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Structure Shopping Campaigns

Individual shopping campaigns are structured internally on two levels: Product Groups, and Ad Groups.

Product Groups provide a mechanism to group together similar products within the feed. You can create product groups using various attributes present in the feed. Typically this is used to bid similar products and product variants at the Product Group level. 

Each product group is a subset of the feed. The bids are then controlled at the product group level. This can save a great deal of time while managing campaigns with sizeable feeds. When beneficial we utilize ad groups with ad-group level negative keywords to influence key-phrase matching.

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Search Campaign Structure

The ad group structure flows naturally from groups of words that are semantically related. This is one of the secrets to developing search campaigns with high "quality scores" (QS). When search campaigns are built around relevant groups of semantically related keywords, good quality scores follow.

By factoring, we organize the keyword base into ad groups around semantic relationships.  This is the process for creating a structured campaign – one with just keywords that mean the same thing in each ad group.

We then apply a workflow to assign keyword match types in a strategic fashion, to fit your market based upon an assessment of search intent.

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Shopping Campaign CRO Feedback

Shopping campaigns drive traffic to pages featuring individual products available for purchase. We look at how effectively the product is presented, and how the bots will index the page.

There are also a number of requirements on the Shopping campaign landing page that are imposed by the ad platform, that we check for. This includes things like the return policy, two means to reach the seller, and refund/exchange procedures.

Landing pages for shopping campaigns have a different role to play versus landing pages for search, display, and video campaigns. Their task is to convert ready-to-buy traffic into sales. 

All of our recommendations are consistent with well-known industry best practices, as described in related articles on this site.

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Google PPC Auto Recommendations As Default

Would you like all your keywords to be converted to a broad match, including even the loose synonyms that you do not want? Well, that day has arrived - and you don't even need to agree to it. If your ad campaign has started to falter lately, it may be because of a change that Google has recently made.

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Sales Funnel Principles For PPC

Why is it important to set conversion values? Without it, you won't know the two most important metrics in digital ad campaigns. Steve shows you how to estimate conversion values in this short video.

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Is Paid Search Performance Management A Good Idea?

Skillfully executed, consistent PPC account performance management will boost the return on your paid search campaigns while lowering risk. The question becomes what degree of management, which varies depending upon the environment the campaign operates in, and the stage of development of the campaign.

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