Inventory Campaigns In Sa360 For Education Institutions 8211 A Guide
Management Summary
This article provides instructions on how inventory campaigns work in Google Search Ads 360, what needs to be taken into account and why this function can be useful for more than just the e-commerce sector.
Inventory campaigns in SA360 – How does it work?
To create an inventory campaign using SA360, you need a product feed that can be linked to SA360. Another option is to link the Merchant Center with SA360. This is particularly advantageous because it makes it easier for you to manage any changes to your products in the Merchant Center. For example, ad groups can be automatically paused as soon as the product is not available in the range. If the product appears in the feed again, the ad group will also be automatically activated again.
This function is often used solely in e-commerce, but other industries can also benefit from it, such as education.
Structure definition for educational inventory campaigns in S360
If you offer a variety of online training courses on a wide variety of topics, ads can be created automatically using the product feed. You use SA360 to define in advance which feed content should be included in the ads, whereby the columns in the data feed can be used for filtering. In this case, it would be advisable to include, for example, the department, course, course participants, remaining places and course start. This means you can set up a separate campaign for each subject area in your online course feed. However, it is important that the feed is maintained regularly so as not to advertise courses that are already sold out.
Once the campaigns have been created, we move on to ad group creation. It is important to maintain a uniform structure here. Referring to the educational course example, it would be advisable to offer one ad group per course in a department. This means that each course gets its own ad group in the campaign of the associated topic area. If a course is already sold out (feed: remaining places = 0), it is possible to pause the ad group automatically.
Ads & Keywords in SA360
The next step should be to create responsive search ads. Again, think in advance about what you want your ads to look like. Columns in the feed as well as freely selected text can be used as ad titles. If some auto-generated headlines from your feed exceed the minimum character count, you have the option to create fallback text. This is displayed exactly when, for example, the course title does not fit into the title of the ad. The same function can of course also be used for the descriptions of the RSA. When it comes to the description texts, just note that they must be valid for all courses, as all advertisements will contain these texts.
Source:GoogleLast but not least, it is important to use the right keywords for your ads. Here it is recommended to take the keywords from the feed and expand them with rules if necessary. You should also pay attention to the right keyword option here. Note that these keywords will be used across all campaigns.
Complete inventory campaign automation in SA360
Once your inventory campaigns have been completely created using SA360, they will automatically be transferred to your Google Ads account. You can then choose how often and at what exact time you want to update SA360 to Google Ads. Here we recommend updating the inventory campaigns at least once a day at the same time.
Conclusion:
In summary, inventory campaigns can save a lot of time and are also a great way to pack a large amount of products into campaigns. Here too, it is important to check and maintain the data regularly in order to avoid incorrect output.
