I have just opened a store with hundreds of products in over a dozen categories and am a bit turned around as to how I should set up Adwords marketing for them all. Previously, I only marketed individual products in Adwords and set up each Ad Group by specific terms. Then I extrapolated those individual terms with research (in other words, all the best phrases derived from the root term "big screen TV" or "home theater", for example) and populated the Ad Group with them. Now I am building a new Campaign for each class of products and then individual Ad Groups for each particular product within those campaigns. Is this best? I would like to hear how others set up Adwords campaigns for multi-product web sites and how they researched and applied keyterms within the group structure. Do you simply advertise the product name and it's variants? Or do you add the product name to a standardized list of generic keyterms ("best price", "discount", "40% off", etc.), splicing in the product name for an entire Ad Group? This is a new kind of Adwords program structure for me, so any constructive advice would shave weeks off my development time. Thanks!
I've got 1200 products or so in AW. Easiest is to mimic the navigation structure of your site. Say Furniture > Beds > individual Ads. What to advertise? I normally do what you said. Start off with one add that has all relevant keywords triggered for that one landing page. Then after a week see which ones deserve their own optimized ad. Keep doing that and you'll end up with the best KWs having their own individual ad. So you basically end up with N products times X KW variations = number of ads.
Yeah, I've been "cherry-picking" those keyterms which are converting the best and upping their individual bid prices, but I haven't actually pulled them out of existing groups and given them their own. I was just wondering if everyone who lists multi-product websites makes general-keyword ad groups for the category listings (keeping those max bids lower), then sets up individual groups for each product. If so, how do you create the keyword lists? I have used a bunch of different programs and online services to make keyword lists from single words or phrases (Good Keywords 1.5, PPC Bid Reporter Pro, etc.) and then wrap those terms for the various Matchings. But I guess I'm just trying to establish an overall strategy for doing this that won't take me the next 3 months setting up! This is the largest project I've ever undertaken and I've spent the last two weeks working 12-14 hour days populating the database. My synapses are so fried you can smell the smoke coming out of my ears.
One strategy I'll use is to create one ad group with all of the products names as keywords sending people to the appropriate product landing page for each product. This can be done by pulling the product name and URLs from your Froogle feed, then setting appropriate matching options (phrase, exact, etc). Then create one ad for the group with a shipping offer or something else that applies across the board, and make a dynamic keyword inclusion title for the ad.
Both intriguing suggestions. I applied for a Froogle account yesterday, but haven't heard back yet (do you know how long the turnaround time is to getting approved?). My shopping cart has a feature to export my inventory as a Froogle data feed, so that will save a lot of time. But I have never heard any particluars about dynamic keyword inclusion in ad titles. Is this covered somewhere I could read more about it?
I got it a few weeks ago! I used the demo for awhile - and it's ironic you mentioned it today. Just last night I decided to go ahead and buy the Pro version. I had used another service for word-wrapping, but now I can do it all with this. I just made nine Ad Groups last night for my Car Audio department, but am still trying to figure how best to use the Linker. Do you use this? I'd like to know how you are running it. I took each product and selected keywords for each of the three Lists in Linker. I went with manufacturer and model number for List 1, product characteristics ('in-dash', '200 watt', 'mp3 player', etc.) in List 2 and sales terms in List 3 ('deals', 'discounts', 'bargains', etc.) Jumbler just makes TOO many keywords/phrases; Google tops out at 2000 KWs per Ad Group! I'm just glad to talk to someone else who uses it, I'd like to learn more.