Campaign structure

Principle 3

This section will deal with the automation of Google Shopping campaigns, but this could also apply to developing a method for other networks like Meta.

At GROW we focus on Google Shopping, as 73% of all purchases start with a Google search, and we want to make sure we get your products in front of the people wanting to buy.

Campaign structure

Your goal is to build a campaign structure where each product is given its own product group.

For this you want to pick the Google Shopping campaign type and create an ad group (product group) for each product. Create a product listing group by subdividing your product catalogue down to just 1 SKU per product.

Why? Because a precise ROAS bid only works if the product can carry it. If 50 products share one product group, they share one bid, and you are back to an average.

How to segment your campaigns

You can build the campaigns by whatever segment suits your business. This might be a campaign for each brand, each top level category, or our favourite: price groups.

The reason why we like price groups is it gives you a little more control on how to steer budgets. You will naturally want more budget to go to more expensive products (bid prices are usually relative), and you might not want the excess budget going to cheaper products. Plus, there tends to be more specific buyer behaviour (longer consideration times) for more expensive products.

You don’t need to segment and have multiple campaigns if you don’t advertise many products and all of your products are similar costs. There is still some benefit to having around 30 sale conversions or more in one campaign. Conversion data and profiling does help Google optimise to your bid targets based on your product data.