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How should I structure my google shopping ad campaign for a store with multiple products?
I’ve taken 2 google ads courses but they may be outdated (2020 and 2022), so sorry if some of my questions are wrong! I sell women’s jewelry – rings, necklaces, and earrings for now and have a few questions if anyone would be so kind to help!
1. For Shopping ads, you have campaign –> ad groups –> ads? How should I structure it? One campaign (women’s jewelry), 3 ad groups (rings, necklaces, earrings), and then run an individual ad for each product (I have around 50 products total!)?
2. Should I start with manual CPC (seems like I need 50 conversions or so before I can optimize for conversions)? If so, should I then bid on key words? If I am bidding on key words, then wouldn’t “sterling silver” for a ring be competing against “sterling silver” for another ring or necklace?Thanks!
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1 Reply
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You can put all your SKUs in one campaign and ad group and see what rises to the top. 50 conversions is a Meta thing. Google usually wants 15 – 30 / month, depending on different factors. You don’t have keywords in shopping campaigns, your shopping feed is one way Google determines what ad auctions you should be entered into. Make sure you build the best shopping feed possible.
If question 2 was more about search ads, you can just test sending traffic to your most popular product page or a collection/category page.
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your not bidding on keywords, instead you attending to the tagged keywords in your google merchant center
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