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Google Shopping Query Sculpting Issue – Bidding Strategy?
Hello, I’m sure lot of you a familiar with this setup. Here’s is what I am referring to:
https://tinuiti.com/blog/shopping-feed/google-shopping-funnel/
https://savvyrevenue.com/blog/google-shopping-campaign-structure/– I’ve setup my negative keywords correctly.
– The bid modifiers are the same across all 3 layers/campaigns
– Priority settings are correct (bottom of funnel has low priority, top of funnel has high priority)
– Have not setup a shared budget yet. In general neither layer reaches the budget so that’s why I decided against it. Should I be?
– The bottom funnel campaign have quite a lot of history around 8 years. Top funnel campaigns are around 8 months oldI have this setup for different brands. So each brand has 3 Google shopping campaigns.
I’ve been testing different bidding strategies. For one brand I decided to go tROAS for top funnel and manual CPC for mid/bottom funnel. The issue I am finding is the tROAS has quite high CPCs for some queries. The overall performance I’m happy with but wondering if it would go better with a different bid strategy?
What does everyone else do with their bidding strategy with this setup? Manual CPC for all 3 layers?
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4 Replies
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Unless you have tons of past data, manual is always the best way to go to start out. You can always change your bid strategy when you have tons of data behind it. With the current demand some of our ecom clients are seeing, manual has done better as the systems don’t know how to react with the increased traffic and sales coming though. It’s like an intense version of Black Friday but for a month. We have found smart shopping is doing great but smart bidding has been hit or miss on standard shopping campaigns.
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I definitely recommend manual CPC for this, since the fundamental idea for this strategy is to use the upper-funnel campaign as a wide net to capture all irrelevant traffic at lower CPCs so you can send more relevant queries down-funnel at higher CPC levels and have a better chance at bidding up on those who are looking to buy your products.
I’ve seen cases where bid strategies are set at the top funnel level and they either start to get grossly inflated CPCs and hit budget mid-day, sending the junk traffic further down funnel, or sometimes I’ve seen irrelevant queries completely bypassing the top funnel even if the budget hasn’t been hit for the day.
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Go for maximum control.
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Troas optimizes to the query, you don’t need the funnel. It’s possible forcing funnels with troas you’re weakening it’s ability to optimize.
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