*warning, these campaigns are complicated! Try running a smart campaign instead!
Setting up Advanced campaigns
Advanced campaigns offer a great variety of Smart Filters and the possibility to select which products you want to include in your Google Shopping campaigns. Products can be selected manually or automated, based on the Smart Filters that you activate for the campaign.
You could choose to setup a campaign which only includes products that you are offering at the lowest price available on Google Shopping, Amazon and eBay. Or you could set a Smart Filter that automatically excludes products from your campaign which got a certain number of clicks without generating sales - this can effectively prevent that your ad budget is spent on products not generating revenue.
Setting up an Advanced Campaign
- Open the "Google" menu.
- In the "Advanced Campaign" box, click "Start Now":
In the settings window of your Advanced campaign you will find numerous options for setting up a customized campaign, the window is divided into six sections:
1) General settings
Name: Enter any value as the name for your campaign. If you do not enter a name, it will be generated automatically.
Daily budget: Enter the maximum amount of money that you want to spend per day.
Max. CPC: Enter the maximum amount that you are willing to pay for a click on your ads.
Priority: Choose "Low", "Medium" or "High" as your campaign priority. If you run several campaigns containing the same products, the campaign with the higher priority will deliver the ad.
2) Manual product selection
If you want to select the products for your campaign manually from a list of all products that were imported from your Shop system, tick the box "Only these selected products". Ticking the box will bring up your product list. Tick the products you want to include:
You can search for certain products by entering your search term into the search box:
3) Performance Filter
Performance filters can be used for automated inclusion / exclusion of products. emarketing will periodically check if your products match the filters you have activated and include / exclude your products based on the results.
- New products: If checked, only products recently imported for the first time will be included in your campaign.
- Top Performer: If checked, only top performing products will be included in your campaign. You might want to use higher max. CPC for a campaign that only contains top performing products.
- Low Performer: If checked, only low performing products will be included. You might want to set low max. CPC for products containing only low performers.
- Only products with conversions: If checked, only products with at least one conversion within the last 30 days will be included. You might want to set higher max. CPC for a campaign containing only converting products.
- Only products with conversions on Amazon: If checked, only products with at least one conversion on Amazon during the last 30 days will be included. As products that were successfully sold on Amazon should also work on Google Shopping, you could set this filter if you want to include products with a high probability to convert. You can also use this filter to draw sales from your Amazon store to your Webshop, i.e. by offering those products at a lower price in your Webshop than on Amazon. Please note: To use this filter, you must connect your Amazon Seller Central account to emarketing.
- Max. X clicks without conversion: If checked, products will be excluded from your campaign as soon as they get X clicks without yielding a conversion within the last 30 days. Use this filter to focus your ad budget on products that sell.
- CPO max. X: If checked, products will be excluded from your campaign if their CPO (Cost per Order) exceeds X. You might want to set this filter to prevent products from being advertised if the ad costs for generating a conversion are too high.
Presentation of the Products in your Shop
The product details on your Webshop should be similar to the data published on google shopping. It is ok if product titles or descriptions differ from the ones in your Webshop. But, you should ensure that the following requirements are met:
- The Shopping advertisement should be linked with the correct product on your Webshop
- The prices and shipping costs from the shopping advertisement need to be similar to the ones on your Webshop
- Prices must be given in gross terms