5. Test the New Campaign
Spend at least two weeks doing this.
6. Report Findings and Make Adjustments
Look at conversion rates and determine which search queries trigger the ads. Then add negative keywords and consider increasing bids on the best-performing groups.
7. Improve Performance With Benchmark Data
Through the Impression Share, Benchmark Max CPC and Benchmark CTR tools, get an idea of how well similar product types are performing. "It's important to note that benchmark data is based on similar product types and doesn't compare products at the actual SKU level," ChannelAdvisor writes. "For instance, Google can provide benchmark data for 'men's running shoes,' but it won't display data for a specific model number."
8. Use the Bid Simulator
This will help judge possible results of increasing or decreasing bids. Make sure there's enough performance data, because too few auctions means the simulator won't work. Also, product groups with item ID attributes can't yet be tested this way.
9. Apply Learnings
It's time to run the campaign.
10. Understand Campaign Prioritization
E-commerce marketers who run several campaigns may want to note that priority levels default to "low." Therefore, pick low, medium or high. "If you have a product in a campaign set to 'High,' it's guaranteed to serve from that campaign, vs. one assigned a 'Medium' or 'Low' setting," the guide says.
11. Incorporate Merchant Promotions
It's so easy to lose that searcher who moves on to find a coupon code, isn't it? The campaigns deal with that by allowing marketers to "include information within your PLAs, such as promotion codes, applicable dates and custom-promotion titles at no additional cost," the guide concludes.
Will e-commerce marketers use the new tool?
Please respond in the comments section below.