From our experience, every keyword in product campaigns need at least 10 – 20 clicks for one conversion. But when you use more match type for keywords, they can cannibalize each other – and also clicks are divided into more keywords – so it is harder to optimize.
Keywords Match types
We recommend to use only Exact match type in Product – Group campaigns – because we want the same search terms users to search for, to be the same they will land on your search result page on eshop.
And also use our feature Per Partes for keywords and AdGroups, so keywords and AdGroups are enabled gradually from longest to shortest.
How to deal with Low Performance – Best Practices
Correct Product name
The correct product name is the Alpha and the Omega also in case of text ads in Google Search since when we stick to certain rules and specific order in the creation of a product name, it will ensure us the simplest and high-quality creation of keywords for displaying product ads in Google Search.
Switch off Per-Partes
If is there low performance after 2 weeks => switch off Per partes in BlueWinston (Keywords creation). Wait some time and you will see results.
Create also Product – Group campaign (non-brand)
If still is there low performance, create also Product – Group campaign (non-brand), so in this campaign will be only keywords without brands. And the use of course Per partes.
Switch off Per-Partes in Product – Group (non-brand) campaign
When still low performance, switch off Per partes in the non-brand campaign.
Try Phrase match type
You can add Phrase match type – this can be risky, so please be very careful. But can deliver interesting results.
Create decent text ads
There are some tips on how to create ideal text ads for products – we recommend at least 2-3 Ad patterns and Google will rotate them and prefer better.
Use Scripts and Rules
For better optimizing of product campaigns – and to save a lot of your time – we recommend to use our Scripts and our Rules a) automated rules for campaigns using Manual CPC, b) automated rules for campaigns using Target CPA.
Ideal product structure in XML feed
Maybe you are asking, how should be structure in the XML feed. It is very simple – we are able to process any usual product XML feed, for example, the one you are using for Google Merchant or price comparisons.