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Google Text Ads

Content

A. Setup
B. Create a Product Campaign
C. Create a Group and DSA campaign
D. FAQ

 

A. Setup

Select Google Text Ads from the side bar and map your data feed.

Intropage_add_a_feed___GTA.png

Make sure that

  • out-of stock products are excluded from your feed
  • your feed contains separate fields with all data that you need to create keywords and text ads

Select 'Campaigns' form the side bar and connect your Google account:

DFW_Setup_2_Connect_Google_Account.png

 

Approve the access:

DFW_Setup_3_oAuth_BW.png

 

B. Create a Product Campaign

Blue_Winston_Create_Product_Campaign.png

The Product campaign automatically creates an adgroup for every unique product.

1. Source file

 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 als use choose to divide them yourself by using filters.

 

4. Create Keywords

a) By Truncating

The complete Title will be a keyword, so you have the longest-tail keyword. But also shorter (truncated) versions of the Title are added as a keyword, so you also cover more generic search terms:

Blue_Winston_Truncate_instructions.png

The part of the Title that is no longer unique to a product, will be added as keywords to the Group campaign that you create next.

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

Blue_Winston_Text_Ad_instruction.png

 

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

  

6. Campaign settings

 

Tab_Campaign_settings.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)

 

C. Create a Group and DSA campaign

In order to cover ALL search queries, it is crucial to create a Group Campaign and a DSA campaign for the same products:Blue_Winston_Campaign_Types.png

The Group Campaign will cover the generic search terms. The DSA campaign will cover the long tail searches for which search volume is too low (keywords not eligible)

7. Create a Group Campaign

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: 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

 

 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

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 theDSA 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

Blue_Winston_DSA_Text_ads.png

 

 

 

FAQ

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’.

 

 

How does truncating work?

Truncating your title = shortening your title by cutting off one word at the time from the end. So:

  • keyword 1 = adidas Adipower Boost Boa Shoes White 10 Womens Golf
  • keyword 2 = adidas Adipower Boost Boa Shoes White 10 Womens
  • keyword 3 = adidas Adipower Boost Boa Shoes White 10
  • keyword 4 = etc.

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'

It means that there is not enough search volume for the keywords of a product. Google decides what is eligible and what is not. Make sure you also create a DA campaign, so ineligible products  are covered (see DSA campaigns)

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 explain 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 an preview of the first 200 products.

 

 Error messages / 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.
  • Remove specific words (see below)
  • Cut off all characters over 30 in Headline 2 (see below)

 

 

 

 

 

 

 

 

 

 

 

 

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