How to deal with Low Performance in Product Text Ads Campaigns (Using Per Partes & Keywords Match types)

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 canibalize each other – and also clicks are divided to more keywords – so it is harder to optimize.

Keywords Match types

We recommend to use Broadmodifier and Exact match type in Product campaignsExact match has usually lowest prices per click. But with BroadModifier you can find out new searchterms (how peaple are looking for your products).

Exact amd Broadmodifier match types

Per-Partes

And also use our feature Per Partes for keywords, so keywords are enabled gradually from longest to shortest.

Per Partes for keywords in Product campaign

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 a 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 perfomance after 2 weeks => switch off Per partes in BlueWinston (Keywords creation). Wait some time and you will see results.

Create also Product campaign (non-brand)

If still is there low perfomance, create also Product campaign (non-brand), so in this campaign will be only keywords without brands. And use of course Per partes.

Switch off Per-Partes in Product (non-brand) campaign

When still low perfomance, switch off Per partes in non-brand campaign.

Create decent text ads

There are some tips 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 XML feed. It is very simple – we are able process any usual product XML feed, for example the one you are using for Google Merchant or price comparisons.

 

About the Author:

Martin
Account manager of Bluewinston & CCS Shopping in EU ( I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search.) Contact me: janco@bluewinston.com