Google Shopping is a great feature, but pretty imprecise in terms of keyword bidding. In default mode, you just give Google a feed of products and hope it syncs up nicely with queries. So instead of this rather blunt approach, we’ve made a script to give you much greater control over your keywords.
The script reads a Google spreadsheet that you’ve created and matches that against your campaigns’ queries. If there’s a query that doesn’t match one of your keywords, a negative keyword will be added to exclude the query.
The script chops the query into bits and makes phrase match negatives wherever possible so each negative can exclude as many unwanted searches as possible while keeping anything that matches the keywords. It’s a bit of a hack, but if you read on, you’ll see the results are worth it.
Using this script, you could run one campaign just for your key search terms. But it also means that you can run your Shopping campaigns like the best Search ones — with separate Broad and Exact campaigns. The Exact campaigns will bring in your “business as usual” traffic, and your Broad ones bring in the less predictable long-tail queries.
The beauty of using scripts is that you can get a lot more granular than that with no limit on scale. The Exact campaign contains ad groups, each of which has its own set of keywords that you can define in a spreadsheet. So you can match specific keywords to bids and products. This is a really handy feature — the ability to decide the product range that you want to show for specific generic queries.
To add new Exact keywords later:
Because the script checks search queries daily, it can add negatives for anything required. You don’t have to worry about changing the Exact campaign’s negatives if you’re adding negatives to the Broad campaign, and you don’t have to worry about letting in the wrong queries if you take negatives out of the Exact campaign — the script will fill in the necessary negatives once they appear in the SQR.