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Abdulllah Alamin
Jul 13, 2022
In Welcome to the Q&A Forum
Many advertisers limit themselves by only looking at ad group and product group data. For example, an advertiser selling shoes might see that sneakers outperform sandals by a factor of 2x because they've created an ad group for each of those categories. It's a good idea, but what are they missing? Can a product's size, color or item group impact its ROAS? Or does performance differ for products in different price ranges, or with different custom attributes, like whether they're on sale or not? This level of analysis is much more difficult because AdWords does not support all segmentation and reporting attributes. So the only way to get it is to combine AdWords reporting with merchant feed. Luckily, there's a faster way to do this with tools like Optmyzr's Shopping Attribute Bidder , which can run this analysis in seconds. You can even drill down to multiple tiers to get some really unique insights, like how well jewelry retouching service size 10 women's blue sneakers perform compared to size 11 men's red sandals. Manage buying auctions for profitability The goal of setting up the best structure is to have enough control to generate profitability. When using the Grip framework (one product per product group), you can make granular bid adjustments. With the shoe size example above, you can instantly identify all product groups containing shoes of a particular size and color and push a bid adjustment. In AdWords you can search for matching product groups and use the editor to make a bulk edit, or in tools like Optmyzr's Shopping Attribute Bidder you can do it directly from the screen where you made analysis. This only works when using a Grip structure, because when you have multiple products in a group they won't always have exactly the same attributes.
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Abdulllah Alamin

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