Ecommerce companies managing hundreds of thousands of product SKUs in Google Shopping face a set of unique challenges when managing campaigns. Rather than optimizing and testing for success at scale, they’re often dealing with bloated, inconsistent accounts with suffering performance. Building an infinite number of campaigns and ad groups is both inefficient and not allowed by Google which makes campaign and account setup critical for success. Join our webinar to unpack Google Shopping secrets for brands with large product catalogs including the importance of account structure, automation, and streamlining processes to improve performance.

1. Managing 100,000+ Products on
Google Shopping
How Advertisers with Large Catalogs Can Save Time & Optimize Performance

2. 2
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
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Today’s Logistics
Persephanie Arellano
Webinar Coordinator

3. Today’s Speaker
Alison Nguyen
Sr. Specialist, Shopping & Feed

4. 4
1. Polls
2. Minimize Before You Maximize
3. Shared Library Audits
4. Planning, Projections & Prioritization
5. Live Q & A
Agenda

5. Poll Question
Okay, but how many SKUs (avg per client) do you actually manage?
● <1,000
● <100,000
● 1M
● #toomany #sendhelp

6. Poll Question
What challenges are you facing w/your current structure?
(can choose multiple answers)
● Nothing major - I’m in a good place & want to see what else I could be doing
● Disorganization/Inconsistency - every day is a ‘fire drill’
● Over-granular segmentation - nothing I do moves the needle
● Under-granular segmentation - I can’t tell what performs un/well
● Reactive optimizations - too many directives create conflicting strategies

7. 7
Minimize Before You Maximize

8. The Limit Does Exist: Campaigns, Ad Groups, and Targeting
8
Hitting account limits, is, in fact, rather limiting
Maxing out account limits backfires when your
structure isn’t nimble enough to take advantage of a
new opportunity
Real time adjustments are time consuming when
restructuring accounts, resulting in costly delays
Hitting account limits can be a sign that your account
is over-segmented and under-performing as a result
Limits Growth
Inefficiency
Over-segmentation
10,000
Targets

9. 9
Snapshot of Some (not all) Account Limits
Account Limits per Google Ads Help
10,000 campaigns per account
Google allows up to 10,000 campaigns per account; this includes both active and paused /
on-hold accounts.
20,000 ad groups per campaign
Again, it’s not a question of reaching your limits but one of proactively managing your
product SKUs.
20,000 targeting items per ad
group
Included in these targeting items are keywords, placements, audience lists, product group
bids and exclusions.
5 million ad group targeting items
per account
Again, targeting items are keywords, placements and audience lists.
1 million campaign targeting items
per account
This involves location targets and campaign-level negative keywords.
10,000 location targets per
campaign
This includes upwards of 500 proximity targets for each campaign.

10. 10
Managing a large inventory is exciting because you have so much opportunity
to segment, test, and grow! But while growth may be your client/brand’s goal,
that doesn’t mean your account needs to follow suit. There’s no need to race to
reach your account limit, slow down and execute strategies that prioritize
efficiency.
Marie Kondo (Consolidate) Your Account Structure
Strategically plan your campaigns to avoid account limits & bring joy
Fully audit your account structure.
Identify what segments are driving success.
Be honest about the challenges you face.

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Setting Targets
● What are my main & secondary KPI?
● Do all my structure segments support my
KPI?
● Can a structural segmentation be
consolidated within existing structure?
Determining Value
● Does this segment perform significantly
better/worse than overall account avg?
● Can this target exist at another level?
● What other opportunities like this are there?
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Consolidation Questions

12. Me: Consolidate literally everything in your account
Also Me:
Custom Label 1
Custom Label 4
Custom Label 3
Custom Label 2

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Consolidating Existing Labels
Does this label provide valuable optimization or reporting insight?
Is this label made redundant through PG segmentation offered in adwords
e.g. Product Type, Brand, Condition
Can this label be combined with a similar opportunity?
Looking for Opportunity
What performance questions are unanswered in your current structure?
What are you struggling to quantify?
Are there season/occasion oriented opportunities your current structure cannot maximize?
Are there groups of products that perform significantly above/below account avg?
Maximizing all 5 Custom Label Opportunities
Assign custom labels that have purpose & value to segment your account

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Break out specific products to move inventory
Cover attributes missing in your data product feed such
as Cost of Goods or Price Range
Feature certain products that are promoted across other
channels like social
Note products eligible for promotions & sales
Label & flag new products to audit
Track performance of top/poor performing skus
Dynamically segment inventory using performance data
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Custom Label Examples

15. 15
Shared Library Audits

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Google’s AdWords Shared Library allows e-commerce, retail
and fashion enterprises to manage shared settings and
targets for individual campaigns or multiple campaigns. This
saves you a substantial amount of time as your ads and
campaigns grow because you’re able to make multiple
changes across multiple campaigns.
Audiences, campaign negative keywords, and bid strategy
portfolios are three elements of the shared library. How you
manage these elements ultimately informs how you manage
your account overall and where you focus your efforts.
Proactively Manage Your AdWords Shared Library
What’s in a shared library?

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Know Your Audience(s)
Similar Audiences
Audience Goals
● Are you looking to increase or suppress certain audiences?
● Can you combine similar performing audiences?
Audience Positioning
● Number of visitors on the original list
● How recently these people joined the original list
● Similarity of these visitors’ search behavior
● Does your reporting neccessitate campaign or ad group level
targeting?
● Does this group of audiences serve the MCC or 1 specific account?
Audiences are your customer segments, buyer personas or the market segments you’re focused on.
You’ll be able to define these audiences by who visits your website, who clicks on your ads and who
you focus your overall digital marketing campaigns on.
Organize your audiences to maximize traffic and mitigate reporting

18. • Identify why & where to place negatives based on update frequency & granularity needed
• Define update or audit cadence as performance may change with seasonality/trends
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Negatives: Trust the Process
Funneling & Permanent
Use for lists you’ll want
applied to all or a majority
of your campaigns. Good
for low maintenance lists.
Shared Library
Temporary & Ad Hoc
Use for negatives you will
only need to update
occasionally.Good for a
minority of campaigns.
Campaign
Performance
Use for negatives you will
update frequently, and are
specific to AG level
performance.
Ad Group
Organize your negatives by “purpose” to avoid crossover or duplicated efforts

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Portfolio bid strategies are automated, goal-driven bid strategies that help you optimize bids across multiple campaigns. They
automatically set bids for every auction to help you reach your performance goals, and provide a single place for you to quickly
change bidding settings for all campaigns that use a single portfolio bid strategy.
For Shopping, only Maximize Clicks & tROAS are available to all sellers.
Strategy
Portfolio Bid Strategies: Bulk Bidding for Large Accounts
Portfolio bid strategies let you set bids for multiple campaigns & review performance of existing strategies
Takeaways
Name bid strategies by ‘type’ to group similar portfolios together
Support & target different KPIs using different portfolios
Continually audit & asses for breakout/consolidation opportunities

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Planning, Projections & Prioritization

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Eliminate time-consuming & repetitive tasks by streamlining processes or
creating bulk templates for immediate uploads. Google Ads Editor is free and
available to all eCommerce, retail and fashion advertising teams. Other
management platforms like Kenshoo, Marin, and Google’s own SA360, provide
proprietary solutions to build & manage your campaigns.
Automate Your Day to Day w/Management Platforms
Take Advantage of Free & Paid Solutions to Simplify Tasks
• Upload new account structures within management platforms
using updated bulk templates from previous builds
• Take advantage of custom features such as structure
optimization (KS), Smart Bidding (SA360), or cross channel
audiences (Marin)

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Have a plan in place that enables your team to
duplicate successes, while avoiding past
mistakes. Define periods of review and
determine KPI for campaigns and ad formats
that are linked to company-wide goals. This will
help your paid search team adjust to new tactics
and emerging trends. Finally, standardize
reporting so that updates and reviews are easier
and less time-consuming.
Duplicate Your Success and Eliminate Errors
Successful testing always involves iterative processes
What formal processes do you have in
place for new opportunities?
What takes the longest or confuses your
team when implementing big
optimizations?
What lessons have you learned from past
tests or even other teammate’s
experiences?

23. 23
With Q4 around the corner, step back & take inventory of your
opportunities. While you can’t prepare for every Q4 curveball, you
can prepare your rationale for tests & experiments for rapid
deployment either this or next year. Large accounts are
notoriously slow to restructure, so defining scope & estimating
impact is crucial to long term success.
Prioritize Opportunities by Impact & Duration
We only have the same amount of hours as Beyonce
• What are my main & secondary KPI?
• What impact can I expect in terms of those KPI?
• How many resources are needed to complete this task?
• How long will it take to get learnings for this test?
Test 1
Test 2

24. Key Takeaways
Strategically planning your account will pay dividends in
long-term efficiency & KPI.
Maximize every tool in your Shared Library to full potential,
don’t build to build, build to support growth..
Automation & Replication are integral to successful testing.
Plan ahead to continually test & grow your business.

25. Key Themes to Look for Today
Build for Growth
Define & Target
KPI
Audit & Optimize
Processes
Prioritize Impact
Eliminate Consolidate

26. Schedule Your 1:1
Strategy Evaluation

27. Live Q&A
Alison Nguyen
Sr. Specialist, Shopping & Feed