Shopping Campaign Management - User Guide

Create Shopping or PMax Retail Campaigns, keep them updated with changes in Merchant Center and Restructure when needed.

Maria Salazar avatar
Written by Maria Salazar
Updated this week

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With the Shopping Campaign Management tool, you'll be able to create new Shopping and PMax Retail campaigns in just a few easy steps. It also helps you make sure your campaigns are in sync with the Merchant Center, even allowing you to automate the process to save more time. You can also use the tool to restructure your campaigns if needed.

Getting Started

Create New Campaigns

You can create new campaigns by following the next steps:

  1. Click on the 'Create New Campaign' Button located in the top right corner.

  2. Select the Merchant Feed to associate with the shopping campaigns. Once it's been selected, you have the option to manually resync it to make sure the data is up to date and also see a feed analysis to review all available attributes, amount of variations, and their product coverage.

  3. You can use the 'Product Selection' option to filter out products from the campaigns by creating rules using the attributes available in the feed. For example, exclude a specific brand. You can add multiple conditions if needed.

  4. Select the type of Campaigns you'd like to create, choose a feed label, and locations to target in the 'Campaign Type' section.

    You can choose to create Google Ad's Standard Shopping Campaigns or PMax Retail campaigns. Or you can go for Optmyzr Smart Campaigns, which are Standard Shopping Campaigns on Target ROAS bidding.

    Note: Optmyzr Smart Campaigns require a minimum of 15 conversions in the last 30 days for the selected merchant feed.

  5. Once you've selected the campaign type, you can proceed to 'Campaign Structure' where you'll be able to specify if you'd like to -

    a. Create a single campaign
    b. Multiple campaigns by performance or custom rules (Read more)
    c. Multiple campaigns by feed attributes

    and you'll find the option to create single or multiple ad/asset groups. Lastly, you can select at which level you'd like to create the product/listing groups.

    In the example below, you'll see that the tool will create multiple PMax Retail campaigns for each Brand + PT0 combination, asset groups will be created at the Custom Attribute 0 level, and finally, Listing Products will be at the Item ID level. Making the final structure Brand + Product Type 0 + Custom Attribute 0 + Item Id.

  6. The 'Campaign Settings' section gives you the option to modify the naming conventions, budgets, and bidding strategy.

    Note: If you choose to create your campaigns using performance metrics (ROAS/ Price) or custom rules, you will not be able to see the 'Budget and Strategy' section. Instead, you will be able to edit Daily Budget, Target ROAS, and Ad Group Bid values using 'Advance Settings' or the 'Performance Bucket' column.

  7. Through the 'Advanced Settings' section you'll be able to preview the number of campaigns that will be created, along with how many ad/asset groups, products, and product/listing groups they'll have. From here, you can modify bids and budgets at the campaign level, and select if you want to create campaigns in a paused or enabled state.

  8. Once you're ready, you can preview the campaigns and then click 'Save and Apply

  9. The last step before Submitting the changes allows you to specify if you'd like to apply the logic once or apply it and refresh it automatically. When selecting the latter, you'll be able to specify the frequency at which it should be refreshed (daily, weekly, or monthly, Days (days of the week or date of the month,) and the Time Slot when it should run.

Manage Campaigns Created outside of Optmyzr

While Optmyzr provides a powerful tool for creating and automating Shopping and PMax Retail campaigns, we also offer functionalities to manage, optimize, and automate campaigns that were created outside of our platform.

On the Shopping Campaigns tab, you will be able to see all of your Shopping and PMax campaigns including the ones that were not created using Optmyzr. To segregate these campaigns from Optmyzr's, the campaigns will be marked with the icon of the platform they were created with.

You can read more about the creation of new ad groups and the restructuring of these campaigns here.

Shopping Campaigns Tab

The Shopping Campaigns tab shows you a list of all shopping and PMax campaigns in your account. By clicking on its name, you'll be able to see more details, such as campaign type, and number of campaigns in the group along with their names, status (green for enabled and red for paused), and their structure. You can also find the Merchant Feed ID in the right corner.

The 'View More Details' option will open a side tray where you'll be able to see the list of campaigns in the group along with their status and performance data for the last 30 days.

Refresh Product Groups and Listing Groups

Update your product groups and listing groups based on changes in the feed. The tool will suggest removals for products that are no longer present in the feed and additions for those that have been recently added. We suggest refreshing your campaigns every week, this can be done manually through this option or automatically by using Automatic Sync Schedules.

Edit Campaign Structure and Details

You'll be able to restructure the campaigns and modify the level at which Product Groups are created. This will not change the Ad Group Hierarchy.

For Campaigns Created Outside of Optmyzr:

You have the flexibility to create and add new ad groups to your campaigns or replace all existing ad groups with a fresh structure based on your specific needs.

To edit the structure of a campaign, click on the 'Select Campaign Structure' button present on the settings page of the campaign.

Restructuring the campaign gives you two options to choose from, either create new ad groups or modify the existing ones.

  • Choosing to modify your already existing ad groups will allow you to classify your Product Group hierarchy further.

  • You can choose to create single or multiple ad groups with the 'Create New Ad Groups' option selected. Choose your desired Ad Group and Product Group hierarchy and click on 'Save' to proceed.

    You can use the Ad Group Summary option to view the newly created ad group(s) and change their default bids. You can also change the prefix of the ad group name from the option present on the top left.

    Proceed to the Preview page to see the new structure of your campaign in a detailed manner. You'll be able to edit the bids and ad group prefixes from here as well. Click on 'Save and Apply' once ready.

    To create new ad groups without overwriting the existing ones, you will need to use the same split and prefix for the ad group name. This will ensure that the system won't override an ad group if one with the same name already exists.

Automatic Sync Schedule

This option allows you to sync your shopping campaigns with feed changes automatically at the frequency of your choice.

The 'Automatic Sync Schedule' column will show you if a sync schedule has been set up for the shopping campaigns present in your account and when it's scheduled to run if no automation has been set up, or if the automation has been paused.

You can click on any of these options to make changes to the sync schedule. This will open the 'Edit Schedule' side-tray where you'll first find details such as Automation Type (which will be Shopping Campaign Refresher,) Account Name and ID, Campaign Group Name and Data (number of campaigns and ad groups in it,) Merchant Feed, Target Country or Feed Label, and the Campaigns' Structure (Attribute at which the Campaigns and Ad groups are being created, along with the full hierarchy.)

The Status toggle allows you to enable or pause the automation. You can then define the schedule below using the Frequency (daily, weekly, or monthly,) Days (day of the week or date of the month,) and Time Slot fields.

In addition to setting up the frequency, the 'Edit Schedule' side tray gives you the option to select which team members should receive 'Error Notifications' and which actions should the tool perform when updating your campaigns to match changes in the feed. These actions include:

  1. Add Product Groups or Listing Groups: this allows the system to create new entities whenever it detects that a new variation of the selected attribute has been added.

    For example, if you've selected to create Product Groups for every Item ID variation, the tool will create a new product group every time a new product is added to the feed, locating it in the corresponding campaign and ad group, based on the hierarchy.

  2. Remove Product Groups or Listing Groups: Opposite to the above, this allows the system to remove these entities if it detects that the product is no longer present in the feed.

  3. Create New Campaigns: this allows the system to create new campaigns whenever it detects that a new variation of the selected attribute has been added.

    For example, if you've selected to create Campaigns for every Brand variation, the tool will create a new one every time a new Brand is added to the feed. These campaigns will follow the hierarchy set up for the campaign group.

  4. Create a New Ad Group or Asset Group: this allows the system to create new entities whenever it detects that a new variation of the selected attribute has been added.

    For example, if you've selected to create Ad Groups for every Product Type 0 variation, the tool will create new Ad Groups for every new variation that is added afterward and you specify the budget these new campaigns should have.

  5. Pause New Campaigns: With this option enabled, any new campaigns that may be created after an automated sync will be in a paused state.

Merchant Feeds Tab

The Merchant Feed tab shows you a list of all the feeds connected to the Optmyzr account. Allowing you to see the number of products each one has when they were last modified, resync the feed, and view the feed analysis, which shows you valuable data such as all attributes available along with the number of variations and their product coverage.

Feed Analysis and Insights

You can access the Feed Analysis through the 'Action' menu or by clicking on a feed's name and selecting the option 'View More Details.' This will open a pop-up listing all attributes, along with their variations, and products with or without those attributes.

Additional insights are available by clicking on the attribute's name. These Quick Insights charts show you different variations of the selected attribute and their coverage, you can hover over the chart to see these details. It will also show you the percentage of products missing the attribute and the percentage of products that have them

If you prefer to see these insights as a table instead of a chart, you can enable this option through the toggle located in the top right corner.

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