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Google Merchant - Breaking My Feed Out Into Multiple Adgroups - Will This Impact Performance

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

My current Google Shopping Campaign has a single Adgroup.

 

I am considering breaking it out by brand and product.

 

This will make it easier to manage max cpc and ROI etc in my view.

 

My question is if this will impact on performance. 

 

My feed is very large and most products never have conversions but when they do they are high value conversions.

 

Thanks in advance.

 

2 Expert replyverified_user

Re: Google Merchant - Breaking My Feed Out Into Multiple Adgroups - Will This Impact Performance

Top Contributor
# 2
Top Contributor

Hi @Curtains Made S I would very strongly recommend breaking your feed down in the way you describe as it's the only way to get good control over individual items.  I'd suggest having a Product Group for each brand (with all other brands excluded), then expanding the brand branch to show all items.  It's unlikely you'll take any hit on performance, but even if you did it'd be short term and far outweighed by the long term benefits of an improved structure.

 

With a very large inventory, controlling bids can be complex - if not impossible - and I'd also recommend looking at a script to control your bids on the new structure.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Google Merchant - Breaking My Feed Out Into Multiple Adgroups - Will This Impact Performance

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Hi,

 

Thank you for your reply.

 

I have just looked at the shopping feed structure and now realise that I do have a Product Group structure created in this style...

All products › Brand › Product Type and actually I have set up different Max CPCs for each of the product groups.

 

Apologies I had a brain fade this morning, I have not looked at this for a few months.

 

So in summary I guess I have done what you suggested regarding structure. Question, is it better to organise using Product Groups or Ad Groups??

 

Last question can you point me in the direction of creating scripts to control bids (I have conversion tracking set up)..... this may not be necessary as I have about 300 Product Groups.

 

Thanks,

 

Marked as Best Answer.
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Accepted by topic author Curtains Made S
March 2017

Google Merchant - Breaking My Feed Out Into Multiple Adgroups - Will This Impact Performance

[ Edited ]
Top Contributor
# 4
Top Contributor

based on what has been posted, one possible recommendation would be to consider
using custom-labels to help create more abstract, focused, product-groups and
bidding strategies -- such as bidding differently on all high-margin items with
low-traffic or all low-margin items with high-traffic, etc.

 

for a shopping-ads:

- separate campaigns are usually best for high-level divisions such as
country, language, budgets, or priorities for temporary ad-delivery.

- separate ad-groups are usually best for dividing among sets of negative-words
based on search-term-reports, or very large groups or categories of inventory,
or less often for default bids as new product-groups/inventory items are added.

- separate product-groups are usually best for assigning specific bids
to groups of items based on attributes -- such as brand, product_type,
google_product_category, or custom-labels for more abstract groups.

if there are only a few brands, then one possibility would be to use one
campaign, one ad-group, but separate product-groups that are more

focused using custom-labels to differentiate abstract bid strategies.

if there are many multiple brands, then separate ad-groups is one alternative --
especially if sets of negative-word based on search-term reports will be utilized.

per-item bidding can be a rather advanced technique with respect
to very high volume or complex inventories that change frequently --

this is where scripts or the various api's are likely needed.

as an aside, google has no requirement to submit all items --
removing items that never convert or convert very infrequently
with very low margins, should be considered.

there are advantages and disadvantages to each of the techniques and
some techniques can take awhile before showing any actionable results --
positive or negative; a best-practice is to measure the actual results
against the business's goals before, during and after, any such change.

see also
https://support.google.com/adwords/topic/6275305
https://support.google.com/adwords/topic/6275311
https://groups.google.com/forum/#!forum/adwords-scripts

 

Google Merchant - Breaking My Feed Out Into Multiple Adgroups - Will This Impact Performance

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭

Hi Celebird,

 

Many thanks. I think I will stay with Product Groups.