Shopping Campaign Builder 2.0 - User Guide
Geetanjali Tyagi avatar
Written by Geetanjali Tyagi
Updated over a week ago

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Getting Started

The Shopping Campaign Builder 2.0 can be used on existing shopping campaigns or can create new shopping campaigns. The wizard will guide you through the process of setting up the campaigns. If you choose to work on an existing campaign, the wizard will take you directly to step 5 in the process.

Choose a Merchant Feed

On the next screen, the tool will show you all the shopping feeds you have linked to Optmyzr and are available to use in that particular account. You can select one of the feeds shown or, link a new one. 

Select Campaign Type

In the third step, you can select the type of shopping campaign you want to create - standard, smart, or performance max. The flow for creating a smart shopping or a performance max campaign will be different from that of creating a standard shopping campaign. This is because they have fewer controls. 

Define the Creation Strategy

Here you'll select the campaign, ad group, and product group creation strategy (or asset group and listing groups for Performance Max campaigns). You can choose the attribute you want to use to create multiple campaigns like brand, Google category, product type, etc.

Just below the selected attribute, you'll see the number of variations of that attribute and the coverage. The number of variations indicates the number of campaigns that will be created. If coverage is less than 100%, it means that some products in the feed are missing a value for the selected attribute and will not be part of any campaign. 

Choose the Structure

Here you can select the structure the ad groups/asset groups and product groups/listing groups will have inside each campaign. The first level by default will be the level at which ad groups/asset groups are created and will be the level at which you are creating campaigns (if creating new campaigns).

For example, if you're creating campaigns by brand and leave the selection for the ad group creation strategy to 'brand' then one ad group/asset group will be created and product groups/listing groups will be inside it. 

The Shopping Campaign Builder 2.0 also allows you to set up campaigns at a more granular level i.e. at the second level. For example, to build campaigns for each Brand + Product Type 0 combination.

Specify Additional Settings

Here you can set your bidding strategy, country of sale, the combined daily budget, campaign group name, campaign naming format, ad group naming format, and you can also configure negative keywords to be maintained per campaign.

Note: The budget is the total budget for all campaigns but is not a shared budget. The number you enter here will be divided by the number of campaigns and each campaign will get that budget. This budget number is based on the amount of cost accrued by the products in the feed you're using. 

Negative Keywords

You can add negative keywords based on a pattern while building shopping campaigns using Shopping Builder 2.0. This helps maintain query-based campaigns or brand and non-branded campaigns. The negative keyword lists are automatically updated by the Shopping Refresher along with ad groups and product groups.

Bids and Budgets

Here you'll review the campaigns that'll be created, and visualize how many ad groups/asset groups, products, and product groups/listing groups will be contained in each. The budget and bid can be manually changed here, if required, simply by pressing on the value and making a change. 

Every campaign will be enabled by default, though you can choose to pause them individually. 

The icon next to "Campaign" will prompt a window to assign naming conventions for campaigns and ad groups. 

Preview and Apply

In this final step, the system pulls the data from the feed and puts it into the structure you defined. You'll be able to see all the campaigns that will be created and the ad groups/asset groups and product groups/listing groups inside them. If everything looks good, you can click on the "Apply" button to upload the changes to Google Ads. 

You can also choose to apply the logic and structure once or to apply it and keep it automatically refreshed. If so, you can set the automation frequency before confirming. 

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