Google Ads’ Solution to Segmenting PLAs—Just Don’t!
Before working at Omnitail, I gained most of my knowledge of segmenting shopping campaigns through Google’s free online training course for Google Ads certification. Through this course, you learn right away that Google’s default method for organizing campaigns is to put everything into a single product group. If you’re like me you probably thought, “Wow, that sounds easy. Let’s do that!” Unfortunately, the easiest method is rarely the best method.
Lumping all of your campaigns into one group has a lot of downsides. One of the biggest cons is that it limits your options for directing spend. If all of your products are in one ad group, that means you are bidding the same amount for every product. Effectively, you are deciding that every item in your inventory holds equal value to your business and your customer—which is not usually the case. So how do you segment PLAs?
Getting Your Feet Wet With PLA Segmentation
To avoid this predicament, you could start by segmenting PLAs into different ad groups and product groups. At this point, you would have slightly more control over your products and how much spend they’re allocated, but you can still take it a step further.
This is where a funnel system comes in. By correlating the consumer purchase decision process with different types of search terms, you can segment each of your campaign’s keywords into 3-tiers (generic, item-specific, and product-specific) according to the likelihood of purchase. If you know the relative value of each search term to your business, you have the ability to bid higher on customers who are more likely to purchase, and less if they are unlikely to buy your product.
In general, generic search terms are less valuable, while item-specific terms are more valuable. If you’re looking for a performance-based method for sorting your search terms—check out our E-Book on Negative Keywords.