The real question though is: how did your campaigns go? Stellar? Decent? Poor? Either way, the simple fact remains that it's now 2018 - a new year, which means new Industry Email List opportunities to do better (even if you think 2017 was your best). Undoubtedly, though, you're already at work and busy with planning, logistics, meetings, budgeting, maybe even retraining for a new e-commerce solution, and it's all an exhausting endeavor. So, in order to Industry Email List save time (and time equals money), here are some things you SHOULD look for in your Shopping campaigns to ensure that this year and every year to come will be your next “best” year ever . Campaign structure is really everything John Wanamaker,
American merchant, religious, civic and political figure, often considered a marketing pioneer, put it best: His words are a lesson for today's online retailers and search engine marketers. Wasted ad dollars are the bane of Google Shopping campaigns. Finding Industry Email List Industry Email List this waste and isolating it depends, and almost entirely, on the structure or structural integrity of your campaigns. Are your campaigns structured for optimal effectiveness? Not sure? Here are two of the most common structuring faux pas to look for. Over-structuring There are many, many ways to structure a Shopping campaign, all of which fall under the heading of "subdivision" or the process of grouping similar or related products into defined product groups.
However, in nearly 90% of all the campaigns we manage, we see a misunderstanding or even misuse of subdivision tactics. Over-structuring can exist in Industry Email List many forms. However, in most cases, it starts with a commodity group breakdown followed by the overuse of many other under-breakdowns. You end up with an auction and campaign management nightmare. Take, for example, a retailer who initially chose to do a basic campaign subdivision by product type. Then, for each subsequent breakdown, they implemented custom labels. They Industry Email List stopped there. Now, within the subgroup, there were multiple products, all of which were auctioned at the same max CPC, regardless of individual pr