Shopping Ad 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.
Getting Shopping Campaign Architecture Right Is Key
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. With some feeds, we deploy Smart Shopping campaigns in an account, usually hybrid with standard shopping campaigns.
Feed Optimization For Shopping Campaigns
Our precision feed optimization process took several years to refine and continues to evolve. Without quality shopping campaign feed optimization, a shopping account will be permanently added.
Augmented Shopping Campaign Reporting – Tabular Reporting by Segment
Our shopping campaign reporting summarizes campaign metrics providing performance visibility at the ad group, product group, customer label, product type, and even SKU levels. For shopping, our reporting is augmented by tabular reports grouped by product attribute.
Our Systematic Approach To Shopping Campaign Development
Below are the steps we’ve developed to design, launch, and manage superior eCommerce shopping campaigns.
ABSOLUTE PPC PROS
“Helped scale our PPC campaign and Shopping feed tremendously. Highly recommended! “Blastoff” isn’t just a name, they mean it!”
Manager, Horn Blasters
Shopping Campaigns: Our 13-Stage Development Process
Shopping Competitor Analysis • CRO Feedback
Product Feed Optimization
Negative Keyword Discovery
Shopping Audiences • Serving Parameters
Shopping campaigns’ primary targeting mechanism is keyword matching between the search query and the product feed, with minimal advertiser control. Audiences provide a mechanism for improving the relevancy of the auctions where the campaign bids for ad slots.
There is sometimes significant benefit gained by excluding certain audiences from targeting. Negative audiences can help to shape campaign performance in the same fashion as positive audiences.
Blastoff develops audience profiles that serve to maximize the performance of Shopping campaigns over time.
Setup Conversion Tracking
Configure Reporting • Setup Analytics
Our shopping campaign performance management reports are designed to fit your eCommerce business objectives, product line(s), and campaigns. We include standard key performance indicators (KPI’s), or we can implement custom KPI’s most closely aligned to your business objectives.
One difference with our shopping reporting is our segmented performance tables. Many shopping campaigns advertise thousands of SKU’s so it can be quite helpful to view performance in tabular form, with sorting.
Our tabular reports can be segmented and summarize performance by product line, ad group, product type, product group, or custom label parameter – whichever is most useful to your business.
Launch Shopping Campaigns
Optimize • Automate • Manage Performance
Shopping campaigns require more ongoing management for several reasons. Most eCommerce stores are frequently updating their inventory, competitive products arrive at slightly lower prices, and as a feed changes automated bidding may require recalibration.
The Shopping platforms are constantly monitoring eCommerce campaigns that utilize their ad platform. Typically this is done by bots and it frequently results in Merchant Center exceptions, warnings, and errors arriving in the form of unwelcome emails. We monitor Shopping campaigns for these issues and handle them as they arrive.
Reporting and performance management is a crucial need for eCommerce advertisers. Most of our eCommerce clients receive reports monthly, detailing performance in the period vs previous periods, and highlighting work on ongoing challenges/issues.