Introduction to inventory keyword campaigns
Inventory keyword campaigns use data about products in a Google Merchant Center inventory feed to generate keywords, text ads, and ad groups. DoubleClick Search (DS) monitors the feed and follows a set of rules to update the campaign as your inventory changes.
Create inventory keyword campaigns to:
Drive revenue through long-tail keyword expansion: Automatically generate product-specific keywords, brand-specific keywords, and category-specific keywords for each product in your inventory.
Correlate ad copy with inventory account attributes: Generate ad copy based on price or description updates from the inventory account.
Tie the behavior of ads and keywords to inventory levels. Automatically pause keywords when the related product is out of stock, and reactivate them when it’s back in stock.
If an advertiser is linked to at least one Merchant Center account, inventory keyword campaigns are available for most engine accounts within the advertiser. Inventory keyword campaigns aren't available for Yahoo! Gemini accounts.
Inventory feed and product attributes
A Merchant Center inventory feed is a catalog of the products you want to sell. It provides a standard format for describing each product. In this format, each aspect of your product is called a product attribute. For example, you specify the brand of the product in the brand attribute, the name of the product in the product title attribute, the price in the price attribute and so on. Merchant Center requires you to specify a few basic product attributes for every product in the feed, and you can specify many more optional attributes to create rich product descriptions.
Make sure the product attributes in your inventory feed describe your products in a way that supports your advertising goals.
Rules and templates
Inventory keyword campaigns use rules and templates that you define to generate ad groups, ads, and keywords. You can include static text in the ad and keyword templates, as well as placeholders that will insert data from your inventory feed directly into the ad copy or keywords. You can also create formulas that calculate ad copy and keyword properties based on data in your inventory feed.
Ready to get started with an inventory keyword campaign? Here's how: