Working out how to structure your Google Shopping campaigns is tricky, especially if you have hundreds of items in your shopping product feed. Should you use product group splits to divide your products, add everything into one Ad Group in one campaign, or create numerous campaigns and numerous Ad Groups in every campaign?
There isn’t a right or wrong answer, so long as you’re accomplishing your ROI (revenue and return on investment targets) and can effectively devote your time to dealing with your campaigns. Let’s look at the best type of Google Shopping Campaign structure strategy.
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Best Type of Google Shopping Campaign Structure Strategy
If you want to test your audience for a specific product, we recommend running one campaign and one ad group – one targeting and then multiple ads. This applies to YouTube – you’ll need between three and five.
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It’s so much easier to look at the campaign because of the way we have our naming convention – by looking at the campaign level, we can see which audiences we’re targeting. We don’t need to go into ad group level, and the workflow becomes much faster.
Yes, you have to create more campaigns, but then you have to devise more ad groups as well. So if you use the likes of Google Ads Editor, it’s seamless, lightning-fast and takes no time at all. The reason why we here at SF Digital do this is because of budget. With one ad group, if you acquire five ad groups in the same campaign, one will cannibalise most of the budget.
Google will throw more budget on one, and you’ll discover the others aren’t getting a look in. So with this in mind, you:
- Separate those campaigns, each with its own budget
- Let it run and see which one is performing/not performing
If any of them fail to perform, switch them off. And keep scaling the ones that do perform.
Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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