Pay per click

Query-level bidding strategy and RLSA for your Google Shopping campaigns

Do you think that the number of possible optimizations in Google Shopping available is really limited, especially compared to search campaigns? Start with creating your merchant center, your data feed and importing it to your Google ads. And then yes, you can already kick off your first Shopping campaigns and start receiving traffic from it.  OK, it’s easy, but there is a lot more that can be done to improve the results.

Google Shopping basic thoughts

First rule: optimize your feed. This is the number one rule and the reason is simple: if your feed has wrong descriptions, prices or products out of stock… it will never work! Tf you advertise for different countries, have the translations checked and read your landing pages carefully . And don’t forget that Google Shopping is still based on pay-per-click: so double check your landing pages links, cause 404 pages would be a total waste of budget. Got it?

Query-level bidding strategy 

So now, how can we get greater results in our next Shopping campaigns? Since we are obviously not the first ones wondering, we started doing some research and found this great article on query-level bidding.

Long story short, this strategy makes it possible to split the shopping traffic in different campaigns depending on your key queries and then bid according to their value. The goal? Focus the Shopping ad spent on the most interesting traffic as you would do in Search campaigns.

Google Shopping and RLSA strategy

If you experienced great results using this query-level bidding strategy, you might be curious on how to go further? 

After a very successful RLSA test in our Search campaigns, we started trying to reciprocate the same idea in our Google Shopping ones. This is quite a challenge because, as you may know, it is not possible to use a negative keyword list in it. 

We didn’t want to catch all queries, but just the ones from our already existing Medium & High Intent campaigns. In the meantime, we wanted to isolate people being part of our audiences. The idea ? To bid very highly on people who search for our key queries AND belong to our Converters audience in a new Google Shopping campaign… exactly like in a Search campaign.

So how did we manage to isolate the traffic coming from interesting audiences in a new Shopping campaign? Here comes the trick:

Step-by-step query-level RLSA campaign

Our idea was to target the people who already converted on the website (remember, this is the audience we successfully tested is Search). Once again: keep in mind that with Google Shopping campaigns you can target an audience but you cannot exclude one.

We created a Very High Intent Google Shopping campaign with the following configuration: 

– Flexible reach : Targeting

Audience flexible ciblage


– Audience: Converters (created on Google Analytics)

– Priority campaign: Medium (the low priority one is filtering out low interest keywords)

Priorité de la campagne Moyenne


– keyword exclusion: None

– CPC Bid: Very high

– Budget : Open

In the meantime, we added the “Converters” audience (Flexible reach: Observation) in the other campaigns to make sure no traffic coming from this audience would reach the Medium & High Intention campaigns.

You can use all kinds of audiences and include them in this campaign if they show some good performances (for example in Search campaigns): Add to cart, Account created or anything else. I believe the key is in custom audiences, testing and constant learning.

If you are looking for a team always looking for new and innovative strategies to increase the performances of your e-commerce website, don’t hesitate and reach out to us!


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