After configuring the Settings, Rules and Campaigns step for your Shopping Ads generator, you can now set up one or more dynamic shopping ad group generator(s). The Shopping ad group generator overview looks similar to the multiple ad group generators in Text Ads:
For a more detailed explanation on how you can use multiple Shopping ad group generators (including several use cases), see this article.
For each Shopping ad group generator you can configure the Settings, Rules and Build steps.
Step 1: Settings
In the Settings tab of a Shopping ad group generator you can configure the name of the Shopping ad group generator.
Step 2: Ad group generator Rules
In the Rules tab of a Shopping ad group generator you can set up rules that only apply to this Shopping ad group generator. You can use this, for example, to only include a set of products you want in the Shopping ad group generator and exclude other products.
Step 3: Build
The Build step of a Shopping ad group generator is divided into three steps: Ad groups configuration, Product groups and Negative keywords.
1. Ad groups configuration
In the Ad groups configuration you can configure the Ad group name and Default Max CPC. You can use either static or dynamic fields for both:
If you choose a dynamic field for the Default Max CPC, you can also select if you want to use the lowest or highest CPC (if you have a range of different CPC values in the field you use).
Note: we only send the CPC the first time an ad group is pushed by the generator (i.e. after activating the generator, or when new ad groups are created by the generator). After that, you can adjust the CPC in Google Ads.
With the Ad group name setting above (Merk - [brand]), your Ad groups will show in Google Ads based on the different brands:
2. Product groups
In shopping ads you can add multiple levels of product groups. You can set up to 3 levels of product groups under the "Product groups" tab. Product groups further divide your ad groups into subgroups. When adding a new level of product groups, you have to select a field from Channable and you have to select which field of your Google Shopping feed this resembles.
Note I: Only fields that have been sent through your Google Shopping feed can be used as a subdivision field. Also make sure the field in your Shopping feed for Google contains the same information as in your Shopping Ads setup.
Note II: The higher the level of the subdivisions, the more specific the field should be for the items. The field "ID" which is unique for every item, should therefore always be the highest subdivision if it is used (so level #3 if you make use of all three product group levels).
In the example below, we have chosen for 'brand' and 'custom_label_1' as the first two levels of subdivision:
In Google Ads, this will look as follows:
You can see that each brand (level #1) is divided into the values of 'custom_label_1' (level #2). Because the 'Product ID' is the highest level of subdivision (level #3), individual products will then fall within the different values of 'custom_label_1'. Note that if you also configure the Ad group name based on 'brand' (as the example above), you will only get one 'brand' product group per Ad group.
3. Negative keywords
The last step of configuring your ad group build are adding negative keywords. Adding negative keywords works the same as for a Text Ads configuration. If the keywords you add here are searched for in Google, your ads will not appear. You can choose between the types 'Broad', 'Phrase', and 'Exact':
After configuring your ad groups, you can check the results in the Preview step and activate the generator when you are ready.