larger inventory is better suited for large groups
with id level bidding on outliers that are derived
from cogent data analysis -- in most cases.

outliers are typically predefined by the business-model.

walmart likely does not bid down to the id level for all possible sku's.

 

that said, has someone at google been contacted

directly to discuss the scripting requirements?

Re: Create a ROAS Script for Shopping Campaigns

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# 5
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In all due respect, as unbelievable as this sounds, I have had multiple confirmations that Walmart does bid down the product ID.

Re: Create a ROAS Script for Shopping Campaigns

Top Contributor
# 6
Top Contributor

there was no indication that they did not --
simply not for all possible sku's; that rather
defeats the purpose of product-groups as
a concept.

Re: Create a ROAS Script for Shopping Campaigns

Follower ✭ ☆ ☆
# 8
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Thanks for your help celebird.

Re: Create a ROAS Script for Shopping Campaigns

Top Contributor
# 9
Top Contributor

first, you're welcome.

for such a large data-set there is likely a (scripting/api)
specialist inside google who might be able to help at a
more granular, account-specific, level.

Re: Create a ROAS Script for Shopping Campaigns

Community Manager
# 10
Community Manager
Hi Celebird,

Thanks a ton for helping Jason thus far. I've requested for further help with scripts. But please be patient as this may take some time.

Thanks,
Mini