No matter what industry you are in, you're definitely competing with giants Photo Retouching like Amazon / Wal-Mart and are constantly afraid of terrible niche startups biting your heels. As more and more dollars shift to shopping ads and competition intensifies, retailers need to adopt more sophisticated strategies to stay ahead. Implement shopping brand and non-brand keyword segmentation Keyword-based text advertising allows retailers to easily understand and optimize the consumer intent window accordingly. However, shopping ads are created with a product-based bidding model. In other words, Google auctions select products that appear Photo Retouching in specific search results.
This model removes important aspects of optimization and bid management because retailers cannot place different bids on consumers during the purchase Photo Retouching process. This can be disappointing, but it doesn't have to be! There is a solution to the disadvantages of product bidding: advertisement Continue reading below Keyword segmentation. You can control how much you bid on different types of queries through your shopping settings and campaign priorities. How do campaign priorities work? If multiple shopping campaigns have the same product, the campaign priority (high, medium, low) can determine which campaign will participate in the auction for that product. Regardless of the bid amount, the highest priority campaign Photo Retouching will always participate in the auction first.
To create a segmentation structure for shopping keywords, retailers must start by creating three campaigns for the same product or group of products. Each campaign has high, medium and low priority settings. Setting priorities acts as a goal-achieving process, excluding more specific keywords through negative keywords. Below is a table showing how the shopping keyword segmentation structure works. Campaign name Search word Campaign priorities Photo Retouching Negative keywords bid Non-branded Non-brand queries high Brand query During ~ Catch everything Inefficient non-branded queries During ~ Brand query Low brand Brand query Low high Shopping keyword segmentation allows advertisers to: advertisement Continue reading below Own SERP in brand terms. Optimize bids based on non-brand performance. Manage the products you promote at various stages of the purchase process. Shopping keyword segmentation is a valuable approach to increasing sales with deliberate queries and reducing spending on inefficient headterms. Dynamic search ads are assets, not accessories Extend your keyword set at a low cost by leveraging the capabilities of dynamic search advertising .