One of The Ways to optimise Branded products on Google Shopping

Reinaldo Lie
3 min readDec 18, 2020

Working with branded products and your Google Shopping Campaign is spending on the wrong keywords?
Does your campaign have a higher cost per click (‘CPC’) on a keyword that was low before you scaled your budget?

Here is my go-to guide on how I manage to keep the cost stable (If you are working with a brand that has high search volume on its branded terms).

Split your campaign into ‘branded’ keyword campaign and ‘non-branded’ keyword campaign, this involves:

  • Set your current shopping campaign to high priority as this will be your ‘branded’ keyword campaign.
  • Carefully evaluating which search terms are not relevant to your product or not aligned with your keyword targeting strategy and compile it into a list;
  • Importing that list of search terms as your negative keywords in your existing campaign;
  • Duplicating the existing campaign into a brand new campaign and label it as your branded campaign and set low priority as the settings of the campaign. If you only have one layer of optimization on your shopping campaign, it might not make much of a difference by setting low or medium priority on your ‘branded’ campaign. However, if you have multiple layers of optimization then the medium or low priority must be carefully assigned before you start running the campaign.
  • After setting up the new ‘branded’ campaign, compile a list for all of your search terms that contain your brand’s label as a keyword and set it as negative keywords for your ‘non-branded’ campaign. This will split your shopping campaign into discovery and remarketing purposes whereas your non-branded campaign will go hunt all other keywords at the product level and your ‘branded’ campaign will only target your brand’s keyword. This is very helpful as you can further optimize your ‘non-branded’ campaign by hour adjustment, observation audience and etc.

Here is a tip that might be helpful in limiting your ‘branded’ campaign into not targeting for the non-branded search terms. You might want to set your budget higher on the non-brand campaign and lower on-brand campaign and make sure that you have enough budget on your ‘non-branded’ campaign.