Why to run category based shopping campaign

????????????????????????????????????

Before running a category based shopping campaign lets discuss on how Google categorised your product in merchant centre the place from where your products gets fetched for shopping ads. The Google categorised your product like shown below.

Next step: Right Method

Now once you have clear picture of this segment you can clearly identify that the sunscreen is lower level categories let’s say L5. Now if you run an ad campaign containing sunscreen priotising brand & their products like shown below you will always come across with negative keywords containing sunscreen

Note: you can create 1 ad group or more than one ad group & it is valid for both bidding strategy manual cpc & TROAS

Conclusion: You will always find search term containing sunscreen which becomes easy to exclude only negative sunscreen keywords. Here are some search term samples.

·?????? ethicare sunscreen

·?????? wow skin care sunscreen price Nepal

·?????? ethicare sunscreen ingredients

?

Wrong Method: Let’s say you decided to run individual standard shopping campaign for brand with all products of it within one ad group or more than one ad group then you will always face different categories keywords for same brand which make your life difficult to exclude negative keywords.

As a result you will always find different category keywords under same campaign which becomes difficult to exclude in bulk numbers. Here are the search terms

·?????? Ethicare moisturiser price

·?????? Ethicare essence

·?????? Eticare serum

·?????? Derma co moisturiser

To counter attack this you can categories brand with intermediate categories but will have to create more or individual campaign for each brands like: