Shopping Ad Campaigns: A 12-Stage Development Process
There’s a reason Shopping ad campaigns accounted for 60% of Google’s revenue in 2021. They power eCommerce! Blastoff Labs has developed time-tested methods to design, re-engineer, and optimize high-performance Google and Microsoft-powered shopping campaigns. We’ve built successful shopping campaigns from as small as 10 SKUs (products) in the product feed, up to several hundred thousand SKUs. But the average Shopping campaign we see contains from 2,000 to 30,000 SKUs in the feed. The campaign architecture chosen is critical to success, so we shape the structure of shopping campaigns and accounts to fit your product line, market, business priorities, and ad spend budget.
We start with CRO feedback, as necessary. We structure the shopping campaign on two levels: product groups & ad groups. We configure audiences, conversion tracking, reporting, and analytics.
Once a shopping campaign is launched, we watch its performance closely. We monitor serving momentum, PPC metrics, and audiences to optimize the campaign. This optimization leads to the transition of the campaign from manual bidding to automated bidding. From then, we continue to manage the campaign from disapprovals to other critical issues that may arise.