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Shopping Ads Structure
Posted by on February 13, 2021 at 7:01 pmHi All,
Just jumped into an agency as PPC manager after working for a company on the ad words for the last 5 years and all their clients account shopping ads are in one campaign and one adgroup “all products” I’ve been advised by the staff their that this was set up like this for budget management at the initial point of account creation (it’s been like that years! :/ )
We are talking small budgets on most of these accounts (£10 a day) and around 150-200 products in the whole shopping feed.
I was thinking about segmenting down into ad groups based on product specific to allow much more efficient control of search terms, it looks like a number has been plucked from the sky on most of these manual cpc’s also. Put it like this all the shopping campaigns run 2-3 ROI haha?
Anyone who has had a similar situation or can shed any light on why this was done at setup would be beneficial to me. I have been at one company doing ads for the last 6 years and never ‘inherited’ an account like these before.
Thanks
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4 Replies
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Laziness probably. Maybe even lack of knowledge and no idea how to optimise add negatives create segments. They might not even have product groups in the merchant center feed id suggest starting there to see what you are working with.
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This is pretty normal and we saw a lot of this when auditing Google Ads account for brands…. either the brand or agencies were running the account. [8 things](https://twitter.com/duanebrown/status/1356624232764100608) we saw auditing shopping campaigns in 2020.
This is beyond lazy or ignorant. It’s really just not giving shit about the ad accounts. Agencies hire people who don’t know better and don’t seek out knowledge. Blind leading the blind. Brands got so much going on they don’t watch the agency or expect them to know best and sadly 90% don’t… or just don’t give a shit. Happens from big to small accounts.
If selling thousands of SKUs or multiple brands. We found putting the top SKUs that make up the majority of revenue in their own campaign helps not chock performance. Make sure the shopping feeds are the best they can be. Shopping feeds matter more then campaign structure.
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At £10 a day, it’s not like you can do much so that’s why the accounts were set up that way. You can surely segment down into ad groups but given the budget, you won’t go far anyways!
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Yes, absolutely if your product_types or other groupings are fairly distinctive, putting them into their own ad groups will allow you to tune negatives for each group. Otherwise, at least having things broken down into product_type groups will help with monitoring.
We mostly use tROAS bidding these days (strongly recommended unless you have very low conversion volume), which may mean you have to break things up if you have different goals for different products.
That type of “setup” is usually done either as a starting point or if there simply isn’t much difference between all SKUs.
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