What is Market Segmentation?
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Google Purchasing lets you subdivide your product teams based mostly on Category, Brand, Merchandise ID, condition, product sort, channel, channel exclusivity or considered one of five customized labels. You can even create a number of ranges. For example: you first subdivide all your merchandise based mostly on product type, then you definitely divide them by brand and on the third degree by Item ID.
This marketing campaign construction permits you to set bids based on the category, brand or individual product level. This is the commonest marketing campaign that I see. It retains things simple, but allows fairly granular management. If you’re not happy with the default attributes to subdivide your marketing campaign on, you may also use custom labels so as to add additional info into your feed.
With lots of shoppers I add value or margin data in these customized labels. That permits me to bid extra aggressively for increased priced, greater margin merchandise, whereas conserving bids decrease for the less worthwhile ones. Simply like you break up the product groups, you can too create a marketing campaign based mostly on the attributes we’ve discussed above. To do this, you want to leap into the settings of your newly created campaign and use a listing Filter to solely embody part of your product providing.
This implies you can have separate purchasing campaigns primarily based on brand or class. Or one which I’ve typically seen and used, is a customized label to put your bestsellers into their own marketing campaign. The largest benefit of a number of campaigns is which you can set a particular budget for each marketing campaign. That means you can allocate 80% of your price range to your bestsellers, and 20% to your lesser merchandise. This one is the most complex campaign structure on this list. Having multiple campaigns with the same merchandise allows you to focus on a selected set of search queries with each.
Yes, you may target search queries with Google Purchasing campaigns. It’s also known as search stage question bidding. The biggest benefit of this setup is which you could set completely different max CPCs primarily based on how invaluable a search question is to you. The most typical use case for that is to split branded search queries from generic search queries.
You may bid aggressively on the branded search queries, whereas sharply decreasing the max CPCs in your generic buying campaign. This is a great alternative strategy to excluding them from your campaigns. The instance above are 2 campaigns for the same model, one is a campaign that targets branded search queries, the other one targets generic queries. Examine the distinction in CTR & CPC between the 2.