These AdWords Scripts Will Help Manage Shopping Ads
March 22, 2016
Last week I had the pleasure of returning to Portland, Oregon, site of the last US-based Hero Conf. Some of the locals had heard my talk on Shopping Ads and invited me back to cover the same topic at SEMpdx. They told me this would not be an audience of PPC newbies and since I’d already covered the basics of Shopping Ads, I decided to combine this topic with my perennial favorite: automating AdWords with AdWords Scripts.
I’ll share some of the scripts I wrote for that conference in the hopes that some of you will find these useful and help save you some time.
Find Duplicate Product Targets
Just like we don’t like adding duplicate keywords to accounts, we think it’s a bad idea to accidentally target the same product through multiple product groups. The problem is simple: whenever you accidentally have a duplicate target in AdWords, whether it’s a keyword or a product, this leads to unexpected outcomes.
Say you look at the latest conversion data and realize you’ve been bidding too much for a product so you decrease the bid for its product group. If that same product is also targeted from another product group where the bid is now higher than the one you just lowered, it might start to serve ads. Instead of lowering the CPC, you’ve just shifted traffic from one place to another. Not an ideal situation.
So here’s a script that will help you find situations where the same product is targeted by multiple product groups. It does this by looking for products that have received impressions from multiple product groups over the same date range.
Avoid Traffic From ‘Everything Else’
Just like duplicate targets reduce our control over AdWords, so does traffic emanating from the product group of ‘everthing else’. To draw a parallel with keywords, it’s like buying the broadest keywords you can imagine and hoping for the best. Newbies continue to make this mistake but not PPC heroes like us, right? Well, it turns out that even the best of us probably fall victim to traffic spikes from ‘everything else’ and here’s why.
It’s useful to have a bid for the product group ‘everything else’ so that it can serve as a catch-all bucket for any products we didn’t include in a better-defined product group. The query data we get from this can help us optimize our campaigns.
But what if a retailer who sells t-shirts created product groups by brand and then later starts to sell a new brand of shirt. That new brand doesn’t fit the existing groups so it will automatically fall in the ‘everything else’ bucket. Unless we’re constantly checking that the feed is in sync with the AdWords product group structure (like we do with Optmyzr’s Shopping Campaign Refresher tool – that’s my company) or talking regularly with our clients to make sure they’re not changing the feed structure or changing their product mix, ‘everything else’ will at some point see traffic spikes.
I wrote a script that tells you the percentage of traffic coming from undefined product groupings like ‘everything else’. Run this script regularly and when the ratio gets too high, re-evaluate your product groupings to see if any new products need their own product groups.
Manage Shopping Bids To A CPA Target
We should probably all manage ecommerce campaigns to ROAS targets (conversion value / cost) but a lot of clients still haven’t figured out how to pass the data about the value of the sale back to AdWords. It’s not technically challenging but inertia at companies of a certain size still makes this a difficult proposition. So I wrote a little script that uses CPA targets instead.
The point of this script is really just to show how easy scripts can be. In 14 lines of code, I wrote a script that sets the CPC of a product group based on its historical conversion rate and a target CPA. If I didn’t care to make the code easy to read, I could have done it in 10 lines.
So grab this code and tweak it to work with ROAS, to send you alerts or do something else that makes it fit your needs. You’ll probably also want to build in some additional conditions for what to do when there are few or no conversions.
Download Shopping Reports
When it comes to bidding for Shopping ads, you may find that your own business data can tell you something about the likely conversion rates. In an example I received from the team at whoopapp.com, they said that conversion rates are different for a shoe retailer who has all sizes in stock versus one that has a more limited number of sizes ready to ship. That makes perfect business sense and if you have an insight like that, you could add this sort of data in one of the five custom labels.
Then you can run the reports and calculate exactly how much difference there is in performance for the various labels. Here’s a simple script that downloads the shopping report and saves it to your Google Drive.
All these scripts are simple but they do things that we would otherwise have to do manually. By scheduling these to run periodically, we can offload repetitive work to the machines. You might think these are a decent starting point but wish they could do just a little more. And that’s the beauty of scripts. Copy my code, tweak it, and make it do exactly what you need.
The 3 Step Guide For Expanding Your Account Through DSA And Shopping Querie...
DSA and Shopping campaigns act as ongoing keyword research tools, but how do we go about extracting queries in an effort to utilize elsewhere?
[New Webinar!] How Brands Can Effectively Use Display Advertising
In this new live webinar, Hanapin Account Manager Kristin Vick will dive into the meat of Display advertising, revealing tips to use the strategy to its full potential and more specifically target your audiences.
5 Ways To Improve Display Network Performance By Using Layered Targeting
Display campaigns can be difficult when it comes to targeting the right audience. In this post, you will learn 5 ways to improve your Display strategy with multi-layered targeting.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Expanded Text Ads And Other Bing Ads Editor Updates
Pilot access for Expanded Text Ads is now available to Bing Ads users. Get access to the link and learn about other new features in the latest Bing Ads Editor update.
Keynotes from Bing & Google + the Hero Conf Advanced Track
Where do you go to get the most relevant information in PPC, plus the opportunity to network with the best and brightest the industry has to offer? Why Hero Conf, of course.
3 Questions You Need To Answer Before Beginning Paid Advertising
So you’ve you decided you want to start PPC advertising, but now you are asking, “Where do I start?” We've listed and answered 3 questions you should be asking.
Road Trip - 5 Tips For Creating International Campaigns
International markets can add complexity to any account, but here are a few settings and opportunities to make your global ad strategy stand out in non-US markets.
Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
Setting geographic targets is day one. Whether it’s to exclude places you cannot sell or serve or to specifically target your primary customer base, the implementation of geo-targets is on the must-do list.
[New Webinar!] What You Need To Know About New AdWords Features
In this new live webinar, Hanapin Associate Director of Services Jeff Baum and Optmyzr’s CEO Frederick Vallaeys will walk you through the new AdWords tools and show how you can use them to optimize your accounts.
The Social Strategies You Need To Know For App Promotion
Create social strategies to promote app awareness and leverage geographic and demographic data reported by these platforms to refine audiences.
Guide the Industry and Take the 2016 State of PPC Survey!
Each year, Hanapin Marketing manages extensive research into the State of PPC Report, which provides a statistical breakdown of the digital ad industry and guides expectations.
What's In A Name? Building Powerful Product Titles For Ecommerce
Over the years, we've tested a variety of different product title alterations in hopes of finding the perfect title. Did we? Yes, and no. The fact of the matter is, it depends.
What Upgraded Bing URLs Mean For You
Bing is continuing its effort to catch up with Adwords. Upgraded URLs, which isolate tracking parameters from final URLs, are now available to Bing advertisers.