This guide will show multiple campaign approaches of how to use the Producthero labels. It will start with the basic approach containing two campaigns. This is the recommended approach. This is followed by some more advanced approaches, which are only suitable for advertisers who have enough performance data running through their accounts.

Campaign approaches covered in this guide:

Advertisers can use this campaign approach when they have at least 30 conversions in the last 30 days and have more than 50 products.

Option 1: Focus on getting higher profitability → Catch the Villains!

Option 2: Focus on generating more revenue → Wake up the Zombies!

If products perform badly they get the Villains label. They cost the advertiser money as they get lots of clicks, and their ROAS is not good enough. Advertisers might even be losing money on these products.

Create a specific campaign for these products so you can treat them in such a way that they become more profitable. This can be achieved in two steps

→ Having a low budget and a relatively high target ROAS means that the Google algorithm has to do its best and be stricter with its bidding. This will result in the algorithm only bidding on searches that are very likely to generate a conversion, in other words; specific keywords (e.g., Heroshop pink rose shower gel 150 ml).

The search volume on these keywords is a lot lower than generic ones, such as shower gel.

Zombies are products that are “sleeping”. This category of products almost gets no impressions and clicks. By setting them apart, you can activate them so that they generate revenue.

You can trigger the Shopping Ads algorithm to activate the Zombies by creating a dedicated Zombie campaign. Now, it can become clear which products are underperformers and which have the potential to become your top products. This will make these kinds of products move to other labels.

Advertisers can move away from the recommended setup and focus on both goals (= higher revenue and profitability) when they have at least 70 conversions in the last 30 days. This approach can be chosen after using the first (recommended) approach successfully for a while.

This campaign approach lets advertisers focus on 2 goals instead of having to choose one.

Create a dedicated campaign for the Villains and for the Zombies.

Advertisers can create a separate campaign for each label when they have lots of data running through their account. This is the case when an advertiser has at least 100 conversions, and when both the Sidekicks and Heroes label have 30 conversions in the last 30 days, and when the amount of Villains is big enough to be its own campaign.

Next to focusing on higher revenue and profitability, this campaign approach also focuses on creating more Heroes.