What is a priority?
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The Merriam-Webster dictionary defines a priority as a condition that is more important that the rest. This dictionary definition holds true for Google Shopping campaign too. Priority setting in Google Shopping.
Priority in Google Shopping has three predefined values, Low, Medium and High. Google considers a campaign with high priority more important. A campaign with medium or low priority come after the high priority.
By default, Google sets the campaigns with a low priority. However, advertisers can adjust the priority of a campaign at their will.
What is the use of priority setting?
Priority setting comes in handy when you are advertising a single product in more than one campaign. You can set a different priority condition for both the campaigns. And Google pulls the product with a higher priority into the auction.
For instance, an eCommerce owner is using shopping campaigns to promote biker accessories. One of the products, leather gloves fits into two campaigns. One campaign of all the biker accessories, and the other campaign of different varieties of gloves. The advertiser considers their need of the hour to promote the newly launched bike accessories, they set campaign one under HIGH priority and their campaign two is set at MEDIUM. When a user searches for gloves, the product from campaign one is sent to the auction irrespective of the bid amount. Similarly, if campaign one was set under MEDIUM priority and campaign two under LOW, still the product from campaign one will be sent to the auction.
However, if an advertiser sets campaign one under MEDIUM priority and sets campaign two under HIGH, the product from campaign two will be considered for the auction.
Campaign priority trumps over the bid amount in shopping campaigns. We highlight this fact because in search and display campaigns, bid amount decided which ad to be pushed forward to auction. Whereas in a shopping campaign, campaign priority is considered first.
What happens if two or more campaigns have the same priority settings
Google considers the bid amount. This is when none of the campaigns have a higher priority than the others.
A product, Moto G5 phone is under three campaigns, namely ELECTRONICS, SMARTPHONES, and MOTOROLA. All the three campaigns have a low priority. But the advertiser sets different bid amount, $5 for electronics, $4 for smartphones and $3 for Motorola. The product from electronics campaign is sent to auction when the search query is Moto G5,
What are different approaches when setting up campaign priorities?
Advertisers employ various approaches when using campaign priority setting in Google shopping.
- Setting high priority for low ROI products – Taking the example of Moto G5 phone from above, the bid for electronics is $5. But the advertiser might find the worth of Moto G5 less than a $5 bid. They can give the campaign Motorola a high priority. This will ensure that the product from this campaign with a bid of $3 is sent to auctions each time a user searches for the product.
- An advertiser promoting new products – Taking the example of biker accessories, setting a high priority for the campaign with biker accessories means that the products in that campaign are sent to auction. This way, the advertiser can select the products or the products to promote. Google sends these to auctions.
- AdNabu’s uses this approach to analyze and optimize Google shopping campaigns – A user can search for a single product using different search terms. But not all these search terms bring in conversions. To understand what search terms work best for a given product, we use the above-mentioned method at AdNabu. AdNabu uses these insights to promote better-converting search terms and bid adjustment.
We created three campaigns with high, medium and low priorities for each product in the inventory or the target product of an advertiser. AdNabu then generates a list of high ROI search terms and low ROI search terms from the historical data of an advertiser’s account. This list of search terms is used as negative keywords in the campaigns. Both the high and low ROI go as negative keywords in the high priority campaign. This means that only new search terms can call products from high priority campaign. High ROI search terms go as negative in medium priority campaign. Only low ROI search terms can target products in the medium priority campaign. And this leaves only high ROI search terms to call products in low priority campaign.
Campaign priority setting are useful when you have a product in multiple campaigns. You can find priority setting for a campaign under Settings>All Setting>Shopping Settings Advanced.