November 15, 2019
Incrementality Testing: What You Should Know About This New Marketing Tactic
Have you ever wished that Shopping campaigns had keywords to allow you to control your bids for your highest revenue terms? You can’t add keywords for Shopping campaigns, but you can use one simple hack to control how high you bid for terms or groups of terms that are more profitable for you.
The most common use of this strategy is to establish manufacturer-specific Shopping campaigns. For many ecommerce advertisers, searches that include a manufacturer’s brand name produce the strongest return on investment. The following table shows Shopping revenue and conversion performance for the month before and the month after we created manufacturer-specific campaigns. In just 30 days, revenue improved 44%, and return on ad spend (ROAS) improved 35%.
Unfortunately, standard Shopping campaign structure does not allow you to control your bids for specific terms, like you can in Search campaigns. So how do you go about increasing bids on manufacturer terms to maximize impressions without increasing your bids for all search terms?
You probably know that shopping campaigns have three priority levels: Low, Medium and High. Setting your priority level to High means that every search eligible for Shopping ads will first attempt to be served via the bids in that campaign. Low priority campaigns will only show ads on terms that could not be served from any of your High or Medium priority Shopping campaigns. By utilizing multiple campaigns at different priority levels, as well as negative keywords, you can funnel traffic between campaigns. This allows you to control your bids for broad search term categories, including brand names.
Setting up a manufacturer Shopping campaign only takes 15 minutes, and can lead to enormous improvements in Shopping revenue and ROAS.