Getting Started On Google Product Listing Ads
Product Listing Ads Ad Group Strategy
Create Brand Ad Groups For Product Listing Ads
Unlike the best seller ad group, you should be able to create brand ad groups without making any changes to your product feed (adding labels using the AdWords label column). As long as the feed has the correct brand information.
1. Identify products in Google Analytics
To create ad groups for specific brands, you’ll first want to identify which brands convert well. You can do this through Analytics.
How to identify best selling products on Google Analytics is outlined above, but you can find this data in Analytics under Conversions> Ecommere> Product Performance> Product> SKU or Product Category.
2. Identify top performing brands
Once you’ve identified your best selling items in Analytics, you can look in the feed to see which brand(s) they are in. You’ll likely want to use Vlookup or create a pivot table in your data feed (via excel) to get the brand values, and then the pivot table to aggregate the conversion data for each brand value to make this process less painful.
All of this should already be available on your backend. Every shopping cart platform is going to keep a running tally of product orders, etc. and this is just a supplemental way of obtaining that data.
Or you can create a brand report on the different CSEs. On Pricegrabber for instance, you can break out category performance by date to pinpoint which brands sell.
3. Create a brand ad group(s)
Once you have those brands established, you will want to create a new ad group in your Google Shopping Product Listing Ads campaign for each one (individual brands):
You want these ad groups to have higher bids than your All Product ad group if you want them to get more exposure.
Excluding the All Products ad group, which ad groups you bid higher than eachother should be based on performance data. If for example you see data in Analytics which shows a brand which performs better than your best seller ad group, you may want to give that brand a higher bid. Inversely if you see a brand isn’t performing well (vs. your best seller ad group or other ad groups), you may want to bid lower for that brand.
You may also want to have some brand ad groups bid higher than others, depending on how the brand performs. So if Brand X in the above campaign generates a lot of orders with a desirable COS (more so than Brand Y), you may want to have a higher bid for Brand X.
New Google Shopping Guide: 2016 Edition