Asset Groups and Keyword Research Workflow

Ask Me Anything Q&A Googleshoppingamarepo
1

I’m very new to Google Ads and may even be cannibalizing my own campaigns (TBD! :crossed_fingers: ), but I’ve been structuring my asset groups using the same organization I apply to my initial keyword research: Product Features, Design Features, Shopper/Occasion, and Buzzwords.

  1. Is this a smart approach?

  2. Do you follow a specific workflow, checklist, or method for organizing keywords and/or asset groups into categories as a general rule?

  3. If so, can you share the categories you always aim to cover—from keyword research to building asset groups and their assets—to ensure you capture all shopper intents?

2

Hello GeekistsNYC, thank you for your question in the FeedArmy AMA Event.

  1. That is a good approach, make sure to look into your google search console data to see what keywords users are typing for organic listings, as this will help build your titles for your product feed.
  2. For asset group categories, I tend to either group them by brand, or category type. It depends if the business is selling branded products, or non branded products. But also depends on many other factors such as ROAS goal and Margins. There is not really a rule for structure, as it changes depending on what is being sold, what the merchants goals are and the budget.
  3. For keyword research, use Google Trends, Google Search Console, Check how products are listed visually, Using your Google Ads data.