Learn a tried-and-true method to enhance keyword targeting in Google Shopping with this ‘waterfall’ approach that uses negative keyword sculpting.
About the Play
This play will allow you to control your bids differently from low funnel keywords (SKU) to high level keywords (best tablet for mom). The Waterfall can be found on page 11 of our eCommerce Marketing Playbook.
Who’s It For?
Paid Search Account Managers
When to Use It:
Use The Waterfall when you need more control over the bidding strategies between keyword sets (e.g. long tail, short tail, general, specific, branded…).
How to Execute The Waterfall
Step 1: Create a Non-Brand Campaign
This campaign is designed to target general or top of the funnel keywords. Create a new shopping campaign with a high campaign priority, low bid (you can base your bid off of data from your other search campaigns) and apply a shared budget that will be used across all three campaigns.
Once the campaign is built, select keywords and, under the campaign level negative keyword list, add all brand and SKUs as negative keywords.
Step 2: Create a Brand Campaign
This campaign is designed to target brand keywords. Copy the campaign you just created to maintain the same settings, but change to a medium campaign priority, medium default bid and apply the shared budget shared across all three campaigns.
Once the campaign is built, select keywords and under the campaign level negative keyword list, add all SKUs and product names as negative keywords.
Pro Tip: Make sure you are using accurate SKUs across your listings by auditing SKUs before going live. Not all feeds treat SKUs equally. Also, using SKUs as your item ID will make product optimization a lot easier!
Step 3: Create an SKU Campaign
This campaign is designed to target bottom of funnel keywords for those who know the exact product they want and are most likely ready to purchase. Create a new shopping campaign with a low campaign priority, your max default bid, and apply the shared budget shared across all three campaigns.
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Initially, don’t add negative keywords. Low converting SKUs and higher spending SKUs could be introduced to eliminate poor performers.
Setting up your shopping campaigns into tiers (The Waterfall) gives you more control over bidding strategies for short tail versus long tail keywords or general vs specific keywords. One tier will capture all of the general searches while negative keyword sculpting will ensure the more relevant/long tail/brand traffic “waterfalls” into tiers two and three. This way you can bid lower on general terms and higher on higher ROI keywords.