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Google Text Ads

Content

A. Sign Up
B. Set Up Feed
C. Set up Campaign
D. Create a Product Campaign
E. Create a Group and DSA campaign
F. Brand/Product Type campaign
G. Landing Page Campaign
H. Badwords
I. FAQ
J. Best Practise

A. Sign up

First, you need to sign up separately for DFW Text Ads. Go to the Channels-page and select Google Text Ads from the side bar. Scroll down and select the most appropriate plan. Please note that we only count the number of products in your Text Ads feeds. 

BW_signup.png

B. Set up Feed

Add the Text Ad feed:

BW_Setup1.png

1. Map the Required Fields

Map the fields as you do for every channel, but keep the following in mind:

mapping2.png

  • Product name: This is the most important field of this feed. It will be used to create keywords and text ads. Combine brand and title and possibly other data if relevant.
  • A good title should have Brand + Product Name + Gender + Size + Color & if there is any  information missing you can always add it using various functions available in DatafeedWatch. But for text ads, longer the keyword is lower the search volume will be which is why we don’t recommend to use sizes or even colors in the title. It is also the reason why we strongly recommend to advertise Parent products only.
  • Include (optional or custom) fields for data that you need to create keywords and text ads. Examples: color, product type, gender, etc

2. Include/Exclude Products

exclude2.png

By default, we send all the products from your feed to the channel. But here you can choose to exclude or include products based on simple rules. In the example above we have created a rule to Exclude products which are out of stock since we do not want to advertise products when they are sold out.

3. Merging Variants

If you sell apparel (or other products with variants) it is better to advertise the parent product - not the variant. Example: There will be enough search volume for adidas Stan Smith tennis shoes white (parent), but not enough for adidas Stan Smith tennis shoes white size 10 (variant).

If your source feed contains variants, it is often better to ‘merge’ all variants into a single parent product. That is what you can do here:

merge_1.png

In order to merge variants, please select the second option & click on “go back to mapping” where you need to map item_group_id.

item_group_id.png

Click “Save And Proceed” & you will be taken to “Merge Variants” option again.

merge_2.png

Here you can choose how would you like the merging to happen. If you click on “Predefined Fields” you will see that we have already selected the best merging strategy for your feed.

predefined.pngYou can still go ahead & make changes by selecting different options for every field. Available options are :

  • take the common part -> Common value among Parent & Variant will be selected. For example, if the parent has a title “Running Shoe” & variant has “Running Shoe Black”, only “Running Shoe” will be selected since its the common value among both.
  • take the value of the first variant -> Value from the first variant will be selected.
  • list all values -> Values from all the variants will be listed in one field.
  • take the lowest value -> Lowest Value among all the variants will be selected.
  • take the highest value -> Highest Value among all the variants will be selected.
  • sum up all values -> Final value after summing up values from all the variables will be selected.

Don’t forget to do the same for Custom Fields in case you have any, then click Save and Finish.

C. Set up Campaign

Then select 'Campaigns' from the side bar and connect your Google account:

DFW_Setup_2_Connect_Google_Account.png

 

Approve the access:

BW_Setup_Approve_access.png

D. Create a Product Campaign

The Product Campaign creates an adgroup for every unique product. Each adgroup will therefore have keywords and text ads that are unique to that very product.

Blue_Winston_Create_Product_Campaign.png

 

1. Source file

BW_SetUp_Tab_Source_file.png

 

2. Tag assignment 

Tab_Tag_assignment.png

 

3. Filters

You can select which products to include in this campaign. If you do nothing, all products will be included.

Tab_Filter.png

 

Why use Filters?

  1. Multiple campaigns enable you to set a separate budget and template for each category or brand
  2. AdWords does not allow more than 10,000 adgroups per campaign. So if you have more than 10,000 unique products in your feed, we will divide them over multiple campaigns. You can also use choose to divide them yourself by using filters.

 

4. Create Keywords

a) By Truncating

In DatafeedWatch, Truncating is a process of creating different versions of the keyword by removing the last word with each version. Let’s say you want to advertise a product called adidas Adipure Pants White 36/32 Mens Golf Pants, so truncating it would look like below :

adidas Adipure Pants White 36/32 Mens Golf Pants

adidas Adipure Pants White 36/32 Mens Golf Pants

adidas Adipure Pants White 36/32 Mens Golf Pants

adidas Adipure Pants White 36/32 Mens Golf Pants

adidas Adipure Pants White 36/32 Mens Golf Pants

adidas Adipure Pants White 36/32 Mens Golf Pants

Blue_Winston_Truncate_instructions.png

Such long tail keywords have a higher Conversion Rate & lower Cost Per Conversion since the related search terms are more specific and closer to the point of purchase in the sales funnel. But they might not have enough search traffic on Google and such keywords will become inactive due to low search volume.

Truncating will solve this problem by creating multiple versions of the keywords & each truncated keyword should have more search volume than the previous one. By doing so, we are covering all possible search terms.

The last 4 truncated keywords will not be used in the Product Campaign since they are not exclusive to a single product & can be a part of multiple products, such keywords will be used in a Product Group Campaign.

b) By Tag combination

This method is only useful for retailers that sell electronics, computers and other products for which people search for a specific combination of brand, model, type, number, etc.:

Tab_Keyword_Tag_Combination.png

You can use both Tag Combination and Truncating

5. Ads Creation

adscreation1.png

You can also apply filters to ad template based on different conditions : 

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Always Enable : Ad Template will be created & enabled for all the products in the campaign.

Always Paused : Ad Template will be created for all the products in the campaign but won’t be enabled.

Enable for specific tag values : You can choose to enable the Ad template only for specific categories like Shoes or brands like adidas.

tag_value.png

Enabled for numerical tag values : You can choose to enable the Ad template only for products meeting a specific numerical condition like products with price equal to or less than $40.

numerical.png

Enable if tag filled : Ad template will be enabled only for products having a specific tag filled like Sale Price which is very useful when you want to show a different ad for products on Sale.

Enable if tag not filled : Ad template will be enabled only for products not having a specific tag filled.

Do not Create -> Ad template will not be created & this option can also be used to remove an existing ad template.

More Options to improve your ad copy :

adscreation2.png

It is advisable to create multiple text ad templates (patterns) so you can a/b test different text ads per ad group. (Please note that this is different from creating a backup template (alternative) for each ad) 

6. Campaign settings

campaignsettings.png

Why set a fixed CPC?

  • Learn what the real CPCs will be (in a new campaign) without enabling Google to only show the products with the highest bids.
  • Prevent overbidding on products with a high CPA (if you set CPC as % of CPA and the price is high and the competition is low)

Why set a dynamic CPC?

  • A unique bid for every product
    • Limit the CPA to the gross margin. In the screenshot: If the conversion rate = 5% and the gross margin = 20% of the price, you will never spend more than what you can afford (max CPA)

Budget Delivery

Budget Delivery determines how your ad budget will be spent over time. Choosing Standard Delivery will spend your budget evenly throughout the day. Your ads won’t be shown for every eligible search, for example, your ad will show only once an hour if your budget allows 24 clicks per day. Choosing Accelerated Delivery will show your ad for every eligible search until your budget is exhausted, your budget might not even last a full day in many cases.

E. Create a Group and DSA campaign

4_Campaign_Types_Overview.png

In order to cover ALL search queries, it is crucial to create a Group, DSA & BPT campaign for the same products:

 

7. Create a Group Campaign

The Group Campaign will cover the generic search terms. A separate ad groups is created for every keyword. 

Add a new campaign:

Blue_Winston_Create_Group_Campaign.png

 and copy the settings from the corresponding product campaign:

Blue_Winston_Group_Copy_existing_campaign_settings.png

All settings from the product campaign are now copied, so you only need to click Click Save & continue in every tab, with only one exception:

Keywords

group_runcation.png

Since it is a group campaign, each truncated keyword will cover at least two or more products/variants depending on how many variants a product has. Each keyword will have its separate ad group as well as unique landing page.

A truncated product name can have 1-5 keywords, Exact Match is selected by default but you can use different match types to truncate keywords.

group_Adgroup.png

Set your Landing page 

Every adgroup contains a group of products, so each text ad should link to a Landing page that contains all these products.

Check in your store what the URL of the Search Result page is:

Blue_Winston_Landing_page_URL_adidas_SERP.png

 Then paste it in the tab for the Landing page:

Blue_Winston_Landing_page_URL.png

Please note:If you would rather use your own, SEO-optimized landing pages instead of the search page of your site, you can do that as well. Scroll down to Landing page campaign to learn how.

Text Ads

The text ads templates are also copied from the Product Campaign, but please note improvements for two fields:

  • Product Name is now Truncated Product name
  • Price is now Price From 

 

8. Create a DSA Campaign

The DSA campaign includes all products that do not have enough search volume (keywords not eligible). It is complementary to the Products campaign (that contains all products that are eligible). 

In a Dynamic Search Ads (DSA) Campaign, keywords and text ads are generated automatically by Google. Products for which search volume is too low, will still be shown in a DSA campaign.  

All products from the Product campaign without enough search volume (no eligible keywords) will automatically be added to the DSA-campaign. To ensure that there will be no overlap between the Product campaign and the DSA campaign, all keywords from the Product campaign will be added as negative keywords in the DSA campaign.

 

Create a DSA campaignBlue_Winston_Create_DSA_Campaign.png

and copy the settings from the corresponding product campaign:

Blue_Winston_DSA_Copy_existing_campaign_settings.png

All settings from the product campaign are now copied, so you only need to click Click Save & continue in every tab, with only one exception:

Text Ads: set the description

dsa.png

F. Brand/Product Type Campaign (BPT)

BPT campaigns allow you to advertise a group of products based on their brand ( adidas ) & product type ( football shoes ). BPT campaigns also use other information from the feed to cover more search terms & make the ads more relevant.

To create a BPT campaign, most of the process is the same as Group Campaign with few key changes. First, we need to create a new product title for BPT campaign using a custom field.

BPT_1.png

In the above example, we are creating a new title with brand & product type fields using combine function. You can also add more information based on the type of products you are advertising. For example, if you want to advertise adidas Predator football shoes, your custom field will look like :

BPT_2.png

adidas is the brand, Predator is the franchise, football is the sport & shoes is the product type. If you do not have attributes like sports or franchise in a separate field, you can often extract it from other fields like title or description as shown below.

BPT_3.png

Next, you need to add a new campaign :

2019-01-24_11_28_19-Greenshot.png

and copy settings from the corresponding campaign :

Screenshot__29_.png

Settings from the selected campaign will be copied after you click Save & Continue. Next you need to map newly created title under tag assignments :

BPT_4.png

Rest of the process is same as Product Group Campaign.

G. Landing Page Campaign

If you have created your own, SEO-optimized landing pages for certain groups of products (brands, product types, etc) you can use them in DFW Text Ads as well. This is how:

 
a) Create a Google Sheet (or a csv) with these columns:
  • Product type or brand or whatever group you have the landing pages for
  • Landing page
  • Lowest price
  • Keywords

BPT_campaign_GSheet_source_feed.png

b) Add a shop in DataFeedWatch with that Google Sheet as source (here is how). 
 
c) Create a text ad feed for this shop
Your mapping should look like this:
BPT_campaign_feed_mapping.png
 
Next Connect to the same Google account as for your other campaigns
 
d) Create a Landing Page campaign, by adding a new product campaign (not a copy of the previous product campaign) with these settings: 
  • Source file: select the URL of the text ad feed you just created
  • Tag assignment: map the fields like this:BPT_campaign_tag_assignment.png
  • Keywords: do not use truncation but create keywords by tag combination:

BPT_campaign_keywords.png

 
This campaign will create an adgroup for each product type/brand with the corresponding landing page

H. Bad words

Bad words are words that Google does not accept as keyword or in your text ads. There are 3 type of bad words:
  • Trademarks  
  • Pharmacy policy
  • Other bad words
Google will disapprove these ads or keywords.   
 

What to do if you have badwords?

  1. Remove the badwords from your campaign 
  2. Replace the badwords
  3. Request exemption
 
1. Remove the badwords from your campaign 
Find the badwords in your feed or in your campaign (it could be in a specific field like brand or title) and remove them.
 
2. Replace the badwords
You can bulk-replace a bad word in all places where it occurs, by just entering a replacement in the right hand column.
Badwords.png
 
3. Request exemption
Google keeps a list of which retailer is allowed to use which trademark.
If you are using e.g. a trademark that is not on this list (yes, it could even be your own trademark) you can file for exemption. Just tick the box in front of the bad words that you want an exemption for  and then select ‘Request exemption for selected’ from the pull down at the top of the page.
 

I. FAQ

 

 

  1. How does truncating work?
  2. Why are some products 'not eligible' & what to do about it?
  3. Why are not all my products in my campaign?
  4. Why does my template not work for 100% of my ads?
  5. How can I unsubscribe from DFW Text Ads?
  6. How can I up/downgrade my Plan for DFW Text Ads?
  7. What happens if my campaign is split into multiple campaigns?
  8. Does DFW Text Ads overwrite manual changes that I make in AdWords?
  9. What if certain fields are no longer in my feed?
  10. How to create better text ads?
  11. Are there any limitations to the number of ad patterns?
  12. Can I add other fields to create keywords?
  13. Can I combine different fields into keywords
  14. Can I add & use keywords from a separate file?
  15. Can I set a CPA per product and use that in my Google Search campaign?
  16. How often are my campaigns sync’d with my Google AdWords account?
  17. Can I set a State, Province or Region as a territory?
  18. What is the maximum size of the source feed for DFW Text Ads?
  19. Can I automate my existing, manual campaigns with DFW Text Ads?
  20. Can I combine my existing (manual) campaigns with DFW Text Ads?
  21. I don’t want to lose the history of my existing campaigns
  22. Can I use a 3rd-party tool to optimise the campaigns?
  23. What happens with an ad group when a product goes out of stock?
  24. I updated the Feed, but I still see the old data in my campaign.
  25. What happens if the price changes?
  26. AdWords limitations: 10,000 ad groups
  27. AdWords limitations: 25,000 products in DSA campaigns (auto targets)
  28. What are the DSA campaigns based on?
  29. How to add size & color as negatives to the group campaign?
  30. If / then rules for ad templates
  31. What is Permutations & how does it help?
  32. How does Per Partes work ?
  33. How can I use my pre-existing landing pages in a campaign? 
  34. How can I link one shop in DFW to multiple AdWords-accounts?
  35. How can I check the quality of my feed?

How does truncating work?

In DatafeedWatch, Truncating is a process of creating different versions of the keyword by removing the last word with each version. Let’s say you want to advertise a product called adidas Adipure Pants White 36/32 Mens Golf Pants, so truncating it would look like :

adidas Adipure Pants White 36/32 Mens Golf Pants

adidas Adipure Pants White 36/32 Mens Golf Pants

adidas Adipure Pants White 36/32 Mens Golf Pants

adidas Adipure Pants White 36/32 Mens Golf Pants

adidas Adipure Pants White 36/32 Mens Golf Pants

adidas Adipure Pants White 36/32 Mens Golf Pants

When does it stop truncating a title?

  • When it reaches words that are not unique to a product; these words are found in the title of multiple products (like variants). These words are better added as a keyword for a Product Group campaign.
  • You can make it stop truncating when it reaches a specific word (string) that you enter
  • You can make it stop truncating when it reaches a specific field (tag) that you have selected from the drop-down.
  • You can make it stop truncating when it reaches a minimum number of words that you set: a minimum of 2 words is required, so when you set it to ‘Truncate +1 word’, it will stoop truncating when there are 3 words left.

 

Why are some products 'not eligible' & what to do about it?

'Not eligible' means that there is not enough search volume for a keyword. Google decides what is eligible and what is not. Google will simply not show any ads with ineligible keywords.

What can you do about it?

DSA campaign: You should always create a DSA-campaign for every product campaign. Google will show ads for ineligible products for any search query that they see fit. This is how you get Google to still cover these products.

Improve Titles: If your Titles are very specific, you can shorten them and make them more 'generic' and thus more eligible. Merging the variants in your feed into parents will also increase eligibility.

Group Campaign: You need to group campaign as well: This covers the generic (and thus more eligible) part of your titles.

Why are not all my products in my campaign?

If you click the preview button in the top right corner, you can see how many products are in your campaign:

Preview_button.png

In red you see the error messages that explains why certain products did not make it into the campaign. You can also download the products for each error.

Below you can click the green button 'Show product list preview' and get a preview of the first 200 products.

 

 
 
 

Why does my template not work for 100% of my ads?

Usually there are too many characters in the Headlines or Description. There are several ways to solve that:

  • Prolong: for some of the products, the field that you entered in Headline 1 is longer than 30 characters, so it will not fit. If you click ‘prolong’, the text is extended into Headline 2:

Blue_Winston_Text_Ad_template_Prolong.png

  • Remove specific words (see below) to reduce the number of characters in the Headlines or Description
  • Cut off all characters over 30 in Headline 2 (see below)

Blue_Winston_Text_Ad_template_Options.png

It may also be because there are no characters in the Headlines or Description.

  • Add more text or fields if the error message shows 0 characters, you may need to add a text or another field. 

How can I unsubscribe from DFW Text Ads? 

Click Account > Plan and scroll down to the section 'Google Text Ads' and click Unsubscribe from Google Text Ads

Unsubscibe.png

How can I up/downgrade my Plan for DFW Text Ads? 

Click Account > Plan and scroll down to the section 'Google Text Ads' and select the plan you want:

Up_Downgrade.png

What happens if my campaign is split into multiple campaigns?

When the number of products in your campaign exceeds the number of allowed ad groups, your campaign is split into 2 separate campaigns. All settings of the 1st campaign are copied to the 2nd campaign. Sometimes, we are unable to copy the bid strategy. In that case, bidding for the 2nd campaign will be set to TargetCPA. We will calculate the targetCPA based on historical performance data. You will be notified and you can always change it.

 

Does DFW Text Ads overwrite manual changes that I make in AdWords?

Ad groups, Keywords and Text ads 
DFW makes changes to your campaigns continuously, based on the changes in your feed. But if you make a manual change in Google Ads to any of these, DFW will not overwrite the change.

Bids (max. cpc)
You (or your bid management tool) are probably making changes to your bids in Google Ads all the time. DFW will not overwrite any of these changes. The only thing you can change in DFW is the default cpc.

Budget, Bidding Strategy, Territory & Language 
DFW does not overwrite any changes that you make in Google Ads. But please note that if you make a change in DFW, that change will be uploaded to your Google Ads account and then it will overwrite whatever is there (that makes sense: if you change anything in DFW, you want it to change).

 

What if certain fields are no longer in my feed?

Tab_Tag_assignment_-_Missing_fields.png

 

How to create better text ads?

You can only create the best text ads if you have the right fields in your data feed. So make sure that you have added all fields that you need in DataFeedWatch. Use ‘Custom fields’ to create any field you need. Examples:

  • Product_name_only: Your product name may contain too much data: create a new field like ‘Product_name_only’ and make sure that only the essential parts are in there.
  • Product_type_only: the Category may be Men’s > Golf > Jackets, but you want it to be Jackets or Men’s Golf Jackets. Create new field like ‘Product_type_only where only ‘Jackets’ is extracted with a regexp or where the “>” is removed.
  • Synonyms & Misspellings: if you have enriched your feed with synonyms of your product types or misspelings of your brands or products, you can create additional templates to include those as well.

 To create additional fields, just go back to the channel DFW text Ads in DataFeedWatch and add custom fields. Then refresh the feed in the tab ‘source file’.

Are there any limitations to the number of ad patterns?

Google does not allow more than 50 text ads and we do not have limits for the number of alternatives (back up templates)

 

Can I add other fields to create keywords?

Yes: In addition to truncating, you can also ‘create keywords by tag combination’ (see higher up on this page)

 

Can I combine different fields into keywords

Yes: Create a field in your DFW Text Ad Feed and just combine all the fields from your shop that you want
 

Can I add & use keywords from a separate file?

Yes: if you have a list of keywords for each product or group, you can add these keyword-fields with a Lookup Table or merge that list into your source feed. Once the keywords-fields are in your source feed, you can add them to your DFW Text Ad feed and use them to ‘create keywords by tag combination’  (see section above)
 

Can I set a CPA per product and use that in my Google Search campaign?

Yes: If you want to set a bidding strategy that focuses on conversions (Target CPA), you can set a Max-CPA from your feed or by setting it as a % of the price. You can subsequently set you Target-CPA as a % of the max.CPA. You can set it as 100% (then it is the same), but you probably want to take a lower % because Google often targets within a certain margin. Also: you want to make a profit, so keep some of your margin.
Tab_Campaign_settings_Target_cpa.png
 
 

How often are my campaigns sync’d with my Google AdWords account?

We update your campaigns 4x per day

 

Can I set a State, Province or Region as a territory?

No, you can only set that in AdWords - not in DFW Text Ads

 

What is the maximum size of the source feed for DFW Text Ads?

Our text ads system can handle files up to 400Mb
 

Can I automate my existing, manual campaigns with DFW Text Ads?

No that is not possible. Your campaigns in DFW Text Ads will be created based on your product feed - not based on your existing campaigns. But you may be able to combine your existing (manual) campaigns with DFW Text Ads in a different way. See separate item
 

Can I combine my existing (manual) campaigns with DFW Text Ads?

To some extent that is possible, depending on what is in your current campaigns:
 
Manual campaign for product types, brands or similar groups of products
If you have created adgroups for certain groups of products, this is comparable with the Group Campaigns in DFW Text Ads. You can consider keeping your manual campaigns and use DFW Text Ads to add a Product campaign and a corresponding DSA Campaign, to cover the long tail search queries. It is very important that the manual campaigns contain fairly generic keywords  so there will be no or little overlap with the keywords in the Product campaign
 
Manual campaign for a limited number of products
You can create new campaigns in DFW Text Ads, and make sure to exclude the products that are already in your existing manual campaigns.
 

I don’t want to lose the history of my existing campaigns 

You can simply pause them and keep the campaign history in your AdWords-account.
 

Can I use a 3rd-party tool to optimise the campaigns?

Yes. You can manage the campaigns that are created by DFW Text Ads any way you want. Just make sure that to remove a label called "BW”  if you want to pause keywords, text ads or adgroups.
 

What happens with an ad group when a product goes out of stock?

If a product is no longer in stock, its ad group will be paused. Once it is back in stock, the ad group will be un-paused.
 

I updated the Feed, but I still see the old data in my campaign. 

The changes you make in your Text Ads Feed will be reflected in the campaigns in DataFeedWatch with the next scheduled update. You can also refresh the campaign source manually by clicking 'Refresh Feed Data'
BW_refresh_feed.png
 

What happens if the price changes?

If you are using the ‘price’ field in the ad patterns and product price changes, your ad will stay as it is and the price will be updated with ad customizers.
If you have included other fields in your ad copy, the ads will be deleted and new ads are created with the new values.
 

AdWords limitations: 10,000 ad groups

AdWords does not allow more than 10,000 ad groups per campaign. So if you have more than 10,000 unique products in your feed, DFW Text Ads will automatically create multiple campaigns (product, group or DSA campaigns), to be able to create more than 10,000 ad groups
 
Multiple_campaigns_more_than_10000_adgroups.png
 

AdWords limitations: 25,000 products in DSA campaigns (auto targets)

An AdWords account can contain a maximum of 25,000 auto-targets. So the total number of products in all your DSA-campaigns in your Google Ads account cannot be more than 25,000.
 
This is an AdWords limitation that we cannot change or shortcut. But we can advise you how to deal with that:
 
You have many useless auto-targets
  • Paused DSA-campaigns also count towards the total of 25,000. If your old DSA-campaigns have become obsolete, just remove them to 'free up' some auto-target-space.
  • Maybe you created many auto-targets in the past (in your manual DSA-campaigns or in the DFW Text Ad DSA campaign) that are no longe relevant:
    • DSA-targets for products you no longer sell
    • DSA-targets for variant products (if you merged variants to parents only after creating a DSA-campaign)

Remove all ad groups with auto-targets that you can do without. Or just remove the entire DSA-campaign and upload a new version (with fewer auto targets) from DFW Text Ads

 

You just have a lot of relevant products

  • If you have variants: merge them in your feed to parents. That saves a lot of products 
  • Make sure you have product campaigns. The more eligible products you have in the product campaigns, the fewer you will have in your DSA campaigns
  • Prioritize: Have DSA campaigns only for the best performing shops or categories or products
  • If that does not solve it for you: create an additional Google Ads account so you have another 25,000 auto targets
 

What are the DSA campaigns based on?

The landing page (product page) of each individual product
 

How to add size & color as negatives to the group campaign?

There is no need to do that because we only use exact keywords in the Group Campaigns, to make sure that keywords in the Product Campaigns will not compete against the same keywords in the Group Campaigns. 
 

If / then rules for ad templates

You would like to show a different ad copy for (e.g.) products with and without a discount:
  • Buy these adidas sneakers now (no discount)
  • Buy these adidas sneakers now with a 13% discount (discount)
 
We do not have conditions (if/then) for ad patterns, because it would make the UX a lot more complicated. But you can still achieve different ad copy for the 2 different groups:
Create 2 different campaigns and use a filter to identify the products with or without a value for discount-percentage: BW_Filter_empty_flags.png
(you can simply copy the ‘discount-campaign’ form the no-discount-campaign and change the filters and the ad-copy) 

What is Permutations & how does it help?

It will create different versions of the keyword with each version having the same words in different order. In a Group campaign, we strongly recommend using Exact Match Type since other match types can cost you a lot with short tail keywords inviting a lot of unwanted clicks. But on other hand Exact Match type can be too specific with not enough search volume, Permutations solves this problem by creating different versions with each keyword in different order covering more search queries.

How does Per Partes work?

It’s a process of gradually enabling keywords in your ad group, starting with the longest keyword . This feature makes sure that the longest keyword will be turned on first & if it doesn’t have enough search volume, we will pause the current keyword & turn on the next shorter keyword. Keywords are checked every 4 hours for their eligibility. The whole process looks like this :

 
First Attempt
adidas adissage Unisex Swimming Sliders Flip-Flops Black ( Turned ON but Low Volume )
adidas adissage Unisex Swimming Sliders Flip-Flops ( Paused )
adidas adissage Unisex Swimming Sliders ( Paused )
adidas adissage Unisex Swimming ( Paused )
 
Second Attempt – After 4 Hours
adidas adissage Unisex Swimming Sliders Flip-Flops Black ( Paused )
adidas adissage Unisex Swimming Sliders Flip-Flops ( Turned ON but Low Volume )
adidas adissage Unisex Swimming Sliders ( Paused )
adidas adissage Unisex Swimming ( Paused )
 
Third Attempt - After 4 Hours
adidas adissage Unisex Swimming Sliders Flip-Flops Black ( Paused )
adidas adissage Unisex Swimming Sliders Flip-Flops ( Paused)
adidas adissage Unisex Swimming Sliders ( Eligible Keyword Found )
adidas adissage Unisex Swimming

The remaining keywords won't be turned on after an eligible keyword has been found. But since we are using Broad Modifier match type, it will cover the shorter more generic keywords anyway. 

You can turn Per Partes off if you want to activate all truncated keywords which will maximize impressions & clicks but more generic keywords will also get you a lot of unwanted & irrelevant traffic driving the cost higher without many conversions, especially when you are using Broad match type.

How can I use my pre-existing landing pages in a campaign? 

 If you have created your own, SEO-optimized landing pages for certain groups of products (brands, product types, etc) you can use them in DFW Text Ads as well. The whole process is very simple which you can check here.

How to link one shop in DFW to multiple AdWords-accounts?

That is not possible, but there is a workaround:

Let’s say that you have 1 shop with a total of 10 different brands (or product types or smth else). You want to run each brand in a separate AdWords account.

 

  1. Create a custom feed (not a DFW Text Ads!) for each brand
    • Just include all the fields you need to DFW Text Ads
    • The mapping can be the same for all brands (so you can copy the first feed 9x)
    • In each custom feed: only include products of one of the brands
  2. Add a new shop for every brand. Use the custom feed as the source feed
  3. Create a DFWText Ads feed in every shop and then connect every shop to a different AdWords account

 

How can I check the quality of my feed?

You can run a feed review to see errors and missing data in your DFW Text Ads feed. You can find the feed review in the left sub-navigation panel:

 
Feed_Review.png

 

J. Best Practices

 

  1. Why using parent products is better than Variants?
  2. Why is it important to create 3 different campaigns?
  3. When to have Branded & Non-Branded Campaigns?
  4. When to use BPT campaigns?
  5. Different Bidding Strategies
  6. Automated Rules
  7. DataFeedWatch Scripts
  8. When to use different Match Types ?
  9. Campaign Analysis
  10. Ad Patterns

Why using parent products is better than Variants?

If you sell apparels (or other products with variants) it is better to advertise the parent product - not the variant. Example: There will be enough search volume for adidas Stan Smith tennis shoes white (parent), but not enough for adidas Stan Smith tennis shoes white size 10 (variant). If your source feed contains variants, it is often better to ‘merge’ all variants into a single parent product. You can achieve that by using Merge Variant option in DatafeedWatch.

Why is it important to create 3 different campaigns?

We strongly recommend having all 3 Campaign types since each of them serves a different purpose & target a different type of audience. You can see the difference between the 3 campaigns below:

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3 different campaigns also make it easier to manage campaigns as keywords & products are divided into different campaigns & Ad Groups. Each campaign also requires a different ad copy which can be customized in the campaign settings.

When to have Branded & Non-Branded Campaigns?

It makes more sense to run a Branded campaign for a brand like adidas since it’s a popular brand & there is a lot of search volume as people all over the world are actively looking for adidas products.

But for a new or less known brand, it makes more sense to run a non-branded campaign since adding the brand in the keywords will make them longer while decreasing the search volume at the same time.

Since all campaigns are based on info like Brand, title & product type, it makes more sense to run non-branded product campaign as compared to non-branded group product campaign since there is still a lot of information left even after eliminating the brand, you can still generate keywords based on title & product type. Whereas Group campaigns rely heavily on info like Brand & Product type and therefore eliminating brand won’t leave much info behind to generate relevant keywords.

When to use BPT Campaigns?

Brand/Product Type campaigns are used to cover even more generic search terms which might not be possible in other campaigns. There is a lot of search volume for keywords consisting of just Brand + Product Type, for example, there will be lot more search volume for adidas shoes then adidas superstar sports shoe white. BPT campaigns add one more option to your strategy in case you don't have much success with other 3 campaigns.

Different Bidding Strategies

Focus on Clicks

Your bids will be adjusted to get as many clicks as possible within your budget. There are two options available :

    1. Manual CPC: You can set the maximum fee you want to pay for each click. Maximum CPC can be either fixed or a %age of your Max CPA. Similarly, your CPA can also be either fixed or a %age of your product price. Turning on eCPC will automatically adjust your bids for clicks which are more or less likely to convert into a conversion. eCPC should increase your conversion rate while trying to maintain the same Cost Per Conversion as Manual Bidding.
    2. Maximize Clicks: It will automatically optimize your bids to get the maximum amount of clicks within your budget. You should also have a Maximum CPC bid limit to avoid any surprises later.

Focus on Positions

It will try to set bids with the goal of showing your ad on the absolute top of the page or anywhere on the page depending on your selection.

Focus on Conversions

Your bids will be optimized to focus on conversions which can mean focus on number of conversions or value of conversion. There are two options available :

    1. Target CPA -> You can specify Cost Per Acquisition amount which then will automatically optimize your bids to get you as many conversions as possible for the Target CPA price. Your Target CPA can either be a fixed value or a %age of your maxCPA ( Gross Profit ). Similarly, you can either have a fixed maxCPA or a %age of your product price.
    2. Target ROAS -> ROAS is the average conversion value you receive for every dollar you spend on ads. Your bids will be automatically adjusted for the clicks which will bring you conversions with the highest value possible which doesn’t necessarily means you will see an increase in no of conversions. You can specify your product margin & your Target ROAS will be automatically selected. To use ROAS, you must have at least 25 conversions in last 45 days & for best results, we recommend you have at least 50 conversions in the last 30 days.

Automated Rules

Google allows you to create automated rules which can make your life much easier & save you a lot of time. You can create rules to schedule ads for specific time and day, pause low performing keywords, make changes to ad status, bids, keywords & more. In below example, we are creating a rule to pause keywords with less than 1% conversion.

Automated_ules.png

After creating the rule, it is strongly recommended to see the preview to make sure the created rule is working in the same way as expected.

DataFeedWatch Scripts

DatafeedWatch provides automated scripts to improve campaign performance. You can use the scripts to pause or exclude low performing keywords, import search terms to the campaign or exclude them.

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When to use different Match Types?

Product Campaign

Product campaigns are based on long tail narrow keywords which do not have a lot of search volume & many of the keywords will be ineligible as well due to low search volume. So it makes more sense to use Broad Modifier to target a large set of search terms. Broad match is almost never a good idea unless you have a very specific reason to do so, like in cases where keywords generated by Broad Modifier match type is also not generating enough search volume.

Group Campaign

Group Campaigns are based on short tail broader keywords which generally have plenty of search volume, therefore, it makes more sense to use Exact match type since using Broad or Broad Modifier match will invite a lot of unwanted clicks from irrelevant search terms.

DSA Campaign

Since the purpose of DSA campaigns is to advertise products with low search volume keywords, there is no point in using exact match type since that will not help in this case. Broad match is almost never a good idea so the recommend match type for DSA campaign is Broad Modifier.

It also makes sense in some cases to use more than 1 match type, especially in Product campaigns since Google always prefer Exact match terms even when keywords from broad or phrase matches from the same account may also qualify for the auction.

Negative Keywords

You can use negative keywords to make sure that your ad doesn’t show for irrelevant searches, saving you money from wasted clicks & your budget will better be spent on relevant search terms which are more likely to convert.

Since using negative keywords reduces irrelevant search terms, it can greatly improve CTR, Conversion Rate & Quality Score.

DatafeedWatch allows you to enter Negative Keywords during campaign setup :

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Campaign Analysis

Eligible keywords

  • After setting up the campaign, always check the number of eligible keywords each product has.
  • Remove the generic keywords which always cost a lot & might not have enough conversion.
  • Remove Per Partes if you are already using scripts or some sort of bid management.
  • Adding other types of campaigns is strongly recommended & might even be crucial if your product campaign has a lot of ineligible keywords.

Eligible Products

Check no of eligible products while setting up a campaign, a single ad template might not be able to cover 100% products in which case you can always add multiple add templates. You can also do A/B testing with multiple ad templates comparing their effectiveness with different settings.

Historical Analysis

Once the campaign is up & running for a few weeks, it’s always a good practice to compare the campaign results with historical data. Metrics like CTR, Avg CPC & Conversion Rate are good metrics, to begin with, but you can of course always do a detailed comparative analysis.

Ad Patterns

Your ad needs to be relevant, specific & attractive. There are few things to keep in mind while creating an ad template :

  1. Highlight what makes you unique
  2. Include Prices, Promotions & Exclusives
  3. Have a CTA like Order Now or Get a Quote
  4. Include keywords in the Title
  5. Optimize your ad for Mobile Customers
  6. Create multiple ads with a different message to compare their effectiveness
  7. Check for common text mistakes & forbidden words

 

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