If you work in paid search e-commercer, then chances are you probably know that understanding Shopping Ads is important. Here, we’ll give you a basic guide to the feed setup & management, the campaign setup, and optimizations to consider.
For feed setup and management, you first need to send the feed with a feed provider to the google and bing merchant center, after you link to those engines to advertise them. What you’re doing is sending the product data for a feed, and get as many fields as possible, such as the google merchant feed specs, and the bing merchant feed specs. It is a unique entity that you’ll need to teat as its own thing. The Bing one is within the Bing UI itself. It can take up to 72 hours for it to be approved, so be patient
If you have only a few SKUs, use google sheets to integrate it directly, and if you’re a fairly large company with developers, you might want to send your own XML file respectively. If you want someone to do the word, contact the third party, but they’ll need to be done with some format. Once it’s approved, you then can begin the campaign.
To build the ads, first, you’ll need to have google connected. From there, you can build, working with different campaigns, setting bids based on product groups, and segment the catalog based on the natural categories customers will search.
You want to be able to bid separately on the query buying intent, and you can use priority settings, and you can pull unique query groupings into there, and you can also fix these based on device, and you’ll want to integrate device segmentation on a campaign level.
Essentially, you want to do what’s best, and build out past the initial campaign setup.
Finally, you need to set up the ongoing optimizations, and there are a few things you can do, such as monitory and take action on the query report in the shopping campaigns.
Make sure you get into the account regularly to look through the search terms, since this can change over time, and you want to make sure that they match, and make sure to add exclusions. You should also find opportunities to add to this, as well if the shopping shows positive results and you’re not targeting the text ads. You also should optimize on an ongoing basis the product feed, starting with the titles and descriptions, prices, the images, and the product group bidding.
You should make sure that the keywords have enough data to make a decision, allow for the room to grow and shink in the market share, and if they are or aren’t meeting the goals. You can create the correct smart bidding that will, in turn, help you.
When it comes to smart bidding, make sure that you do this, and shopping ads will help with you to target all of this so you can target effectively.