Campaign Segmentation Guide: Designer Campaigns

- Larissa Misch

This post is part of the series Campaign Segmentation

Other posts in this series:

  1. Step-by-Step Guide to Campaign Segmentation in Google Shopping
  2. Campaign Segmentation Guide: Non-brand Campaigns
  3. Campaign Segmentation Guide: Designer Campaigns (Current)

If you’ve followed us up to this point, the good news is that the most complicated part is over! From here, things get a lot easier because you can just make a copy of your Generics campaign and adjust it to make it your Designer campaign.

Step 1: Duplicate your Generic campaign

  1. Select the Shopping – Generics campaign. Copy and Paste it.
  2. Open the campaign settings tab
  3. Change the name to Shopping –  Designers
  4. Change the Campaign Priority to Medium
  5. Make sure to apply the shared budget you created in the Shared Library

Step 2: Add Negative keywords

Just as you did in the Generic campaign, you also need to include negative keywords, to ensure the traffic split by search query.

Here you just need to add the Product SKUs as negatives. It’s important to remember that since you copy and pasted the Generic campaign to create this one, you also copied the Negative keywords from it, meaning the Designer name and misspellings. You need to remove those before you launch, otherwise, your whole strategy will be destroyed.

I know I may be repeating myself but this is a vital step.Negative keywords are how you guarantee that the search queries that contain product SKUs are filtered into the third campaign. You only want designer terms being filtered into this campaign.

Like I mentioned in the initial post, there are some cases in which a product SKU campaign is not really necessary. In that case, you would have a third campaign to catch any traffic that was not covered with the first two campaigns. But we will talk about it later on.

Step 3: Adjust bids

The final step is to increase your bids. You’ll want your Designer campaign to have higher bids than you set in your Generic campaign since designer queries have a higher Conversion rate.

Again, you can bulk edit your bids using the Google AdWords Editor.

  1. Open the Editor
  2. Get recent changes (always)
  3. Select your new Shopping_Designer campaign
  4. Navigate to the Keywords and targeting section and select Product groups
  5. Sort the column by Max CPC, mark all Max. CPCs and change it to something higher, say £2.00.

Now, your second Campaign in this strategy is finished as well. There’s only one more campaign left to create before you have the full strategy set up. When you’re ready, head over to the final section: SKU campaign.


Continue to part 4 or go back and refresh your memory

Continue reading this series:

ABOUT THE AUTHOR


Larissa is a Junior Digital Marketing Manager at Crealytics.

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