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Merchandise segmentation automation in Google Ads from IdoSell. How to promote effectively specific product groups?
It is often the case that the margin on products sold varies depends on the category of products or on a particular manufacturer or supplier. Deciding which products are more visible through the use of Google Ads is an important point in managing an online store. Do you want the bulk of the budget to be used to promote products from one manufacturer? Or maybe to put more emphasis on advertising new products that have arrived in your store? With the new functionality from IdoSell you will do it yourself.
the Google Ads service from IdoSell is a solution for all online stores that want to sell more. The service is based on artificial intelligence and expert knowledge - so your offer can be even more visible online. You decide what percentage of your budget will be spent on ads. We pull valuable traffic, and the cost of unrealized results is on us.
Now we are introducing another new convenience for customers who use the Google Ads service from IdoSell. Thanks to the automation of merchandise segmentation, sellers can manually define product segments and indicate what kind of action they expect, e.g. decide that a selected group of products will be promoted with a lower or higher cost share.
How it works?
The customer defines the segment: gives it a name and selects the products to be included in it. Then defines a specific action. The selected group of products will be allowed to be promoted more than the other products advertised within the service, or to be cooled down, that is, to be advertised less aggressively than the other products advertised within the service.
Segmentation, therefore, boils down to selecting a specific group of products and determining its relationship to the other products.
Still, the entire ads account will be billed according to the main cost share of the Google Ads service from IdoSell.
Based on expert knowledge, our team decides whether the changes will be implemented or rejected.
Example 1
Let's say you are using the Google Ads service from IdoSell and your share of the service is 15%. This means that 15% of the value of your conversions is invested in further ads.
However, if among your assortment there are products, for example, of a certain manufacturer, whose margin is much lower than 15%, it is worth making it clear that you would like to advertise them a little less than other.
How to implement this?
Go to the module Marketing and integrations / Dynamic Pricing and Product Groups/ Manual segmentation of products for advertising and click the "Create segment" button. With the "Manufacturers" selector, choose those manufacturers whose products you want to advertise less. Select the scenario "Advertise products less" and add a comment in the field visible below the form. Such order for segmentation of products will then be evaluated by our specialists and then implemented or rejected with an appropriate comment.
Ultimately, the products selected in segment 1 will be advertised less and the remaining products (not selected in the segment) will be advertised as before. Still - the whole account will be billed according to the main share of costs in the service, that is, 15%.
Example 2
Your share of the service is 15% however, since it is high season for part of your assortment, you would like to advertise some of the products more, but without changing your share of the service. Go to the module Marketing and integrations / Dynamic Pricing and Product Groups/ Manual segmentation of products for advertising and click the "Create segment" button. With the selector, e.g. "Suppliers", select those suppliers whose products you want to advertise more. Select the scenario "Advertise products more" and add a comment in the field visible below the form. Such an order for segmentation of products will then be evaluated by our specialists and then implemented or rejected with an appropriate comment.
Ultimately, the products selected in segment 1 will be advertised more strongly at 15% and the remaining products (not selected in the segment) will be advertised less strongly than before. Still the whole account will be billed according to the main share of costs in the service, that is, 15%.
Example 3
If your assortment includes products, e.g. of a given manufacturer, whose margin is much lower than 15%, e.g. there is a group of products that you would like to advertise with a share of 10% and 5%, it is worth making it clear that you would like to advertise them slightly less than other products.
How to do it? Go to the 'Marketing and integrations / Dynamic Pricing and Product Groups/Manual segmentation of products for advertisements module and click the "Add new segment" button. Give the new segment a name, e.g. "10%" and use the "Brand" selector to select the one whose products you want to advertise less. Select the scenario: "Advertise products less".
Then create another segment, give it a new name, e.g. "5%" and select another group of products that you want to advertise even less. Select the scenario: "Advertise products less".
Such a products segmentation order will be assessed by our specialists and then implemented or rejected with an appropriate comment.
Finally, the products selected in segments 1 and 2 will be advertised accordingly less, and the remaining products (not selected in the segments) will be advertised as before. The entire account will still be billed according to the main share of costs in the service, i.e. 15%.
What will you gain?
With the segmentation of products within the Google Ads service from IdoSell, you can create any segments of products and advertise them according to your current needs, for example:
- advertise more intensively only the products with the highest margin
- more intensively advertise products that are currently in demand
- advertise more intensively new items in the store
- advertise more intensively products which price in the store is lower than the price at which you sell them on the selected marketplace
- advertise less intensively products with lower margin
- advertise less intensively products for which there is currently no demand on the market due to, for example, a change of season
These are just a few of the scenarios that the products segmentation module allows, but they all have the same goal - to help you sell more effectively and earn more.
Enable the functionality in your panel
Functionality of manual segmentation of products is available, for customers of the Google Ads service from IdoSell, in the module Marketing and integrations / Dynamic Pricing and Product Groups / Manual segmentation of products for advertising.
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