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Home > English > Search Publishers > Google > How To Articles: Google > Google and Microsoft Shopping Campaigns Advanced Guide

Google and Microsoft Shopping Campaigns Advanced Guide

Introduction

You can use the Platform to quickly and easily add or edit Product Groups for Google and Microsoft Shopping campaigns. The hierarchy structure for Product Groups can also be managed in bulk for your Google campaigns. Adding and editing Product Groups in bulk will help you save time as you continue to add more objects.

In this article, we'll outline the Marin Search and MarinOne support for Shopping Campaigns. Please note that MarinOne does not currently support the creation, editing, or management of Shopping campaigns, however, we'll include details here about how to perform these actions in Marin Search.

Syncing Product Groups Into The Platform

To sync product groups into the Platform, you will need to opt-in to the Google Shopping and Microsoft Shopping client configuration feature. Please reach out to your account representative if this feature is not already enabled for your Marin account. 

You will need to sync or resync the AdGroups or Campaigns that contain the Product Groups into the Platform. This action will sync down all existing Product Groups from Google into the platform. For more information on syncing your Data with the Publisher, please see our Support Center article.

The Platform only syncs in the lowest-level product groups in a given tree. These Product Groups have no children and are the only Product Groups that have no bids. Take the following product group hierarchy in Google as an example:


Adwords

 

The product groups that will sync down into the Platform are the product groups with a value in the Max. CPC column. In this case, four product groups will sync into the Platform with the following names:
 

Marin

 

Important

Note: In this case, the two product groups ending in “Everything Else” will sync down with a status of ‘Paused’ to reflect their “Excluded” Bid status.
 

reporting on Shopping Campaigns

Reporting on Shopping Campaigns can be done from either MarinOne or Marin Search. We'll review each in this section.

MarinOne

 

  1. First, go ahead and get logged into MarinOne.
     
  2. Next, from the top-level navigation click on the Products tab. Click the down arrow to select between Groups & Targets, which shows your data at the product group level, or Shopping Products, which breaks your data down to the individual product level. 
     

    p4.jpg



    Note: MarinOne currently supports Google and Microsoft from the Groups & Targets tab and Google only from the Shopping Products tab. 
  3. As with all tabs in MarinOne, you can adjust your date range, columns, and filters to meet your unique needs and run a report in order to learn more about your performance.

    To learn more about running reports in MarinOne one, check out our dedicated article

Marin Search

  1. First, go ahead and get logged into Marin Search.
     
  2. Next, from the top-level navigation click on the Products tab. 
     
  3. As with all tabs in Marin Search, you can adjust your date range, columns, and filters to meet your unique needs and run a report in order to learn more about your performance.

    To learn about running reports in Marin Search, check out either of the articles below. 
     
    1. One-Time Reports
    2. Recurring Reports

Product level (SKU-level) reporting

The Platform offers reporting on clicks, impressions, and revenue at the individual product (or SKU) level. Learn more about this feature in our dedicated Support Center article. 

Exporting Product Groups

There are two methods to export an existing product group tree, which have different purposes:

  1. Standard From-Grid Reports
    Use this report method when you need to edit existing Google or
    Microsoft product group attributes such as bids, URLs and dimensions



    Navigate in the grid to the AdGroup that contains the product group tree you wish to export. Then click the Create Report button. To ensure you export all product groups (including paused), check the Export objects with zero clicks box before clicking Generate ReportYou can download your completed report from the Report Center.

  2. Simple Hierarchy Export For Bulk Hierarchy Changes (Google Only)
    Use this report method when you are creating new product groups or editing your Google shopping tree structure.




    To make bulk hierarchy changes simpler, you can initiate a hierarchy export from within the bulk page itself. First, select an Account, Campaign, or Group on the Bulk Add/Edit Product Groups page and click Generate Report. This will export all current product group trees beneath the selected object as well as product group bids. This report does not include dimensions and URL/tracking field columns as they won’t be recognized during the bulk hierarchy changes. Once requested, you will see a confirmation message with a link to the report center, where you can download your report.

Editing Product Groups In Bulk

To edit your Google Shopping Product Groups in bulk, first decide which of two types of changes you wish to make:

1. Edit Product Group Attributes

With this bulk tool, you can make edits to:

  • Bids
  • Tracking Templates/Custom Parameters
  • Dimensions
  • Status (paused (excluded in AdWords) and active)
  • Other standard management edits

2. Make changes to the shopping tree hierarchy

With this bulk tool, you can:

  • Create new product trees

  • Edit existing tree structure

  • Subdivide product groups

  • Un-subdivide product groups

  • Add/delete product groups

  • Edit product group bids

  • Edit product group status

Editing Product Group Attributes

Summary

To edit existing product groups (bids, dimensions, URLs, status, etc.), you can make use of the standard Marin Bulk workflow. This involves creating a report from the product groups grid, making the desired changes, and re-uploading those changes.
 

 

Note: The [product group id] column must be included to properly edit product groups. This column is automatically exported from the product group grids whenever a report is generated.

Step-By-Step

  1. Export a report from the product groups grid containing the product groups that you wish to edit.


     

  2. Make desired edits to the exported file, removing rows that you don’t wish to change.

    1. The first six lines of the report include data about the report name and applied filters. You will need to remove these when re-submitting the file so that the bulk column headers are in the first row.

    2. You will need to remove the currency symbol from the 'Search Bid $' column before re-submitting the file.

  3. Navigate to the bulk add/edit product groups page

  4. Select 'Manage Product Group URLs, Bids, and Dimensions'

  5. upload the edited file to effect your changes and press 'Process'

    1. Make sure that the product group ID is included for edits to any existing PGs, otherwise the edit may fail.

  6. Uploaded changes will be reflected in the activity log

 

Adding or Making Changes to Shopping Hierarchies in Bulk

To make changes to the structure of your shopping trees, add or delete product groups, create new shopping trees in existing groups, or edit product group status, you can use the Shopping bulk hierarchy editor. This workflow makes use of a new export that is specifically designed to help with this type of bulk change.
 

Please note: Because this bulk hierarchy management workflow differs from other Platform bulk workflows, we strongly encourage you to talk with your Customer Success representative before using this feature.

Summary

  1. Navigate to the bulk add/edit product groups page

  2. Select Create/Restructure Product

  3. Select at least one account, and optionally a campaign or group whose product groups you wish to export

  4. Click Generate Report


     

  5. Follow the confirmation link at the top of the page to open the report center in a new tab and download the report.


     

    • The report is pre-sorted on group name, but may need to be additionally sorted by 1) Campaign 2) Group 3) Product Group
       

  6. Make desired edits and re-upload the same report with all unchanged rows included

    • IMPORTANT: Deleting rows in the bulk hierarchy report will remove them in AdWords
       

  7. Navigate back to the upload page, de-select the account, and bulk upload the edited file to complete your changes

Important Notes

  • Managing Shopping Hierarchies In Bulk is only available to Google. Microsoft management can be done through the alternative workflow described above.

  • Unlike standard bulk edit workflows, bulk hierarchy changes will remove product groups that are not specified in the bulk upload. Therefore all desired product groups in a tree you are editing need to be included in the upload.

  • To simplify the workflow and ensure product groups are not unintentionally removed or edited, when making hierarchy changes, always use the Generate Report button, make changes to the downloaded report, and re-upload the edited file.

  • Reverting a change is straightforward. Simply upload the previous version of you shopping hierarchy. Unlike keywords and creatives, product groups are easily un-deleted without loss of historical data or changes to ad ranking or quality.  

  • If no bid is provided in the hierarchy bulk upload, the group bid will be used. Therefore we recommend that you always include the bid column (included when clicking "generate report") when editing an existing shopping tree's hierarchy so as not to unintentionally revert product group bids to the group default. 

  • The default status is ‘active’. We therefore recommend that you always include the status column (included when clicking "generate report") when editing an existing shopping tree's hierarchy so as not to unintentionally set all product groups to 'active' 

  • Changes are pushed to AdWords and immediately resynced into the platform. Please always double check your upload file prior to submitting. If you push unintended changes to AdWords, don't worry! Unlike keywords and creatives, product groups are easily un-deleted with no impact to ad ranking/quality and with no loss to historical data. Simply upload the previous version of your shopping hierarchy including statuses and bids and things will return to their previous state.

Creating New Product Group Tree

  • Note: You must create a new adgroup in your shopping campaign before adding a new tree to it. Bulk hierarchy changes do not support implicit group and campaign creation.

  • To create a new tree, simply upload the entire tree you want

Example Tree

  • Note that the paused product groups have no bids. You can use 0 as well.

  • You must include the 'everything else' or upload may fail.

Editing A Product Group Tree

For simplicity let’s just look at the 'Group' and 'Product Group' Columns for now. Let’s start with this tree:

 

To subdivide a PG, duplicate it and add your new values at the end. Don’t forget to add 'Everything Else.'

 



 

How to Delete a Row

To delete a row, simply remove it - always remembering to re-upload the whole file

 

Undoing a change to the hierarchy

Since changes are pushed directly to AdWords, there is no opportunity to roll back a pending change in the activity log. To revert a change, re-download the previous hierarchy export from the report center and re-upload without any changes. Alternatively, if you know your desired hierarchy you can upload it to overwrite the existing hierarchy

If you make a mistake: historical data will not be lost! When you revert your changes to the previous version of your shopping tree, Marin will undelete your earlier product groups so that you can keep working with minimal impact.

Excluding Product Groups From Bidding

Changing the status of a product group from ‘Active’ to ‘Paused’ will exclude it from bidding in Google. Likewise, changing the status from ‘Paused’ to ‘Active’ will tell Google to bid on it once again.

Notes on Pausing/Excluding PGs from Bidding

  • Paused (Excluded from Bidding) product groups have no bid and no URL attributes.

  • If you attempt to edit a paused product group in Marin, you will receive the error "Cannot make updates to a negative object." This is expected because product groups that are paused in Marin are reflected as Excluded in AdWords. The Excluded status makes it a "negative" object, which means it is not editable via the AdWords API.

Important Notes

  • Currently you can only create new product groups in bulk at the same time that you create their AdGroups. You cannot create new product groups in an existing AdGroup unless 'All Products' has already been subdivided.

  • All Product group names must begin with either 'All Products' or 'All'

  • You need to request from your CSD that shopping campaigns be enabled - it is not enabled by default.

  • Product group ID is always included in an export from the product groups grid so that bid, dimension, and URL changes are as simple as possible. Product Group ID will not be included in the 'Export From Hierarchy' Report on the Bulk Page

  • Only product groups that have no children will appear in the product tree.

  • Product Group trees must have an 'Everything Else' value at every level

  • Product groups on the same level must be divided by the same product attribute.

Glossary

  • Parent Product Group: A product group that has been subdivided by some product dimension into child product groups

  • Child Product Group: The product groups that live below another product group are its children

  • Sibling Product Group: Product groups are siblings of each other if they are all children of the same parent product group.

  • Product Dimension: The product attribute by which a product group's parent has been subdivided. In the case of 'All > Brand:Nike' All Products has been subdivided by Brand so 'Brand' is the Product Dimension. For 'All > Custom0:Sale' 'Custom0' is the Product Dimension.

  • Product Target: A Product Target, also known as a Product Group, is a product or group of products that can be used to trigger a Product Listing Ad, or an ad in a Google Shopping Campaign, in much the same way that a keyword would trigger a text ad. These Product Targets (PTs) are used to determine which products from your Google/Microsoft Merchant Account to display within the Product Listing Ad on the Search Engine Results Page.

  • Product Group ID: A Product Group ID is the tracking identification number associated with a product group and should be leveraged when editing existing product groups. To see the Product Group ID associated with a product group, generate a Product Group report, which will include the Product Group ID column automatically.

  • Product Listing Ad: A Product Listing Ad, or PLA, is a creative type that pulls products directly from your Google or Microsoft​​​​​​​ Merchant Account to be used in Google Shopping Campaigns. In Google, legacy PLAs as a stand-alone creative type have been phased out in favor of Google Shopping Campaigns.  

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