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Smart Bidding for Shopping: Product Groups structure

[ Edited ]
Follower ✭ ✭ ✭
# 1
Follower ✭ ✭ ✭

Is it enough to have one single product group "All products" for proper Smart Bidding? Is it the best to have single SKU product groups?

thank you

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author RUStiko
November

Smart Bidding for Shopping: Product Groups structure

[ Edited ]
Top Contributor
# 2
Top Contributor

(a) smart-bidding is a bit of a misnomer.

one of the main disadvantages to the one-product-per-ad-group strategy,

is the time and effort required for implementation -- which can be rather

time-consuming, or cost-prohibitive for large inventory sets, unless some

level of automation is used.

also, the information collected -- such as search-terms and performance --
must be carefully inspected, analyzed, and acted upon, otherwise the
time and effort expended to implement such a strategy is rather wasted.

the main advantage to such a strategy is the information collected;
however, if enough data is not collected before proper analysis can

be completed and the appropriate actions can be taken -- such as

adding negative-words carefully or adjusting budgets accordingly,
over time -- then the strategy may be a wasted effort.

(b) usually, the central notions for such a catch-all product-group,
is to either create a firewall, without a bid, as a safety-precaution --
for example, if attributes or data structures change inadvertently --
to avoid losing control over bidding, by excluding such items from
the auctions altogether; or to assign an extremely small default bid,
so that such items always participate in the auctions.

 

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author RUStiko
November

Smart Bidding for Shopping: Product Groups structure

[ Edited ]
Top Contributor
# 2
Top Contributor

(a) smart-bidding is a bit of a misnomer.

one of the main disadvantages to the one-product-per-ad-group strategy,

is the time and effort required for implementation -- which can be rather

time-consuming, or cost-prohibitive for large inventory sets, unless some

level of automation is used.

also, the information collected -- such as search-terms and performance --
must be carefully inspected, analyzed, and acted upon, otherwise the
time and effort expended to implement such a strategy is rather wasted.

the main advantage to such a strategy is the information collected;
however, if enough data is not collected before proper analysis can

be completed and the appropriate actions can be taken -- such as

adding negative-words carefully or adjusting budgets accordingly,
over time -- then the strategy may be a wasted effort.

(b) usually, the central notions for such a catch-all product-group,
is to either create a firewall, without a bid, as a safety-precaution --
for example, if attributes or data structures change inadvertently --
to avoid losing control over bidding, by excluding such items from
the auctions altogether; or to assign an extremely small default bid,
so that such items always participate in the auctions.

 

Smart Bidding for Shopping: Product Groups structure

[ Edited ]
Follower ✭ ✭ ✭
# 3
Follower ✭ ✭ ✭

thank you. there are several tools that provide one-product-per-group automation

Smart Bidding for Shopping: Product Groups structure

Top Contributor
# 4
Top Contributor

first, you're welcome.

typically, such tools eventually have a fee associated with their use;
also, such tools usually assume some level of control will be lost, in
exchange for assuming some level of return or advantage and the

company's long-term support, control, and continuity.

usually, the business-goals should be driving the campaign-strategy --
a campaign structure or strategy should not be a goal in and of itself.

regardless, the forum generally prohibits third-party recommendations.