Product campaigns are basic campaigns created in BlueWinston. These automated campaigns are created from XML product data feed and used for Google text Search.
In BlueWinston you can create these types of campaigns:
- Product campaigns (look at the introduction to Product Campaigns)
- Product DSA campaigns
- Product – Group campaigns
- Product non-brand campaigns
In this article you will see how to create product campaigns.
We will write about these steps (or you can jump to any of these steps)
- Campaign name and source file (XML feed)
- Tag assignment & filters
- Create keywords by truncating and tag combination
- Ads creation, Ad extensions (Sitelinks, Callouts)
- Campaign settings (bidding, maxCPA, maxCPC)
- Automated scripts
1. Campaign name and source file
We recommend to use for product campaign name: BW (Product) – “your campaign name”. In BlueWinston can be used usual XML feed, as you use for price comparisons or Google. Make sure that your feed contains at least product name, URL, price, manufacturer and category for each product.
2. Tag assignment & filters
In this step you can choose tags from your XML feed to use in BlueWinston. You can also see tag preview (click Blue button on right)
You can filter by categories, manufacturers, price.If nothing is chosen on left side, all items from right side will be used.
If you write any words in “Forbidden words in product names”, these products will be excluded from campaign.
If you write any words to “Words must be in product name”, only products with these words will be used.
Choose location and languages for your campaign.
You can create keywords in BlueWinston in these two ways:
a) Creating keywords by truncating product names (world’s unique method how to get perfect product long-tail keywords) works this way:
Use Truncate +1 by Manufacturer (brand). You can also use prefixes or remove some words.
Per Partes – keywords will run gradually from longest form to shorter. If BlueWinston find eligible keywords, will not run shorter form.
PPC specialists use this truncating method of keyword creation for most BlueWinston product campaigns, with Exact and BroadModifier keyword match type.
b) Creating keywords by tag combination you can see here:
This method of keyword creation is suitable for batteries, cartridges etc.
5. Ads creation, Ad extensions
You can create Ad pattern that will be used for your products. If needed, you can use prolonging Headline 1 or cutting Headlines or Descriptions. Crucial is to cover all products (100%) – you can create also alternatives in Ad pattern.
Then you can add ad extensions (Sitelinks, Callouts) – you can use already created in your AdWords account or create new ones. On left you can see already created Ad Extensions from AdWords, on right side you can see chosen Ad Extensions for this campaign.
6. Campaign settings
In this part you can set up bidding strategy, maxCPA and maxCPC. We recommend this initial setting:
7. Automated scripts
Here are some of scripts we usually use for new campaigns:
If you would like to use more scripts (in BlueWinston or in AdWords, or you use your bunch of scripts), please write us and we will be happy to help.
How to create other types of BlueWinston product campaigns?
Look at the video tutorials for essential functions here!