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New to Google Shopping: advice on segmentation please

[ Edited ]
Explorer ✭ ☆ ☆
# 1
Explorer ✭ ☆ ☆

Hello Ladies and Gentlemen

 

I'm about to start my first Google Shopping campaign (very overdue)

 

I've read that to get the best ROI you should segment your products as granular as possible. Therefore segmentation by Product ID should be considered over category

 

However this is my first experience with Google Shopping so I'm wondering those of you who have experience with this what you would recommend?

 

I have about 3 categories and about 200 products I'm interested in targeting while I attempt to learn..

 

Ofocurse I want the best ROI however I don't know how easy it will be to manage these 200-ish products and I don't want to be overwhelmed.  I have been promoting some of these products using google standard text ads so Im confident there will be traffic on other products Im not sure how popular they will be so Im unsure if the data I will get will be significant enough to make it worthwhile being as granular as product ID's

 

Any advice is greatly appreciated

 

Thanks

 

1 Expert replyverified_user

New to Google Shopping: advice on segmentation please

[ Edited ]
Top Contributor
# 2
Top Contributor

generally, before considering any such granular subdivisions,
a best-practice is to create product-groups that are more natural
with respect to physical inventory, brands, and current analytics
or business data to create abstract groups using custom-labels.

for example, product-groups of: all watches, all shirts, all nike sneakers,
all non-branded boots, current best-sellers, and current-seasonal items.

typically, a best-practice is to wait for such larger-item-set product-groups
to collect enough statistically-significant data so that google may learn and
optimize product-groups for shopping-ads and there is enough data to make
informed decisions, before considering moving specific items or specific sets
of items into any smaller or strategic sub-divisions -- such as more abstract
product-groups, or higher-performing items by id, or into shopping-campaigns
with separate budgets or different priorities.

initially creating any product-groups that will result in very few clicks,
within any one product-group, will not allow google to learn about the
best way to optimize for shopping-ads and is usually not a good thing.

 

New to Google Shopping: advice on segmentation please

Explorer ✭ ☆ ☆
# 3
Explorer ✭ ☆ ☆

Thank you for your reply @Celebird

 

Once I have collected some data, is it then easy to split these groups down further so I may target smaller groups?

 

Thanks