How can you segment your SEM campaigns by product feed?

1 Why segment by product feed?

Segmenting by product feed can help you improve your SEM results by targeting more relevant keywords and audiences based on product attributes and categories, creating more compelling and personalized ads, adjusting bids and budgets based on product performance and profitability, and testing and optimizing different segments and strategies to find the best combinations. By taking these steps, you can ensure that your SEM results are as effective as possible.

2 How to segment by product feed manually?

Manually segmenting by product feed can be done through the Google Ads Editor, a free tool that lets you manage your campaigns offline and make bulk changes. To do this, you must first download your product feed file and open it in a spreadsheet program. Then, filter and sort your products based on attributes and categories such as price, margin, brand, or seasonality. Afterwards, create separate ad groups or campaigns for each segment with relevant keywords and bids and use the Google Ads Editor to upload them as dynamic ads with product feed attributes as ad parameters.

3 How to segment by product feed automatically?

Segmenting by product feed automatically can be accomplished through the use of Google Merchant Center. This platform enables you to upload and manage your product data for Google Shopping and other Google services. To segment by product feed automatically, you must first create a Google Merchant Center account and link it to your Google Ads account. Your product feed file must also meet the Google product data specifications. Additionally, you must use the feed rules feature to add, modify, or remove attributes and values in your product feed. The custom labels feature will allow you to assign up to five labels to your products based on criteria such as best sellers, high margin, or seasonal. Finally, you can use the Google Ads interface or the Google Ads Editor to create shopping campaigns and use the custom labels as product groups to segment your products and set bids and budgets.

4 How to segment by product feed with third-party tools?

A third option to segment by product feed is to use third-party tools that can help you automate and optimize your SEM campaigns based on your product data. For example, Feedonomics is a feed management platform that enables you to import, optimize, and export your product feeds to multiple channels. It also allows you to segment your products by any attribute or custom rule and create dynamic ads and keywords for each segment. Optmyzr is a PPC management software that helps you manage and improve your SEM campaigns with features such as bid management, budget management, keyword management, and ad creation. It also provides the ability to segment your products by product feed attributes and create dynamic ads and keywords with templates and formulas. AdNabu is a Google Shopping software that helps you create and optimize your shopping campaigns with features such as campaign creation, feed optimization, bid optimization, and performance analysis. Additionally, it allows you to segment your products by product feed attributes and create granular campaigns and ad groups for each segment.

5 How to measure and improve your segmentation?

Segmenting your SEM campaigns by product feed is essential for achieving better results, and you need to measure and improve your segmentation over time. To do this, track and analyze your campaign performance by segment, using metrics such as impressions, clicks, conversions, revenue, and return on ad spend (ROAS). Compare different segments to identify the ones that are performing well or poorly, and test different segmentation criteria, bids, keywords, and ads to find the optimal combinations. Finally, adjust and refine your segmentation based on your goals, budget, and market conditions.