How To

Using the Product Group Generator

To help drastically reduce the time and effort it takes to set up Ad Groups and Product Groups with Shopping campaigns, we’ve developed the Product Group Generator. This automated feature is designed to take the work out of creating and maintaining successful ad group and product group structures under Google’s Shopping campaigns format. In fact, in an internal test, the Product Group Generator structured an entire campaign 37 times faster than it took to build manually.

Read on to learn how to use the Product Group Generator to set up Ad Groups and Product Groups for your Google Shopping campaigns.

Click below to download the one pager:

 

Video


Using the Product Group Generator – In this video, learn more about the fifth step of the Google's Shopping Campaigns process with ChannelAdvisor: using the Product Group Generator to create Ad Groups and Product Groups automatically; then learn how to manually create and edit Product Groups. View Transcript

 

Getting Started



In a hurry?
Check out the Creating Product Groups with the Product Group Generator Express Guide related to this topic.

  1. Make sure your Google Shopping feed has been set up and is active. The feed must be active in order for the Product Group Generator to work properly. Learn more about your Google Shopping feed here .
  2. Determine the structure you'd like for your Product Groups.
    1. Top level segmentation can be done by Brand, Category, Custom Label, Product Type, Condition.
    2. Determine how many layers "deep" you want your product groups to go.
    3. Additional considerations can be found on the Google's Shopping Campaigns: Structure and Product Groups page of the SSC Strategy section.
  3. Create a Google Shopping campaign in Actionable Reporting ( Digital Marketing > Marketing Management > Actionable Reporting ). More information on setting up a Google Shopping campaign can be found here .
  4. Navigate to Digital Marketing > Dashboards > Google Shopping and locate the Product Group Generator widget.

  5. Click on Create PGG Template to build your product group structure template.
  6. Input your desired structure after selecting the Campaign you created in Step 2. You do not need to create Ad Groups. These will be made for you based on your top level of segmentation.
  7. Other elements of the widget offer this functionality:
    • Preview PGG Builds: Get a preview of your templated structure prior to pushing live
    • Create PGG Template: Build your product group structure template
    • Active PGG Campaigns tab: Campaigns that have an active PGG template built
    • History tab:
      • View campaign summary for live (Submitted To Provider) and previewed feeds
      • Download campaign details:
        • Added/deleted product groups
        • Skipped ad groups (due to manual edits, non-action, unsynced)

 

Automation


Once you've set up your template, ChannelAdvisor will use this to build out your initial Product Group structure. Changes to your feed will be incorporated into the structure every time the feed runs. You can remove individual segments or further segment product groups and the template will leave manual changes in tact as long as changes have been made using ChannelAdvisor, or a sync has been completed for changes made in AdWords. The "All products" product segment created in each ad group will automatically be excluded from bidding.

 

Manual Creation & Editing


You can manually create Product Groups or edit those created by the Product Group Generator by navigating to Digital Marketing > Marketing Management > Actionable Reporting > Product Groups Library.

To create a new Product Group:

  1. Select Add New Product Group from the drop down in the upper right corner of the Actionable Reporting screen.
  2. Determine which Campaign and AdGroup you'd like to add the Product Group to. You can only add a new Product Group to an AdGroup that does not already have a product group created.
  3. Select your first level of segmentation from the drop down.
  4. Add all the segments you'd like created.
  5. Pick your bid for each of the Product Groups that will be created.

To further segment a Product Group:

  1. In the Product Groups Library or Product Groups Performance views, find the line of the Product Group you'd like to further segment.
  2. Click on the last "level" of segmentation that has already been created.
  3. In the modal, chose the criteria you'd like to use to create the next "level" of segmentation.
  4. Choose all the segments you'd like to create from the available list.
  5. Chose the bid you'd like to use for the Product Groups that will be created.
  6. Click save.

To remove or edit layers of segmentation for Product Group:

  1. In the Product Groups Library or Product Groups Performance views, find the line of the Product Group you'd like to remove a segment from.
  2. Click on the layer that you'd like to remove partitions from or delete.
  3. In the modal, make the changes you'd like to see reflected in the Product Groups.
  4. Update bids if desired.
  5. Click save.

Please note, if you edit more than one "layer" up, all partitions under that layer will be removed just as they are when making these changes on Google.

 

Reporting


Reporting for Google Shopping campaigns will be reflected in Actionable Reporting ( Digital Marketing > Marketing Management > Actionable Reporting ) under the appropriate tabs.

 

Next Steps


To help drastically reduce the time and effort it takes to set up Ad Groups and Product Groups with Shopping campaigns, we’ve developed the Product Group Generator. This automated feature is designed to take the work out of creating and maintaining successful ad group and product group structures under Google’s Shopping campaigns format. In fact, in an internal test, the Product Group Generator structured an entire campaign 37 times faster than it took to build manually.

Read on to learn how to use the Product Group Generator to set up Ad Groups and Product Groups for your Google Shopping campaigns.

Click below to download the one pager:

 

Video


Using the Product Group Generator – In this video, learn more about the fifth step of the Google's Shopping Campaigns process with ChannelAdvisor: using the Product Group Generator to create Ad Groups and Product Groups automatically; then learn how to manually create and edit Product Groups. View Transcript

 

Getting Started



In a hurry?
Check out the Creating Product Groups with the Product Group Generator Express Guide related to this topic.

  1. Make sure your Google Shopping feed has been set up and is active. The feed must be active in order for the Product Group Generator to work properly. Learn more about your Google Shopping feed here .
  2. Determine the structure you'd like for your Product Groups.
    1. Top level segmentation can be done by Brand, Category, Custom Label, Product Type, Condition.
    2. Determine how many layers "deep" you want your product groups to go.
    3. Additional considerations can be found on the Google's Shopping Campaigns: Structure and Product Groups page of the SSC Strategy section.
  3. Create a Google Shopping campaign in Actionable Reporting ( Digital Marketing > Marketing Management > Actionable Reporting ). More information on setting up a Google Shopping campaign can be found here .
  4. Navigate to Digital Marketing > Dashboards > Google Shopping and locate the Product Group Generator widget.

  5. Click on Create PGG Template to build your product group structure template.
  6. Input your desired structure after selecting the Campaign you created in Step 2. You do not need to create Ad Groups. These will be made for you based on your top level of segmentation.
  7. Other elements of the widget offer this functionality:
    • Preview PGG Builds: Get a preview of your templated structure prior to pushing live
    • Create PGG Template: Build your product group structure template
    • Active PGG Campaigns tab: Campaigns that have an active PGG template built
    • History tab:
      • View campaign summary for live (Submitted To Provider) and previewed feeds
      • Download campaign details:
        • Added/deleted product groups
        • Skipped ad groups (due to manual edits, non-action, unsynced)

 

Automation


Once you've set up your template, ChannelAdvisor will use this to build out your initial Product Group structure. Changes to your feed will be incorporated into the structure every time the feed runs. You can remove individual segments or further segment product groups and the template will leave manual changes in tact as long as changes have been made using ChannelAdvisor, or a sync has been completed for changes made in AdWords. The "All products" product segment created in each ad group will automatically be excluded from bidding.

 

Manual Creation & Editing


You can manually create Product Groups or edit those created by the Product Group Generator by navigating to Digital Marketing > Marketing Management > Actionable Reporting > Product Groups Library.

To create a new Product Group:

  1. Select Add New Product Group from the drop down in the upper right corner of the Actionable Reporting screen.
  2. Determine which Campaign and AdGroup you'd like to add the Product Group to. You can only add a new Product Group to an AdGroup that does not already have a product group created.
  3. Select your first level of segmentation from the drop down.
  4. Add all the segments you'd like created.
  5. Pick your bid for each of the Product Groups that will be created.

To further segment a Product Group:

  1. In the Product Groups Library or Product Groups Performance views, find the line of the Product Group you'd like to further segment.
  2. Click on the last "level" of segmentation that has already been created.
  3. In the modal, chose the criteria you'd like to use to create the next "level" of segmentation.
  4. Choose all the segments you'd like to create from the available list.
  5. Chose the bid you'd like to use for the Product Groups that will be created.
  6. Click save.

To remove or edit layers of segmentation for Product Group:

  1. In the Product Groups Library or Product Groups Performance views, find the line of the Product Group you'd like to remove a segment from.
  2. Click on the layer that you'd like to remove partitions from or delete.
  3. In the modal, make the changes you'd like to see reflected in the Product Groups.
  4. Update bids if desired.
  5. Click save.

Please note, if you edit more than one "layer" up, all partitions under that layer will be removed just as they are when making these changes on Google.

 

Reporting


Reporting for Google Shopping campaigns will be reflected in Actionable Reporting ( Digital Marketing > Marketing Management > Actionable Reporting ) under the appropriate tabs.

 

Next Steps


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