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Bid Management on Stock

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

 

Our account basically targets specific products on our ecommerce site but sometimes we will have products that are out of stock either temporarily or permanently

 

Are there tools out there to assist with the bid management ie when a product is immediately out of stock, ads would stop running for this product and if/when it is back in the ad would activate again?

 

How do others get around this?

 

Thanks

2 Expert replyverified_user
1 ACCEPTED SOLUTION

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Marked as Best Answer.
Solution
Accepted by topic author Simon P
September 2015

Re: Bid Management on Stock

Top Contributor
# 4
Top Contributor

Hi Simon, if "all" you want to do is pause & enable based upon stock level, using the API may be a sledgehammer to crack a nut.  Depending upon your exact situation, it may be possible to do this in Scripts with only a couple of dozen lines of code.

 

One potential stumbling block is that, at present, Scripts cannot "see" Shopping Campaigns so if you're using this Campaign type you won't be able to use Scripts - for now at least.

 

Double-click is certainly an option.  If you're using product feeds via a Merchant Centre you may get a much quicker response to feed changes by using their "inventory-aware" Campaigns:

 

http://adwords.blogspot.co.uk/2013/06/inventory-aware-campaigns-automatically.html

 

but to be honest, I don't know how rapid it is.

 

The API should certainly be able to do it, but the API is really for large-scale implementations - large agencies using their own interface with many staff, etc.

 

How is your data feed currently created/managed?  Are you using Shopping?

 

Jon

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

View solution in original post

Re: Bid Management on Stock

Top Contributor
# 2
Top Contributor

Hi Simon, there are certainly ways to automate Ads based upon stock availability, it really depends on how you're advertising and the scale of your operation.  Here's some examples:

 

If you're using Shopping Campaigns, you could adjust the feed to change the availability column based upon your data.  This is a fairly "slow" process though and may not react well to rapid changes in availability.

 

If you're not a very advertiser, you could use Scripts to reference an external spreadsheet or other data source populated with your stock data then pause and enable Ads based upon this data.  These changes could be much more responsive as Scripts can run up to once per hour.

 

If you're a very large advertiser you may want to consider the AdWords API.  This will allow you to write your own interface for controlling AdWords and integrate it with your systems.  Be warned though, it's not for the faint-hearted and tends to be used mostly where there is an experienced, dedicated team of technical staff to hand.

 

Jon

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

Re: Bid Management on Stock

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Thanks for the response Jon.

We perhaps fall under large advertiser but don't have a team of dedicated technical staff at hand. Although signing up to the Adwords API is something we will definitely do. Are there tools out there that can hook up to the Adwords API and assist with the bid management? Does Double Click or something similar provide a service for this quandary?

Ideally the tool would identify when products were out of stock, then pause ads and when the product is back in stock the ad would reactivate automatically.

Thanks
Simon

Marked as Best Answer.
Solution
Accepted by topic author Simon P
September 2015

Re: Bid Management on Stock

Top Contributor
# 4
Top Contributor

Hi Simon, if "all" you want to do is pause & enable based upon stock level, using the API may be a sledgehammer to crack a nut.  Depending upon your exact situation, it may be possible to do this in Scripts with only a couple of dozen lines of code.

 

One potential stumbling block is that, at present, Scripts cannot "see" Shopping Campaigns so if you're using this Campaign type you won't be able to use Scripts - for now at least.

 

Double-click is certainly an option.  If you're using product feeds via a Merchant Centre you may get a much quicker response to feed changes by using their "inventory-aware" Campaigns:

 

http://adwords.blogspot.co.uk/2013/06/inventory-aware-campaigns-automatically.html

 

but to be honest, I don't know how rapid it is.

 

The API should certainly be able to do it, but the API is really for large-scale implementations - large agencies using their own interface with many staff, etc.

 

How is your data feed currently created/managed?  Are you using Shopping?

 

Jon

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

Re: Bid Management on Stock

[ Edited ]
Top Contributor
# 5
Top Contributor

 

note that for a shopping-campaign type, having physical on-hand inventory,
website information, and the feed, all in sync is a requirement for participation

and is otherwise grounds for disapproval or suspension from the program --

yes, feed (file) updates can sometimes take 24-72 hours or so; so, if stock

availability changes too quickly or too often, using the content-api is required.
https://support.google.com/merchants/answer/188489
as an aside, if availability or pricing change too frequency,
even for the api to keep pace, then a shopping-campaign
could not be used -- e.g. an auction scenario.

to automate control of most aspects of the adwords account,

as was already indicated, adwords-scripts or the adwords-api

is the best course in most cases; especially for campaign-types

other than shopping.

the inventory-aware feature essentially links the two --
so while the adwords-api and adwords-scripts would likely
no longer be needed, the updated feed information would
still be required -- so is mainly for shopping-campaigns.

 

Re: Bid Management on Stock

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Thank you very much for the help. Has given me much to ponder over.

Thanks
Simon