Bidding on keywords in Shopping Ads is simply not possible within the structure offered by Google. Instead, Google’s algorithm matches search queries with products, regardless of the conversion potential of the query – and the advertiser has no power.
The algorithm does not take the user’s intention into consideration, for example simple research vs. strong intent to buy a specific product. This means that no matter how granular or sophisticated your approach, your query targeting is stuck on Google’s autopilot – unless you take action.
Using query splits is a popular tactic, that has been shaped by industry experts in order to circumvent Google’s limitation regarding bidding. It is used to set different bids for different types of queries to split Shopping campaigns into three parts, and then sort the traffic using a combination of different negative keywords, campaign priorities, and bids.
However, there is a significant downside: if you have a large number of items, your manual workload increases exponentially. This can get overwhelming quickly. Splitting queries like this was not scalable or sustainable because of the heavy workload associated with it – until now.
We at smec developed a solution for you: Use the most granular approach in combination with our sophisticated automation systems to circumvent heavy manual workload. You gain more control over bidding strategies and transparency in the form of performance insights for each query type.
Whoop! delivers the market’s most advanced setup and the only automated solution to the challenge of query targeting in Shopping Ads.
We will be opening more seats for our new feature soon – register for the chance to be next in line!
In a co-hosted webinar in October 2019, Martin Röttgerding – the SEA veteran who first came up with the query splitting approach – and smec’s Great Day speaker & Whoop! Product owner Christopher Rogl discuss query splits in detail. This recording will give you a deeper look at the inner workings of the approach and show you how smec’s streamlined automation solution works in detail with practical examples.