Case author: Olga Gluzkaya – contextual advertising department specialist at the agency
Goal: influence shopping campaign impressions with negative keywords.
Branded shopping campaign
Task: Maximum coverage for branded queries in trade results.
Solution:
- We launch a regular shopping campaign for a product category, or all products in the feed.
- We add broadly matched negative keywords that are not related to the search for the client’s brand.
- We analyze and clean search queries, at first as often as possible (every day).
Results:
With a sufficient budget and rates, the maximum coverage of branded traffic, without being scattered on general requests and competitors’ requests.
Competitor shopping campaign
Task: Show up in sales results for competitors’ queries.
Solution:
- We add information about competitors to one of the feed attributes that Google is likely to use to select a product that is relevant to the user’s query (name, description, and others).
There are 2 solutions:
- Ask the client to add the name and models of competitors similar in price segment and functions to the feed.
- With the help of conversion rules in MC.
- We create a shopping campaign, add all branded and broad/informational keywords to negative keywords.
- We analyze and clean search queries, at first as often as possible (every day).
Results:
Depending on the budget / bids, we get the required number of impressions at the request of competitors in the trade issue.
Conclusions and recommendations:
- Branded Shopping campaigns can be launched from the beginning of a new account just like a branded search campaign. It will also allow you to get statistics for smart shopping campaigns faster.
- This type of campaign is suitable for product brands and monobrand online stores.
- Competitor shopping campaigns allow you to increase reach and attract users who are not familiar with the client’s brand.
- Using this principle, you can launch a campaign for general queries.