Shopping campaigns on Google AdWords are tricky beasts.
On one hand, you appear for relevant, targeted, commercial terms. The terms you appear for come directly from your shopping feed.
On the other hand, just because every term will be relevant, doesn’t mean they’re going to convert at the same rate.
Query-Level bidding has been around in AdWords for almost 3-4 years, (http://searchengineland.com/step-step-guide-query-level-bidding-google-shopping-228309), but I still see most accounts ignoring the opportunity.
Here’s how to set-up:
Campaign 1: General, Low Converting Search Terms.
Bids: Low Bids (say 50 cents)
Negatives: All Brand terms & SKU Terms
Campaign 2: Brand Terms, High Converting Search Terms
Bids: Higher than Campaign 1 (say 1-3 bucks)
Negatives: Very Specific SKU Terms
Campaign 3: Very Specific SKU Terms
Bids: Higher than Campaign 2 (say 3-5 bucks)
Negatives: Only bad SKU Terms
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