Post by account_disabled on Jan 22, 2024 0:20:01 GMT -5
drastically change product categories in the feed if your advertising has been running for a long time. The product category in the Google Merchant Center product feed is optional, but highly preferred. Based on these categories, the specialist is able to structure advertising campaigns not only according to categories, but also according to their effectiveness. If such a structure has existed for a long time and the campaigns work with a good plus, then a sharp change in categories can throw out of the rotation products that previously brought us a penny. Simply for the reason that in the filters, at the level of product groups, the old categories will be indicated, and not the new ones.
This situation can be easily remedied by reconfiguring C Level Executive List product groups, but it's a waste of time in the moment and a loss of revenue because these products are temporarily out of rotation. It is quite easy to notice these changes if you monitor each campaign on a daily basis, which, in turn, is responsible for its own separate category, but there are exceptions: so if the goods are all united in large groups, then the removal of a small share of goods from them will be almost imperceptible; it can also happen that in such "General" campaigns there is a significant budget limitation and the loss of part of the products will simply free up space for the display of other products, and this, in turn, will lead to the fact that the clicks will not change in fact, but they will already be other products that may be less effective.
Plus, it hides this situation even more, because the volume of traffic remained the same; the second point is especially relevant for campaigns where we have collected "Everything else", that is, products that we do not prioritize, but still want to be shown; or it can be campaigns for products that individually show poor performance, but together with other categories work much better. How to avoid such a situation: Don't change categories just like that; Regularly track at the account level which products are allowed to be displayed and which are not. It is important at the account level itself, not at the campaign level; Build the structure of the campaigns so that even in such a situation, these products will show. Simply set up a campaign where you allow impressions at the product group level for "Everything else in this category" excluding all categories we know. Good mood to everyone, and a peaceful sky! Keep yourselves! From the editorial office. We recommend subscribing to the Telegram channel "Google Ads with Poddubny" .
This situation can be easily remedied by reconfiguring C Level Executive List product groups, but it's a waste of time in the moment and a loss of revenue because these products are temporarily out of rotation. It is quite easy to notice these changes if you monitor each campaign on a daily basis, which, in turn, is responsible for its own separate category, but there are exceptions: so if the goods are all united in large groups, then the removal of a small share of goods from them will be almost imperceptible; it can also happen that in such "General" campaigns there is a significant budget limitation and the loss of part of the products will simply free up space for the display of other products, and this, in turn, will lead to the fact that the clicks will not change in fact, but they will already be other products that may be less effective.
Plus, it hides this situation even more, because the volume of traffic remained the same; the second point is especially relevant for campaigns where we have collected "Everything else", that is, products that we do not prioritize, but still want to be shown; or it can be campaigns for products that individually show poor performance, but together with other categories work much better. How to avoid such a situation: Don't change categories just like that; Regularly track at the account level which products are allowed to be displayed and which are not. It is important at the account level itself, not at the campaign level; Build the structure of the campaigns so that even in such a situation, these products will show. Simply set up a campaign where you allow impressions at the product group level for "Everything else in this category" excluding all categories we know. Good mood to everyone, and a peaceful sky! Keep yourselves! From the editorial office. We recommend subscribing to the Telegram channel "Google Ads with Poddubny" .