Campaign Segmentation Guide: Non-brand 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 (Current)
  3. Campaign Segmentation Guide: Designer Campaigns

Now that you understand the strategy behind campaign segmentation, let’s take a closer look at the steps to put this campaign structuring in place.

First, ask yourself:

Do I have an existing active Shopping campaign?

  • Yes – go to Part 1
  • No – go to Part 2

Part 1: Existing Shopping campaign

Since historical data plays an important role in PPC campaigns, it’s important to address the set up separately. Segmentation can also vary from business to business.

For instance, the product specific campaign is considered optional because depending on what you are selling your products might not have this level of specificity. In that case, you can just divide into generic and branded queries.

Step 1: Find your brand terms

  1. Go to your existing Shopping campaign.
  2. Navigate to the Search Query Report.

  1. Filter for the most common “brand” term (in this example, the designer is Nike).
  2. Analyze the terms that “contains” designer and the ones that “does not contain” the designer.

  1. Check if there is a pattern of one type of search query has more conversions than the other. If so, then it’s better not risk losing this historical data and use that query type as your Generic campaign.

For example, if your existing campaign has 150 conversions coming from brand terms at a $30 CPO, and 400 conversions at $80 CPO for non-branded terms; it’s recommended that you make the non-branded terms your Generic campaign, this way you won’t lose the majority of your conversion data.

Step 2: Create the campaign

  1. Go to the Settings tab
  2. Change the name of your campaign to something like “Shopping_Generic”
  3. Change the Campaign Priority to “High”

Step 3: Configure a shared budget

It’s really important that you use a shared budget. If you don’t, when one of your campaigns runs out of budget, all the traffic will go to the other campaigns and the whole system collapses.

To configure a shared budget

  1. Go to the Shared library tab of your Adwords interface
  2. Name your budget
  3. Select the correct campaign and the budget amount
  4. Save it

Step 4: Add Negative keywords

Now, you have to assign negative keywords to each campaign. Like in normal Text Ads, the Negative keywords will prevent Google from showing your ad if a user has typed in one of those keywords.

To do that:

  1. Navigate to the keywords tab in your Campaign
  2. Then, add “all” possible brand term variations and product terms. Remember, you don’t want any of these terms to show in the campaign since this will be your generic campaign and therefore you want to bid low.
  3. Don’t forget to also add Designer/Specific misspellings as negatives

Step 5: Adjust the bid

The final step is to lower your bids so that you don’t bid much for these non-brand, lower converting queries.

  1. Choose the ad group, then go to the Product groups tab
  2. Mark all products, and bid them as low as you feel they should be.

Tip: You can have cases where the generic terms are really profitable or cases where they are not at all. Set your bids accordingly.

To save some time, I would also recommend that you adjust your bids in the Google Adwords Editor.

  1. Open the Editor
  2. Get recent changes (always)
  3. Select your new Shopping_Generic campaign
  4. Navigate to the Keywords and targeting section and select Product groups
  5. Sort the column by Max CPC, highlight all CPCs with a value and change the Max CPC to $0.40.
  6. Upload your Changes

Congratulations! You’ve just created your first campaign using this new strategy. Now you can go on to the next section: Designer campaigns.

Part 2. New Shopping Campaign

If you don’t have any existing Shopping campaigns and are starting from scratch, the first step is to create a Shopping campaign.

Step 1: Create a campaign

  1. Set the name to Shopping_Generics
  2. Define the campaign priority as “High”
  3. Add correct Merchant ID
  4. Set all the other settings as your preference5. Save it

Now comes an important step that will help you decide the granularity of your structure.

Step 2: Set up Ad Groups

You need to decide how you want to break out your products in your campaign for the brands from your feed.

For example, you can simply choose to set up your campaigns like this:

Shopping_Generics

  • Nike
  • Adidas
  • Reebok

Or you may also want to add the different product types as well:

Shopping – Generics

  • Nike
    • Air max
    • Free RN
    • Air Zoom
  • Adidas
    • Superstar
    • Stan Smith
    • Gazelle
  • Reebok
    • All-terrain
    • Sublite
    • Harmony

There are some cases, in which you have enough traffic volume to segment even further into the specific product types. Yes, it is a lot of work and can be a bit exhausting to create. But, at least after doing it really well in the first place, you can replicate it for the other campaigns.

By the time you’re done, your Ad Groups should look something like this:

  • Nike [ad group]
    • product group filter: brand: Nike
    • product group filter: Product type: Air max
    • product group filter: Item ID:
      • airmaxmotion-2017
      • airmax90-2016
      • Airmax95-2015
    • product group filter: brand: Nike
    • product group filter: Product type: Free RN
    • product group filter: Item ID:
      • freern-2017
      • freerncmtr-2016
      • freern-2016
  • Adidas [ad group]
    • product group filter: brand: Adidas
    • product group filter: Product type: Superstar
    • product group filter: Item ID:
      • superstar-2017
      • superstarglitter-2016
      • superstarfoundation-2016

Important: don’t forget to exclude the “all products” checkbox in each product group. (Yes, that’s annoying, we know).

Again, I know that this looks complicated, and I’m not gonna lie, it is. But the whole point of this strategy is to give you control over your bids and in order to do that you need a really granular account structure.

Step 3: Set up a shared budget

After setting up your ad groups, you need to create your shared budget.

  1. Go to the Shared library tab of your Adwords interface
  2. Name your budget, select the correct campaign, the budget amount and save it

Step 4: Add negative keywords

Now, you have to assign negative keywords to each campaign. Like in normal Text Ads, the Negative keywords will prevent Google from showing your ad if a user has typed in one of those keywords.

  1. Navigate to the keywords tab in your Campaign
  2. Then, add “all” possible brand term variations and product terms. Remember, you don’t want any of these terms to show in the campaign since this will be your generic campaign and therefore you want to bid low.3. Don’t forget to also add Designer/Specifics misspellings as negatives

Congratulations! You’ve just created your first campaign using this new strategy. Now you can go on to the next section: Designer campaigns.


Continue on to part 3 or go back to part 1

Continue reading this series:

ABOUT THE AUTHOR


Larissa is a Junior Digital Marketing Manager at Crealytics.

    Find more about me on:
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