Question

I sell Dell Center hardware / parts. I recently setup a shopping campaign for about 2500 products. Its up and running but drawing massive chunks of irrelevant traffic. The challenge is that a lot of the descriptions / keywords for consumer level hardware(which i dont sell) are very similar to mine. I am working on the negative keywords list aggressively.  Other than negative keywords , do you have recommendations to make this a more tight knit campaign?  

Answer 1

Have you split campaigns by product type seeing if a particular set of skus is drawing all the traffic? Have you optimised the datafeed?  

Comments

@mountbatten Thanks. Yes, I've split the campaign by brands, which serves as primary category on my site as well. Im thinking maybe id like to add sub-categories to my feed and use it to split further. Im not sure if thats possible or if it would help. The traffic being drawn is very evenly split so it's hard to weed out just a few products.  

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@overrate9576 yes definitely split out further, how optimised is the feed? The more optimised the less irrelevant the traffic I find.  

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@mountbatten The feed is quite optimised and I am working to improve it further. This business has a unique challenge. The descriptions of the products i sell is nearly the same as those that i dont. I could put in loads of broad negatives, but i'm afraid it'll be the expense of a lot of relevant traffic too

Answer 2

With shopping you also need to optimise your product titles to avoid irrelevant clicks.  

Comments

Inititally I used product part number only as title. Looking at competition and how my ads looked, it did not seem right. Now I use the short descriptions too. Unfortunately the descriptions quite often overlap those of products i dont deal in

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I agree with @cowper. search terms overlapping happens many times. And most of the time the only way is to profile people by giving them more information in advance. If it's hard for you to do it in bulk, try to use tools like DataFeedWatch. You can definitely add pieces of text in a very fast way.  

Answer 3

Hi @overrate9576 Use the campaign priority settings to target search terms you want to show for. High Priority campaign with extremely low bids use a a general catch all campaign. Then use a medium priority campaign with a higher bid for targeting search terms you want to show for. Use negative keywords in the High Priority campaign mentioned above to bounce search terms to the medium priority campaign. You can set up a 3rd campaign using the low priority settings if you have some really good converting terms you want to focus on. Couple of other bits: 1. use a shared budget between the campaigns as you don't want any running out individually as this starts pushing irrelevant terms to your higher bidding campaigns. 2. Segment your shopping campaigns out by device also as computer / mobile can convert at completely different rates

Comments

I only have one shopping campaign per country, so campaign priority kind of goes out the window. I didnt think about the computer / mobile tip. Will look into that thanks!  

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I get what you were trying to explain. Thanks! :)

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^^ Listen to what @uncinate7071 said - he just solved your problem.  

Answer 4

Use campaign priority and negative keyword lists to do keyword level bidding. That way you can set low bids on your high priority campaign and the keywords you target go to the medium and low priority campaigns.  

Comments

Hmmm. I need to think about this and look into it further. Have you done this on shopping campaigns?  

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@overrate9576 yes it works very well. It gives you an advantage since most people don’t do this

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Wow! Thanks @sambo. I have my work cut out for me. Any tools you recommend I should add to my arsenal specifically to help with this?  

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@overrate9576 pm me for more links or go to YouTube and search for google shopping campaign structure. Many people following this set up as it’s highly successful

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@stanford Thanks! This is awesome. Hard work, but awesome

Answer 5

I feel you should try with exact match keywords.  

Comments

Google shopping does not allow for us to pick keywords. Only negatives.  

Answer 6

Use mpn as a keyword?  

Comments

Not an option for google shopping

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Are you sure? Try to add it in the title?  

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Sure is not the same as a keyword, but It will surely help you

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Very sure. Its already there btw. The challenge is removing the close to irrelevant searches. The multi-campaign approach @sambo recommended above seems the sweet fix for it. :)

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I have done that too in the past. Not always worked out as expected. What I am trying now is to coexist text ads and shopping with ad automation.  

Answer 7

@uncinate7071 and David's method is the best way to break out shopping campaigns, especially if you have a lot of SKUs. For the ad groups, there's two main ways to do it. Each campaign can have an ad group for each device type that way you can bid at device level. You can also do ad groups by product type and adjust device in each ad group which has always worked for me. Then you can have custom labels for best sellers, margin, or products you don't want to bid on and subdivide your ad groups that way. I'll walk you through it if you'd like, I'm bored of quarantine life.  

Answer 8

Did you run product feeds or slam and jam it

Comments

I ran a feed and organized product groups and ad groups properly. This is work I've done before, just the way a lot of my keywords overlap with irrelevant is making it a unique challenge

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How are your negatives?