Google Shopping Campaigns

Search Related Bidding Strategy

The Google Shopping bidding strategy that works for our clients was developed through observation of searches made by those exposed to our shopping ads. We also avoid looking at the number of sales, if possible. Instead we use sales or conversion value and and profit margins to really understand what’s happening.

If a search isn’t appropriate or doesn’t convert, we add that term as a negative keyword. Future searches then no longer show ads. The search queries that are not rejected vary in terms of how well they convert and also the value of the conversion.

So how do we deal with the variation in search quality? Here are the four categories of search we look at:

• Unwanted search
• Generic search such as ’80 inch TVs’
• Specific search or brand related search ‘Samsung 85 UHD 4K Flat Smart TV S9 Series 9’
• Search including product codes or SKUs ‘UA85S9AR’

Using multiple campaigns, negative keyword strategies, priority settings and product bidding we apply stratified bidding to each of these groups. To respond to the commercial value of the search, generic search gets the lowest bids. Very specific searches such as product codes get much higher bids.