• What to check and how to optimize product text ads – best practices

What to check and how to optimize product text ads – best practices

Check these in BlueWinston.com

How to optimize product text ads?

1. Whether you have created all three main types of campaigns

BlueWinston.com allows you to create three types of product-focused campaigns thanks to which you will ensure and cover the advertising for almost every demand in Google Search. So you can create Product Text Ads campaigns, Product–Group campaigns and also DSA campaigns for Products, as shown in the graphic below.


2. How many products are eligible from the campaign´s overall number

In most cases from 50 to 90 percent of products in the campaign are eligible. If it´s less, you have to figure out why. Usually, it happens because of generic words in created keywords, so the keywords are too long.

3. Proper selection of categories and filters

Check whether the campaign contains all products or products out of the chosen category, resp. several categories. At the same time, you should control other filters (Forbidden words, Words must be in, Product name, Price filters) – so that we have in the campaign only the products we need.

4. Creating keywords

In most cases, the correct setting for the shortening method is to shorten the Manufacturer + 1 word. At the top right, open the purple Preview and then the green Show product list preview and you can see the created keywords. If you see any general phrases among them, enter them to Words to remove.

Product name should be Brand – Model – Type – Colour – Size…

5. 100% of products have Ads

It is important to check, whether all products are 100% covered by ads – you have to check the ad patterns or edit them to cover all products. If necessary, you can use the extension of the product name from title 1 to title 2 or shorten the title to the allowed length.

6. Campaign settings and bidding strategy for Product Text Ads

When starting a campaign, it is recommended to use manual bidding strategies – Focus on clicks: Manual CPC + enhanced. Set the default value for max CPC between 0.2 and 1.5 according to the competition expected in the country. Alternatively, adjust bidding in Google Ads.

7. MaxCPC and scripts settings

In the Automated scripts parts check, how is your margin (max CPA) set. It is recommended to calculate it from products´ prices, between 5 to 30 percent. Then you can set up scripts, you can find recommended settings here.


Optimization in Google Ads (AdWords)


1. Inappropriate keywords

Arrange all your keywords in BW from starting at the highest number of impressions. Here you will immediately see the inappropriate keywords – mark them, remove the BW tag and pause. This is a very important rule! If you would not remove the BW tags, BlueWinston would run them again.

2. Inappropriate search terms

In Google Ads go to Keywords, choose Search terms in the upper menu and set the filter only to BW. Arrange the search terms starting from the highest number of impressions, set the filter for Added/Excluded: No, mark inappropriate (inappropriate search term = too general or unspecific regarding the ad group name) and exclude them on the ad group level – they will be added as negative keywords. Search terms are most usually created in DSA campaigns and in campaigns when used Broadmodifier match type.

3. Lower positions and Below first page

Check the positions of keywords. The starting max CPC can be quite low and therefore several keywords can have a lower position or Below first-page status. It is recommended to higher max CPC so that they have better positions and more click-throughs.

4.  Automatic rules

Our automatic rules can help you with automatic adjustment of bidding. We recommend deploying them manually to Google Ads > Tools > Rules. They automatically increase/decrease the max CPC for keywords (for ad groups in DSA campaigns) based on ROAS, Bounce rate, Session duration, Too many clicks, and so on.

5. Disapproved ads

In most cases, the ads are disapproved because of the trademarks. BlueWinston can track these trademarks (this is set in BW > Ads creating > Auto exemption request for Trademark/Pharmacy policy) and automatically asks for permissions. It may happen that BlueWinston fails to track all the trademarks and ads will be disapproved. Then it is recommended to go to BlueWinston > left menu > AdWords > Bad words and add trademarks as bad words. They will be then hidden from ads and ads will run without any issues. We recommend asking for permission to use trademarks in the ads.


Tools for Google Ads (AdWords) campaign optimization

For text ads optimization in Google Ads (Google AdWords) we strongly recommend using third-party tools that have a set of automated rules, scripts, bidding management and other rules on how to get the most of your advertising and Google Search ads. Surely check out and test trial versions of these tools:



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About the Author:

Account manager at 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)