Variant or Separate Product ID

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So I think I know the answer, but was hoping to get some feedback from sellers that have been around the block and use google shopping (merchant center).

 

We sell a product that is used by both men and women and the color is more or less unisex. 

We plan to offer some different colors that may appeal more to women and would like to have separate google shopping campaigns that target certain colors to women and another to men.

 

I believe that fundamentally, we should add color variant (s) but believe that we'd lose the ability to segment campaigns promoting the product with certain colors to woman and other colors to men via a separate shopping campaign (vs separate product id's--which would be confusing af to most people on the site and likely cause GS TOS issues.

 

Any guidance on whats doable or not (while staying compliant) appreciated.  I understand that feed could be manipulated to fire the 2nd photo or something like that, but mixing photo's without segregating by variant would be messy.   Thx

 

 

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Shopify Partner
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1) You can only submit one unique product to Google Shopping. Submitting the same product with different id's is not allowed and is called gaining unfair advantage.

 

2) If you want to target both men and women, then add this info in the title and description. However when you set the gender attribute to unisex, it will already target people who are interested based on these queries.

 

3) Seperating campaigns based on intent of search term, can be achieved as followed.

Create two campaigns, one excluding the search term men, another excluding the search term women.

In the future you can setup demographics, which will do the same, but by gender, instead of search term.

You can now bid differently based on this setup.

My recommendation, if you are not going to make any change differences in the campaigns such as bidding, then there is really no point setting it up.

 

Hope this helps.

Google Shopping Specialist - Data Feed Managment Tool
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Hi Emmanuel - Appreciate your expertise and guidance. I figured your statement on #1 applied, though we see the same sellers often have 2 display shopping ads for the same thing, using a different picture and landing page for each.  I get that doesn't make it right and there will likely be consequences sooner or later.

 

Dumb question, but are all product categories on google shopping eligible for gender attribute?  E.g. if selling black keyboards and a pink keyboards, in electronics, it's not possible to use gender attribute is it?   I guess even if possible, it's a no-win, given nobody is going to search mens keyboard vs women's, though I guess pink keyboard could be searched vs black--but it's messy in the sense that it's not typically an item that shoppers would search based on color or gender.  (but if "presented" with options, may be appealing)

 

The idea is to target shopping ads based on gender, displaying pink for women, another color for men--but the same product that isn't typically searched via color, with hope that doing so would differentiate further and improve CTR and CPA.  (like a sleep sound machine that is pink or black...people typically are not going to search based on mens/women's or even color. 

 

Is the  "by the booK' way of doing this is to keep the core product ID, add color variant(s)?   Then if desired, test the color of the item i the main photo that displays on shopping  to see how that moves the needle when targeting both men and women--is that correct? (eg one color for 4 weeks, another color for 4 weeks....same item id, same description and variant options, just changing the color of the main variant that is displayed).

 

Is the above "by the book" strategy legit? (generally compliant by Google Shopping)

 

Is it permissible to create a unique bundle, same main product and variants, but adding something else that  compliments the offer (adjusting the price accordingly) and using a different color for the main display ad?   My gut is that this is a fine line.....depending upon how natural/logical the bundled item is? (eg in example above, adding an ergonomic wrist pad may work, but tossing in socks, not so much).   

 

While performance improvement of display shopping ads is the objective, I appreciate that something like the bundle approach immediately above may have negative result, given google decides when to show shopping ads and that it may also cause shopper confusion not only with google shopping (frowned upon) but also once a shopper reaches one's website. 

 

Appreciate that for shops selling hundreds or thousands of items, this would be crazy, but for shops selling a few main products, little things can make huge differences. 

 

Thanks again for sharing your expertise!

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Shopify Partner
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1) Any policy violations you see, can be reported here: https://support.google.com/google-ads/contact/vio_other_aw_policy

 

2) You can indeed assign gender to all products that differ by this value. More info: https://support.google.com/merchants/answer/6324479

You can experiment and see if adding this attribute increases the performance or not. Generally, the more accurate your data is, the higher your data feed will rank.

 

3) Each color is a unique product, this means you can not start swapping around image colors. As that would violation a policy named using the same item id for different products. Simply submit each unique product you have, and never change the product. More info: https://support.google.com/merchants/answer/6324405

 

4) Merchant defined bundles can be setup, and there are no technical limitations. More info: https://support.google.com/merchants/answer/6324449

 

Hope this helps.

Google Shopping Specialist - Data Feed Managment Tool
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