I'm a developer tasked with adding some automation to our Adwords account
management. After getting partially up to speed on the API, best
practices, and how we do things, I'm a little concerned about our current
setup and how we can improve it. I don't want to automate a bad process.
We sell products from many different manufacturers (~25,000) however only
about 2000 of them have over 100 different parts associated with them. The
largest of these has nearly a million parts. Thankfully, we only want to
advertise parts we currently have in stock, and this drops the numbers to
700 with over 100 parts with the largest having 25,000.
Currently, we have only a few campaigns, a couple for our top Manufacturers
and then two for everything else. These contain thousands of AdGroups,
mostly by manufacturer, each AdGroup has keywords for each of the parts we
have in stock for that manufacturer. The ads themselves basically amount
to "{ Manufacturer } { Part Number } In Stock Now". Unfortunately, our key
words don't get updated often, and we end up advertising things which are
no longer in stock. That's why I'm here to add some automation.
To update our keywords, the person in charge of our account basically
deletes and repopulates, by running some programs which gather our current
in-stock data and generates text files for import in the Adwords Editor. I
think it's safe to assume this isn't the best way to go about it.
The organization scheme that seems to make more sense would be to group our
largest manufacturers into their own campaigns (with some generic campaigns
for manufacturers with only a few parts), then have AdGroups for each
distinct part sold by that manufacturer. This would allow more granular
updates and enable easy pausing/unpausing of AdGroups when our stock level
changes. Manufacturers with more than 20,000 parts could be split into
multiple campaigns.
This is still not trivial to automate, as I would have to be careful not to
overflow a campaign, logic around splitting a manufacturer off from a
general group into it's own campaign, and potentially exceeding the
campaign limit over time. Still, it seems better (and more in-line with
suggested practices) to do Campaign => Manufacturer, AdGroup => PartNumber,
than Campaign => Everything, AdGroup => Manufacturer, Keyword =>
PartNumber, though even here I would be able to add/remove keywords when
the part associated with goes in and out of stock, correct?
I don't want to reorganize everything unless it really makes sense; I'm
worried that I am over complicating. What are others doing in this sort of
scenario, where one method of grouping potentially leads to too many
AdGroups and disorganized keywords, and the other to too many Campaigns?
Any insight appreciated.
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