When it comes to the promotion of individual products, standard solutions from Google are usually used. Individual approaches promise more control and better results, but are often difficult to implement and lead to highly complex campaigns that can hardly be managed manually. However, it is also possible to combine the best of both worlds.
Why Product Ads?
For users looking for a specific product, product ads are highly relevant, which leads to high click rates and low click costs. The commitment to a specific product also signals a high willingness to buy, which is usually reflected in high conversion rates.
It is therefore worthwhile for advertisers to be as present as possible with such attractive search queries. In addition to the mandatory shopping campaigns, text ads increase the presence in the search results.
The requirements for corresponding campaigns are simple: when potential customers are looking for a specific product, an ad should be played that specifically deals with this product. Of course, this should only happen if the product is available.
The standard solution
As long as there are only a few products involved, this can still be done manually without any problems. But that is quickly over when ranges with thousands or even millions of products are to be advertised.
The typical solution: What would otherwise have been done manually is now done by a tool. The structure of product campaigns scales wonderfully – unfortunately not everything else. Because what worked well on a small scale is now available in thousands, redundant in many places and no longer manageable manually. While the activation and deactivation of advertising is fully automatic, optimization is no longer an option.
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Our approach: dynamic product campaigns
In order to be able to work efficiently with large product campaigns without being paralyzed by their complexity, we structure them differently from small ones. We rely on a radically lean structure that is easy to work with. On the other hand, we outsource the actual complexity by using advanced functions and allowing a lot of automation to take place in the background.
The core of our approach is the use of dynamic ad customization. Instead of creating a separate ad for each product, we’re using ads with placeholders. These are adjusted in real time in order to advertise products individually.
A data feed with ad content is provided for this purpose. This content usually includes product titles and other text elements, but also dynamic information such as prices or discounts.
There is at least one keyword for every product to be advertised. As soon as this triggers an advertisement, the advertisement for the associated product is compiled. Clicks then go to the target URL of the keyword, which leads to the product detail page.
Adding and removing products is reduced to adding or removing keywords through this setup. Since up to 20,000 keywords are possible per ad group, the basic structure remains stable and clear. This leaves room for creativity and optimization .
Both the keyword management and the maintenance of the ad content are fully automated. The starting point is the product data that customers already provide for Google Shopping via the Merchant Center.
Continue reading about this topic in our last part of this series:
With dynamic product campaigns, products can be advertised individually – just like with larger campaigns. The slim structure avoids the usual problems normally associated with granular structures. Instead of having to choose between human creativity and complex campaigns, the best of both worlds can be combined here .
Check the previous parts of this series here: