Ecommerce is one of the most challenging and competitive verticals in SEM.
No matter what industry you’re in, you’re undoubtedly competing against behemoths like Amazon/Walmart with a constant fear of scrappy niche startups nipping at your heels.
As more and more dollars shift toward Shopping ads and the competition continues to climb, retailers need to adopt more advanced strategies in order to stay ahead.
Implement Shopping Brand & Non-Brand Keyword Segmentation
Keyword-based text ads allow retailers to easily understand a consumer’s window of intent and are able to optimize accordingly.
However, shopping ads were created on a product-based bidding model, which means Google’s auction selects what products show up for a specific search result.
This model takes away an important aspect of optimization and bid control because retailers are not able to bid differently on a consumer throughout their purchase journey.
While this can be disheartening it doesn’t have to be!
There is a solution to the product bidding disadvantage:
Through the shopping setting, campaign priority, you are able to control how much you bid for different types of queries.
How do campaign priorities work?
When you have the same product in multiple shopping campaigns, you can determine which campaign should participate in the auction for that product with the campaign priority – high, medium, or low.
The highest priority campaign will always enter the auction first, regardless of how much you are bidding.
To create a shopping keyword segmentation structure retailers must start by building three campaigns of the same product, or group of products, each with a different priority setting – high, medium, and low.
The priority settings will act as a funnel, filtering down more specific keywords via negatives.
Below is a table to highlight how the shopping keyword segmentation structure works. – Read more