Optimizing Your Brand Performance on Shopping Ads

Historically,product listing ads gave us limited control over search queries and individual bids. One product could be triggered by a variety of different search queries and all products took the same bid. This would never be a good approach for search ads. It would have been useful if we were able to bid differently on brand searches compared to other less intent-driven generic searches. Today, utilizing shopping campaign priorities allows us to make this split.

Below is a basic setup:

How this works:

Both of these campaigns are targeting all products. This means that the high-priority campaign will trigger for any impression your feed is eligible to appear on as it will trump the low-priority campaign with the same targeting. However, we have a brand negative list applied to the generic campaign so any search queries blocked by this list will be triggered by the low-priority campaign instead.

This method allows you to have separate bids for your brand and generic terms. Ensure you achieve 100 percent impression share on your high-intent brand searches without over-bidding. This setup is particularly useful for retailers where the proportion of brand traffic is high and a small change to maximum CPC can make a big difference to spend and ROI. The split now allows you to bid based on performance for the more competitive lower intent searches filtering through the 

If you decide to add a negative to the generic campaign due to poor results, this will start triggering in the brand campaign. A useful tip is to create a list of shopping negative terms that you have applied to your brand and generic campaigns, which will prevent this from happening. 

We employ a variety of proven recommended techniques to increase your chance for top rankings.These include optimizing your website's page,content,and structure to drive traffic to your site for specific keyword research.Pixotri technology is a creative house developing quality web designs,E-Commerce solution. SEO services and Gaming development .

Contact us for your SEOrequirement.info@pixotritechnologies.com. 

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