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Multi-campaign strategy for Shopping in AdWords: Category, Brand and Product ID

What do you think about using a multi-campaign strategy to advertise your shopping feed in AdWords? Under this you create separate campaigns for the category, brand and product id level and use priority settings in AdWords. Martin Roettgerding discusses this strategy in detail on his blog.


  • I've been hearing more and more at conferences that people are doing this. I also heard that many people start with just 2 campaigns rather than 3 like Martin suggests to keep things a little simpler at the start.

    Even if you don't use this technique, you should definitely still use the search query report (SQR) to find bad queries and add these as negative keywords. Kirk Williams posted on SEL that his ads were showing for the query 'm' and regardless of what you sell, that just seems like a bad query.
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