Creating Product Groups with the Product Group Generator

  Creating Product Groups with the Product Group Generator

Creating Product Groups with the Product Group Generator


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What You'll Need

 

 

 

1. Determine your campaign structure.

  • Before you use the Product Group Generator to create product groups, first take some time to determine how you want your campaign to be structured.
  • Use a spreadsheet to map out your structure; this allows you to be flexible and to experiment with different levels.
  • Top level segmentation can be done by Brand or Product Type.
  • Determine how many layers deep you want your Product Groups to be. The deeper the layer, the more control you have over the bid for that product group.
  • You may also download a preview of your structure, see below in step 3 “save & preview PGG builds”.

 

2. In ChannelAdvisor, navigate to Digital Marketing > Dashboards > Google Shopping.

  • Locate the Product Group Generator widget and click on Create PGG Template to open template popup.

 

3. Input your campaign structure in the Product Group Generator.

  • Select the Google Shopping Campaign you created previously.
  • In the Product Group Segmentation section, enter your desired product group structure, level by level.
  • Ad Groups are created automatically based on your top level of segmentation.
  • Assign a Default Bid for each level. You can adjust the bid for each specific product group in Actionable Reporting ( Digital Marketing > Marketing Management > Actionable Reporting > Product Groups ).
  • Assign an Everything Else bid for each level. This assigns a bid for any product that may somehow be excluded from a product group, so that no product is left behind.
  • Click +Add additional level to create as many layers as you need for your campaign structure.
  • Once you have completed the product group segmentation in the PGG template, you may:
    • Save & preview PGG builds: After you hit Save, the Product Group Generator will build out product group segmentation and send to Google after the next successful Google Feed is sent. You may also click Preview PGG Builds in the PGG widget. This will create a downloadable report of the product group structure based on your PGG template segmentation.
    • Save & run now: If the PGG should run and submit product group data for this campaign immediately to Google, check the Run PGG for this campaign on save checkbox and click Save.

 

4. You're done! Now the Product Group Generator's automation takes over.

  • Once your template is set up, it will be used to build out your initial Product Group structure. 
  • Changes to your Google Shopping 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. 
  • An "All products" product segment will be created in each ad group, but will automatically be excluded from bidding.

 


 

Also  Recommended:

What's Next:

      Google Shopping

      Using the Product Group Generator

     Google's Shopping Campaigns: Structure and Product Groups

      Best Practices for Your Google Shopping Feed

       Google Shopping Performance

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