I’ve been doing this for a long while now, thanks to the great idea form Martin Roettgerding – here’s the original blog post – http://www.ppc-epiphany.com/2014/12/08/taking-google-shopping-to-the-next-level/
It’s definitely worth doing.
Here’s an example from one account showing how it can be used to lower bids on non brand terms and reduce the amount of money wasted on them and just how big a difference there is between Return On Ad Spend for brand and non brand terms…
So, who should you bid more on? Male or female? It will depend on what you are selling. Here’s a sample from one account:-
Which suggests in this case that women are more likely to click on ads and are less likely to convert.
But it will be interesting to see how it pans out once demographic bidding for search campaigns becomes available on all accounts…
This one caused me much consternation, as my exam had expired, and I was unable to retake it for 5 days before support worked out what the problem was!
Turned out, that I had to change the language from “English (United Kingdom)” to “English (United States)” before it would let me start the exam!
So now you know if anyone else outside the USA is having the same problem.
More info below (and, yes I did pass by the way, and yes, it does still include some *very* ambiguous / poorly worded questions)…
Seems to be working reasonably well in most cases so far…
Here’s one example :-
This is a campaign that is somewhat seasonal, and it would usually make more sense to compare to ‘previous year’ rather than ‘previous period’, but I couldn’t in this particular case. At any rate it is still a bigger improvement than another shopping campaign in this account that has using enhanced CPC bidding during the same periods.
Does conversion rate vary by ad position? Yes (but not usually very significantly).
Does it matter? No.
Is it worth paying to stay ‘Top Of Page’ all the time? No.*
Will the lower CTR from Google Search ‘Other’ affect your quality score? No.
Will the lower CTR from Search Partners affect your quality score? No.
Will the lower CTR from Google Display Network affect your quality score? No.
Should Search Partners be excluded? No. *
Lead generation example:
*There are exceptions to every rule. :-)