Having on-brand, persuasive, and relevant dynamic content in your ads is crucial to engage with your audience as much as possible. You can achieve that by combining the custom ad creation Bannerwise offers together with the inventory filters you can apply in your Google Ads campaign.
Inventory filters help you define the groups of products that will display in your campaign and exclude those who don’t match the group definition.
To make it practical, you can imagine a setup like this for a campaign that will only show “Christmas” products or the “Bestsellers”. By defining product groups and using custom templates in your campaign, the message you’ll be sending will improve user engagement.
💡 Good to know: Inventory filters are only available for Retail business type feeds. Therefore, the content in this article is only relevant to campaigns linked to a Google Merchant Center account. Check out this article if you haven’t made that connection yet.
Step 1: Enrich your feed.
In order to apply filters and create product groups in your Google Ads campaigns, your feed must contain at least one of the following attributes: ads_labels or ads_grouping.
Those attributes must be added to the feed via your Feed Management Tool or the Content Management System you have in place for your shop. It is not something you can directly do in your Google Merchant Center account.
ads_grouping: Use this attribute to group products in your feed. This attribute is limited to 1 value per product. For example, product A could be labeled as “Christmas” and product B as “Bestseller”.
ads_labels: Similar to ads_grouping, use this attribute to group products for your display ads. This attribute can contain multiple values. You can label the same product with up to 30 values and group products on a deeper level. For example, product A could be labeled as “Christmas, bestseller, black Friday”.
When you’re done enriching your feed with the different labels, generate a live URL that will serve as a source feed in your Google Merchant Center account.
Using a live URL as your source feed will let you keep data in sync. When labels are edited, added, or removed from specific items, those changes will apply to your Google Ads campaign inventory filters as well ensuring that only the items matching the filters are shown in your ads.
Step 2: Setting up inventory filters in your campaign.
Log in to your Google Ads account and select the campaign created that is linked to the Retail feed.
On the menu, select “Settings”.
Select “Additional settings”.
Click on the option “With data feed”.
Click on the second option “Filter: Advertise products that match all your requirements”.
The feed attributes that can be chosen from the dropdown menu depend completely on the information available in the feed:
Choose “Grouping” in the first drop-down menu if you want to filter products using the values added for the attribute “ads_grouping”.
Choose “Labels” in the first drop-down menu if you want to filter products using the values added for the attribute “ads_labels”.
In the image below, for example, we are creating a filter to group all products that contain "Christmas" as the value in the "ads_labels" attribute:
Important information❗
Inventory filters are not case-sensitive. However, product filter values must match exactly the values in your feed. For more information, check out this resource.
If you want to define groups of products on a deeper level, you can add more conditions to the filters by using the "And" or "Or" options available.
Click on “Save” when you’re done setting up the filter.
That's it! You just created a group of products by setting up an inventory filter.
Once the filters are set up in the campaigns using inventory filters, the only thing that’s left is to upload the custom dynamic ad template built in Bannerwise into Google Ads. Following the product group examples mentioned above, you could create a Christmas-themed template to use for the “Christmas product” group and another template to display the bestseller products applying, for example, some persuasion techniques.
We hope the information in this article was useful to achieve your goal. If there is anything else we can help you with and you couldn't find it in our help center, don't hesitate to contact us by chat. We are always ready to help you.