Optimizing AdWords Shopping Campaigns

Optimizing AdWords Shopping Campaigns


– Hey everybody, this
is Adam with ParaCore and today I’m gonna talk a little bit about product shopping ads because they’re a little bit
different type of ad format than you’re used to typically in AdWords and they can be a little bit
more difficult to optimize and improve because most people
just aren’t as used to them and they require a different style of managing the campaign
and managing the data versus some of the things
that you do in search ads where you’re really
messing with the text a lot and different characteristics of the ad whereas in product listings, you don’t mess with those things. What I’m gonna talk about today is how you can manage your
feed and categorize your feeds so that you’re redirecting dollars and steering dollars to the products that are performing the best. So I’m gonna be looking at two accounts and the first one is one that
we took over fairly recently and it just has one campaign. That one campaign has
133 dollar daily budget. The bid strategy we’re
using is Maximize Clicks. It’s actually performing quite well. This one’s running about
a ten to one return, which is amazing. But what you can see is when
I click into this campaign and I have this ad group All Products, then we see all of these
products all in one ad group and it’s great to be able to see how each category is performing. So here I have mirrors, I know how much money’s
been spent on them. If I scroll over, I see what
the conversion value is. It’s converting well. The same thing with window
regulators and motor gears. So I can see which of these product groups is performing well. And you’ll see when I
hover over these rows that you get different icons. So if I were to see that fuel pumps was performing poorly, for example, I could hit this edit button here and I could exclude fuel
pumps from our campaign. Now if I were to exclude that, it wouldn’t show the ads anymore so if that product is
just not performing well, that’s maybe something I would want to do. So by excluding different product groups, you can actually decide
where to filter the traffic and we’re gonna be talking about that in the other account that we look at. You will also see plus
signs when you hover over these different rows. So if you’re looking at your account and you’re not seeing
all these product groups, you will have an All Products group and then you can hit this
Edit button next to it, Edit Subdivision, choose
Product Type at the top, and now you have all off
these different product groups you can choose from. So I basically took the
product subcategories that had the most products within them, I checked the box so if I
were to check air intake, that would break out into
its own product group in the screen we were just looking at. And you can basically decide which ones that you wanna check and which ones you wanna
break out on their own. In the instance of this client, we decided to break out the product groups that had the most products within them. Alright, so you have all the
product groups broken out and we’ve talked about this where you can break out the product groups here in the bottom. You can exclude certain product groups. You can actually change the bid, but we’re doing Maximize
Clicks so it’s automatic, doesn’t let you change it. And then here, you can continue
to add another subdivision. When you’re working in a product group, you may not have all these options but you could choose Item ID, for example, and you can sort by clicks descending, and then this would show you that this one product had the most clicks and maybe you wanted to break
that out for some reason. Maybe you wanted to exclude
it or something like that. So you use these different icons when you’re hovering over the row in order to change if
this group is showing or subdivide it further
or really just manage and see the data from a
categorical perspective. That’s the first account we’re looking at and that’s probably how
your account is set up if you haven’t really
made any changes to it. Everything feeds in into one data feed. Actually you won’t even see these, you’ll have to add these product groups. You’ll just see everything
else and all products and you’re just gonna see that one thing. Now there’s another account
that we’re working on that we’ve had for quite some time, which happens to have
about the same budget and we started off the same way, we started looking at the data and then we saw that
some of their products and their categories were
performing better than others. So in the case of this business, the football and celebrity
campaigns were broken out. We actually have other
campaigns broken out like hockey, baseball, basketball, that were not performing as
well and are currently paused and then we have all other products. And what you’ll see here is because we’ve broken them
out in separate campaigns, now we can do different things
from the campaign levels. So we are actually steering
budget to certain products here that we were not able to do before. So we have 50 dollars to football, 50 dollars to all other products,
and only 15 to celebrity. And you might do that if
there’s a seasonality issue or one of your products has lower margins or it’s not converting as well or something along those lines. So now instead of just
having the product groups like we had in the first example, now we have different
product listing campaigns. And so when you click into football, we have one ad group
here that we’re running and then I click into that ad group. Now you’ll see a very similar setup that we were looking at before but we only have football broken out, so I hit this Edit Subdivision. We selected football, so
we broke that one out, and then we excluded
everything else in the feed. And now what that does is this says “Okay, “we basically created a
campaign like we had before, “but instead of including everything else “in the product feed and
just breaking everything out, “we broke out just one product group “and then we excluded everything else.” So now we’re pushing all this budget just to the football campaign, which is really cool because that’s one of their
higher converting campaigns, they get the highest
return on that typically. So I wanted to go over that because managing a
product listing campaign can be a little bit difficult sometimes and especially knowing what
to optimize within the feed. There are other things like
keywords and search terms. You actually don’t select the keywords in product listing ads, everything’s pulled
out of the feed itself. But you can add negatives the
same way and restrict traffic and then by breaking a feed
into separate campaigns and excluding product groups and including other product groups, you can filter where you
want the money to go, which is really nice. So that’s all for today. I just wanted to talk
about how we at ParaCore, it’s one of the strategies we use to manage the flow of dollars
in the product listing ads and it’s been really helpful and allowed us to really manage our ROI and our investment when we need to. So again, my name’s Adam. I’m the owner of ParaCore. We’re a pay-per-click
lead generation agency. We’re in Phoenix. If you want to reach out, the contact information’s
in the description, and like or subscribe if you
found the video enjoyable. Thanks a lot, have a great
day, and thanks for watching.

2 COMMENTS

    Not sure why no one is talking about this stuff more, Solid information. Right now I am trying to scale my PLA and looking for more strategies like that. Please continue to create content like this. Thank you

    Hi! i dont know how to make the first subdivision. when i click sort by product type there are no suggestions. i am importing my porduct from woocommerce how do i give each category a type? can i do that manually?

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