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Google Shopping: What’s the best campaign strategy to organise product category and buyer intent?
Posted by on January 13, 2021 at 4:49 pmI have an ecommerce store with 2k products and about 40 categories.
I’m trying to optimise our Google Shopping ads into multiple campaigns, ad groups and product groups to organise into brands as well as buyer intent using negative keywords to create a sales funnel for each product category.
I thought it was best to create a campaign per product category and then ad groups per buyer intent (awareness, consideration & decision) but I can’t set campaign priority for ad groups (obviously).
The only way I can see this working is doing three campaigns per product category so I can assign negative keywords AND use campaign priority.
Shoes – Awareness/high priority/low cpc
Shoes – Consideration/medium priority/medium cpc
Shoes – Decision/low priority/high cpcThe problem then is that I would have to add negative keywords for all brands within that campaign to make the negative keywords funnel work.
Many, many thanks for anyone that can offer some input on this.
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2 Replies
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The best shopping strategy is keeping it simple and making sure you have enough data and sales + revenue coming into a campaign, so if you want to move over to smart shopping one day.. you have data that can support smart shopping. Your biggest focus should be on your shopping feed, that is where 80% of the work is. Campaign structure just support your shopping fee set up.
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It sounds like you want to set up funnel stage campaigns spitting. This article goes into some detail on how to set that up: [https://www.tenthousandfootview.com/5-advanced-google-shopping-strategies/](https://www.tenthousandfootview.com/5-advanced-google-shopping-strategies/)
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