All language subtitles for 08 - Agrupaciones de catálogo.eng

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.