Create the perfect structure for Shopping campaigns

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SEM · 11 / 01 / 2018

Do you want to create the perfect structure for your Shopping campaigns? Because you’re in luck because you landed on the right blog and the appropriate post, since Digital Menta We’re going to tell you the different options when it comes to creating a perfect structure for Boost your Shopping campaigns.

Surely you have created countless Shopping campaigns and have always had doubts about how to structure them despite having read all the help of Google. But before this, it is important that you have clear your marketing goals so that the structure you believe will help you get them.

Having a good structure will allow you to easily get reports, detect fast actions to optimize your campaigns and of course, define and allocate budgets much faster.


Campaign level structure

The first thing you need to do is choose the type of priority of your campaign. There are three types of priorities and according to the objective of your campaign, marketing or sales, you have to choose between:

  • High Priority: This configuration can be ideal for those campaigns with which you want to give output to specific products, novelties. They would pick up the products you want to sell before the rest.
  • Medium Priority: Different product categories or lines of business, or with different “performance” by region or whatever.
  • Low Priority: For products with a Conservative budget. Perhaps this type of campaign might contain the rest of the catalog products that for some reason you are still unclear what to do with them.

AD group level structure

It is important that each campaign has different product or adgroups. Each of these groups must contain products that activate the same search Querys, for example they are directed to the same demographic zone or to a particular audience.

Example ad group-level structure:


Product group level structure

The product group-level structure would be based on each product group containing a single item (a single ID) and would allow for more granular optimization.

But if you don’t want your structure to be very granular, you can choose to divide the products into several layers before dividing each group into your own group, such as: by categories, by product type, brands…

This type of structure will allow you to orient the product group to a series of Keywords, define a specific CPC for the product in question or exclude the Id that you do not wish to promote.

Example product group level structure:


Once you set up these structures for your Google Shopping campaigns you will get a higher performance, a more sophisticated optimization and you will be able to generate reports much faster. 


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