PPC Management Made Smarter with Optmyzr pt 2

Paid SearchPerformance Media

In our recent blog post, we penned our thoughts on Optmyzr, from a PPC point of view, and talked about our favourite features that we regularly use, like the PPC Investigator and the Keyword Lasso. Given the breadth of Optmyzr’s features though, we thought a single write-up wouldn’t do it enough justice.

With things changing at lightning speed in the PPC world, Optmyzr helps to automate the repetitive and menial tasks of optimising campaigns, freeing up more of your time for strategic thinking. In this blog, we would be dissecting the following Optmyzr features for Shopping Ads:

  • Shopping Campaign Builder 2.0
  • Product Group Refresher 2.0
  • Shopping Campaign Analysis

Optimisations for shopping campaigns at a glance:

Shopping Campaign Builder 2.0

Google Shopping Ads, or alternatively Product Listing Ads (PLAs), have become a norm for advertisers trying to promote e-commerce sites. To help with the increasing popularity of these shopping ads, Optmyzr launched Shopping Campaign Builder 2.0 in 2019. It allows you to build shopping campaigns from scratch and can be done on two levels: a campaign for each combination of Brand and Product Type. 

The builder also allows you to split campaigns by “Shopping Channels”. Channels allow you to create campaigns according to local inventory or online products or third party vendors.

First, you are prompted to select a merchant center to link your shopping campaign with.

The next step lets you choose the kind of shopping campaign you want to create: standard or smart.

Then you are prompted to choose the campaign creation strategy and product group hierarchy. You have a choice to split the product groups through the split hierarchies as shown below.

The next step is tightening the additional settings like bidding strategy, combined daily budget, country of sale, campaign naming & ad group naming format.

The next bit is what we love the most. This tool allows you to set individual bids for all product groups created. That means you have the flexibility to assign bids to product groups, according to your choice. If one product group contains items that have a fair profit margin when compared to others, it can be bid on more than the other product groups.

Then you just preview and apply the changes made and voila! You have a new shopping campaign at hand.

Shopping Campaign Builder also enables you to choose the logic for applying the changes. You can choose to apply the logic and structure once or keep it automatically refreshed. In that case. you can set the automation frequency before confirming the changes.

Product Group Refresher

The Product Group Refresher can detect if a new product type suddenly appears in the feed and automatically creates a complete campaign build with all product groups for that new product type.

The Product Group Refresher allows you to refresh campaigns, ad groups, and product groups. It also builds new campaigns as a part of campaigns created through Shopping Campaign Builder 2.0. 

It is recommended that the product feed is re-synced to Merchant Center before using Product Group Refresher as it will fetch the latest data feed.  

There are two options here:

  • Refresh a shopping campaign group
  • Refresh a shopping campaign

Once you start the refresher after selecting from the options above, you are prompted to select a campaign build out from the existing shopping campaigns created from Shopping Campaign Builder 2.0.

This tool highlights products in your feed which don’t have a product group created yet and recommends creating product groups or ad groups around them, reling on the existing campaign structure. It also finds product groups that are no longer present in the feed and suggests removing them.

Next, you select an existing merchant center to resync the product feed.

The next tab is the Summary tab, where you are shown the details of the campaigns & ad groups that will be refreshed along with the suggested additions/removals.

The last part lets you preview the changes to be applied before finally going ahead and applying the changes. The changes are applied in Adwords directly from the tool. How convenient!

You can also choose whether to apply only additions or both additions and removals, before submitting the changes.

Shopping Campaign Analysis

The Shopping Campaign Analysis is another amazing tool by Optmyzr that allows you to assess the performance of your shopping campaigns over a selected date range. Multiple campaigns tied to the same product data feed can be selected at a time.

It prompts you to sync your merchant feed to avoid data inconsistencies:

Once the merchant data is synced, and the date range selected, you can select the attributes you want to aggregate data on. Simply click on the “Aggregate data by” button to see the desired data. Or click ‘Reset’ to change the attributes. 

You can aggregate data by the attributes as shown below:

These can further be broken down as below:

Data for paused campaigns can be viewed as well, through this tool. You can also select instant filters on this tool to filter your data by, create new filters or select the “show all” filter to custom flex your filter settings.

After you have applied the filter of your choice and hit Aggregate Data By you will be shown the desired data as below:

This data can be now analysed as per performance and necessary strategies can be formulated to be applied to your shopping campaigns. This tool takes Shopping Campaign optimisation a notch higher in the matter of a few clicks. Playing around with this tool, to explore its breadth of functionality, is a learning experience in itself.

As a PPC Agency, we love the fact that we have been able to apply automation to our campaign management efforts, in the truest sense of the term. These fabulous shopping campaign creation and management features have reinforced our belief in this juggernaut of an automation tool, all the more. Precious minutes of your marketing life saved once again. Pay Per Click marketing life just got a tad more easy.

Love online marketing automation? Share your experiences with us in the comments below.


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