Start by either duplicating one of your most successful Standard Shopping Campaigns three times, or by recreating your most successful Smart Shopping Campaign as three separate Standard Shopping Campaigns.
These new campaigns need to be governed by tight exclusions for …
ToFu Prospecting: Non-branded + non-product keywords only (i.e., categorical terms) and non-visitors
MoFu Remarketing: Non-product keywords and website visitors who have not yet purchased
BoFu Branded Remarketing: Targeting people who have been to your site, haven’t bought, and use branded keywords to find you again
In fact, the campaign structure closely resembles a Facebook account:
Funnel Stage Campaign Structure with Standard Shopping
That’s a lot for one chart.
So, let’s break each one down by three ingredients that make them up …
1. Negative Keywords
After you’ve duplicated or recreated the three Standard Shopping campaigns from above, first, you’ll need three negative-keyword lists:
Global List
Product Names List
Brand Names List
You likely have a Global List of negative keywords already. If not, this contains all the search terms you don’t want your ads showing for.
For the other two — Product Names List and Brand Names List — both of overseas chinese in australia data these should be your product-specific and your brand-specific terms.
Google Shopping setup for ecommerce: Negative Keywords and Priorities
2. Campaign Priorities
Next, set the Priority on each one of these campaigns:
Prospecting: Low
Remarketing: Medium
Branded Remarketing: High
Funnel Stage Campaign Structure with Standard Shopping: Campaign and Negative Keywords
Setting prospecting to “Low” ensures the campaign drives non-brand search and picks up everyone who’s interested in your type of product but hasn’t been to your site before.
At “Medium” and “High,” your remarketing and branded remarketing (respectively) will gobble up previous visitors as well as high-intent searches.