Original subtitles

Catalog groupings

In this lesson I will teach you how to create

different groupings in your catalog.

In this way we can realize

different segmentations in your campaigns.

I show you how.

This lesson is one of the most important,

because, after all,

we do not want to show the entire catalog to everyone.

I explain why.

If we go to SantaFixie, our web example,

we see that we have bicycles, bicycle components,

accessories and equipment.

If a person is looking for a bike it makes sense

that we show him bicycles,

but it doesn't make sense for us to teach you components,

if you don't have a bike to put the component on.

Therefore, it is very interesting to make different groupings

and segment different people the right type of product.

For this we can give the most

that appears here when I mouse over

and select bikes.

As you can see, I have 87 bikes.

When I click here, I get that this will be my selection.

He says, "Do you want to continue?"

I am going to give the bids without editing, because I have already placed the bid before.

And later I will be able to do it.

I have all the bicycles.

If I wanted to do a later grouping,

I just have to click Add subdivision

and you will see that I have three different types of bikes.

If you remember, by type of product,

the attribute that we have seen in previous lessons,

It is the groupings that I have made.

If I want to separate city bikes from Fixie bikes,

all I have to do is select both,

I'm going to select this one too, because it's a different type of bike.

Save without editing the bids.

Here you have city bikes, Gravel and Fixie.

As you can see, in this pencil I can click here

and put a higher or lower CPC based on what you sell.

Imagine that I sell the Gravel much more,

so I want to enhance them and have more bid

to go out more times.

And the Fixie I have a lot of stock and I want to get rid of it.

I put 0.46 and so on, depending on the type of bike,

I can give you one bid or another.

This is super interesting.

Also, if I keep adding one more subdivision,

I can do it by product type again,

electric bikes...

These are types of city bikes.

Within the urban ones I also have electricity,

folding electric, and folding only.

In this case, I add them all by Item ID,

which, if you remember, is another attribute,

our internal identifier.

So, I click here and add them without editing the bids.

If you see here, inside urban bicycles,

I have taken out all the IDs.

If I click on the dropdown, I will be able to see an ID, another, another

and each one represents a bicycle.

If I know that the 15451 bike sells a lot, I will give it a higher bid.

If you see here, I remove all the dropdowns

and here you can see that bicycles have three types of subdivisions:

the urban, the Gravel and the Fixie.

Within the urban ones, we have taken out all the product IDs

to be able to grant different bids for each product.

If you look here, there is Everything else on bikes.

This means that when they appear in the product feed

other bikes that are neither urban nor Gravel nor Fixie,

imagine that touring bicycles appear,

and they do not fall into any of these categories,

will start to appear here,

but I am not interested, because I do not know if they are out for a walk,

I don't know if they are electric, I don't know what they are.

So what I do with this is either exclude it,

or put a very low bid, for example, 0.01, which is nothing,

and there will be no traffic here, there will be no clicks.

If I start to see impressions in this grouping,

which is like the disaster drawer,

where everything else comes in

that does not fit into any categorization,

Well, I can do a new categorization in bicycles,

and see if it has appeared here

some new grouping.

The same thing I have done with city bikes,

I have taken out all the IDs, I also do it with Gravel and Fixie.

For me it is very important to have visibility of all the products.

Now I can see all the articles

and to be able to grant them different CPCs based on what interests me.

Also, I can select multiple items,

here I would have to see what each one is, I can see it here.

I can edit them

and these here I can change the bids.

Or all of them. I can select all or some.

I give Edit, Change the bids,

and I want to set new bids to 0.16 for example.

Or I can even increase the bids by 50%,

or increase according to quantity to 0.46,

or reduce bids by 25%.

This is super good because that way I don't have to walk

product by product changing bids little by little.

This menu here, Keywords,

in which you cannot add

user search keywords,

because really the searches that appear in Google Shopping

it is based on what you have in the title of the feed,

in the title, in the description,

and how relevant that product is to that person.

What we can do is add negative keywords.

For example, we don't want to appear because of the word "free",

throughout the campaign.

I add it and give it to Save.

So, in this campaign,

Standard shopping all products,

every time someone searches for "free" or "second hand".

I give Save and it will no longer appear.

This is super interesting because I don't sell

Second-hand bikes, I don't even sell them for free.

Also, another very interesting thing is the search terms.

Right now we have a new campaign,

so we can't see anything,

but I show you another campaign that is already working.

For example, I have a bicycle components campaign.

When I come here, Keywords, Search terms,

These are the search terms that the user has searched for on Google.

And, when my ad has gone out and it has had an impression or a click,

it was thanks to this search term

that the user has searched for.

An ad of mine has appeared here

and 47 people have clicked in the past month.

This is very interesting because I can watch

if there is any component that has appeared

and that right now I have no stock.

Imagine I don't have Fixie handlebars right now.

I can put a negative keyword,

because I do not have handlebars, nor will I ever receive it again.

Now I wanted to talk to you about the hearings.

I'm going to look for my campaign

Standard shopping all products.

If I get here, I'll see that I have the bikes.

Here I get to all the groups.

Here I go to Audiences and so I can show this grouping

to those interested in bicycles.

So, I go to Hearings.

At the Ad Group level,

which is where I have the bike pool,

and I'm interested in showing you bicycles

to those interested in sport and fitness.

Lifestyles and hobbies is just too generic.

I will select

Cycling fans, Cycling and accessories.

This is very interesting to me.

So, I'm going to show bikes to all of these.

This Observation and Segmentation is very important.

Although it seems like it's in the middle of two things and it doesn't look very good,

it is very important that you keep it in mind.

It is for my Shopping ads to appear,

my product announcements to all those people

to do searches related to what I have in the catalog.

If I in my catalog title

I have electric city bikes

and someone is looking for urban electric bikes

it is very possible that my ad will appear.

This will also depend on the budget that I have

and of the bid that has given him, if it is too low, I will not leave.

And, furthermore, I will be able to see, with Observation,

how many of those people who have searched for that keyword

and my ad has appeared how many are cycling fans,

sports and fitness, and cycling and accessories.

However, if I give Segmentation,

I will only appear to those people who have searched for that keyword,

which is in my catalog and they are cycling fans,

to sports and fitness and cycling and accessories.

If this is not fulfilled, I will not be able to see it.

I put it with another more interesting example.

For example, those who have interacted with your company.

I can put my website visitors

and that they have abandoned the cart.

This audience, for example, is very interesting.

If they have abandoned the cart and are looking again

electric city bike, if I am in Segmentation,

I will only appear to those who have made that search

and they have an abandoned cart on my website.

If I put the Observation,

I will appear to everyone who does that search,

not just those inside the cart.

You have to take into account what audience you select here,

because if they are too small, you may have little traffic.

Depending on what type of audience you are selecting.

Another interesting thing that I want to teach you

are the devices.

Here you can see and adjust the bids to some devices,

based on your performance.

If, for example, we see that they have a lot of purchases,

if the computers have more, it could go up 50% or 100%.

I usually put between 100% and 200%.

As you see here, if the bid is ten euros,

that this is very expensive, it is too high,

We have already seen that the bids are at 0.35, 0.25, more or less,

depends on the sector, obviously,

if you are selling more in computers and you put 100%,

it will bend.

For example, you can download mobile phones,

reduce 50%.

When we have data

This is when we can start to estimate a little.

Right now it is better to leave it at zero.

In bid adjustment, with nothing, empty,

so that we can collect as much data as possible.

Finally, we go to Ads.

There is not much else to see here, because the ads that we are going to see

are the product advertisements.

We have them here.

This is how they will appear within the ads

that I have taught you in the first lesson.

After viewing the catalog groupings,

in the next lesson

We will see the difference between Smart and Standard campaigns.