This article is for Brands working with Criteo Sponsored Products.
As of February 1st, you will notice a change in the way you manage Criteo Sponsored Product campaigns within the Criteo Sponsored Products user interface. We are rolling out product groups, a featured that will simplify your campaign management workflow while giving you more control and clearer campaign performance insights.
What are Product Groups?
Product groups are a new organizational structure that allows you to group products in a way that you choose. You can select a product group for a specific campaign, and then a bid will be placed on that specific group. A product group is similar to a folder or portfolio on a computer; rather than documents, you can select a group of product SKUs, add them to the group, and name them. The product groups can be organized according to the scheme that best fits your business needs.
How does this change my campaign management workflow?
Before product groups was introduced, products were automatically grouped by their category, such as “televisions” or “laptops,” which caused limitations in how certain SKUs would be included in a campaign, and inflexibility in moving SKUs from one category to another. Categorization of SKUs also limited the control you’d have over organizing your SKU’s, as the way the SKUs were automatically organized may be quite different from how you would choose to organize them when building and running Criteo Sponsored Products campaigns.
With product groups, you can leverage a more flexible organizational system where you’re in control. You can define your own groups of SKUs that will be used in your campaigns. For example, a consumer electronics brand may choose to create groups such as:
- LED televisions of a certain brand and price point
- Newly released printers, cameras, and laptops
- Digital entertainment products that may be purchased together, such as a television and a streaming device
Additionally, a new SKU search feature has been introduced, which will help you with the creation of these customizable product groups. When creating a new campaign, product group, or adding SKUs to an existing product group, you’ll be able to access a search bar to find exactly which SKU you are looking for within the catalog. You’ll be able to browse by brand, category, price range, SKU name, description, or various product IDs including GTIN, UPC, and model number.
Will product groups impact campaign performance?
Product Groups are designed to improve campaign operations by making SKUs easier to find and organize within a campaign. Campaign performance will not be affected by these updates.
Will product groups affect which SKUs are considered for a placement?
Product Groups will not affect where products will serve. Products still belong to product categories and have keywords associated to them via the keyword model. Which product to serve in an ad is still based on the relevancy of a product to the shopping context and a placement's relevancy restrictions.
How will product groups be represented in reporting?
A new advertiser-facing report has been created, Activity by Product Group. This report will include activity and attribution at the product group level. The Activity by SKU report will include a new column that identifies which Product Group a SKU belongs in.
What will happen to my existing campaigns when product groups are released?
The categories in existing campaigns will transition to an equivalent product group. As an example, if a campaign contains the “Shoes” category, all SKUs in that category will be migrated to a “Shoes” product group. The bids and performance of each category will also be transferred to this new product group. Any migrated categories will behave like a normal product group. SKUs can be easily removed or added to the group from within your account catalog.
How exactly does product groups work in the user interface?
Here’s a step-by-step guide on how you can set up and manage your campaign with the addition of product groups in the user interface.
Creating a New Campaign
Step 1: To create a new campaign in your account, first click the "+ Campaign" button on the Campaigns page.
Step 2: The create campaign wizard will guide you through the three steps to create your campaign. On the first step you will enter your basic campaign settings, like its name, start and end dates, and any budgets you want to apply.
Step 3: You'll create your first product group in the campaign in Step 2. You'll need to enter a name and find the products you want to include in the group using the SKU search. Details on how to use the SKU search are described in the "Using the SKU Search" section.
Step 4: Finally, you'll enter a CPC bid for your group. SKUs in this group will use this bid in any applicable ad auction, unless there's a bid placed on an individual SKU. How to enter a SKU level bid is described in the "Managing SKUs in a Product Group" section.
Using the SKU Search
The SKU search feature offers three ways to find SKUs in your account.
1. You can use the "Search account catalog" option to filter or search for SKUs in your account. This option allows you to find SKUs by brand, category, price, or by matches on SKU names.
2. If you have a list of product IDs you want to include in your campaign, you can use the "Find matches by product IDs" option to find matches. Simply paste all of the IDs into the search field and select the ID type. It's possible to search among a variety of product IDs, like GTIN, UPC, EAN, MPN, Model Number, or SKU ID.
3. The "Load products from another group" option will do just that. With this method you can load all of the products from another group in your account, and select all or a subset of those SKUs for your new product group.
4. The SKU search feature is integrated into several workflows to make SKU selection easier. You’ll find the feature when creating a new campaign, creating a new product group, or adding SKUs to an existing group.
Managing a Campaign with Product Groups
- The new bidding grain for a campaign is the Product Group, instead of categories. On the Manage Bids page for a campaign, you'll notice there is a row for each Product Groups that has been created.
- Within the table you can turn a group on or off, adjust its CPC bid, or view the performance of that group.
- You can also create new product groups by clicking the "+ Product Group" button.
Managing SKUs in a Product Group
- Clicking on a Product Group's name will take you to the Manage SKUs page. Here you can turn the SKUs in your group on or off, or remove them from the group entirely.
- You can also enter a CPC bid for an individual SKU. This bid will override the CPC that was entered at the Product Group level. Any SKUs that don't have a bid on them, will automatically use the Product Group bid.
- SKUs can be added to a group as well by clicking the "+ Products" button.
If you have any further questions, please do not hesitate to reach out to your Criteo Account Strategist.