Inventory Management

What Are Inventory Management Campaigns?

Inventory management is a campaign building feature in Search Ads 360. Using data from an inventory feed; search campaigns, ad groups, text ads, and keywords can be generated automatically.

The main benefit of inventory management campaigns is speed. Thousands of keywords, with individualised, real-time ad copy can be created in one go. This automation at scale is an area that PPC is moving into, improving ad quality and freeing up time for reporting and optimisation.

Setting Inventory Management Up

 

 

  1. Inventory Feed

    The most common feed that can be used is the shopping feed. This can be linked into SA360 from the Google Merchant Center. Since this feed is updated daily with real-time product data, it works well for inventory campaigns, because builds are updated to reflect this.

    Other customised feeds can be used, including business data.

  2. Templates

    Inventory campaigns build based on templates setup in SA360. Filters and formulas can be used in the template creation to specify certain products from the feed and build campaigns.

    Using the feed below, a template could create campaigns for unique values in ‘Product Group 2’, and ad groups under these for values in ‘Product Group 3’.

    Availability

    Price

    Product type level 1

    Product type level 2

    Product type level 3

    Available

    £550

    Accessories

    All Accessories

    Scarves

    Available

    £590

    Accessories

    Hats & Socks

    Hats

    Not available

    £2,290

    Clothing

    Coats & Jackets

    Trench Coats

    Available

    £2,490

    Clothing

    Coats & Jackets

    Leather Jackets

    Not available

    £2,890

    Clothing

    Coats & Jackets

    Padded Coats

    Not available

    £2,490

    Clothing

    Coats & Jackets

    Faux Fur Coats

    Available

    £450

    Clothing

    Shirts & Tops

    Shirt

     

     

  3. Generate Campaigns

From the example above, campaigns are created with data updated daily, as the feed is reprocessed. Changes to the templates will only impact newly created campaigns, not those already running.   

Inventory Management Uses

We have found that a combination of traditional search and inventory management is performing well. Inventory management campaigns are being used to sweep up long-tail product and manufacturer related searches, whist traditional campaigns work well for category focussed keywords.

The benefits of inventory management:

  • Real-Time
    • Updated info in ad copy
    • Updated inventory status, pausing activity for products out of stock
    • Automating builds for newly added product lines
  • Automation
    • Large account builds at scale

Things To Consider

Along with the huge improvements inventory management can offer, there are also several things to consider when implementing:

  • Feed Quality
    • The quality of inventory campaigns are dependent on the feed quality.
  • Template Creation
    • Template creation can be quite fiddley and difficult to manipulate. We recommend planning in excel, and always preview template builds before enabling.
  • Inventory Management v Dynamic Search Ads
    • Lastly, we have found that DSA and Inventory Management don’t work well together. The engine will always serve DSA as a priority to Inventory Management. Separate DSA and Inventory Management strategies must be considered when creating templates.

In the long-term this automation will become more widely used in search accounts. We’d recommend running a small test to see how it performs in your account.


comments powered by Disqus