One of
the easiest mistakes to make when managing your Google Shopping Product Listing
Ads (PLA) campaign is to allow too much overlap between your All Products ad
group and your other ad groups.
Here’s an outline of how AdWords ad group
bidding overlap occurs in Google Shopping on PLA campaigns, and how to avoid
it.
How to Set Up Google Shopping Product
Listing Ads Ad Groups
When you go to set up an ad group in your
Google Shopping Product Listing Ads Campaign, the AdWords login automatically
selects the auto target for your entire data feed:
Product
Listing Ads All Products Ad Group Bid Overlap in Google Shopping
Google Shopping is a really cool program in
that you can get granular with breaking out detailed ad groups, specific to
categories, brands, price buckets, seasonal items (use AdWords label), and a
host of other online product variables.
While this option is awesome, there is also
the danger of getting too carried away. Eating healthy is great, but if you eat
too many carrots you’re going to turn orange.
If you have multiple ad groups in Google
Shopping, such as an ad group for every category in your feed, you likely have
some bid overlap going on.
What is
Product Listing Ads Ad Group Bid Overlap?
In the case where you have a Product
Listing Ads All Products ad group (your whole feed), in addition to various
other ad groups which also cover your whole feed, (e.g., category) you’re
potentially out bidding your All Products ad group products with the
combination of your other ad groups
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