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PLA Campaign Structure

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# 1
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I have over 4000 products in my merchant center feed and want to maximize the performance of my Google Shopping campaign, and I believe campaign structure will play a huge part in allowing so.


For starters I run on automatic bidding strategies within Google's Doubleclick platform. Currently the set up is the defunct legacy structure of single campaign, single ad group. The pros and cons I've researched are listed as below:


One Campaign One Ad Group


Pros: increased visibility on where products are being served from (usually most granular level). I'm wondering how this is visibility is isolated to this type of campaign format? Is it because different product groups are set up in the same ad group, hence more detailed reporting?


Cons: same list of negatives and modifiers across the board


One Campaign Multiple Ad Groups


Pros: allows for multiple negative lists and modifiers. I'm wondering how product group segmentation at this level will give an advantage (ie: every ad group is at the category level, and product groups are at the sub-category level as segmented by the site)


Cons: complex bidding (not really a problem as I'd be running it on automatic bidding strategy). Each new ad group will contains an All Products product group, which would have to be excluded (again not really an issue)


Multiple Campaigns


Pros: able to set campaign priorities (low, med, high) where the highest priority trumps the lower ones


Cons: limited product group reporting because of the campaign split?



I thought if I could run an automated bid strategy on each product group level once segmenting at with the multiple campaigns (and thus multiple ad groups within) strategy, then I would get the best results.


Just looking for any sort of feedback here, thanks in advance!


1 Expert replyverified_user

Re: PLA Campaign Structure

[ Edited ]
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# 2
Top Contributor

the (marketing, advertising, and bid) strategies should drive structure.

begin with one shopping-campaign, one ad-group, and
segment product-groups to reflect the bid strategies.

use submitted attributes to create optimal product-groups;
the data-feed is critical; both for quality, to win in the auctions,
and for creating product-group structures, to implement bid
strategies -- both should be considered when deciding exactly
which attributes and values to submit; these goals may conflict.

per-item bidding strategies are suboptimal --
especially for large physical inventories.

any other structure will usually take
upfront planning to be at all effective.

first create the strategies; then assign the structure --
rather than having the structures drive the strategies.


put the most effort into designing product-groups under

the single campaign and ad-group, against a minimal,

defined, strategy -- before considering any other structure.

use multiple ad-groups to implement the following
tactics with respect to a specific predefined strategy --

(a) assigning ad-group-level negative keywords;
(b) assigning bid modifiers;
(c) assigning specific promotional-text;

generally, use use multiple shopping-campaigns
(only) to implement the following tactics that are

tied to a specific strategy --
(a) setting different budgets;
(b) assigning campaign-level negative keywords;
(c) more accurate geographic targeting;
(d) dayparting;
(e) bid-modifiers;
(f) implementing shopping-campaign priorities;

if such multiple divisions are used, be certain that
each item is assigned a bid under only one structure --
to avoid bid conflicts and related issues.

so, what (bid) strategies are being planned and
how might tactics change based on the budget,

historic performance information, etc.


for example, if increasing market-share is a defined objective
tied to a strategy of reaching a new market-segment, with the
tactic of introducing free-shipping promotions to a new line of

products -- then, a second ad-group might be considered to

implement that promotional-text.

for example, if there is enough current budget, planning, and statistics,
to know with some degree of certainty, that east-coast red-widgets sell
better than west-coast green-widgets on weekends - then, creating two
shopping-campaigns to act on that information as part of a larger strategy

might be considered.


generally, never use reporting to drive any structure; that was a
primary goal of google when transitioning from regular product
listing ad campaigns to shopping-campaigns.



Re: PLA Campaign Structure

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# 3
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Hi Johnny,

I really liked this and and i am going to look at trying something like this on my campaigns, i will let you know how i get on.

Re: PLA Campaign Structure

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# 4
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For sure, let me know your feedback!