There is one campaign with one ad group and one product group that contains all products. In fact, this means that every product and every search query is equally valuable to the business, as no one distinguishes between them. Structure 2 \u2014 one campaign with several product groups<\/strong><\/p>\n\n\n\n You can divide products into different groups based on certain attributes:<\/p>\n\n\n Fig. 1 \u2014 Distribution of the all products group by attributes<\/p>\n\n\n\n Google Shopping allows you to divide product groups based on:<\/p>\n\n\n\n For example, you can first categorize all products based on product type, then by brand, and at the third level by product ID.<\/p>\n\n\n\n This campaign structure allows you to set bids based on category, brand, or individual product level (item ID).<\/p>\n\n\n\n If you’re not satisfied with the default attributes for campaign splits, you can use custom tags to add additional information to your feed (such as price or margin data). This allows you to set higher bids for more expensive products with higher margins, while keeping bids lower for less profitable products.<\/p>\n\n\n\n Structure 3 \u2014 several campaigns with different products<\/strong><\/p>\n\n\n\n Create a campaign based on attributes. Go to the settings of the newly created campaign and use the assortment filter to include only a part of the products.<\/p>\n\n\n Fig. 2 \u2014 Setting up a Google Shopping campaign<\/p>\n\n\n\n This means that you can have separate Google Shopping campaigns based on brand, product type, or category. It is also advisable to use a special label to create a campaign that contains only the top products.<\/p>\n\n\n\n The biggest advantage of multiple campaigns is that you can set a separate budget for each campaign. This means that you can allocate 80% of your budget to bestsellers and 20% to other products. If they are all mixed in one campaign, it is harder to control the budget.<\/p>\n\n\n\n Structure 4 \u2014 multiple campaigns with the same products<\/strong><\/p>\n\n\n\n Having multiple campaigns with the same products allows you to target each campaign to a specific set of search queries.<\/p>\n\n\n\n The biggest advantage of this setup is that you can set different maximum CPCs depending on how valuable the search query is. The most common use case for this is to separate branded search queries from general search queries. This way, you can set higher bids on branded search queries while drastically reducing the maximum CPCs in the overall search campaign. This is a great alternative approach.<\/p>\n\n\n Fig. 3 \u2014 Brand and search campaigns (example from the Internet)<\/p>\n\n\n\n The example above shows 2 campaigns for the same brand, one targeting branded search queries and the other targeting general queries.<\/p>\n\n\n\n Look at the difference between CTR and CPC. If you intended to achieve the same result with a single campaign, the overall profitability would be much lower because the average CPC would be much higher.<\/p>\n\n\n\n Important: If you are using this campaign structure, make sure that the campaign priority settings are correct.<\/p>\n\n\n\n GTIN<\/strong> is a global product unit number.<\/p>\n\n\n\n Valid GTIN numbers are usually provided by the manufacturer, and although they are no longer a mandatory attribute, it is worth paying attention to them.<\/p>\n\n\n\n Benefits of GTIN:<\/p>\n\n\n\n Cases when the GTIN number is not available for adding to the feed:<\/p>\n\n\n\n Therefore, if the feed is set up correctly, it is your ad that can lead to the purchase of a product when comparing products.<\/p>\n\n\n Fig. 4 \u2014 Reseller announcements on request for Koss BT740iQZ<\/p>\n\n\n\n Google uses the GTIN to retrieve data from the supplier’s catalog and place your ad in an auction with other resellers of the same product.<\/p>\n\n\n\n Optimizing product names is the key to making ads relevant to users’ search queries.<\/p>\n\n\n\n How to optimize product names:<\/p>\n\n\n Fig. 5 \u2014 Header structuring guide from datafeedwatch.com<\/a><\/p>\n\n\n\n It will be effective to include key queries in the title of the ad. Therefore, it is better to place important information at the beginning of the title, because if the title is shortened on the SERP, the important information will be displayed first.<\/p>\n\n\n\n Scheduling regular updates to your account will prevent discrepancies, warnings, and account suspension if any changes are made to your feed.<\/p>\n\n\n\n It’s more efficient to respond to a user’s color request right away: the consumer knows exactly what color of product they’re looking for, so meet their needs and provide these options.<\/p>\n\n\n Fig. 6 \u2014 Product color selection option<\/p>\n\n\n\n In some countries, color is a mandatory attribute for clothing and accessories:<\/p>\n\n\n\n Avoid mismatches. Advertisers will receive rejection of ads from Merchant Center<\/a> due to mismatched landing page information. Google scans the data on landing pages and matches the color attribute in the feed with the color value on the landing page. So don’t change the colors.<\/p>\n\n\n\n Tips:<\/p>\n\n\n\n Product images are the first thing customers see when they view an ad. Therefore, the images must look good.<\/p>\n\n\n\n Tips for optimizing images:<\/p>\n\n\n\n If your product attributes do not match the image, the user will see this on request:<\/p>\n\n\n\n Fig. 7 – Search results of a yellow anta backpack on request<\/p>\n\n\n\n Irrelevant search results will repel potential customers, and sales will be unlikely. After all, if a consumer is looking for a yellow backpack, why would they want a black one with a yellow clasp?<\/p>\n\n\n\n By the way, we found the following study on advertising for clothing and accessories stores: 82% of respondents<\/a> said that they would be more likely to click on a Google Shopping ad first if the ad contained an image of a person wearing the product rather than the product itself. So keep in mind.<\/p>\n\n\n\n
In this case, the only thing you can do to optimize is to raise the maximum CPC for all products<\/em>.<\/p>\n\n\n\n![\"\u041e\u043f\u0442\u0438\u043c\u0456\u0437\u0430\u0446\u0456\u044f](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/12\/01-rozpodil-grupi-vsi-tovari-za-atributami.png\")
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<\/figure><\/div>\n\n\n2. Using the GTIN<\/h2>\n\n\n\n
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<\/figure><\/div>\n\n\n3. Optimization of product names<\/h2>\n\n\n\n
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<\/figure><\/div>\n\n\n4. Optimize color attributes<\/h2>\n\n\n\n
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<\/figure>\n\n\n\n6. Using regular expressions with data feeds<\/h2>\n\n\n\n
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