AdWords
1.9K members online now
1.9K members online now
For questions related to Google Shopping and Merchant Center. Learn to optimize your Shopping ads
Guide Me
star_border
Reply

How To Determine Where To Focus When There's Hundreds Of Products With Small Performance History

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hey guys,

 

One shopping campaign ad group has about 390 products targeted, every product has their bid tailored to the products individual profit margin. The challenge I'm running into is that the vast majority of products 380/390 have accrued 50 clicks or less, and a small handful of sales and other conversion actions. Since there is so many products though, the cost across products ads up into the thousands.

 

Eg. we've spent $3k to generate $5k of revenue (unprofitable at the moment)

 

To get this campaign to be profitable I need to pause targeting of what's not working, but really there's not enough statistically significant data to determine for the most part what's actually not working vs what just needs a bit more time to start accruing conversions etc.

 

A solution I can think of would be:

 

- Reduce the number of products targeted

- Organize products into smaller ad groups to help aggregate performance (still will run into some of the same challenges of individual products not collecting enough data)

 

However I wanted to get some additional opinions. Any input on this matter is greatly appreciated!

3 Expert replyverified_user

Re: How To Determine Where To Focus When There's Hundreds Of Products With Small Performance History

[ Edited ]
Top Contributor
# 2
Top Contributor

impression performance is usually tied to the bid and quality.

conversion performance is usually tied to quality,
both within the product-listing-ad and on the site.

click performance is usually tied to price and quality and therefore relevancy.

for product-listing-ads, quality includes, the quality of all attributes
submitted (in the feed) as measured against google's specifications --

especially title, description, variant, and global-trade-data attributes --
the relevancy of all submitted data as measured against the physical
item, and other qualify related factors such as product and merchant
ratings/reviews, merchant-promotions (program), and negative-words.

careful measurements before, during, and after, any changes is recommended.

in terms of some practical steps to consider
with respect to impressions but few clicks --

for example, within the merchant-center-account check the feed-status
under the feeds-tab, the account, feeds, and items details under the
diagnostics-tab, and inspect the individual item details under the
products-tab by clicking on the item's title -- for any issues or any
potential areas for improvement.

for example, check the current feed specifications and recommendations
against all attributes submitted and against the physical characteristics
of the product or how the product might be used -- look to improve or
remove any irrelevant information.

for example, check the dimensions-tab within the shopping-campaign
to inspect the search-terms triggering impressions; the information
may be used to improve the quality of all data submitted and suggest
negative-words for irrelevant terms and potential ad-group isolation.

for example, consider the merchant-promotions-program so that
specific offers may be used to adjust the price or attractiveness
during certain time frames -- to highlight promotional events.

for example, consider pausing ads or items during
certain time frames based on day-parting analysis.

since conversion performance is usually tied to quality, both in the ad and
on the site, the same similar steps should be done, but with the main focus
on the website; some products may simply require a better user-experience,
a more compelling reason to risk a purchase, a more apparent choice among
competitors, more or less time to consider a purchase, sharper presentation
on particular devices or more focused information about the physical item,
a greater level of trust, or simply fewer distractions -- formal focus-groups
or more direct customer feedback may also be required.

that said, google does not require all physical inventory to be submitted --
isolating poor performing items into product-groups using custom-labels,
or into separate ad-groups based on applying specific negative-words after
careful search-term analysis, or simply removing such items, may be prudent.

Re: How To Determine Where To Focus When There's Hundreds Of Products With Small Performance History

Rising Star
# 3
Rising Star
This is a common problem with having a lot of different products. There is no perfect solution.

My preferred way is to start with the subset of products that already has data suggesting they will do well - like popularity or conversion rates. Or just use gut instinct. Both are better than promoting every product from the beginning.

A different tactic is to promote one product from each category - of course you still need to decide which product.

The difficulty lies in how to proceed if your initial products don't do well. Do you pull the plug or try different products?

Also, keep any eye on other factors that come into play - CTR, pages visited, abandoned carts, enquiries made, multi-channel conversions... We have a client who does poorly in terms of direct sales from Shopping, but people come back later via organic searches and buy.

Finally, you need to have a good eye for statistics. One sale does not a trend make.

Re: How To Determine Where To Focus When There's Hundreds Of Products With Small Performance History

Top Contributor
# 4
Top Contributor
I'm of the same opinion: it's always a problem when you have lots of products, lots of price points, lots of margins.

The only way I could try and manage it was to look at the sales / views or sales / entrances ratios at product page level. If a product does well in terms of sales / views it deserves to be promoted. On the other hand, if it has lots of views or entrances and few or no sales, the bid automatically goes down.

I also went for a "one ad group per product" structure, since it allowed me to "channel" the traffic to some extent, via negative keywords.

Hope it helps.
Calin Sandici, AdWords Top Contributor | Find me on: Google+ | Twitter | LinkedIn | myBlog
Was my response helpful? If yes, please mark it as the ‘Best Answer.’ Learn how here.