Tuesday, March 19, 2013

How to Avoid Bid Overlap in Google Shopping Product Listing Ads Ad Groups


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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