In the part one, we explained what prompted us to consider the automatic creation of campaigns from the feed and how we handled the creation of campaigns and current ads. Now, there is just one more issue to solve – the last but the most important one. How to run ads only on the products we want to advertise. And how to actually choose the products we want to advertise.
Running ad sets on only selected products
Running ad sets only on selected products is based on comparing automatic campaigns created from the feed with competitors. Based on the connection of these campaigns with the data from price comparators and other comparators, we can recognize how many competing e-shops offer this product, what is our price compared to competitors, how many competing e-shops have the product in stock, the lowest and the highest prices on the market and so on.
We can select various launch conditions, e.g. I only want to advertise the products with the lowest price on the market, or those only I have in stock and so on.
And the best part about this is that all these competitive advantages can be transferred into an ad. The ads will include competitive advantages based on the data from comparators. E.g. we offer the lowest price on the market, our e-shop is the only one in the country to have it in stock.
All these conditions and ads are automatically updated. If we used to be the cheapest but it changed because the competitor has reduced prices, this competitive advantage will no longer appear in the advertisement or the entire set will be suspended. It depends on the conditions set. Thanks to the current data, we can avoid misleading information in ads.
Let’s have a look at how we set the conditions and created ads for our client in the introduction of the part one of this article.
The problems encountered by the e-shop:
- Over 9 000 products in the e-shop
- Low margins
- Fast-changing stock availability of products
- A tight marketing budget
- High competition
Competitive advantages:
- A number of products with the lowest prices on the market (thanks to excellent relations with foreign suppliers, the client was able to sell certain brands at the lowest prices)
- A number of specific products that only our client can get the hold of (thanks to excellent relations with foreign suppliers, our client could get some specific products that no other e-shop could get)
Based on the conditions above, we concluded that we would only run ads on the following product groups:
- Products in stock and for the lowest prices on the market
- Products which no competition can offer
On the basis of these conditions, we had to determine the conditions for the launch or suspension of an ad set and the creation of a current ad:
The launch or suspension of an ad set
Products in stock and for the lowest price
In case of a product we have in stock and for the lowest price on the market, we set two simple conditions for when the set is run:
- The product is in stock
- The product is for the lowest price compared to competitors by a 5% margin – that is, if someone offers it for less than 5%, the set will be suspended; if the range is up to 5%, our product still belongs to the cheapest on the market
Products which no competition offers
In case of a product which no competition offers, we set one simple condition:
- Number of competitors is less than 3. We concluded that if the product is offered by less than 3 competitors, it is interesting for us and we want to run the ad set
If the product does not meet any of the set conditions, the ad set remains suspended.
Creation of the current ad
We set the Heading 1 as the product name and the Heading 2 was changing according to the set conditions:
Products in stock and for the lowest price
In case of a product we have in stock and for the lowest price on the market, we prepared the following headings:
- We offer the lowest price on the market
- The lowest price – only for (product price) EUR/USD
Products which no competition offers
In case of a product which no competition offers, we chose these variants:
- We can get anything for you
- In stock only in our e-shop
Can I get free shipping?
In the description, we have also provided variable delivery information. The e-shop offered free shipping for the purchases over €/$100, therefore if the price of the product exceeded €/$100, we used the following sentences:
- Free shipping
- Free delivery to your door
In other cases, we actively used the product price:
- Purchase more products for extra (100 – product price) EUR/USD and gain free delivery
- Add extra purchase for only (100 – product price) EUR/USD to the (product name) and gain delivery to your door
In the last part of this article, we are going to summarize the main advantages of creating automatic campaigns from the feed based on the data from comparators.
