{"id":1286,"date":"2015-12-17T16:47:13","date_gmt":"2015-12-17T16:47:13","guid":{"rendered":"http:\/\/blog.whoopapp.com\/?p=1286"},"modified":"2022-05-06T11:47:31","modified_gmt":"2022-05-06T11:47:31","slug":"how-to-structure-google-shopping-ads-campaigns","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/","title":{"rendered":"How To Structure Your Google Shopping Campaigns"},"content":{"rendered":"\n<p>Many advertisers aren\u2019t aware of the impact on the performance of a well-structured Shopping Ads campaign. Especially if you manage your Shopping Ads by hand, a granular campaign structure is very time-consuming. However, it is crucial to get the best performance for your Shopping Ads. We will show you how to avoid the most common mistakes regarding a Google Shopping campaign structure.<\/p>\n\n\n\n<p><strong>Too long, did not read version:<\/strong><\/p>\n\n\n\n<div class=\"schema-how-to wp-block-yoast-how-to-block\"><p class=\"schema-how-to-description\"><\/p> <ol class=\"schema-how-to-steps how-to-structure-google-shopping-campaigns\"><li class=\"schema-how-to-step\" id=\"how-to-step-1582722294930\"><strong class=\"schema-how-to-step-name\"> <strong>Build a granular Google Shopping campaign structure<\/strong>. <\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1582722298810\"><strong class=\"schema-how-to-step-name\"> <strong>Get on item id level with your bids<\/strong>. <\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1582722301060\"><strong class=\"schema-how-to-step-name\"> <strong>Do not work with an \u201cAll products\u201d target or any very generic structure with one or only few overall bids<\/strong>. <\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><\/ol><\/div>\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#why-is-a-granular-campaign-structure-important\" >Why is a granular campaign structure important?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#how-does-such-a-granular-google-shopping-campaign-structure-look-like\" >How does such a granular Google Shopping campaign structure look like?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#how-do-we-design-campaign-structures-with-whoop\" >How do we design campaign structures with Whoop!?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#why-do-we-do-that\" >Why do we do that?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"why-is-a-granular-campaign-structure-important\"><\/span>Why is a granular campaign structure important?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Most advertisers don\u2019t work with a very granular Google Shopping campaign structure. Therefore, they are not cognisant how their <a href=\"https:\/\/whoopapp.com\/google-shopping-compendium\/attributes\/brand\" target=\"_blank\" rel=\"noopener noreferrer\">brands<\/a>, <a href=\"https:\/\/whoopapp.com\/google-shopping-compendium\/attributes\/google-product-category\" target=\"_blank\" rel=\"noopener noreferrer\">categories<\/a>, <a href=\"https:\/\/whoopapp.com\/google-shopping-compendium\/attributes\/custom-label\" target=\"_blank\" rel=\"noopener noreferrer\">custom labels<\/a>, combinations of them or even single products perform.<\/p>\n<p>Consider following case:<\/p>\n<p>\u00a0<\/p>\n<p><a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-shopping-campaign-structure-example1.png\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1290 size-full\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-shopping-campaign-structure-example1.png\" alt=\"Google shopping campaign structure example1\" width=\"640\" height=\"360\" \/><\/a><br \/>You are selling different kind of shoes. In this case running shoes with an overall bid of 0.65$. Your goal is to reach a ROAS of 6 at minimum. If you take a look on your campaign performance you see a ROAS of 10. This is pretty good and fulfills your goal, but it could be better.<\/p>\n<p>When taking a deeper look you will see that only two of them have a ROAS meeting your expectations. The first article influences the overall performance in a very bad way.<\/p>\n<p><a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-Shopping-campaign-structure-example2.png\" data-rel=\"lightbox-image-1\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1291 size-large\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-Shopping-campaign-structure-example2-910x1024.png\" alt=\"Google Shopping campaign structure example2\" width=\"650\" height=\"731\" \/><\/a><\/p>\n<p>\u00a0<\/p>\n<p>With a granular campaign structure you have the possibility to set bids for every single product. Moreover, you can set bids on different product clusters such as brand-product-type combinations, or you simply use a tool which gives you the opportunity to bid on item id level. This comes handy if you don\u2019t have the time to set bids for every single product, particularly if you have many products to handle. With a granular bidding you can influence the performance in a better way. Therefore, you can reach a desired ROAS more easily.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-does-such-a-granular-google-shopping-campaign-structure-look-like\"><\/span>How does such a granular Google Shopping campaign structure look like?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If we stay with the shoe store, a possible campaign structure could look like this:<\/p>\n<p><a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-Shopping-campaign-structure-best-practice.png\" data-rel=\"lightbox-image-2\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1287 size-large\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-Shopping-campaign-structure-best-practice-1024x576.png\" alt=\"Google Shopping campaign structure best practice\" width=\"650\" height=\"366\" \/><\/a><\/p>\n<p>\u00a0<\/p>\n<p>Keep in mind that you can only manage 20.000 product targets within an ad group. Therefore, if you have more than 20.000 products and you want to cover all of them, you have to create several campaigns with inventory filters or setup a multiple ad group approach. This means you add all your item ids explicitly as product targets and exclude the \u201call other items\u201d-partition. If an ad group reaches its full capacity create the next ad group \u2013 rinse and repeat. If you do not exclude the \u201call other items\u201d-partition all ad groups will target all of your products (specified by the inventory filter at the campaign level) and your bids will not apply they way you want them to be applied. Do not forget to create a fallback campaign, which is targeting all products if you are excluding the \u201call other items\u201d-partition. This is very crucial especially if your product range is very dynamic or you change something on your feed structure.<\/p>\n<p>Do not forget that you will get all shopping performance data on brands, <a href=\"https:\/\/whoopapp.com\/google-shopping-compendium\/attributes\/product-type\" target=\"_blank\" rel=\"noopener noreferrer\">product types<\/a>, custom labels and each item id regardless of your campaign structure. This also applies even if you just use an \u201call-products\u201d-target. You get this data via the dimensions tab under the section \u201cshopping\u201d.<\/p>\n<p>However, the most important still is the following: Don\u2019t work with an \u201cAll products\u201d product target with one overall bid. That is the worst thing you can do, because you lose all the levers, which come along with a granular structure.<\/p>\n<p><a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Pasted-image-at-2015_12_17-05_37-PM.png\" data-rel=\"lightbox-image-3\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1298 size-full\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Pasted-image-at-2015_12_17-05_37-PM.png\" alt=\"adwords campaign structure\" width=\"760\" height=\"180\" \/><\/a><\/p>\n<p>\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-do-we-design-campaign-structures-with-whoop\"><\/span>How do we design campaign structures with Whoop!?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Generally speaking, the campaign structure itself is secondary for us or rather the way how you get to a structure based on <a href=\"https:\/\/whoopapp.com\/google-shopping-compendium\/attributes\/id\" target=\"_blank\" rel=\"noopener noreferrer\">item id<\/a> level does not matter. We always operate on item id level and add\/remove new or old products to the structure via the Google Adwords API on a daily basis. By doing so, the campaign is always up to date and every product bid can be adjusted.<\/p>\n<p>Considering a standard setup of a campaign structure we build one campaign with several ad groups for the brand-product-type-combinations. There we add all applicable items and exclude the \u201call other items\u201d-partition. Sometimes, we also build several campaigns based on product types, brands or custom labels and create ad groups based on a different dimension in this campaigns.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"why-do-we-do-that\"><\/span>Why do we do that?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Firstly, we create the ad group structure to get more data for brand-product-type-combinations through ad-group-based reports.<\/p>\n<p>Secondly, by adding each item id to the shopping campaigns we are able to change the bids across different item ids without caring about the structure. That means if you choose to subdivide your inventory by brands and then decide to increase bids for specific product categories or custom labels you have to dig through the structure and update the bids or you create a new campaign. We just replicate the inventory in our app. If we chose to apply a different bid strategy for a product type we just update the bids for the respective items \u2013 totally independent of the existing campaign structure.<\/p>\n<p>This is also where our predictive algorithm enters the scene. Every single product gets rated by our <a href=\"https:\/\/smarter-ecommerce.com\/en\/shopping-ad-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shopping Ad Automation<\/a> tool. Then, in dependence of the determined goal our algorithm will apply a bid for each product.<\/p>\n<p>Don&#8217;t be a Bad Luck Google Shopping Brian, start to rethink your campaign structure!<\/p>\n<p>\u00a0<\/p>\n<p><a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/google-shopping-campaing-meme.png\" data-rel=\"lightbox-image-4\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1292 size-medium\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/google-shopping-campaing-meme-254x300.png\" alt=\"google shopping campaing meme\" width=\"254\" height=\"300\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Many advertisers aren\u2019t aware of the impact on the performance of a well-structured Shopping Ads campaign. Especially if you manage your Shopping Ads by hand, a granular campaign structure is very time-consuming. However, it is crucial to get the best performance for your Shopping Ads. We will show you how &#8230;<\/p>\n","protected":false},"author":7,"featured_media":4665,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,434],"tags":[54,143,229,232,273,294,298],"class_list":["post-1286","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-shopping","category-insights","tag-campaign-structure","tag-google-shopping","tag-pla","tag-ppc","tag-roas","tag-shopping-ads","tag-shopping-campaigns"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How To Structure Your Google Shopping Campaign<\/title>\n<meta name=\"description\" content=\"A Google Shopping campaign can only perform as well as its structure. See how to build a solid Google Shopping campaign structure. Read more!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Structure Your Google Shopping Campaigns\" \/>\n<meta property=\"og:description\" content=\"A Google Shopping campaign can only perform as well as its structure. See how to build a solid Google Shopping campaign structure. Read more!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/\" \/>\n<meta property=\"og:site_name\" content=\"smec Blog | Follow current Ecommerce News, Trends &amp; Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SmarterEcommerce\" \/>\n<meta property=\"article:published_time\" content=\"2015-12-17T16:47:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-06T11:47:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-Shopping-Campaign-Structure-Whoop.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Christopher Rogl\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@chris_rogl\" \/>\n<meta name=\"twitter:site\" content=\"@smec\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Christopher Rogl\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/\"},\"author\":{\"name\":\"Christopher Rogl\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/a2c1d3a6ab3466772b8e1b719e6db4ee\"},\"headline\":\"How To Structure Your Google Shopping Campaigns\",\"datePublished\":\"2015-12-17T16:47:13+00:00\",\"dateModified\":\"2022-05-06T11:47:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/\"},\"wordCount\":926,\"publisher\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2015\\\/12\\\/Google-Shopping-Campaign-Structure-Whoop.png\",\"keywords\":[\"campaign structure\",\"Google Shopping\",\"PLA\",\"PPC\",\"ROAS\",\"shopping ads\",\"Shopping Campaigns\"],\"articleSection\":[\"Google Shopping\",\"Google Shopping\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/\",\"name\":\"How To Structure Your Google Shopping Campaign\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2015\\\/12\\\/Google-Shopping-Campaign-Structure-Whoop.png\",\"datePublished\":\"2015-12-17T16:47:13+00:00\",\"dateModified\":\"2022-05-06T11:47:31+00:00\",\"description\":\"A Google Shopping campaign can only perform as well as its structure. See how to build a solid Google Shopping campaign structure. Read more!\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#primaryimage\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2015\\\/12\\\/Google-Shopping-Campaign-Structure-Whoop.png\",\"contentUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2015\\\/12\\\/Google-Shopping-Campaign-Structure-Whoop.png\",\"width\":1920,\"height\":1080,\"caption\":\"Google Shopping Campaign Structure Whoop\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How To Structure Your Google Shopping Campaigns\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/\",\"name\":\"smec Blog | Follow current Ecommerce News, Trends &amp; Insights\",\"description\":\"smec - Smarter Ecommerce\",\"publisher\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#organization\",\"name\":\"smec - Smarter Ecommerce\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/smec-company-logo.png\",\"contentUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/smec-company-logo.png\",\"width\":500,\"height\":389,\"caption\":\"smec - Smarter Ecommerce\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/SmarterEcommerce\",\"https:\\\/\\\/x.com\\\/smec\",\"https:\\\/\\\/www.instagram.com\\\/smarterecommerce\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/smarter-ecommerce-gmbh\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCgEKAonH-2IoV2fIDyCJFMA\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/a2c1d3a6ab3466772b8e1b719e6db4ee\",\"name\":\"Christopher Rogl\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e1a2c8e3f66c00aa148ea8f090fe113d6255505676a2448e91ca1218159452df?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e1a2c8e3f66c00aa148ea8f090fe113d6255505676a2448e91ca1218159452df?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e1a2c8e3f66c00aa148ea8f090fe113d6255505676a2448e91ca1218159452df?s=96&d=mm&r=g\",\"caption\":\"Christopher Rogl\"},\"sameAs\":[\"https:\\\/\\\/smarter-ecommerce.com\\\/\",\"https:\\\/\\\/x.com\\\/chris_rogl\"],\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/author\\\/rogl\\\/\"},{\"@type\":\"HowTo\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#howto-1\",\"name\":\"How To Structure Your Google Shopping Campaigns\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#article\"},\"description\":\"\",\"step\":[{\"@type\":\"HowToStep\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#how-to-step-1582722294930\",\"text\":\"Build a granular Google Shopping campaign structure.\"},{\"@type\":\"HowToStep\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#how-to-step-1582722298810\",\"text\":\"Get on item id level with your bids.\"},{\"@type\":\"HowToStep\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/how-to-structure-google-shopping-ads-campaigns\\\/#how-to-step-1582722301060\",\"text\":\"Do not work with an \u201cAll products\u201d target or any very generic structure with one or only few overall bids.\"}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How To Structure Your Google Shopping Campaign","description":"A Google Shopping campaign can only perform as well as its structure. See how to build a solid Google Shopping campaign structure. Read more!","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/","og_locale":"en_US","og_type":"article","og_title":"How To Structure Your Google Shopping Campaigns","og_description":"A Google Shopping campaign can only perform as well as its structure. See how to build a solid Google Shopping campaign structure. Read more!","og_url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/","og_site_name":"smec Blog | Follow current Ecommerce News, Trends &amp; Insights","article_publisher":"https:\/\/www.facebook.com\/SmarterEcommerce","article_published_time":"2015-12-17T16:47:13+00:00","article_modified_time":"2022-05-06T11:47:31+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-Shopping-Campaign-Structure-Whoop.png","type":"image\/png"}],"author":"Christopher Rogl","twitter_card":"summary_large_image","twitter_creator":"@chris_rogl","twitter_site":"@smec","twitter_misc":{"Written by":"Christopher Rogl","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#article","isPartOf":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/"},"author":{"name":"Christopher Rogl","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#\/schema\/person\/a2c1d3a6ab3466772b8e1b719e6db4ee"},"headline":"How To Structure Your Google Shopping Campaigns","datePublished":"2015-12-17T16:47:13+00:00","dateModified":"2022-05-06T11:47:31+00:00","mainEntityOfPage":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/"},"wordCount":926,"publisher":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#organization"},"image":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#primaryimage"},"thumbnailUrl":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-Shopping-Campaign-Structure-Whoop.png","keywords":["campaign structure","Google Shopping","PLA","PPC","ROAS","shopping ads","Shopping Campaigns"],"articleSection":["Google Shopping","Google Shopping"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/","name":"How To Structure Your Google Shopping Campaign","isPartOf":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#primaryimage"},"image":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#primaryimage"},"thumbnailUrl":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-Shopping-Campaign-Structure-Whoop.png","datePublished":"2015-12-17T16:47:13+00:00","dateModified":"2022-05-06T11:47:31+00:00","description":"A Google Shopping campaign can only perform as well as its structure. See how to build a solid Google Shopping campaign structure. Read more!","breadcrumb":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#primaryimage","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-Shopping-Campaign-Structure-Whoop.png","contentUrl":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2015\/12\/Google-Shopping-Campaign-Structure-Whoop.png","width":1920,"height":1080,"caption":"Google Shopping Campaign Structure Whoop"},{"@type":"BreadcrumbList","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/smarter-ecommerce.com\/blog\/en\/"},{"@type":"ListItem","position":2,"name":"How To Structure Your Google Shopping Campaigns"}]},{"@type":"WebSite","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#website","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/","name":"smec Blog | Follow current Ecommerce News, Trends &amp; Insights","description":"smec - Smarter Ecommerce","publisher":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/smarter-ecommerce.com\/blog\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#organization","name":"smec - Smarter Ecommerce","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#\/schema\/logo\/image\/","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/04\/smec-company-logo.png","contentUrl":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/04\/smec-company-logo.png","width":500,"height":389,"caption":"smec - Smarter Ecommerce"},"image":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/SmarterEcommerce","https:\/\/x.com\/smec","https:\/\/www.instagram.com\/smarterecommerce\/","https:\/\/www.linkedin.com\/company\/smarter-ecommerce-gmbh","https:\/\/www.youtube.com\/channel\/UCgEKAonH-2IoV2fIDyCJFMA"]},{"@type":"Person","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#\/schema\/person\/a2c1d3a6ab3466772b8e1b719e6db4ee","name":"Christopher Rogl","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/e1a2c8e3f66c00aa148ea8f090fe113d6255505676a2448e91ca1218159452df?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/e1a2c8e3f66c00aa148ea8f090fe113d6255505676a2448e91ca1218159452df?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e1a2c8e3f66c00aa148ea8f090fe113d6255505676a2448e91ca1218159452df?s=96&d=mm&r=g","caption":"Christopher Rogl"},"sameAs":["https:\/\/smarter-ecommerce.com\/","https:\/\/x.com\/chris_rogl"],"url":"https:\/\/smarter-ecommerce.com\/blog\/en\/author\/rogl\/"},{"@type":"HowTo","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#howto-1","name":"How To Structure Your Google Shopping Campaigns","mainEntityOfPage":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#article"},"description":"","step":[{"@type":"HowToStep","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#how-to-step-1582722294930","text":"Build a granular Google Shopping campaign structure."},{"@type":"HowToStep","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#how-to-step-1582722298810","text":"Get on item id level with your bids."},{"@type":"HowToStep","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/how-to-structure-google-shopping-ads-campaigns\/#how-to-step-1582722301060","text":"Do not work with an \u201cAll products\u201d target or any very generic structure with one or only few overall bids."}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts\/1286","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/comments?post=1286"}],"version-history":[{"count":5,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts\/1286\/revisions"}],"predecessor-version":[{"id":9198,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts\/1286\/revisions\/9198"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/media\/4665"}],"wp:attachment":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/media?parent=1286"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/categories?post=1286"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/tags?post=1286"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}