- What is the best Google shopping campaign structure
for your shopping ads?
I'm gonna answer that question in this video.
Let's go.
(upbeat saxophone music)
Okay, I get a lot of questions from e-commerce store owners
about what the best Google shopping campaign structure is
for their store when they're setting up
their Google shopping ads.
What is the best Google shopping campaign structure?
How many ad groups should I create
if I have hundreds of products on my store?
Should I use multiple campaigns?
Should I have multiple ad groups?
Honestly, there is no right or wrong structure
for your shopping campaigns but there are clear benefits
and negatives for each of the different structures
that you can use.
The important thing is that you find the winning balance
between being able to manage your campaigns effectively
and the results that you generate from those campaigns.
To be successful with Google shopping ads
it's important to understand how the Google shopping
campaign structure and ad groups actually works.
The structure of your shopping ads can be broken
into three levels.
You have the campaigns, the product groups and the products.
When you have multiple campaigns set up
you can direct the traffic to each of those campaigns
by using negative keywords and prioritization settings.
With negative keywords you can tell Google
when you want your ads to show.
With prioritization settings, high, medium, and low
you can use this to direct the traffic
to different campaigns and adjust your bids accordingly.
I always recommend that you split your products up
so that you can bid on them individually.
Just make sure that you test what works,
try out new strategies and find what works best
for your e-commerce store and your campaigns.
Now I'm going to walk you through some different structures
and when and how I use them for maximum results.
Keep in mind that these are just guidelines.
Just like I said, test and test and see what works.
Never be afraid to test.
Okay, let's get into it.
This first one is what most people have when they set up
their campaigns for the first time and it's not that good.
Often it's the first time that you've set up your campaigns
and would just set them up with Google's recommended
settings and you won't change anything.
This is having one campaign, one product group
and then in that product group
every single product has the exact same bid.
This is not good.
Let me show you what it looks like in this video.
Okay, guys, I'm gonna now show you an example
of one campaign, one product group
and all the products with the same bid.
They're not split out like they should be.
So here we have our campaigns.
This is just a dummy campaign just to illustrate.
And here we have all products.
And all the products, even if there's only one product
in this campaign but you know, it's not split out.
You can't see all the different products here
with their bids.
Now, how do you know if you're bidding individually?
Well, here it says all products,
so they're all, all the products are under the same bid.
But if you click add subdivision
and then go down to item ID, there's only one product
in this feed right now but you'll see all the products here.
You're gonna click, you need to edit bids
and you will then be able to edit the bids
of all your products differently.
So see how now we have the product here
and there's no bid at the top, it's because here
we can actually edit the bid individually
and then imagine this is a different product.
We can then edit that bid individually
and you could do it for all your campaigns there.
The first case doesn't have this, okay.
So that's something that the first campaign type
and I would not recommend having this.
It's so easy to edit those bids you might as well do it.
Okay, but when can this sort of campaign be good?
Well, if you're just starting out
and just wanna get your products under Google shopping
this can keep things very simple
and you don't complicate things.
These campaigns can still get results,
but in terms of the fine tuning
and optimizing these campaigns for profitability,
they need a bit of work.
It also stops you from getting all obsessed
with the tweaks and optimizations,
rather than looking at the bigger picture of scaling
your e-commerce store.
I recommend just get started, start learning
and grow your store, just start with this campaign
and then once you get some confidence
start then managing your bids on the product level.
Okay, so here's what you can do right now,
today to improve that campaign we just spoke about.
Have one campaign, one ad group
and then bid individually on those products
in that ad group.
This is my favorite way to start a campaign
and it's what I do recommend to all newbies
that are getting started in the Google shopping game.
A key point here is that you need to be managing those bids
on the product level.
Now I have a whole video where I talk you through
the full in-depth strategy for how I manage these bids
and I'll leave a link in the description below.
Okay guys, just like I talked about earlier in this video
what we wanna do is have the same campaign
where we just have one campaign, one product group
but then what we're gonna do is split out
based on the actual individual products.
So click the little, little drawing sign, little pen sign
and then we're gonna subdivide by item ID,
select all your products.
If it's a long list, make sure you scroll down
so that you're selecting all of them
because sometimes it doesn't fully work.
So scroll down all the way to the bottom,
make sure all the blue boxes are checked
and you can check them all at once
by pressing this box here.
You'll see them all here, fantastic.
Continue to edit bids.
You can leave that for now and then boom,
you have them all in here and you can go through
and edit those bids individually.
Really, really important here for bidding
on a product level so you can optimize based
on how each product performs.
Okay, the benefit here,
it's very easy to set up and manage those bids.
Check out the template in that video that I link
in the description on how to manage these bids.
You only have to manage one budget, very easy reporting.
It's very easy to manage and add negative keywords.
You can manage all your bidding adjustments for things
like devices like mobile, desktop, demographics,
time of day, location, all in the one campaign.
The downside is that you only have one campaign
so all your budget goes into that campaign.
Yes, you can still manage those bids on a product level
but say your two or three products
are absolutely killing it, well, you're still restricted
by that budget for all those other products.
It's a great campaign to start with
but say your products are performing really well,
I like to pull those products out
and put them into a campaign that has an unlimited budget.
Also, you need to set the negative keywords
for all your products at once.
So if you have different categories on your store
that are quite different, you can't set
those negative keywords on that product level.
Okay, now getting into some really good stuff here.
Let's talk about multi-campaign Google shopping structures,
that is having more than one shopping campaign.
These structures start to get a little bit more complicated
and I don't recommend touching these
until you start getting more conversions
in your regular shopping campaigns.
I'm talking about a hundred plus conversions per month.
Why?
Well, if you start splitting out your campaigns
suddenly all that data that you're generating
is spread out over multiple campaigns.
This is a really common mistake.
I see this all the time when I audit Google ads accounts.
Someone will read a blog post with advanced Google shopping
strategies and hear about campaign structures
and then implement this complicated multi-campaign structure
in a fresh account.
And it fails.
They just aren't spending enough money
to get enough data on all those campaigns,
for Google to optimize and then show the ads
to the right people.
It makes no sense.
So stick to what works.
Start with one campaign, get some conversions
into that campaign and then start exploring
these multi campaign structures
for your Google shopping ads.
Okay, so who uses these multi-campaign structures?
E-commerce store owners or experts that are more advanced
in their Google shopping knowledge.
E-commerce store owners and experts that have
more experience with Google shopping campaigns.
They also have more time and resources
to manage multiple campaigns on a regular basis.
These things take time and if you're dealing
with running a seven-figure e-commerce store,
you don't wanna get too far into the weeds.
I recommend doing this if you have the time,
skills and you actually enjoy doing this
so that you could be consistent
on managing these campaigns on a regular basis.
Okay, so what is it?
Multi-campaign structures is when you have
multiple campaigns and you use negative keywords
and prioritization settings to funnel traffic
into different campaigns based on search queries.
For example, you can have a campaign
for brand keywords, SKUs use and then more generic
general search queries.
What are the benefits of this?
Okay, so it does give you more control
over these campaigns and helps you squeeze out
those last results in the campaigns.
You can now manage bids, not just on the product level
but also based on the search queries
that people are using to see your shopping ads.
You can also allocate your budget
for things like the SKU campaign,
the brand campaign based on what's actually working.
Which campaign is most profitable?
Let's put our money there.
I have a whole video on managing the budgets
for your Google shopping campaigns.
I'll put a link in the description to that video,
go check it out.
Another benefit is that you can adjust
all the campaign settings for those different campaigns.
Like you can manage the device bidding adjustments
just for the SKU campaign, which is really helpful
if mobile is performing better on the SKU campaign.
Okay, so what are the disadvantages
of running a multi-campaign structure?
If you don't have a lot of experience
it's gonna take a lot of time to learn how this works
and to manage it on an ongoing basis.
This is time that you could be spending
building your e-commerce store in much more effective ways.
It also makes reporting a bit more difficult
because you're dealing with multiple campaigns
and seeing where the results are.
Let me jump into my computer and show you
how to set these up.
Hey guys, Sam here from keycommerce.com.
Now we're going to set up the multi-campaign structure
for our Google shopping campaigns in our Google ads account.
So you'll see here, I'm in this Google ads account
and we have three campaigns set up.
So we have generic, SKU and brand, all shopping campaigns.
I basically just cloned the campaign
made it into three different campaigns.
And what we're doing here is we're using this structure
to basically filter the search queries
into a campaign, depending on what people search for.
It's a way that with shopping campaigns
you can have a bit more control over keywords
which you don't usually have keywords in shopping campaigns
but basically instead of choosing keywords
you choose negative keywords and then make sure
that you set them differently on each campaign
so that someone is searching for something,
Google will check, okay which campaign does it fit into?
Okay, let's show it for this one here.
And then, then you can change the bids
for those campaigns differently.
So you'll have different bidding for the campaigns
depending on which campaign it is.
So we have this generic campaign here.
This is the, basically the catch-all that gets
all the generic search terms.
So if I'm selling my surfboards and there are Superfish S7
surf boards, it's gonna have negative keywords.
It's, I'll walk back a bit.
So basically this campaign here, we wanna pick
up all like the related terms like buy surfboards online.
It's a high intent keyword, but it's still generic.
It's not talking about the brand.
It's not talking about the actual SKU, like Superfish S7
It's not talking about the actual brand,
it's talking like more generic terms like surfboard online,
buy used surfboard, buy surfboard Australia,
buy surfboard California.
You know, it's generic terms like that.
And so what we wanna do is we want the Google
to check this campaign first.
So we're gonna set the priority in this one for high
and we're gonna set up bids for low
and we're gonna put negative keywords in there
for SKUs, brands, and then any universal keywords.
So any keywords that you would have
in any campaign anyway, like how or what
which is more research terms,
you would put that in this one here.
Next we want people, we want Google to check the brand.
So this one, we would have the same universal keywords
but we would only have the SKUs
as the negative keyword 'cause the brand campaign
we don't wanna have negative keywords
in there for the brand.
It's gonna be SKUs and universal negative keywords.
And the bid for this one is gonna be medium.
So, and the priority is gonna be medium.
So basically, if this one is going to filter out
so there's no brands can be shown here
but brands can then be shown here.
So that's when this one we'll actually show.
So that's how it works like that.
And then with the SKU campaign,
that's then gonna have high bids, low priority.
So basically if a search query
doesn't trigger our ads in generic or brand
it's gonna do it in the SKU campaign.
So we're gonna have low priority, high bids,
and then the negative keywords
are gonna be universal keywords.
So they're the ones that apply to all campaigns.
So it has low priorities.
So these ones will catch these two
and the top and bottom will catch the keywords.
I'll catch the search queries
for pretty much all the terms except for the SKUs.
And then we want this one to show the SKUs
and we want to bid much higher on those SKUs
because people directly looking for this specific products
you know, they're got a much higher chance of converting
so we wanna do that.
So, I'll show you what it looks like
in the actual campaign settings.
So I go into the settings,
ah, let me get into the settings down here.
You'll see that campaign priority is set too high.
So that's gonna show these ones first.
So that's how that works.
If I go into my negative keywords,
see this one here has the boogie board,
these are generic terms like how boogie board
because it's a surfboard, we don't wanna show for that.
So these terms here are shown for all my campaigns
are gonna have these same terms
but then look, I've got my branding terms here
and then I've got a SKU terms down here.
So it's only gonna show for search queries
that are much more generic.
Okay, and then if I go into my products,
you'll see here that I am bidding $1.
So that's gonna be my lowest lower bid.
And of course, once I start getting results and data
I'm gonna adjust this based on performance.
But then the next one I'm going to go to
is check out the brand.
Same thing.
Let's go check out the settings.
So medium campaign priority, great.
Let's go to negative keywords.
Okay, so we had the SKU and the universal negatives
but of course we don't have the branding here
because it's a brand campaign.
So we actually want to show for branding
and then let me go to the bids.
And then bidding is $1.50.
So that's a medium bid.
So that's a bit higher than the generic campaign
but it's probably gonna be lower than the SKU.
So let's go to the SKU now.
Yep, so $2 for that, but I'll come back to that.
So in the settings, this should be set to low.
Fantastic.
Negative keywords, only the generic keywords.
Oh, only, not even generic, only the universal
negative keywords here.
So that's great.
Awesome.
And then if I go, like I said, back to the bids
now got, let me jump into the ad groups, all right,
so, 'cause we're being on the product level.
So that's gonna take precedence.
So yep, $2, so we're bidding much more for those keywords.
So yeah, there you go guys.
That's how you set up those, the bidding
and the settings and the negative keywords
and set up the multi-campaign structure.
Throughout this video, they will have been
a bit of display here on the left showing you
the details of these, these structures
and the settings for each one so it's really easy.
So you don't have to go through and watch my screen.
It'll be there here, over here, on the, this way?
I can't do it.
(chuckles) This way on the screen and you go check that out.
After this, I'm gonna now get into
a different multi-campaign structure
that's based on performance of products.
So let's do it.
Hey guys.
Now we're gonna go through a different multi-campaign
structure where you're actually pulling out winning products
and putting them into a different campaign.
Okay, so this does require you to have been running
your ads for some time so you do have
some conversion data there but once
you know what products are really working,
you can then put them into their own campaign
and give them their own budget.
Okay, so I have a campaign here, it's a generic campaign.
Let's go take a look at the performance of these products.
So here, good thing was we're bidding
on the product level, depending on performance.
And here I'm gonna check out okay, conversion value.
So this one here has $11,000 in conversion value,
which is really, really awesome.
It's the most of the campaign, but it isn't the majority
of the campaign, but it's quite a high amount.
And the return on ad spend is 8.68.
So conversion value divided by cost that's return
on ad spend that's 8.68, which is pretty good.
It really depends on the profit margin and the goal ROAS
of this product and this account, but this product
in particular.
If that was performing really well, really profitably
I need to know the profit margin
but if it was performing really well
then I would then take that and put it
into its own campaign.
You'll see here that the next product has 14.85.
That's insane.
Like that ROAS, with 5K in sales.
So what that says, hey, there's a lot of sales there.
We could potentially take this product,
pull it out, put it into its own campaign as well
and then just give it unlimited budget.
It's just killing it there and the worst thing is
you don't want products like these ones down here,
you know, you don't wanna spend a lot of money
on this one here and it's got a ROAS of 2.57.
So those sorts of products there,
the variation here is so much that
the reason why this strategy works, you get these products
and you go, okay, create a new campaign.
You can clone this campaign, exclude the product
from the original campaign and then have it
just only in that new campaign
And then that allows you to then dedicate specific budgets
towards winning and profitable products.
Okay, so why do you do this?
Well, if you have all your products in the one campaign
the products are gonna perform differently.
They have different average profit per conversion
different profit margins, different order values.
Everything is gonna be really different
and some products will also perform much worse than others.
Just like that one there, for example.
This one for three ROAS, 3.49, 2.5.
This one hasn't even got any versions yet,
this one down here
It's only got one click though
but what you can do is go, okay,
well, because those other ones are in the campaign,
if I increase the budget, it's also gonna give budget
to those ones.
I only wanna give that budget to the products
that are performing really well.
So that's why you can pull out those products
into a new campaign and then give them
a dedicated budget there.
In that original campaign, you exclude that product
from the original campaign 'cause you don't want
to keep showing it in two different campaigns
and then you keep tweaking and improving
those other products there; the product feed, the bidding.
You improve the negative keywords until you can get it
to a really profitable point and then you can pull them out
and put them in their own campaign.
So yeah.
So that's how you do the multi-campaign structure
for profitable products.
Hope that helped.
Okay, that's today's video on the best
Google shopping campaign structures.
If you have any questions at all
about what I've spoken about today,
please leave a comment below.
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Anyways, guys, thanks so much for watching
and I'll see you in the next video.
(upbeat saxophone music)